Home Digital Marketing 10 Content Marketing Trends Everyone Is Talking About

10 Content Marketing Trends Everyone Is Talking About

10 Content Marketing Trends Everyone Is Talking About

A fresh set of marketing trends that are “can’t miss” prospects that demand attention appear to emerge every year. If we followed every trend, we would undoubtedly become exhausted. However, there are some tendencies that we’d be stupid to ignore.

Many businesses are still working through the development of a true content marketing strategy as we start the final chapter of 2017. If so, the following advice may help: Mobile continues to be the flavor of the month, and native advertising is still the gateway medication to success.

Nevertheless, according to Smart Insights, content marketing is THE most crucial strategy for generating extra sales in 2017. Some important tendencies stand out in a sector where experimenting is the norm.

Here are 10 trends in content marketing that are hot right now.

Brands Will Continue to Invest in Original Content

It recently came to light that tech titan Apple intends to spend $1 billion on original programming. Although some rumors claim that Apple is taking on Netflix with this move, we think the company is thinking about more than just video streaming. Brands must continue to be relevant as the market’s rivalry intensifies. Value-added, original programming can aid businesses in audience expansion and client retention.

While Facebook is spending a lot of money on original video, Google is also buying original content from media businesses and brands to fill in content gaps. Not to be outdone, the world’s largest online retailer Amazon will likely be the biggest investment of all. One thing is certain, albeit the effects are still up in the air: content marketing is dominating.

Transparency Will Reign King (or Queen)

Consumers are getting more and more numb. Companies that are open, sincere, and committed to giving back are what we desire and frequently demand. But when it comes down to it, a lot of customers are complaining about brand advertising, environmental claims, philanthropic giving, and corporate backing for various causes. Even though some firms have found success with such attempts, this kind of advertising is increasingly seen as desperate or dishonest.

To minimize this gap going future, brands must concentrate on disclosure and transparency. Let’s introduce influencer marketing.

Working with influencers, though, can be challenging. With the help of influencers, the Federal Trade Commission continues to take steps to safeguard customers against businesses that lack sufficient transparency. Consider the situation with Machinima. A YouTube gaming network called Machinima received a warning from the FTC in 2015 for failing to disclose sponsored sponsorships to YouTube influencers.

And this is by no means the only one. A fast Google search reveals that many brands have experienced problems as a result of a lack of disclosure and transparency. The next stage of influencer marketing and branded content must make sure that each piece of content developed is transparent if you want to earn (and keep) your audience’s trust.

Content Marketing Budgets Will Continue to Increase

Companies all around the world are investing a large sum of money in content marketing. What is fantastic news for content marketers but poses difficulties for companies with a small team. This is increasing the possibility that businesses will use freelance writers and other content producers.

Content Marketing Duties Continue to Overlap

It might be challenging to pinpoint precisely who is in control of content within a corporation. Within marketing departments and even in other parts of the company, roles and responsibilities change. There may not be a clear-cut leader in PR and communications due to the existence of various content producers, social media managers, and other authors who are not part of the official content team. Such confusion can result in a content strategy that is quite haphazard.

Internet of Things Will Take Content Off-Screen

Customers are no longer restricted to viewing stuff on screens. The IoT has enabled material to be integrated into our lives in entirely new ways, despite the fact that many content types have long been available. Think about how we currently use technology, like Apple’s Siri. Siri provides call-and-response content in response to user speech wherever and wherever it is needed. The speech service provided by Amazon, Alexa, is evolving into a digital portal for content.

To deliver material with their audience outside of a laptop, tablet, or smartphone screen, many companies already use Alexa. For instance, the American Heart Association uses Alexa to give instructions on how to conduct CPR in an emergency, including step-by-step instructions. The information about heart attack and stroke warning symptoms is added to this material to further enhance it.

Most material is becoming digital thanks to IoT. The introduction of proximity marketing based on beacons, sensors, device pairing, and other features opens the door for marketers to make investments in a virtually limitless variety of content interaction. You may contact your audience where and when they are most receptive with the help of this kind of highly tailored content.

Pre-Recorded Video is So… Yesterday

Live video is eclipsing pre-recorded video, but it is not yet time to write its obituary. According to a 2016 poll by Buffer, 42% of marketing respondents said they preferred live video and that they wanted to produce more video content.

Although live video really took off in 2017, we anticipate that it will gain even greater traction in 2018. Facebook claims that people spend three times as much time watching live videos as they do recorded ones. Additionally, people remark on live videos ten times more frequently. This was validated by a Livestream study, in which 80% of participants said they preferred watching a live video than reading a blog post. Modern marketing professionals now have a rare opportunity to join the live video trend before rivals.

Blurred Lines

You’ll see that content has evolved outside of its original “container” of owned media if you examine how it has transformed over the previous ten years. The distinctions between owned, earned, and paid content become increasingly hazy as social media grows, as do the methods we engage viewers and interact with them. These silos of content cannot exist anymore.

The material changes to take on the forms of all three strategies while keeping in mind the complete buyer’s journey. This emphasizes how crucial it is for each form to operate without a hitch in order to support a company’s growth goal. Therefore, you must modify both your internal and external teams to handle the creation, distribution, and promotion of content.

Strategic Documentation

If you ask a marketing expert what makes content marketing effective, he or she will probably be able to identify the key factors. That’s because businesses are increasingly concentrating their efforts on creating thoughtful content marketing strategies.

Only 32% of marketers in 2015 had a written content marketing plan. The next year, this increased to 37%. However, the percentage has increased significantly this year to well over 40%. Therefore, we believe that creating an effective, efficient plan will become a requirement for employment in 2018.

What tactics will you employ in the future year to stay competitive? You might wish to take into account more specialized content, more comprehensive material, more effective content generation, or other factors that will support larger growth.

Interactive Visual Content

We are all aware of how responsive and engaging live video is, but there is another form of visual material that enables you to create a completely unique experience for your audience.

Virtual reality.

VR presents fresh possibilities for customer engagement and content marketing. For instance, Shopify has recognized this and created a VR app that enables online shoppers to personalize apparel from the comfort of their homes.

According to International Data Corporation, revenue for augmented reality will increase from slightly over $5 billion in 2016 to more than $160 billion by 2020, based on sales and prediction models. Digi-revenue Capital’s projections are also upbeat, predicting a projected increase to $108 billion by 2021.

Virtual reality may seem intimidating, but anyone who is prepared to give it a try will probably find it rewarding. By the end of this year, up to 30% of consumer-facing firms will test out virtual reality marketing, according to Forbes Global.

However, keep in mind that it’s not just for marketing to consumers. Take into account what the Golden State Warriors accomplished to bring Kevin Durant on board. They immersed him in the “Warrior’s Experience” using content marketing in virtual reality, which put him courtside at Oracle Arena and in the middle of conversations with coach Steve Kerr in the locker room.

Distribution, Distribution, Distribution

The methods by which information is distributed are still unknown, despite the fact that the majority of marketers are aware of how important content is for businesses today. Even if there are innumerable other blogs, newsletters, and email campaigns out there, distributing your content effectively will ensure that your message stands out above the rest.

A smart distribution plan must be used if you wish to capture the 2.789 billion active social media users’ attention. As 2018 progresses, savvy brands will invest in both the acquisition of content and its smart distribution via many channels.

Consider unconventional ideas for profitable results.