Content in 2012: top trends
- Performance Content
In an interesting guest blog for Econsultancy, Catherine Toole discusses some of the emerging online content trends for 2012. A number of her points particularly resonated for us, including the need for editorial vigour when producing online content: “all the best editorial set-ups rely on lots of people looking. Looking, editing, checking, and then looking again in fact.”
After all, a stray typo is all it takes to undermine the credibility of a piece of content – although perhaps The Guardian hasn’t received that memo yet! (See image right…)
Hand-in-hand with thorough quality control goes the need for investment in high-calibre content that has genuine value and engagement potential for the reader – thereby satisfying “a Google algorithm that rewards content quality.”
A closely related point is that “great editorial depends on an on-going flow of high-quality ideas” – content strategy should involve striving for new forms of content that will be genuinely useful and engaging for consumers, rather than simply producing ‘shallow’ or ‘obvious’ content in tried-and-tested formats that tend to offer diminishing returns.
Aside from the points that Toole raises, I would also highlight the fact that ‘content’ does not just refer to copy. Another trend that is gathering speed – and will surely continue to do so in future – is the need to provide consumers with a full, enriched, multi-media experience. Aside from high-quality written content, businesses should also be incorporating video, infographics and other interactive elements (such as polls) into their content strategies in order to take user engagement and site quality to the next level.
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