We have come a long way since Bill Gates famously mentioned “Content is king” in one of his essays on marketing and advertisement. A lot has changed since then. We are close to having robots assist us in almost everything that we do and we already have digital assistants playing music or ordering food at our beck and call. With technological advancements moving forward rapidly, content marketing has developed at its own pace as well.
However, as clever content marketers know, dealing with content creation and distribution is a whole lot different than it was in the past. Modern-day marketers must keep decision-shaping and preference-making factors on parts of the consumers in mind before designing a content marketing strategy that works. In order to do so, they must get a grip on the latest trends in the industry. This post delves into the current trends of content marketing in 2018 with insights about how marketers can use the same to increase their revenues like never before.
Content Marketing in 2018 – 8 trends that are here to stay
Smart content marketers have already jumped the bandwagon, and it is time you did the same too! Make way for dazzling contents catering to your target audience that they can never have enough of, and take your business to greater heights. No matter whether you are an e-retailer of used furniture, an online assignment help provider or yoga trainer, your marketing strategy for this year (and the future too) needs the following trends.
8 significant trends ruling the content marketing industry right now:
- Creating more personalized content
The results are in! Marketers (an overwhelming majority of 98%) believe personalization helps in advancing customer relationships with 74% claiming it has had a substantial impact on their businesses. Getting into the shoes of your audience has never been more fun, and merging buyer demographics with marketing strategies is sure to bring tonnes of fascinating experiences your way as well. Offering content suited to the buyer persona, age, gender, choices, and interests as well as geographical factors fall under personalization. Content marketing, when teamed up with personalization factors, thus forms an indomitable force in the marketing sphere of current times.
- Cashing in on micro-moments
More Google searches take place every day using Smartphone more than laptops or computers, and that is exactly why micro-moments make all the difference. If you are not dishing up your content right when the users need it, you are missing out on a lot. The “I want to buy”, “I want to go”, “I want to know” and “I want to do” moments when a user performs a Google search are crucial if you want to keep pace with the stiff competition.
It is all about solving the user’s query with your content. Make your content relevant so that it appears right on top of the search results. Make them specific, so they offer a prompt solution to the problems of the user. Finally, do not forget to keep them localized so you can cater to the varying needs of the consumers all over the globe.
- Blending influencer marketing seamlessly
With millennials forming a large portion of the market in modern times, gone are the days when people placed all of their trust on brand advertising. Instead, reviews and endorsements from people they know are increasingly becoming the focal point when it comes to making purchasing choices as per the modern-day consumer. If you can amp up your game in influencer marketing through a robust content marketing plan, you will be good to go. It’s evident that buyers love product or service recommendations, so why not use influencer marketing to your advantage and give them just that?
- The rise of fleeting or short-lived content
Did you know Instagram Stories have 250 million active users per day? Similarly, Snapchat clocks the figure at 173 million daily active users. Yeah, you figured it right. Ephemeral or short-lived content is the shizz right now, and people cannot seem to have enough of it. According to Business Insider, an average Smartphone user opens social media apps on their phones around 18 times a day. They end up spending at least an hour online every day.
That’s a lot of time if you figure in advertisement campaigns.
With brands like Victoria’s Secret and National Geographic using Instagram Stories for their advertisement campaigns, there is no reason why you should not be focusing on interactive and short-lived content either. Make use of FOMO (fear of missing out, for the uninitiated) in your target audience and keep them hooked to the short-lived content you serve online.
- Role of chatbots and AI in content marketing
Are you struggling to optimize the layout and design features of your website for the target audience? Is sending push notifications at the right time a bothersome issue for your business? Do you need crisp copies that speak out to your target audience, compelling them to take a look at your products and services? Do you want to enhance the all-around website experience for the visitors? AI and chatbots can help you do all of that and more.
Top brands like Amazon, The Wall Street Journal, Netflix and Google use AI to power up their content marketing strategies in the current times. So, why should you be left behind? From creating personalized content to keeping a tab on your promotional campaign, machine learning and AI is all set to make content marketing an easy breeze for marketers in the times to come.
- Localizing content creation processes
Taking a leaf out of the personalization book, this trend takes content marketing endeavors a bit further. Brands like Coca-Cola, Puma, Gucci, and Audi have jumped ship on localizing their content already, and are reaping the benefits galore. Localizing of content creation rests on one very simple factor: not all globally curated content is relevant to the audience all around the globe. That is precisely the reason why brands do not stick to making just one piece of content for their ad campaigns these days.
You are more likely to come across an advertisement revolving around the value of kindness in Japan for it is an integral part of their culture. The same product may use zest for life as the theme when advertising in Germany. Global content creation is just so passé. It is time to go for localized content that caters to a larger and more specific type of target audience.
- Roping in IoT in marketing strategies
The IoT or Internet of Things is not going anywhere anytime soon. If anything, it is all set to take over even bigger portions of our lifestyle at the rate that we are going. The Internet of Things has made it possible for the worldwide web to extend beyond our laptops, cell phones, tablets, and computers. That is precisely why you should keep a tab on all sort of devices that have access to the Internet, and how you can create content for them.
Surely, an infomercial will look way different on an LED television screen than when you open it on YouTube on your phone. Similarly, creating a copy for e-guide that Alexa or Siri reads out has to be different than the one that you are giving away with your blog post, right? Hence, you should keep the matter of IoT in your mind when creating content for the upcoming years.
- Content distribution and publication trends
On top of prioritizing high quality and relevant content, marketers of the modern times are focusing on the various channels that they use to distribute content as well. Social media posts remain the top priority for around 91% of content marketers, closely followed by case studies (70%). Knowing what to include in your content is one thing, but channelizing it on the Internet is a different ball game altogether. Take a cue from Buzzfeed. Branching out to the food niche through Tasty, they have become masters at using social media like Insta Dailies to their advantage that increases the number of their subscribers with each passing day.
Be it including personalization features or focusing on fleeting content, your content marketing strategy for this year (and the years to come) must keep the trending patterns in the account. Devise a marketing strategy that fulfills the criteria of being just the kind of content that users would lap up, thus raking in as much revenue as you can. Follow the trends discussed in this post, and you are sure to have better ROI metrics for the upcoming quarter. Good luck with championing content marketing like a pro!