Your success as a freelancer or as a content marketer depends in many ways on your ability to stay informed about the most current content marketing trends and examples. Of course, your greatest challenge might be the lack of time you have to devote to keeping up on the news.
To stay up to date, you need look no further than this curated monthly update to learn about the news and topics that will be most valuable for you. A quick glance at our roundup once a month will give you a solid foundation to keep you in the know for the coming days and weeks ahead, without getting lost in the noise.
1. Moderation matters more and more.
In recent weeks, news about unchecked predatory comments on videos featuring young children has caused concern among parents, viewers, content creators and advertisers. In short, everybody is concerned — and for good reason.
After a vlogger detailed how a few bad actors were using YouTube as a sort of “soft-core pedophilia ring,” advertisers were quick to jump off YouTube until the video giant made changes. Among others, a couple of the big advertisers who pulled ads from YouTube include Walt Disney Co. and Nestle SA.
YouTube has been quick to attempt to resolve the issue. In a recent blog post, the company detailed that it has disabled comments on most videos featuring children. Some creators will continue to be able to keep comments enabled if they prove to YouTube they can effectively moderate the comments on their videos.
In the blog post, YouTube said the following:
“No form of content that endangers minors is acceptable on YouTube, which is why we have terminated certain channels that attempt to endanger children in any way. We will continue to take action when creators violate our policies in ways that blatantly harm the broader user and creator community.”
2. Marketers are adjusting strategies to focus on stories.
The “story” format for social media posts first burst into the scene with Snapchat, but it didn’t take long for others (such as Instagram, Facebook, and WhatsApp) to jump on board. Since 2016, use of stories has increased by 987 percent. In a piece for Adweek, Anthony Cospito details three reasons why.
Engagement: Since 2016, stories have seen a rate of increase in engagement that is 15 times higher than the engagement increase in social feeds.
Visibility: Brands, news outlets, sports teams and others are promoting their stories in multiple ways, which leads to an increase in visibility of stories inside and outside social apps.
Insights: Data about completion rates, poll responses, and other story-specific data has proven to be valuable information for marketers.Since 2016, stories have seen a rate of increase in engagement that is 15 times higher than the engagement increase in social feeds. | #SocialMedia #ContentMarketing Click To Tweet
3. Demand for responsive display ads triggers more features.
Ever since Google made responsive display ads its default ad type last year, the company has been working on ways to help content marketers better utilize these ads. Google announced in a recent blog post three new features to assist marketers in their use of responsive display ads, including:
Video Assets: Advertisers can choose existing content from their YouTube pages to use in these ads.
Combinations report: The combinations report allows marketers to better understand how different combinations of creative content perform.
Expanded ad strength scorecard: This scorecard details what you need to do to make your responsive ad even more effective.
4. Vertical video is changing content marketing, whether we like it or not.
Data suggests that users hold their phones vertically 94 percent of the time, so it stands to reason that the easiest way to reach audiences is to publish vertical videos. Research suggests that vertical videos are gaining more popularity in recent years because more people are viewing videos on their mobile devices than ever before.
Facebook, Instagram, and Snapchat are three prime platforms that use vertical video extensively. Experts say that creators who want to capitalize on vertical video should learn to create videos top down instead of left to right.