Content marketing can seem daunting at first, full of terms and abbreviations that are hard to understand. At the end of the day, though, anyone can make content marketing work for their business simply by staying up to date on the content marketing trends of 2018- and beyond.
As we move further into 2018, here are 9 big ideas to incorporate into your brand’s marketing tactics this year.
1. Expanding Roles
If you’re currently handling all of your business’s marketing yourself, it might be time to consider outsourcing in 2018. While content marketing used to be all about including as many keywords in your copy as possible, current search engine algorithms favor pages that include a variety of content types, such as text, video, and images.
The role of a content marketer is expanding.
If you know you’d have a hard time creating strong video or graphic design content on your own, you should think about hiring a freelancer to help you out.
Hiring an expert to create your content is more cost-effective in the long run than falling behind your competition.
2. Influencer Marketing
More and more brands are turning to social media influencers to help advertise their products and services.
The field is changing slightly in 2018, however.
Rather than targeting celebrities or social media gurus with millions of subscribers, many businesses are targeting “micro-influencers” with smaller, more loyal audiences.
These micro-influencers tend to seem more trustworthy to their audiences and can create campaigns that are specific to their niche in the industry.
Consider teaming up with a micro-influencer in your field by collaborating on a sponsorship, guest blog post, video content, and more.
3. Live Video
Live video is a great way for businesses and brands to interact with their audience on a personal level. Facebook and Instagram are two major platforms making it simple for brands to do this.
Going live can be intimidating at first, but it gets easier with practice.
Live videos are a great opportunity to do Q and As, chat with your followers about upcoming products, tease new releases, and even more if you get creative.
See what information your customers are looking for and start there.
Marketing is no longer one-size- fits-all. Customers and clients want a personalized experience that shows you understand their specific needs.
Personalizing their user experience is an instant way to build rapport and make more sales, and one of the top content marketing trends for 2018.
One way to do this is through email segmentation, where you can send specific newsletters to different groups of your audience.
For example, you could have a targeted email for your subscribers ages 18-25 that markets different content than the newsletter going out to your older audience. You can also choose filters like gender, location, or other preferences that the user can select upon subscribing.
Believe it or not, LinkedIn is one of the fastest-growing social media platforms for B2B content marketing.
Not only does posting on LinkedIn help establish you as an expert in your industry, it allows potential customers and clients to find you instead of the other way around.
If you’ve been neglecting your LinkedIn presence thus far, 2018 is the year to bump it up.
Consumers are more aware than ever of when they’re being sold to, and they’re tired of shady marketing tactics like undisclosed sponsorships, unwanted emails, and spammy ads.
Transparency is going to be key to making sales in 2018.
Younger generations don’t fall for older marketing tactics as easily as generations past. To appeal to millenials, brands should be transparent not only about their products and advertising, but also their business practices and ethics.
Morals matter now more than ever, and sketchy tactics are quick to be called out by unhappy customers.
7. Mixed Media
It’s now more important than ever to use a variety of formats to appeal to a wider audience.
As mentioned in the first point of this article, search engine algorithms now prioritize pages with a variety of content—that means infographics, videos, polls, and images.
Breaking up your text by interspersing these other forms of content keeps your readers’ interest, builds your page authority, and ultimately boosts your search engine ranking.
A good rule is to have an image at least partially visible at all times to prevent large chunks of uninterrupted text.
8. Interactive Content
The way users interact with content on the internet is changing. Gone are the days where someone would simply read an article and click a few links.
People today are more choosy about the media they consume, and if it isn’t appealing to their senses, they won’t engage. In 2017, interactivity was a top email marketing trend.
Enter interactive content, such as 360-degree videos, polls, quizzes, calculators, clickable buttons, and more. By giving your potential customers a way to interact with your content, you’re going above and beyond by making it more memorable in their minds.
You don’t need to be an expert developer to make this work, either—many social media platforms like Facebook and Twitter allow you to easily post polls and videos, while there are websites you can use to make a quiz or other game and then embed it on your site.
9. Artificial Intelligence
Content marketing trends in 2017 saw technology such as Amazon’s Alexa finding its way into homes across the nation, especially during the holidays.
More and more businesses are finding ways to incorporate artificial intelligence into their marketing campaigns as people rely on these devices to browse the web for them.
While this trend is still developing, it’s a good idea to keep a finger on the pulse of the way AI is changing content marketing.
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