2018 is just around the corner, and that means it’s time to make sure that your content marketing strategy is ready to adapt to upcoming trends.
According to some experts, content marketing is the only marketing strategy that matters these days. As customers continue to move further away from older, “traditional” forms of marketing, high-value content might be the only way to earn the respect, trust, and interest of your target audience.
Of course, technology and trends continue to change, and that means that many businesses and advertising experts alike are left wondering what the next big things will be as we move into 2018. Now that more than 60% of B2B content marketers report that they’re more successful today than ever before, now’s the perfect time to make sure you’re on track for the year ahead.
Here, we’ll look at just some of the content marketing trends all companies should be aware of as we prepare for 2018.
1. Distribution Will Be Key to Success
The current marketplace is absolutely saturated with content. This means that the way you share and promote your content is more important than ever when it comes to engaging your audience. With so many different types of consumers to reach out to, you need to ensure that you have a strategy in place for connecting with the best people, at the best times.
The good news is that all you need to do is get a handle on your content with a good strategy and distribution plan. Make sure you have user personas in mind, and begin to develop a plan that will connect you with the right people.
Contact us to learn how we develop and execute customized distribution strategies that break through the content logjam.
2. You’ll Need to Try Different Kinds of Content
As we move into 2018, it’s now more important than ever to make sure that you don’t just have blogs and articles on your content radar. While text should always be an important aspect of your content strategy, as it helps search engines determine where they should place you on the result rankings, it’s worth investing in some different strains of content to keep your customers entertained.
Video and infographics, for instance, can help you to create a more engaging narrative for your customers to connect with when used properly. The great news is that marketers of all shapes and sizes can now tap into video without having to use their entire budget.
3. Social Success Means Connecting with Micro influencers
The growth of social media in the last couple of years has effectively changed the way we think about influencer marketing and influencers in general. We’re not just looking at celebrities anymore. Today’s influencers can be anyone, so long as they have a powerful following that connects with your target market.
If you want to cut down on your marketing budget and achieve more success through your social channels, then you might want to consider talking to micro influencers as we move into 2018. These unique individuals could even give your brand the human appeal that’s so important for today’s customers.
4. Marketing Efforts Will Become More Transparent
Today, your followers want more authentic, personalized experiences from their favorite brands. With popular tactics like brand-sponsored influencer content and native advertising growing more successful, today’s consumers are becoming ever warier of branded content. Rather than trying to disguise their marketing efforts, many companies are looking for ways to be more transparent with their advertisements.
If you’re willing to disclose your strategies and work to ensure that your audience is receiving a sincere, useful, and relevant message at the same time, then you should be able to win over your followers more easily. They’ll be more open to your message—regardless of format or channel–if they don’t feel you’re trying to hide from them.
5. Machine Learning Could Encourage More Personalized Content
Finally, in 2018, Gartner predicts that companies who have invested in personalization for their customers across-the-board will outsell the people who haven’t done anything to customize their content by about 20%. Companies like Amazon and Google have already started to pave the way to success by developing unique customer experience through carefully chosen customer profiles.
Precise analytics and opportunities like artificial intelligence or machine learning could help companies around the world to transform their content marketing efforts in the coming years. In fact, the Associated Press is already using AI to get more information out on the market faster.
Are You Ready for the New Year of Content?
The world of content marketing consistently becomes more exciting by the day, with new trends emerging and old ideas evolving into unexpected ones. Of course, this means that marketers and companies alike need to stay agile and informed if they want to get ahead of the competition.
If you keep exploring and experimenting with new ideas, like the trends mentioned above, then you should be able to keep your customers happy, and maintain a strong brand presence for 2018, and the years ahead.