Joe Coleman is CEO of Contently, a platform that helps agencies and their clients build brands through original storytelling. Follow him on Twitter @joedcoleman.
To the joy of journalists everywhere, long-form content is making a comeback. Publishers are realizing that readers want some essays with their status updates — and a good e-book with their blogs. But what does this new content trend mean for brand marketers, who just finished perfecting their tweets and status updates? The Internet is changing, and great long-form content is emerging as the most effective way for marketers to achieve that all-elusive engagement with consumers.
Understandably, many brand marketers are still scrambling to catch up with trends of the first decade of this century, when platforms like Twitter and Tumblr brought short-form content into style and content farms proved that listicles and SEO-focused content, when produced at scale, could generate a lot of page views.
All that mass content created a very noisy ecosystem, though, and made content discovery and consumption difficult — so much so that the next iteration of publishing products focused heavily on curation and recommendations. News readers like Flipboard and Zite made it easier to discover interest-based content, platforms like Twitter and Tumblr got better at recommending relevant content based on a user’s social graph, and industry-based aggregators got great at distilling the most important stories on the Web. The next generation of blogging platforms are actually being built with curation baked in.
We’re now at a point where curators rule the content world, by collectively deciding whether content gets amplified or lost. As a result, quality of content is again starting to win out over quantity, with an assist from smarter search algorithms and the death of content farms. As power continues to shift to the curators, great long-form content continues to increase in value, as it’s shared and consumed by more and more people. Today, one exceptional, widely shared essay is far more valuable than a thousand disparate tweets.
All corners are screaming for brand marketers to move from expensive search marketing and ineffective display advertising toward native advertising. It works brilliantly on mobile devices, where users’ attention is hyper-focused, thanks to the lack of multitasking. With mobile devices on pace to capture the lion’s share of Web traffic by 2016, native advertising appears to be the best, if not the only, form of advertising for mobile readers.
A lot of brand marketers are now embracing native advertising and creating content, but too often, that content is bland, self-promotional and gives readers no reason to share it. Few brands are investing in the type of content that will help them get noticed above the noise, but those that do are discovering that great long-form content is a marketing goldmine.
Image via Shutterstock
TikTok’s uncertain future: the issues marketers should (and shouldn’t) fret over
A TikTok ban would require U.S. lawmakers to prove that the short-form video app is a genuine national security risk. So far, that hasn’t happened.
Maybe Web3 isn’t as dead as it would seem, as agencies play with new data-generating models
Agencies are continuing to invest in Web3 technologies in new ways, from client activations to data management.
Why real estate company Windermere is adding influencers to its marketing mix and spending half of its ad budget on them
Windermere is working with Seattle-based agency PB& as well as the home-focused publication Domino to partner with influencers like design influencer Max Humphrey.
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
Digiday+ Research: Agencies’ attitudes on secondary social platforms have seen ups and downs (especially on Twitter)
Digiday+ Research surveyed over 100 agency professionals, and found that agency clients' approach to the channels categorized as "other social platforms" has been somewhat erratic over the last year.
Why DOOH is a big draw for startups and direct response marketers
As digital ad channels, like social and paid search, become saturated and data privacy gets more restricted, startups and small businesses turn to DOOH to boost brand awareness.