Content marketing innovations you can’t afford to ignore (any longer)

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2016 is the year of innovation and content marketing is not an exception. Discover the new content marketing innovations that you need to integrate through your content strategy to finally get read.

 

1. Gain speed with the Accelerated Mobile Pages

 

On February 24th, Google launched its project Accelerated Mobile Pages based on a new open source framework that would allow to feature a web page almost instantaneously. This project comes down to an industry initiative to make the web faster. A way to change the world of mobile web drastically. Google is the main actor of the project helped by social networks such as Twitter, Pinterest and other parties. The project found its origin in a dialog between news and content providers within the framework of the “digital news initiative” – a worthwhile initiative bringing together the content legacy between the different disruptive platforms and social networks.

Let’s take an example from the New York Times with a simple article on the web, and the mobile page of the same article.

image01Today, the majority of traffic is on mobile. According to SimilarWeb roughly 56 percent of consumer traffic to the leading US websites is now from mobile devices. Almost 5 billion of US citizens own a mobile phone interacting with the web, with people, and used as a support of information. This graph shows the total number of mobile phone users worldwide from 2013 to 2018. In 2017, the number of mobile phone users is expected to reach 4,77 billion.

Your readers don’t have time and they are certainly willing to wait to find information.  If a page takes more than three seconds to load, you can be sure that 75% of the traffic is lost. During a conference, Luca Forlin who works at Google within the product partnership team, announced that every second of delay in loading a page equals 30% decrease in conversation rates. It leverages the importance of the challenges that publishers are facing to make the world of mobile web faster.

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Publishing content on the web constitutes gigantic issues because new business models have emerged and new formats have to be tailored, to be featured on smaller screens.

How does it work? What makes AMP faster?

The idea to remember is that the AMP are designed just for pure readability and speed. Elements such as images don’t load until they’re scrolled into view, and the JavaScript does all the rest. All of this is designed to be really heavily cached so that Google can host these pages and your actual content.

Here is a graph from Ghostery. The different bubbles represent resources that have to be loaded on nytimes.com in order to display an article on mobile. These resources all contribute to improving speed and the user experience.

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Screen Shot 2016-07-21 at 15.47.36

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NYT Websites measured with Ghostery

 

The New York Times and the Washington Post are among the first publishers to have created and used Accelerated Mobile Pages in order to improve the reader’s experience. According to Shailesh Prakash, chief technology officer of the Washington Post, “The AMP Project’s focus on making the mobile web near-instantaneous aligns with our goal of eliminating the ‘world wide wait,’ and we are thrilled to be among the first partners on this project”.

Recently, eBay announced that it has started using the Accelerated Mobile Pages technology to improve the mobile browsing experience of its platform. The use of the AMP has improved eBay’s mobile browsing speed significantly. Therefore, the company decided to partner with Google to launch a full-fledged e-commerce experience using AMP. International Business Times also adopted AMP and has developed stripped-back version of its entire back catalog.

The Guardian also began working on AMP last summer and had rudimentary AMP pages running within a few days. It has made AMP compatible with its core article format reaching about 18 million individual articles.

 

2. Use Instant Articles and (finally) get read

 

Last year, Facebook launched Instant Articles in order to control how your content will be featured and shared on the social network. Instead of being redirected on the editor’s website, Facebook Instant Articles work inside the Facebook app compared to AMP articles that are featured inside your mobile web browser on Google search results pages.

 

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Example of an instant article

 

Instant Articles allow publishers to provide the same high-quality, fluid experience and interactivity that people expect from a mobile app. The other benefit is the combination of Facebook’s experience with other media formats such as auto-play video. This combination allows to create a nice and ergonomic user experience. It is relevant because if the user feels uncomfortable on a page, he will not spend a lot of time on it.

[Tweet “Visuals are as effective as the content itself.”]

 

This is what makes people stay on the page but also what generates traffic. The other important aspect to consider is that instant articles are centralized, generating a significant amount of data and this at an unbeatable speed. This data centralization also allows to get full access to information all at once. You do not have to leave the platform to read another article.

Getting quicker access to information on mobile is a shift because it changes the way people interact with it.Mobile is not only a tool to get in touch with your family or friends anymore, it goes further than that. Now it’s a way to look for information, find it but also share it to get information viralized.

Beyond the speed, AMP and Instant Articles are extremely valuable for different reasons. They will help you improve the user experience but also the conversion rate. Here is a graph showing the conversion rate by page load time.

