Content Marketing Is the Future: 3 Key Changes to Watch For

When you think about content marketing, what comes to mind?

Writing and promoting blogs?

Creating compelling social media posts or e-newsletters?

Publishing in online directories and journals?

While all of these strategies play an important role in content marketing today, they are no longer the only options. Today, the future of content marketing revolves around presentation as well as copy. That includes:

  • Videos
  • Mobile-friendly content
  • Customer-centric experiences

Lawyers, accountants, and other professional firm owners today need to produce compelling content that resonates with audiences across a wide range of devices. With distractions mounting, attention spans shrinking, and mobile traffic now predominating, it has become necessary to shift the emphasis from written content alone to more diverse communication approaches. Let’s take a closer look at how this will look in practice.

1. Video Content: The Power of the Spoken Word

With YouTube and TikTok receiving millions of visits daily, video has rapidly emerged as one of the top content marketing mediums for 2022. Not only is it engaging, but it delivers information in a manner that compliments today’s attention spans: quickly and with maximum impact.

According to recent statistics:

  • The number of people watching digital videos in the US reached 244.4 million in 2020, a year-over-year increase that far surpassed predictions.
  • 86% of marketing professionals use video as a marketing tool.
  • YouTube is the most widely used video marketing platform, followed by Facebook.

Not only is video a great way for you to reach potential clients, but it’s also easier than ever to create and share high-quality content. Businesses that don’t already incorporate video into their content strategy may soon see benefits like an increase in site traffic and qualified leads when they start.

2. Mobile Is Everything

According to Statista, global mobile data traffic in 2022 will be seven times greater than in 2017. With an estimated 97% of Americans owning a smartphone, the importance of mobile-friendly content marketing is greater than ever, especially in light of the following statistics:

  • Worldwide, approximately half of web traffic comes from mobile devices.
  • In 2019, mobile devices accounted for 63% of Google’s organic search traffic in the US.
  • 70% of the searches made on mobile phones lead to action. 

Today, a mobile-optimized website is critical to your firm’s success, so the content you create must meet these criteria as well. With mobile technology like augmented and virtual reality on the horizon, the time to master mobile content marketing is now.

3. Customer-Centric Experiences

If you still think SEO is important for your marketing’s success, be aware that times are changing: Google’s algorithm prioritizes content that’s most relevant for search terms rather than keywords or backlinks. Any time you search for something on Google, the content deemed most relevant to your search appears on page one.  Although the algorithm may change in the future, the purpose itself will remain the same: highlighting quality content that registers with consumers. 

You need to know your audience and work hard to reach them effectively. This means creating content that’s targeted, engaging, and customer-centric. This is the new normal from the consumer side and, when done properly, works for generating leads, building trust, and cultivating loyalty.

Conclusion

Now that you have an idea of what content marketing can do for your firm, what’s next?

Start by committing to a high level of content quality and a clear brand message. Then make your content as accessible and appealing as possible through the use of video and mobile-friendly platforms. Consistent application of these principles can go a long way toward building the bridge between your brand and the people you serve.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!