2018 Content Marketing Trends
If 2017 was defined by the decline of traditional advertising, the boom of videos and the focus on consumer niches, what can we expect from content marketing in 2018?
A digital phenomenon that shows no sign of slowing down and that, season after season, keeps gaining volume and power: here are the main content marketing trends for 2018.
Focus on original content
Based on 2018 content marketing trends, the times in which owning web space was enough to make the difference are over; today, what really matters is to have original content to publish on.
The trend is so strong that it will have a huge impact on content marketing in 2018, becoming the main objective of the most forward-thinking companies, that are already specializing in the creation of their own content.
A crucial asset, not just because it allows to be relevant, creative and recognizable in the eyes of the users, but also because it entails considerable economic advantages: creating original content means owning intellectual property that can be used, as well as it generates profits by helping sell the company’s products or service.
From channel to factory? Yes, this trend seems to be king of all content marketing trends for 2018.
There was a time when marketing was just seen as a cost – its budget was the first one to be cut down in times of economic difficulty, whereas today, if you look at 2018’s content marketing trends, marketing can stand tall and present itself as an extraordinary opportunity to generate profit.
How? Thanks to a smart use of content marketing aimed at creating audiences such as groups of users and consumers.
The creation of innovative content – preferably interactive – allows, for example, to meet the wants and needs of multiple communities: pools of users that can be treated as potential consumers, influencers, ambassadors or simply as valuable assets during economic negotiations.
Prophetic Content Marketing
Content marketing trends in 2018 move the focus from real-time marketing – something that was needed to look cool and relevant back in 2017 – to what could almost be described as an anticipative approach.
Why? To ride the widespread behaviour among online content users: when in doubt, 2.0 customers take out their smartphone and look for the answer, with just one click.
Whatever the question a customer may have about your brand, the objective is to provide them with the answer at their first attempt.
How? By mapping every inch of their customer journey and filling the web with the right content, in the right place.
From mass, to niche… to one-to-one
In 2018, the world of content marketing will continue to move along the tailor-made path.
Moving from a general approach to a targeted one – which was consolidated last year, as attested by the boom of long tail SEO – the new year will see an increase in personalised content: the only way to become relevant to a target audience increasingly more stimulated.
A process that will increase the importance of interactive content marketing exponentially: engaging and interactive content will become the gateway to users’ attention and the tool to connect with them.
The IoT Doesn’t Need Screens
The boom of the Internet of Things (IoT) has diluted the presence of content marketing in space and time.
The first consideration?
Content is around us at all times, it’s available every moment, even when we are not staring at a screen. As a consequence, in 2018, companies need to consider an integrated content marketing approach, mixing different formats and channels.
The second consideration?
Static content on its own is less relevant and meaningful compared to content marketing, which promotes engagement and dynamism instead.
If it is true that 2017 was the year of influencers, the year 2018 will follow suit.
As a matter of fact, 2018’s content marketing trends confirm that influencers will play an active role in company content strategies.
What will change?
The nature of the influencers: web celebrities will lose their shine – as their credibility is disputable – and the focus will be on loyal customers, who will glow in their new role as brand ambassadors.
The objective? To let brand lovers talk about their favourite brands, creating spontaneous, relevant and credible content, in order to focus on transparency and trust: the most powerful drivers for consumption in the new Millennium.