At its core, the motivation behind content marketing is to drive revenue through syndication. However, in a world that’s ruled by the digital realm, the definition of content marketing is rapidly changing.
According to the Content Marketing Institute’s 2015 Benchmark, Budgets and Trends report, of the 86 percent of businesses who use content marketing, 70 percent are creating more content than they did a year ago. Much of this is due to user generated content (UGC).
Now, more than ever, the study says content is about creating opportunities that promote conversation. The advent of photography-based content platforms such as Instagram is the perfect example of digital storytelling that inspires people and customer action.
Tyler Ragghianti, project manager at PR NewsChannel, a global press release distribution newswire created by journalists, says that audiences can be equally in control of content marketing strategies as professionals.
“When a user posts a photo recommending or endorsing a product, they’re creating an engagement level that can be equally or more valuable than professionally written content,” said Ragghianti. “People are more likely to gravitate towards products that others know and trust.”
UGC appears to be rapidly taking over all media platforms, according to Mary Meeker’s 2015 internet trends report. The report found that more than four billion videos were watched daily by Facebook users, a 33 percent increase from last year.
Other studies have found that people were more likely to click the like button if their peers had, Illustrating that users have progressively become the first source for the dissemination of news through social media platforms such as Twitter and Facebook.
“Recent user generated content trends have significantly changed the newsmaker role in the last year.” Said Ragghianti. “People are no longer hearing the news on TV but more so via social media posts, where information is updated regularly in real time.”
Ragghianti says that content marketing professionals should take note of these changes and capitalize on them.
“User generated content should be used for professional content marketing strategies moving forward,” said Ragghianti. “Images of inspiration can generate conversation for your brand that can pay off in a big way.”
About PR NewsChannel: Designed for companies trying to break through and get noticed by consumers and the media, PR NewsChannel makes it possible for companies and public relations professionals to present news to the public exactly as they want it. About PR NewsChannel: PR NewsChannel is the global newswire created by journalists. We’re affordable, effective and offer unparalleled customer support. PR NewsChannel is the ONLY press release newswire with a Breaking News Desk, on call 24/7. We have a huge database of news contacts from around the U.S., Canada and the world, keeping it constantly updated so we can send a press release to the media at any time of day or night. We have built an extensive and powerful online syndication network, enabling us to harness the power of the Internet to get your news, everywhere.
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SOURCE: PR NewsChannel
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