It has become crucial for businesses to harness the power of content to be successful in the industry. Standing in 2018, more and more businesses are joining the content marketing bandwagon and reshaping their content strategies to gain and maintain the audience.
There is a reason why almost every organization today insists on developing a foolproof content plan as a part of their business operations. Studies have revealed that 90% of marketers have adopted content marketing, even though 70% of them lack don’t have integrated content strategy in place.
Studies have also recorded that while content marketing costs approximately 62% less than the outbound marketing procedures, it acquires three times as many leads. Small businesses that run dedicated blogs generate 126% more lead than small businesses that don’t have blogs. Content marketing strategies yield 6x higher than results in conversion rates. Businesses that post blog content have 434% more search-indexed pages.
In 2017, 90% of marketers adopted content creation and marketing as a vital method for generating leads. However, only 28% of them think that the content marketing strategy of the organization is evolved enough to yield the desired results consistently. In 2018, the organizations delving into content marketing have to be open to newer challenges and restructure their content strategies accordingly. Now let’s proceed to discuss some of the emerging content marketing trends for 2018.
The presence of more Bite-Sized Content and less of the fluff
If we trace the earlier trends of content creation, the natural tendency has always been to create longer posts. Experts have pointed out that this phenomenon isn’t accidental. The longer content was used because they rank better SERP (search engines results page). However, with the advent of social media as a major crowd-puller, the long blog posts are likely to leave many of your visitors disinterested. Also, considering the limited attention span of an individual, the content strategies should be designed to promote more focused and concise writing.
What you should remember in this case is your target market is millennials, and they will be more interested in shorter, visually-appealing posts, thereby generating more ROI for your organization. According to one study, millennials are more inclined towards visual content, like infographics and videos, which effectively influences their decisions, while the older generation is interested in detailed whitepapers.
For 2018, experts predict that content marketers will take a different approach, as they do away with all the fluff around content and create concise, more simplified content that is easier to comprehend for people. Not every topic or keyword requires a 3,000-word blog post; the ideas can be communicated effectively in 200 words and with a good quality image.
Getting the customers to be a spokesperson for your brand
The growing popularity of social media platforms among people can work wonders for content marketers since people generally rely on the suggestions from their friends and acquaintances. That’s why organizations like MyAssignmentHelp should invest more in campaigns that project the customers as brand advocates.
User-generated content on social media sites has an edge over branded content when it comes to forming trust and building a positive image on potential consumers. Content marketers can utilize Instagram for user-generated content. UGCs on the social platforms generally have better engagement, which results in a better position on Instagram’s algorithm.
So turning your customers into brand advocates by adding branded hashtags to the posts or presenting user-generated videos on your social accounts will be a beneficial content marketing strategy.
Live videos are the way to go
The digital world received a new lease of life with the steady growth of live videos since the past couple of years. And experts predict that this is only going to intensify with time. Presently, 80% of customers would prefer to watch a live video than spend the time reading a blog post. A particular survey revealed, 82% of the people would choose to check out a brand’s live videos instead of reading the textual content posted on social media.
Reports have highlighted that Facebook which has been one of the most trusted platforms for live videos during 2017. It has had at least three times more users watching live videos than watching the recorded videos. There have also been a comparatively higher number of comments.
But even though almost 60% of the content marketers are currently investing in live video, only a 15% are religiously utilizing the medium. However, in 2018 content marketers are increasingly using live videos, be it on Facebook or Instagram, as a study suggests that up to 42% content marketers have shown an inclination to use live video at a particular time.
Originality above everything else
Recently, there were news reports that have stated tech giant Apple is likely to invest over $1 billion in original content. Authentic content strategies can help the organization to increase its audience and keep its existing consumers satisfied.
Google is also buying authentic content from media organizations and brands to bridge the content gaps it has detected applying its search algorithm, and Facebook has also spent a huge amount of capital on original videos. In keeping with the trend, online shopping giant Amazon will also emerge as a significant player in this aspect. So it must be noted here that if the world’s largest companies have emphasized on original and genuine content, this should encourage the small to medium businesses as well.
Studies have indicated that developing the skills in content marketing is the primary objective for marketers in the Asia Pacific region. This indicates that your content marketing should not only focus on originality and quality, it should also demonstrate your understanding and knowledge in your specific field.
Diversifying the content
You may find it hard to distinguish between advertising and content marketing, but they are starkly different from one another. Content marketing demands a certain uniqueness and should be consistently present to the audience over a period. That way content marketing resembles publishing.
So the bottom line is following one single strategy may no longer be beneficial. Successful companies are applying a host of content marketing tactics across different media channels and platforms. If you spare a thought about digital marketing as in its entirety, there aren’t too many trends that can flourish on their own without the inclusion of content.
The following are some of the marketing tools adopted by the average business on a daily basis at different levels of the organization.
- Blogs and articles
- Social media posts
- Creating infographics, brochures and hard copy marketing collaterals
- Creating Podcasts
- Email marketing
- Landing pages
- Videos, both pre-recorded and live feeds
- White papers and e-books
- Campaigns for lead-nurturing and relationship-building
- Customer delight and knowledge sharing
So content marketing will keep developing as the cornerstone of all marketing activities, driving revenue and growth in 2018. Ultimately, it all depends how businesses implement the strategies into their business model and operations.
Being a passionate blogger and guest contributor for top websites like @Valuewalk, @SEOHacker and @Inman, Jijo is a freelance assignment help expert at GoDissertationHelp. He also possesses an in-depth understanding of SEO and SMO. Follow him @thomasjijo1 for more updates on his posts.
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