Digital content marketing has grown increasingly complicated, a result of more dynamic audiences and a general shift toward video as a primary focus. A report from content marketing and distribution agency Valnet examines what’s coming for content marketing and content in general in 2017.
It’s not enough to just create content for the web anymore. With the proliferation of devices, content needs to be both mobile-focused and platform-agnostic to meet the needs of a diverse audience. 88 percent of consumers surveyed by Valnet report reading and viewing content on multiple devices and use on average 2.42 devices simultaneously.
Indeed, multiple devices has become an integral part of how people consume content. What’s more, video consumption is higher than ever, but screens are getting smaller and smaller, which creates a strange dichotomy for videostreaming services. 51 percent of all video is now viewed on mobile, and 50 percent of U.S. households used streaming services for the first time during 2016.
Speed is vital for maintaining the attention of viewers, for whom switching between service and device has become second nature. Another defining result of this behavior is the creation of niche networks and services. Content suggestion methods and algorithms have created siloed audiences, and audiences have responded positively to these changes.
For more insights on the impact of virtual reality and information on the proliferation of niche audiences, download the report.