One wordpress plugin is compatible with FB Instant Articles so it is not necessarily time-consuming and it offers a large panel of possibilities. It allows you to:

  • Have all content types and archives
  • Embed videos and iframe
  • Customize the design
  • Track visitors with google analytics

It is also important to consider that Google allows publishers to monetize their Instant Articles with their ads, and Facebook does not take any commission on it.

 

II. The new era of interactive content

 

1. Data visualization – meaningless and static tables lead nowhere !

 

Data are mirrors in which each group of information is reflected, fueling our algorithmic digital world. Data visualization is a way to grasp and receive information through pictorial or graphical format. Decision makers have access to visual analytics so that they can grasp difficult concepts or identify new patterns. It creates more interaction with the user that will focus only on the information that is important. With interactive visualization, you can take the concept a step further by using technology to drill down into charts and graphs for more details, interactively changing what data you see and how it is processed. The challenge here is to simplify a complex information, to make it immediately comprehensible through a large quantity of data.

 

[Tweet “Data are mirrors in which each group of information is reflected.”]

 

Here is an example of the potential of data visualization.

The United States Census Bureau carried out a study to determine the gender pay gap in 446 major U.S occupations. The table features data extracted from the graph. It’s really interesting to see how this data can be interpreted and featured through data visualization. Data are simplified, immediate and visually optimised.

ProfessionMen Salarywomen salaryDifference
Human resources worker65,47152,59280%
Crossing guards31,38131,04499%
Announcers46,557
41,90890%
Machinists45,79432,85272%
Fitness workers 36,52129,67381%

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Here is an other example of data visualization, simple and ludic, evident at first glance.

image04

 

2. Content interactivity

 

Content interactivity has to be the prerogative of all the advertisers and publishers. The content has to generate interest to maximize its full potential. It has to resonate through the readers’ mind, create an echo that will make the reader feel part of something big.

 

[Tweet “Create an echo that will make the reader feel part of something big.”]

 

Make its time worthwhile. Create dynamic and catchy visuals to make the whole content persuasive. Do not forget to personalize it, personalization is appealing.

Content marketing is not only about writing good content. Today, the idea is to make it interactive and directly intelligible through visuals. Generally, people are getting more interested when they are interacting with visual content. It is faster for them to grasp the general ideas of an article but it is also a way to stimulate their imagination.

 

image06

 

This piece of interactive content from the New York Times, for the brand Cartier, is a perfect example of the evolution of content. It includes beautiful and dynamic visuals that keep the reader engaged.

3. Think about the format 

 

Different ways are implemented to viralize content. To maximize the value of your content, user-friendly formats are a good way to generate traffic but also to strengthen your SEO.

 

[Tweet “Create content through a myriad of formats also helps you reach a broader audience.”]

 

According to the Content Marketing Institute, here are the formats you should take into consideration to make your content extremely valuable and viral.

  • Infographics are a great to way to create compelling information. The best asset of this format is that you can easily understand complex information through a visual support
  • Slideshare decks allow you to aggregate your content through slides. Going from a slide to another has never been easier and it generates more interest. Slide decks are the most effective support to generate engagement.
  • You can also turn your blog posts into quizzes. According to Penguin Strategies, quizzes reach a 78% completion rate and a 82% click-to-conversion rate.
  • Video storytelling are also really effective in terms of making your content dynamic and interactive.

Rather than choosing the right format yourself, why not letting your audience choose?

The different formats selection featured on Capgemini’s website are a good way to let your audience choose the most convenient format. The content remains the same but the reader is free to choose the format that best suits its needs. Advertisers need to adapt depending on their audience and to test the different formats to see which one works the best.

 

4. In the end, good content is not enough

 

Writing content is about paying attention to the “envelop” surrounding the content itself. It is the external elements that would embellish and sharpen it. To improve the content and make it relevant, one of the most important aspect to consider is to think out of the box, to be noticeable.

[Tweet “Your content has to be shared to be visible but more importantly to convert.”]

This graph is a good example of the process that your content should go through to be valuable.

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Data visualization, AMP and Instant Articles are a good way to drive traffic & engagement on mobile. Upfluence offers an AMP content service ensuring a performant SEO and speed and  can develop your content on mobile and make it shareable, engaging and highly viral.

If you want your content to be fast and interactive, feel free to reach me: [email protected].

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