World economic forum

“Long form content” among digital trends of Davos 2016

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Long form content is among 5 digital trends of Davos 2016, according to Marcia Newbert (@EdelmanDC), writing in Edleman Digital Blog.

As Newbert explained, each January, “the Annual Meeting of the World Economic Forum (WEF) in Davos, Switzerland, attracts more than 2,500 of the world’s top business leaders, academics, celebrities, activists, media and political elite to an otherwise sleepy ski town in the foothills of the Swiss Alps…The theme of this year’s [meeting, which took place between Jan 20-23, was] the Fourth Industrial Revolution, a new era that builds and extends the impact of digitization. So it’s fitting then, that even more so than last year, the impact of digital channels can be felt on the ground.”

Those 5 trends, as Newbert detailed, are:  1. A Growing number of digital channels; 2. An Explosion of Davos social conversation; 3. The Widespread adoption of multimedia content; 4 The staying power of long-form content, and 5. An uptick in paid amplification.

Explaining the long form content trend in particular, Newbert wrote: “The World Economic Forum’s Agenda blog published more than 70 blog posts from their staff and WEF attendees on Tuesday alone. Ian Bremmer, President of the Eurasia Group; Mark Tercek, President and CEO of the Nature Conservancy; and Devin Wenig, President and CEO of eBay* used their LinkedIn Influencer platforms to share their thoughts on the emerging trends in their respective industries. Other organizations like The Girls’ Lounge are using Medium to share their long-form essays about Davos.”

Corporate content marketing efforts are increasing

So while Davos’ digital trends reflect a deepening and diversification among digital and content marketing trends – “69 percent of companies are [now] growing their content” marketing efforts — as Travis Wright (@teedubya), Chief marketing technologist for CCP Global outlined in Inc. this week. “Modern marketers are devoting an increasing amount of resources towards creating great content and efforts to boost awareness rather than continue to invest in ads”, Wright detailed.

Based on Davos’ digital trends from 2016, therefore, long form content ought to be among the practices companies consider keeping at the forefront of their increasing content marketing efforts.

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