Between the years 2014 and 2019, content marketing is expected to generate revenue of 313.42 billion US dollars worldwide. That literally likens content to a gold mine—but all of this can remain undiscovered, and can perhaps even go wrong, if content marketers aren’t alert to the changing trends (and things are changing overnight).
The recent years have witnessed a massive growth in Internet technology, which explains why we’re anticipating so much more in 2018. The New Year is almost upon us, and it’s about time we started re-thinking out content marketing strategy in keeping with the imminent changes in the Internet space.
Here are 8 significant content marketing trends to watch out for in 2018.
1. Original content will be king: There has been talk about Apple’s–one of the most valuable companies in the world—plan to invest over $1 billion in original content. This is a clear indicator that original content will dominate the content marketing arena in the time to come. Companies like Google, Facebook and Amazon will be following suit in their endeavour to produce original content. Here’s what content marketing companies must keep in mind for 2018: Clear, consistent and original content will rule.
2. Influencers will play a key role: Consumers no longer want to listen to what brands have to say (about themselves). Millennials, in particular, have grown increasingly sceptical of brand claims. Customers appreciate only peer reviews and honest opinions. So, the way forward for brands vis-à-vis their content marketing strategy is to invest their energies in finding the right influencers. Influencer marketing has gained momentum in 2017, and it is clearly the way forward in 2018.
3. Content will move beyond the screen space: Content marketing experts will have to start thinking beyond the screen, as technology has already ventured into the Internet of Things (IoT). Of course, content media such as radio, newspapers and billboards still prevail, but with technologies such as Amazon’s Alexa or Apple’s Siri, there’s much that can be done without necessarily being contained within a screen. Marketing experts must put their heads to figuring out how content can be effectively disseminated through these fast-growing technologies.
4. Live videos will be far more popular: If you thought that videos had taken over as the most popular form on online content, then think again. The time of pre-recorded videos seems to be on its way out. Consumers are far more inclined to spend their time watching live, real-time videos. The interactive formats of live videos lend a new level of authenticity to what lies on the other side of the screen. Come 2018, say goodbye to the videos of the past and say hello to the videos of the present (and the future).
5. Virtual reality will be content’s new reality: Before we know it, virtual reality won’t be a nebulous form of technology designed for the future. It’ll become a part of our everyday lives before we can even take notice. Virtual reality further broadens the scope for interactive video formats (offered by live videos). This can be a particularly useful tool for customer engagement and content marketing.
6. Content will have to answer consumers’ questions: That time has been and gone when content was synonymous with keyword-stuffed blog posts and articles. Content now needs to be not only very relevant, but it should also be designed for the ‘micro-moment’. A ‘micro-moment’ is a specific type of consumer behaviour that was identified and defined by Google in 2015. Essentially, this refers to the consumer’s need for instant gratification with an (relevant) answer upon typing out just about any question on Google. Content marketing, thus, needs to focus on researching these commonly asked specific questions and then creating content that can actually answer them.
7. Content will most definitely move beyond the blog: This has been a long time coming, and 2018 is going to witness an explosive growth of content beyond the blog. Until a few years ago, the content team would feel more or less complete with an SEO analyst and a content writer. But this is certainly not the case anymore, and the scope for content is going to grow exponentially in the years to come. Your content marketing team must consist of an army of experts across talent fields. In addition to expert writers, you will need specialists in the following areas:
· Video editing and production
· Photography, editing, illustration, graphic design
· Content promotion and distribution
· Social media analysis
· Content optimization across multiple platforms
· Artificial intelligence expertise
· Audio recording, production and editing
· Branding and communication
· Media advertising and purchasing
· Metrics, analytics and reporting
· Content strategy development and execution
· Campaign management
8. Content marketing budgets are likely to increase: To drive home the point that content marketing is—and must always be—much more than advertising, content marketing budgets are likely to increase worldwide in the next one year. Content marketing is most effective when it is clear, diverse, omnipresent, and strategically and consistently implemented. The potential of content marketing is being recognized world over in an all-new way, and these increased budgets hold great promise. To put these augmented funds to better use, it is of utmost importance that content marketers plan well, in keeping with the trends and predictions for 2018.
With the advent of transformative technology, content marketing has grown to be much more than just about content. It is a diverse, dynamic and all-encompassing field that holds the potential to take brands and businesses to an all-new level. The key to mastering the art of content marketing is to stay updated on the trends, because it is the technology that’s re-shaping the path that content marketing is to take.