A sound content marketing strategy is one of the better ways a business can help shape its brand identity, garner interest from prospects, and retain an engaged audience. It lets you establish authority in your space, project legitimacy, and build trust between you and who you're trying to reach.
您可以想象，这是值得理解的。但这说起来容易做起来难。内容营销不是静态的。练习的景观正在不断变化。它看起来现在与十年前的状态不同，十年后看起来不会像现在一样。
这是一个很难固定的话题 - 一个充满着令人着迷的过去和令人兴奋的未来。出于真正的兴趣和前瞻性的实用性，重要的是要了解它去过的位置和去向。
在这里，我们将对两者都有一些看法。我们将看看内容营销如何has在过去的十年中演变出来，以及going在下一个演变。
内容营销在过去十年中如何发展
Google改变了游戏。
In 2011, Google conducted its landmark零真相（ZMOT）研究。它发现，有88％的购物者使用所谓的零真理时刻 - 在购买周期中的发现和意识阶段，消费者在购买产品之前先研究产品。Google的研究还表明，口口相传是摇摆这一刻的明确因素。
The study provides a unique point of reference in the context of content marketing's evolution. It captures the essence of如何和原因businesses needed to focus on content marketing at the beginning of the 2010s.
默契的证据表明，公司的故事正在网上讲述 - 远远超出了其营销部门的控制 - 帮助塑造这些对话符合他们的最大利益。
ZMOT研究强调了声音的需求搜索引擎优化（SEO）。Ranking for relevant keywords on search engines became all but essential to bolstering a company's online presence and holding up during consumers' Zero Moments of Truth.
But that study wasn't the only bombshell Google dropped in the early 2010s. Around the time the study came out, Google's search ranking algorithm changed to discourage "keyword stuffing" — the practice of repetitively loading a webpage with specific keywords to try to sway search engine rankings.
The change represented what is still a continuous effort by Google to provide users with positive, helpful online experiences. And it did just that. The shift that set the stage for businesses to focus on producing more high-quality, meaningful content.
Social media rose.
但是内容营销的演变并不专门与搜索引擎相关。社交媒体的迅速崛起（人类历史上最具破坏性的趋势之一）也对这种实践产生了深远的影响。随着这些平台发展成为日常生活中的支柱，他们为内容营销人员提出了新的挑战。
As social media evolved, it popularized a different kind of content consumption than search engines. The difference boiled down to a matter of "pointed versus passive."
Consumers use search engines to find content more pointedly. Generally speaking, when you use a search engine, you're looking for a specific answer or a specific subject. Social media allowed users to consume content更被动在他们的首选平台上。您在Facebook提要上看到的内容正在找到您的方式，而不是相反。
这一趋势鼓励创造更多的份额able, attention-grabbing content that could easily be spread across social media channels.
视频推动了。
随着十年的发展，尤其是在年轻的消费者中，视频也成为现行的内容营销媒介之一。到2017年，超过50％of consumers wanted to see videos from brands they supported — more than any other kind of content.
Video is inherently engaging. Generally speaking, it's easier to follow than blog posts, email newsletters, or ebooks. Gradually, audiences took to it more and more as the decade progressed. By the end of the 2010s, platforms like YouTube were central to the landscape of content marketing.
显然，内容营销在2010年代发生了几次转变，但是正如我在本文开头所说的那样，这种做法不是 - 也不会 - 永远不会 - 静态。仍然有很多变化。
How Content Marketing Will Evolve in the Next Decade
Video content will continue to rule.
正如我刚才提到的，视频正在成为最多的视频之一 - 如果没有的话themost — important mediums for content marketing at the end of this past decade. There's no indication that that trend is stopping anytime soon.
As of 2020,85%of businesses use video as a marketing tool — up 24% from 2016. And92%使用它的营销人员认为这是其营销策略的重要组成部分。这已经是多家公司内容营销业务的主食，研究表明基础将扩大。
根据一项调查Wyzowl, 59% of marketers who weren't using video in 2019 expected to be using it throughout 2020.
总而言之，作为内容营销的最重要媒介的探索和扩展将继续进行。营销人员的优先事项将是脱颖而出的问题。
That could mean emphasizing the quality of the content you produce — ensuring it's enriching, well-crafted, and relevant to viewers. You could also try looking to emerging platforms like TikTok.
No matter how individual producers and companies manage to innovate when it comes to video marketing, the medium is going to be a mainstay in the evolution of content marketing going forward.
Adjusting for mobile will be essential and present new opportunities.
According toStatista，2022年的全球移动数据流量将比2017年大7倍。移动设备的使用率在天文学上增加，并且在每个内容营销人员的最大利益上都可以跟上这一趋势。
2019年，61% of Google searchestook place on a mobile device, and that trend is showing no signs of slowing down. Having a website optimized for mobile devices will be central to successful SEO efforts. And a lot of the content you create will need to fit that bill as well.
Blogs should be easily navigable on smartphones. Readily accessible video content that your audience can watch on mobile devices will be a big help as well. Prospects and customers will need to be able to get as much out of your mobile resources as your desktop ones.
向移动移动的转变还将通过新兴的媒体展示新的机会。更多新颖的移动技术 - 喜欢virtualand augmented reality — will have a very real place in the future of content marketing.
As people continue to rely more on their mobile devices, content marketers will have to as well.
Successful content will be more empathetic, purposeful, and customer-first.
Google's ranking algorithm aims to prioritize the content that will mean the most to searchers. Ideally, by Google's standards, the first ranking search result for any keyword is the one that best addresses whatever users are searching for. And in all likelihood, they'll keep tinkering with their process in pursuit of that interest.
尽管没有确切地说明算法可能如何变化，但仍然存在一个事实 - 营销人员需要专注于将向消费者注册的高质量内容。这意味着了解您的听众，并为如何最佳地付诸实践。
As HubSpot Senior Content Strategist Amanda Zantal-Wiener puts it, "Where I'm starting to see content turning a corner is in the area of empathy. In the years to come, marketers are going to start creating more content that's truly created in the mindset of putting themselves in the shoes of others — be it their customers, prospects, partners, or someone else within their audiences. They'll ask questions like, 'What does my audience need from me right now? What can I create that's truly going to help them?' That's going to become a requirement for marketers when they begin brainstorming content."
Research, outreach, and community engagement will become even more important in the context of content creation. Content marketing is trending towards audience enrichment as opposed to product promotion. If this shifting tide holds true, content marketing will continue to become more targeted, purposeful, and customer-centric as the practice evolves.
If there's anything to take away from understanding the previous and upcoming evolutions of content marketing it's this — don't get too comfortable. New trends and challenges are always emerging, and it will always be in your best interest to stay abreast of them.
最重要的是，专注于始终如一地创建高质量的内容，您的观众将始终能够从中获得一些东西。
Editor's note: This post was originally published in May 2020 and has been updated for comprehensiveness.
Originally published Dec 8, 2020 8:00:00 AM, updated December 08 2020
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