Content Marketing Trends You Need to be Prepared for in 2018
It’s funny how the opinion about content marketing has changed in just a few short years. From “why would we waste time with that?” to “we need to document a content strategy and make lots of content!”, companies now realize the importance of content marketing and why it is today essential to engaging their customers.
Through all this, content marketing has been evolving, constantly growing and becoming more and more important for businesses. Every year brings new trends in content marketing and 2018 is no different, so take a look at what will be the biggest content marketing trends as we have just entered the year.
Less Frequent, More In-Depth Content
Forget about publishing content every day. What top bloggers are doing is publishing less frequently. But, on the other hand, their content is longer, more in-depth and therefore offers more to their audience. That’s what you should be doing as well.
Content that simply scratches the surface of what your visitors want to read about is not enough. It won’t give them what they need. You need to go deeper, teach them something if you want to grab their attention. You can only do that if you adopt a storytelling approach in your content. So make sure your content is not just well-written and researched, but also captivating.
Publishing less often will also give you the opportunity to not just create better quality content, but also to spend more time on promoting it. Whether your doing this on social media or some other way, promoting your posts is one of the essential things you need to do if you want to reach your audience. Unfortunately, if you post every day, you won’t have much time to do that.
Localisation Takes Over From Globalisation
Going to another country, it’s always fascinating to see how differently people approach and do things that we take for granted. You can see this in every aspect of life from education to marriage to business.
For a long time, content marketers were creating “global content” from their western headquarters, and hoped that it will be received with the same gusto in countries such as India and China than it is in United States and Europe. And then they get surprised that it doesn’t.
Luckily, it seems that they’ve finally got the memo and in 2018 we should see less “translated” content. Instead, local offices will see more independence in creating their own content that better resonates with their audience.
Anticipating and Creating Trends, Instead of Following Them
And yes, I realize that by writing a “content marketing trends” article I’m inherently breaking that rule, but this is still one that you need to take seriously. Stop being a follower and just repeating what others are saying. Be the one to say something new, talk about something new.
Look at how much everybody is talking about Bitcoin. You can’t open your browser without getting flooded with articles about the cryptocurrency. Before that, it was all about AI and machine learning, before that about Internet of things and way before that about SEO. But what each of these have in common is that, eventually, people get tired of hearing about them. They want to learn about something new, something they’ve haven’t encountered yet. In other words, “out with the old, in with the new”.
Trends (yes, that includes content marketing trends) don’t last forever and are fleeting. Old ones get replaced by new ones and because of this, you need to make sure you are never the last to hear and talk about them.
Increased Focus on Personalization
Top brands are now going all-in on personalizing their content for each different segment of their audience. As such, content marketing campaigns will no longer begin and end with just a single blog post or YouTube video, but one campaign may take a minimum of dozens, if not hundred pieces of content, and all in different formats.
Content in 2018 will be even more data-driven and focused on personalization than it was so far. While we are probably still some way off from a full one-to-one content, demographics, search intent, behaviour, location and such will play a larger role in content strategy and content creation in 2018.
Live Video and Streaming
That video plays a big part in content marketing today is no longer big news. That’s been the case for some time now. What will be different in 2018 is that content marketers will focus more on live video. In fact, live video and streaming already accounts to two thirds of internet traffic and by 2020 it will account to 82% of it.
Visual content, especially video, has been taking over from blog posts for some time. Watching a video is the today’s audience’s prefered way of getting information about brands, products and services. However, while most content marketers have already established this (just take a look at this report from Buffer for 2016), live video is still something many shy away from or haven’t explored enough yet.
Now, it might be scary to get in front of the camera and talk about yourself and your business, but this can help you look more human and authentic to your audience, which can be a great boon. And while you’re doing that and establishing a real connection with your customers, your competitors will probably still be too afraid to get filmed. In other words, live video and streaming is one type of content that you have the opportunity to get on and take advantage of before most do.
Content Marketing Gets Bigger Budget (Finally)
Content marketing is no longer the forgotten and unwanted child of marketing. Now it will start to get a bigger piece of the marketing budget, just as it deserves. Companies are expected to spend more on content marketing, producing content and promoting it in 2018 than they did in 2017. This will likely mean fewer short projects that last a month or two and more time devoted to creating consistent content over a long period of time. Just as content marketing should be.
2018 is already shaping up to be an interesting year and these are the biggest content marketing trends we can expect in the year. However, don’t just blindly follow them. Without data, research and experimentation, your content strategy is likely to fail.
So let’s hear it from you. What content marketing trends do you see emerging in 2018? Let me know your thoughts in comments below and don’t forget to share this post if you found it useful or interesting.