Content marketing is an area which is seeing the emergence of new trends. Today we are going to give you the content marketing trends that will dominate the market in 2018 and how you can use these to your benefit.
From content creation to distribution to consumption, new technology is forcing brands to rethink how to use content effectively. It is clear that technology plays a crucial role in running the show, and our job as marketers is to stay updated on the newest advances,
identify how they affect content marketing, and adjust our strategies to match this rapid change. So let’s look at some of the important tech trends that are sure to shake up content marketing in the coming year
1. Social Media will be the go-to platform that serves as publishing outlets, not just content sharing platforms.
Content distribution can be done on a variety of methods, and social sharing is proved to be the most common way for brands to distribute content.
However, platforms such as Facebook, Instagram, and LinkedIn have been making a move toward becoming publishers on their own, instead of just acting as platforms for sharing links from external media outlets. This shows the importance content plays in an average person’s day to day life who spends most of their time on their favorite social media app.
When it comes to being the number one platform for content, it is Facebook that prevails as the most used social platform by businesses, giving publishes its Instant Articles feature to extend their content’s reach.
Instagram now includes linking features that allow users to read articles instantly with a simple swipe, while LinkedIn acts as the perfect content marketplace for B2B solutions.
2. User-generated content campaigns.
When it comes to influencing purchase behavior who do think customers are more likely to trust? What a brand says, or a fellow consumer who uses the product? Consumers are more likely to take recommendations from friends and family members or other consumers when it comes time to make purchase decisions. That’s the simple logic behind user-generated content on social media.
User-generated content is any form of content that’s created by users about a brand or product. The content of this caliber isn’t paid for, and its authenticity makes the content creator the brand advertiser as well.
User-generated content is mainly prevailing on Instagram, where brands can easily repost content from users’ accounts.
User-generated content can produce more engagement on Instagram especially. Engagement is critical to a brand’s success on any platform, the more users engage with your brand, the higher your posts are prioritized, and the more likely it is that new users will quickly find your brand-related content.
3. Transparency is a top priority.
Consumers are getting are high doses of brand advertising on a daily basis today compared to a decade behind, and it is safe to say today’s advertising is driving consumers crazy. However, consumers now are getting progressive and want companies to be more authentic, transparent, and turned to give back to society.
Consumers do not feel compelled when they come across traditional advertising methods. Many see these types of promotions as desperate and dishonest. Consumers do not think they get the same authenticity from brands that they get from their peers.
Companies need to focus on transparency and disclosure. With the growth of influencer marketing and endorsements, this is more important than ever to build relationships with the cautious customer.
A quick search online shows that a lack of disclosure and a lack of transparency have caused trouble for some known brands. To gain (and maintain) the trust of your audience, the next phase of marketing and branded content is to ensure that anything you create is fully transparent.
4. Ephemeral content will give you the highest engagement rate.
Snapchat introduced to the world the power of ephemeral content. Soon later Instagram and Facebook followed the same path by introducing stories which have led to the popularity of Ephemeral content. Almost every ephemeral content is shared for up to twenty-four hours and then disappears forever.
Companies are now creating content for their social microchannels as well as having a different approach to their ephemeral content marketing strategies.
These types of Ephemeral content allows you to be more authentic. We see many brands using their Instagram profile for their best, high-quality content and Instagram stories for more real-time authentic content. Because of the nature of things like Instagram stories content is lost within a couple of hours, making your followers take quick action and marketers like you gain from it.
Having stories that appear at the top of your follower’s feed helps keep your brand at the top of their minds. There are 250 million stories every day, and this is going to stay for a while
Now that you’ve learned the content marketing trends of the future it is time you act on them and get to your customers before your competition does.
On a final note, consumers are ever changing, and with technology, it is indeed a case of who gets to the customers first when it comes to content marketing.