The content marketing landscape has changed considerably over the past few years and new trends will emerge in 2018. As traditional marketing and advertising channels making less of an impact on customers, companies began focusing on content marketing due to the high return on investment and low costs.
With content marketing growing in popularity, companies need to develop strategies to distinguish their content. Staying on top of the latest trends is the best way to ensure your content in unique and impactful. Here are some predictions for content marketing in 2018 to help you develop a successful content marketing plan.
- User-generated content will become more prominent. Recommendations from other customers are one of the best ways to advertise your product or service. To leverage this trend, encourage customers to create content for you and post on your various marketing and social media channels. User-generated content can include customer testimonials, blog posts recommendations, ratings, and comments.
- Live video usage will increase. Video has been an important part of content marketing strategies for a few years but the focus is now on live video. Facebook reports users are ten times more likely to comment on live videos over prerecorded videos. With live video, you can interact with their audience in a more authentic and personable way. To meet the demand, most social media networks have added live streaming to their channels. Examples of activities to stream live include product demonstrations, conferences, and live interviews.
- Content will adapt to voice search. Usage of virtual assistants including Alexa, Google Home, and Siri is soaring, driving companies to optimize content for voice search. Speaking is very different from typing. The focus for search will move from keywords to answers to questions in natural language.
- Visual content will be a requirement. Users will ignore blog or social media posts lacking visual elements. Users are more likely to share visual content on social media and mobile messaging. Infographics will become commonplace and your content needs to include photos, illustrations, diagrams and other visual aids.
- Influencer marketing will get deeper. Influencer marketing has been a successful content marketing strategy, particularly when targeting younger audiences. However, audiences have begun questioning the authenticity of the influencers. Instead, companies are developing deeper relationships with “micro-influencers” rather than popular celebrities with millions of followers. Micro-influencers are well-known in their specific niche market, more engaged with their audience and have a vested interest in the products they endorse.
- All content must be optimized for mobile. Smartphone usage in the U.S. has reached close to 200 million in the past year. People are increasingly using their smartphones and tablets for mobile web browsing and using mobile apps. To be successful, companies need to focus on creating mobile-friendly content. Another tactic is to create proprietary mobile apps to reach your audience.