2018 is all set to unleash an evolved face of content marketing. So, it’s time again when you content marketers are bracing yourselves up to plan out your content marketing tasks for 2018.
Setting your budgets, working out marketing strategies, planning out promotions- there’s a whole lot of work at hand. The most important work however, is to study the recent content marketing trends and work upon them to maximise ROI.
So, let’s take a look at the most important content marketing trends in 2018.
Importance of Content Marketing
Most buyers today prefer to do extensive online research about any particular brand which they intend to buy. Thus, the importance of good ‘content’ has increased manifold over the past decades. This has led to a surge in content marketing through which good and valuable content is being created, published and distributed for target audiences.
The marketer has thus been able to enhance brand awareness and also establish the brand as the preferred one in the industry. The engaging and informative content attracts more viewers and subsequently helps marketers expand their customer base.
Trends in 2018
Every year content marketers witness changes in marketing strategies and consumer behaviour. Hence, being well informed and up to date about all the recent trends is a pre requisite.
So, it’s time now that you get your action plan for 2018 ready.
Here are a few of the content marketing trends to look out for in 2018.
Increased popularity of videos and live streaming
We all love watching videos and it is a known fact that any form of visual content appeals more to buyers. This trend will continue in 2018. Your business will receive highest ROI from videos and marketers will surely vouch for this fact. Facebook videos are watched by millions of people every day. Videos also enhance SEO and are favoured in search results.
Live streaming will also gain popularity. Live product information, tutorials, tours and a lot more content will be showcased through Facebook Live, YouTube Live and Snapchat.
Traffic from mobile devices will surpass the traffic from desktops in 2018. More and more internet users are now accessing content through mobiles. Accelerated Mobile Pages has been introduced by Google. It loads super fast and is a lighter form of a webpage. Most brands will prefer to create more mobile friendly content.
More creative content
Content marketing through whitepapers, case studies, blogs, ebooks and other written forms will continue to remain popular and win more email subscribers. However, the demand for more creative content formats has increased today. Hence, most content marketers will aim towards achieving this end in 2018. Just creating a blog or social media content for the sake of it won’t satisfy buyers any more. Hence, good storytelling will become an integral part of content marketing.
The popularity of influencer marketing has catapulted to a whole new level altogether in the past year. This trend is surely here to stay in 2018. Influencer marketing generates leads which are almost eleven times higher than traditional advertising. Moreover, a good influencer for your brand will help in building trust within buyers.
Your strategy should be such that your content is marketed to the right influencer who will be relevant to your brand. Hence, instead of recruiting one mega celebrity influencer you can go for employing ten small influencers who have relevance to your brand.
Content marketers have gradually realised the importance of promotion of the content which is being created. A few years back, content marketers spent almost 80% on the creation of content and a mere 20% on content promotion. This trend however has changed in the recent years. Native promotion of content has proved to be immensely successful. Hence, most content marketers are now spending on effective promotion of their content and this is something which is most likely to continue in 2018 and beyond.
Considering all buyers as a part of one group will not quite help you in optimising brand awareness and sales through your content. Hence, segmenting content according to the target audience is a good idea. Segmentation and personalisation of content can really enhance the potential of your content and content marketers have been doing just that. You can easily achieve this through a bit of research on the buyers, separate email lists, in app messaging and social media advertising.
Content generated by users
User generated content helps in building trust. It can be in the form of reviews, comments, social media shares or You Tube shares. Such content is really gaining popularity today. Hence, this content marketing strategy will surely rule the roost in 2018.
The content marketing industry is evolving with every passing year and the industry is surely going to thrive in 2018. With a whole lot of things happening, there’s a lot of hard work and challenges awaiting all you content marketers. So get ready to usher in another year of great content marketing.