Are content marketers ready for the wearable technology challenge?


Wearable technology has received both praise and flak from the online community, with many netizens raving about its impracticality and others talking about the revolutionary ways it can change everyone’s lifestyle. From smartwatches, to digital eyewear, and even digital clothing, wearables take up a market niche that’s entirely their own. But what can we expect from this tech in the future and what do they mean for content marketers?

Industry analysts are still debating about the future of wearables, but many are optimistic that they’d gradually become a big hit in the coming years. Some experts say that the market’s taking its time to adopt these high-tech devices but that they’d soon be integrated into our everyday lives. And when it does, many aspects of content marketing may change, giving rise to new techniques that would buy enterprises a way into these tiny and highly portable platforms.

An even shorter content

As digital natives themselves, content marketers understand that people want fast, easy-to-digest information. Brands then strive to deliver content using engaging content and attention-grabbing media. As such, “keep it short” has become the most basic mantra in content marketing.

When it comes to wearable technology, however, “make it shorter” might become the new marketer’s mantra. Unlike tablets or desktop computers, most wearables tend to sport tiny screens and limited functions which makes displaying long articles and bigger photos quite the challenge. Those who use wearables are going to demand the most concise answers to their queries. They may even prefer voice-narrated articles as search results.

New life for geotargeting

If you’ve been doubtful of the benefits of geotargeting from a marketing perspective, this wouldn’t work for wearables. Wearable users would surely demand this feature. In fact, they would require more than your average geographically relevant content. Search results will need to be as location-specific as they can be, possibly down to street names or buildings, due to the limited functions and screen size of wearable devices.

A solidified focus for online content

As mentioned earlier, there’s no more room for beating around the bush when it comes to content marketing for wearables, and this could redefine the focus of online content. Search engine optimization (SEO) strategies and online branding must both adjust to give highly detailed and specific results to users. Virtual digital assistants must also be equipped with voice recognition and even content titles need to be perfectly streamlined and crisper.

And we’re not even talking about highly advanced wearable technology devices yet, such as those featuring virtual reality and holograms. When they enter the tech scene and dominate the mobile landscape, you can expect huge revolutions from the entire digital marketing landscape. For now, however, as the market gradually integrates wearables into their individual lifestyles, content marketers can stick to simpler streamlining strategies. Are you ready for this challenge?



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