Content marketing will continue to expand in 2018. It has firmly planted itself at the marketing table, pulling the same weight as disciplines such as social media and search engine optimization. In the new year, we believe that content marketing will undergo some significant changes, though. Approaches will evolve with consumer demands, and content marketers will go places they’ve never considered before.
Five Content Marketing Trends to Incorporate in 2018
Based on our research and what we saw in 2017, we’ve distilled the year’s major content marketing themes into five areas:
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Approach – Content marketing strategies are going to get a whole lot smarter in 2018. As consumers become increasingly wary of brand’s praising themselves and their social awareness, marketers will need to ditch traditional advertising concepts and communicate in more authentic, trustworthy ways. Additionally, strategies will need to become more focused – with different plans for different audiences. Global campaigns are no longer relevant; to meet business objectives, individual markets will require specialized attention.
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Substance – Quality is finally going to surpass quantity when it comes to content. The days of having to publish something daily are over; consumers are tired of being bombarded with tons of poor-quality content everywhere they look. Instead of running content factories, marketers will be constructing content boutiques full of subject-matter experts who can tell compelling stories. These content strategists will not only keep content snackable for easy scanning, but they will ensure that it is also valuable and pertinent to the intended audience.
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Experience – Consumers don’t put up with much these days, and they don’t have to; the marketplace is flooded with options. To combat this, the User Experience (UX) is going to take center stage in 2018. Content will need to be responsive and personalized, speaking to consumers when and where they want to listen. Artificial Intelligence (AI) and Machine Learning (ML) will aid in this endeavor, as well as data provided by the Internet of Things (IoT). The key will be to harness the power of these tools now – before your competitors do.
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Delivery – Distribution techniques will evolve with consumer trends in 2018. Micro-influencers will become more important than their celebrity counterparts as brands look for ordinary people with engaged audiences to convey their messaging. Variety will take a backseat to formatting; users appreciate when one piece of quality content is repurposed into different mediums. One blog could become an email drip campaign, a Pinterest board, a YouTube video, a podcast, and an infographic. And while video will continue to dominate in certain markets, content will also need to embrace immersive experiences like Virtual Reality (VR) and Augmented Reality (AR).
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Technique – If you don’t utilize new technology as it emerges, you may never be able to catch the competitors who do. AI and ML tools can now automatically add tags to older content, helping it to find relevance again in the eyes of search engines. The IoT will continue to improve analytics as we know it, allowing you to tailor messaging and deliver content in new, intriguing ways. It’s all about fueling a buyer’s journey from the beginning to the end - and driving just the right content at every stage.
As content marketing continues to grow, keep the basic principles listed above in mind for your own efforts. Attract attention, build trust, and personalize your UX. Your customers won’t just appreciate it – they’ll demand it.
If your content marketing needs some support, give us a call at Conveyance. Our skilled team of content experts has the knowledge and know-how to produce high-quality content for every industry and sector. Whether you're looking for high-tech or warm and fuzzy, we’re here to help.
Conveyance Marketing Group is a team of bright, innovative and talented veteran marketers dedicated to big ideas, fresh insights and measurable results. We pride ourselves on taking challenging marketing issues and turning them into opportunities for our clients, on pointing brands in the right direction, and on getting our customers noticed both online and off. From branding to websites to digital marketing, and public relations, we handle all your marketing communication needs! Web Design and Development | Brand Strategy | Inbound Marketing | Social Media | SEO | PR
