With PwC predicting that sales of wearable tech could reach over 130 million units by 2018, there can be no doubt that there is now another established channel on which brands can reach their customers. What does the growth of wearables mean for content marketing?

Punchier content
You might already be creating content for your blogs, websites or apps but there is no guarantee that the same content will work when consumed on an Apple watch or other similar devices. Smaller screens are not suited to lengthy pieces of content so information is better presented in concise, ‘glanceable’ chunks.

Marketers should consider how existing elements of their content marketing campaigns can be broken up into smaller, self-contained articles and – where wearables are concerned – start to think in shorter contexts that have previously been reserved for channels such as social.

Some formats may also perform better on wearables than others – if consumers are on the move while they’re using their devices, then they are likely to have a shorter attention span and less time. Consider short 10-second video clips or images instead of text.

The user journey
The user journey is arguably where wearables present the biggest challenge for content marketing. Devices such as Apple Watches, Fitbits and Pebbles use what could be described as companion applications and therefore it’s safe to assume that though users are consuming content through their devices while out and about, they are still using more traditional channels to connect with your brand as well. It’s therefore crucial to ensure that your brand experience and tone of voice is completely consistent across all the touch points.

It’s also worth considering the fact that people purchase wearable tech to add value, not to be bombarded with constant notifications. Pick the content you share via wearable device carefully in order to drive your audience to your other channels. Once they are there, then you can point them towards more content.

Wearable tech is still a young market with the potential to change quickly – Google Glass has already come and gone. One thing however is clear: content marketers will need to experiment.

Brands should fail fast and iterate when it comes to types and topics of content, and the use of data to understand audience engagement, behaviours and habits will be key to creating a longer-term, integrated strategy that works for wearables. The biggest question for marketers to answer will be whether there is a positive ROI to be gained from creating content to support these devices.