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You are here:   Home Blog Are You Up-to-Date on Current Content Trends?

Are You Up-to-Date on Current Content Trends?

January 12, 2018 by Carrie Powers Leave a Comment

Notepad, Shoes, Sunglasses

Content trends are evolving faster than you can say “printing press,” and subtle nuances in the way consumers ingest content are emerging every day.

Knowing this, it’s important to stay up-to-date on recent trends and consumer habits. In November 2017, Hubspot released a report on international digital consumer trends that’s chock-full of valuable insights. As you prep for the coming months’ content strategy, it’s essential that you read up on those trends now.

Let’s take a look inside.

Age is Important

Not-so-spoiler alert: Young people consume content differently than older people. Okay, we all knew that already, but examining exactly how each age group consumes content can provide us with some valuable information nonetheless.

In this report, some key generational differences were discovered. To start, it appears that younger consumers have a strong preference for videos, social content and online classes/educational games, while older consumers are partial to news articles, research reports and email content.

Interestingly, all age groups, from the ages of 18 to 55+, have a similar level of enthusiasm for in-depth articles that feature video, audio and/or graphics.

Going deeper, we see that younger consumers (ages 18-34) are more likely to use search engines, Facebook or mobile notifications to get content, while older consumers (ages 35-55+) go directly to a publication’s website or read email newsletters.

When it comes to the devices consumers use to access content, younger generations can’t get enough of their phones, while older generations prefer to use their desktop. Neither older nor younger generations seem to like using tablets for this purpose.

And, for your daily dose of TMI, consider that young people’s love for their smartphones knows no bounds–81 percent use them before falling asleep, 73 percent use them immediately after waking and 56 percent use them while using the bathroom (sorry). By comparison, 53 percent, 41 percent and 16 percent of Baby Boomers user their phones in those situations.

Videos and Engaging Articles are the Way to Go

While it’s true that people’s attention spans are shortening, there are some types of content that consumers pay far more attention to than others. Namely, videos, news articles, multimedia articles and social media posts, all of which are consumed thoroughly (rather than skimmed) by more than 50 percent of people.

In line with that, 53 percent of consumers want to see more videos in the future, 46 percent want to see more news articles, 44 percent want to see more social posts, 36 percent want to see more social photos and research reports and 31 percent want to see more in-depth articles.

And, those preferences don’t just apply to non-branded content: More than half of consumers prefer branded video content over any other type of branded content.

Brand Websites Play a Big Role

After reading through all the statistics we’ve just discussed, it may seem like brands would be better off putting all their energy into creating videos and social posts and putting their websites and written content on the back burner. Not so: An overwhelming 67 percent of consumers will visit a brand’s website if they like the brand.

If we take a closer look at how different age groups engage with brands they like, we learn that all generations, from Gen Z to Baby Boomers, go to brand websites. Gen Z and Millennials are more likely to follow brands on social media or watch their videos, while Gen X and Baby Boomers are more likely to sign up for branded emails.

The Takeaways

After looking at Hubspot’s report, it’s clear that generational differences are abundant:

  • Younger consumers prefer videos, social content and online classes/educational games.
  • Older consumers prefer news articles, research reports and email content.
  • Younger consumers access content on their smartphones.
  • Older consumers access content on their desktops.

And:

  • People pay the most attention to videos, news articles, social posts and multimedia articles.
  • Consumers in all age groups are most likely to visit the website of a brand they like.

Here at bizbuzzcontent, we’ve broached many of these same issues in previous blog posts:

  • We explained how to write content for Millennials
  • We analyzed the importance of mobile content
  • We explored the best ways to create content for 21st century attention spans
  • We revealed how you can create truly great web page content

In the end, successful companies will:

  • Identify and cater to their audience, whether they’re younger, older or somewhere in between.
  • Ensure their content is mobile-friendly.
  • Strive to create visual and written content that grabs and holds consumers’ attention.
  • Invest in creating high-quality videos, articles and social media posts.
  • Make sure their website and its content is beautiful and well-written.

What do you think of Hubspot’s findings? Have you seen similar patterns in the habits of your audience? Let me know in the comments!

Carrie Powers
Carrie Powers is a content writer for bizbuzzcontent. She loves reading, iced coffee and scruffy dogs, and is on a neverending quest for the perfect burrito.

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Steven S., Senior Manager, Demand Generation, Rentlytics

Jessica leads one of the most professional content agencies I’ve ever worked with. We target a very niche industry, and Jessica and her team were very thoughtful in their approach. From planning thoughtful pieces, to researching and interviewing SMEs, to brainstorming promotion strategies, Jessica and her team maintain a high degree of professionalism and efficiency.
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Bree v.F., Director of Marketing and Engagement, VolunteerMatch

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Bree v.F., Director of Marketing and Engagement, VolunteerMatch

Jessica dedicated her time as a pro-bono volunteer with VolunteerMatch to help us with some key content marketing needs. What impressed me most about working with Jessica was the way she tailored her approach to accommodate the needs of our nonprofit with the resource constraints of our team. Jessica developed personas, one-pagers, case studies and website content that has resulted in an increase in traffic to our site and improved our ability to communicate to our key audiences.
https://www.bizbuzzcontent.com/blog/testimonials/tailor-made-content-strategies/

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Nag P., Sr. Manager, Product Marketing, Salesforce

I've worked with Jessica at her company bizbuzzcontent for years. It's my go-to provider whenever my team is looking for high-quality content. What differentiates bizbuzzcontent is that they not only have superior writing skills but a rare ability to completely understand our industry, our company positioning, brand voice and tone, and customers. This just makes the content highly targeted and relevant, and goes a long way in achieving our marketing goals.
https://www.bizbuzzcontent.com/blog/testimonials/highly-targeted-and-relevant-content/

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Collin S., Angel Investor and Technology Executive

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bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.

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bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.
https://www.bizbuzzcontent.com/blog/testimonials/outstanding-process/

Strong content values

Jessica is a great content creator, writer, reporter and partner to work with. Highly articulate with strong content values and work ethos, Jessica adds great value to all projects she works on. I would happily recommend Jessica to people who wish to scale their content marketing efforts.

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Andy B., C-Level Marketing and Strategy Consultant

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Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.

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Stephanie M., VP Marketing Communications, Woodruff-Sawyer & Co.

Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.
https://www.bizbuzzcontent.com/blog/testimonials/critical-extension-of-the-marketing-team/

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We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!

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Pauline J., CEO, Group Twenty Seven

We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!
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Trusted partner for years

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