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Feb 2013

Compelling Content Strategy Trends in 2013 for Professional Web Design

Posted By - PLAVEB

Statistical data collected by Custom Content Council in association with Roper Affairs confirms that 90% of consumers find custom content valuable, and 78% believe that organizations providing custom content are interested in building good relationships with their customers. Due to excessive user fragmentation, there is an intelligible need for content planning.  Without giving a thought to content strategy it will be almost impossible to create valuable information media.

Here are the content strategy trends that will keep you occupied in 2013:

Flexible Web Design

Content in 2013 will be far more classified and diversified, at the same time. As you are bombarded each day, with loads of content like content from social media, presentations, infographics, data visualizations and much more. The primary reason for such varied content is flexible web design catering to different platforms with unlike screen sizes and resolutions; like the mobile, desktop, TV and tablet. Flexible also referred to as adaptive design helps to improve the functionality of the user experience based on the device’s ability. This approach forms the backbone of adaptive web design and is referred to as progressive enhancement (PE). Web developers are increasingly using this approach add-on the capabilities of browsers like Chrome and Firefox. For example site that uses content thoughtfully is Shopwiki, an e-commerce web design for its rampant mobile customers.  PE in web designs is very beneficial for web developers as faster to develop and cheaper to maintain. PE provides an advanced search capability to web pages with the use HTML 5 and thus helps businesses to achieve better ranking in Google. Thus web developers must ensure that even if the content is in various formats it can be accessible by all browsers.

Video Design Penetration

In an age of rapidity who would say no to on-the-fly content. 2013 is heavily getting engaged with video content that has proven to improve efficiency and productivity. One of the businesses successfully distributing video content is Zappos. They have observed a ten percent hike in sales with the deployment of video content. Video content helps to build awareness about your brand. Brands can include a call-to-action in their video, like requesting visitors to check their online or offline store or to contact the business for further information. This will help companies win their customer’s trust and loyalty in the long run.  As per a survey conducted by WebVideoMarketing.org 90% of Fortune 500 companies used online video in 2011. The videos offer a better channel for distribution as they are cost effective, easily shareable and earn a higher return on investment.

Content Management

Unlike content marketing content curation is about content generation however it lays more stress on streamlining the content developed from a variety of sources. A content curator is not responsible for generating fresh content instead he funnels the content from various sources and presents to his readers.  There are different types of content being curated all around us in the form of blogs, social media content, online news, songs, articles, images or RSS feeds. The most popular platforms where we unknowingly participate in content curation are Digg, Twitter and several others. It is important to use content creation tools that allow curation of the existing content and creation of new content.  Forbes.com suggests SEO gets a boost when curated and original content is streamlined for various platforms. In addition to this content must be presented in a well-designed format and it must target specific groups for it to be meaningful and successful, at the same time. Users have access to a lot of content just at the click or tap of their fingers therefore curators must offer easily digestable content in small proportions. Lastly but essentially, content curation must have a human touch to it rather it being delivered mechanically to its end-users. This will add value to it and make it more interactive.

To sum it up
As per a research led by eMarketer, spending on content marketing, video marketing, and social media content creation will increase by 15.1% in 2013 to a total of $118.4 billion. Content represents brands, individuals and ideas and it is therefore vital for anyone or everyone to invest fiercely in it. According to a survey by Content+ it is found that 60% of consumers feel more positive about a company after reading custom content on its site. This easily lays the foundation of why brands must design comprehensive content strategies.


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