The changing world of content by Steve Swallow
Content is continually evolving. The growth of mobile devices has made it more important to appeal directly to consumers on a 24/7 basis. Online video is also growing.
Online video has been booming. It is one of a host of new platforms and ideas available to companies.
Content marketing is changing dramatically, with a host of new mediums and ideas open to businesses that have embraced the benefits.
The rise of the smartphone and tablet has created even more opportunities for consumers to surf the internet on the move or at home while watching TV, the traditional advertising space.
Online video has been gaining some traction among businesses, with more and more organisations attempting to improve the content they offer to visitors and customers loyal to the brand.
As a small business it is important to make the most of this medium as it is providing some great results for companies that have taken the first step and jumped into the platform with both feet.
The rise of second screening
The growth of online video has coincided with a rise in second screening, which is down to the fact that a large proportion of people now own both a smartphone and tablet, and are happy to use them while watching TV.
Research from Second Sync’s found that 60 per cent of people tweet while watching TV and 40 per cent of all UK Twitter traffic at peak TV viewing time is about TV programmes.
This indicates the importance of using these programmes to engage with consumers who are sitting on their sofa tweeting about what they are watching.
A host of TV shows now have a hashtag to help viewers find others discussing what they have seen. If it is appropriate, why not start a Twitter debate on your business profile about programmes you think your target audience will be viewing.
With the UK set to overtake the US in terms of smartphone penetration and the majority of Twitter members using these devices to update their followers, it is making the platform even more important to businesses.
With content marketing and mobile growing hand-in-hand, it is important that small businesses get involved in the industry. Recent research by the Internet Advertising Bureau revealed that 57 of the top 100 brands had a mobile optimised site in Jan 2013.