2015 has been heralded the year of “fat content” by the marketing experts, a year when “thin” online content is deemed to be on the way out and a thing of the past. You may well ask – what constitutes ‘fat’ content and equally, what the devil is ‘thin’ content.
According to CIO magazine, the various Google algorithm updates over the past few years mean that “fat” content – such as e-Books and self-published articles, white papers and infographics – are what will help brands to more deeply connect with their audiences. Thin content – such as guest blogs – no longer cut it.
Jesse Noyes, Senior Director of Content Marketing for Kapost, a content marketing platform provider, recently commented saying: “Fat content will be become the focus of marketeers everywhere. This includes content such as white papers, videos, ebooks, infographics and content that can be broken up and used as the fuel for multi-channel campaigns.”
We’re seeing a much greater demand across client campaigns for fat content as it’s being coined. Fast becoming staple components of an integrated PR campaign, it’s largely the insight and opinion contained within this content that is at the heart of the campaign. Research, facts, figures and – certainly not least – opinion will drive a campaign and – when done right – capture the attention of the target audiences. Even better, this content can be re-used and re-purposed across a number of different channels to make the investment in its development reap the rewards of great ROI.
With Gartner predicting that digital marketing budgets will grow by 17 percent in 2015, there will be an increased focus on creating content that responds well to semantic search and complex phrases. According to Digital Marketing Magazine, we are increasingly going to see brands becoming publishers – this trend has been evident for some time now, as Google prefers high quality, useful content, and this year, the focus on quality, which means brands are demanding not just useful content but creative story-telling which has a real purpose for readers.
And at the risk of banging the same drum, we are convinced that 2015 will continue to see compelling content driving the convergence of key disciplines – from marketing and PR through to advertising and digital. Quite simply, strong storytelling continues to be king in our opinion. Whether you are an established brand looking to refresh your content or looking at taking a serious approach to content development for the first time – get in touch, we can help fatten it up and make it work…
Director of Firework PR
Follow Firework PR on Twitter @fireworkpr