Next, we begin to add ideas to a content calendar – a key cornerstone of all digital strategy. At Terrier, we draw up a calendar at the beginning of the process rather than the end, for one key reason: variety. To build a strong online brand, the content must come in a variety of formats, lengths, topics and tones. Building a content calendar means we are constantly focused on maintaining this variety.
We only write articles and produce content that we would click on ourselves. There’s no gain in writing high-quality, well-informed content that no one will click on. We strive to produce content that maximises on topicality and relevance, whilst also generating long-term, general interest.
Finally: distribution. Good content is shared organically, be it through social media, word of mouth or email-based sharing. However, we make sure that when we or our clients publish content we spread the work across as many (reputable and relevant) content seeding networks as possible. Just as a final push in the right direction.
The future of content marketing looks set to be heavily weighted towards video. We predict that YouTube will prove to be as important a search engine as Google, and that’ll happen sooner rather than later. Brands will have to compete with one another for rankings on YouTube, much in the same way they do now for Google.
We’re already witnessing the rise of platform/device-specific video formatting. For example: In 2018, YouTube announced that they would display vertical video as creators intended – rather than sticking black bars down either side. This format change signalled a huge shift in YouTube’s outlook on vertical video. Vertical video TrueView ads are now commonplace when viewing on mobile.
Placement of creative will also be massively important in the future, as we become able to target increasingly specific places: individual blog articles, specific videos on YouTube, etc.