As 2017 winds down, it’s time to look forward to the new year. Goal-setting and re-evaluating current strategies is on every business owner’s mind. If your business uses content marketing (and if you don’t yet, you should), it’s important to know where the industry is going. Here are four content marketing trends to look for in 2018.
The Internet of Things
Content no longer just has to be something you read or watch on a screen. New technology like AI and other electronics that we interact with on a daily basis is making content new and exciting. Think about how you work with Siri or an Amazon Alexa.
Many organizations already offer apps for these programs to offer content to customers, like the American Heart Association’s verbal CPR instructions.
The new era of content lets you think outside the box and reach people wherever they are. Consider all the ways you consume media during your day – it’s bigger and broader than ever. Consider how your business could expand into these unexpected markets in 2018.
Diversity Your Content
A great content marketing scheme doesn’t just involve a monthly blog anymore. Content markets need to think outside the box and create things that encourage consumers to stick with the brand. The right posts or videos can help lure consumers to make a purchase all the way through the end. Some ideas include:
- Social media posts
- Blogs and articles
- Email marketing
- Lead magnets
- Visual media like infographics
- Videos, both pre-recorded and live feeds
- White papers and e-books
- Lead-nurturing and relationship-building campaigns
- Customer delight and knowledge sharing
- Content-driven sales messages and materials
- Podcasts
- Landing pages
The topics for this content needs to support every stage of a buyer’s journey. Consider new ways to show off your business that will help push a buyer to making a purchase, instead of just reading your posts and clicking away.
Video is King
If you’ve been thinking about posting video to your Facebook page or starting a Youtube account, 2018 is the year to do it. HubSpot reports that video is a growing priority, with 48% of marketers planning to add YouTube to their marketing plan in the next year, and 46% plan to add Facebook video.
You don’t need a whole production team to start. Just an iphone, a tripod, and a basic editing software or app will create videos that are perfect for sharing.
If you can swing it, live videos through Facebook or other platforms is an even better way to increase engagement. According to Facebook, users spent 3x more time watching live videos than a video that’s no longer live. They also comment more than 10x more during live videos. Try experimenting with live video to present information, product demo, or a Q and A session.
Less is More
Gone are the days when daily blogs could still get significant traffic and clicks. Due to a combination of social media algorithms, the popularity of blogging, and an oversaturated market, consumers need to be wowed. Over the past few years, top bloggers have decreased posting frequency, but increased the average length of their pieces. That’s why the latest content marketing trend is fewer posts that are better written, better produces, and of a higher quality. You need compelling content that hooks you reader, and brings them new information that will inspire them to share or make a purchase.
And once you make this excellent content, you need to ensure your target audience sees it. That doesn’t mean just sending it to your Facebook page and moving on. You should consider paid advertising, sending it in an email newsletter, or other ways to push past the noise and find your potential customers.