Here’s what’s in store for content marketing in 2018
Content has always been king when it comes to online marketing strategies. Almost every aspect of marketing relies on content—whether it’s social media, advertising, blogging, or SEO. It’s really hard to imagine the internet and marketing without text, images, video, or all other forms of content. Content is the backbone to any marketing strategy, and it’s inarguably the best way to connect and build a relationship with your customers.
As we inch closer to 2018, content will still remain to be king as it takes on an even bigger role in digital marketing. Some key trends this year have stood out and paved the way to how content marketing is shaping up for 2018. Business owners and marketers need to make sure that their strategy for next year is up to date. Here’s a list of upcoming content marketing trends to watch out for in 2018:
1. Mobile-ready content
Mobile internet has worked its way into the daily lives of many consumers. More and more people are using their mobile devices to access the internet, and this trend won’t be slowing down in the years to come as more mobile devices are being introduced into the market.
It’s prudent for brands to invest more in mobile-ready content in 2018 to stay up to date with the changing digital landscape. Your content—whether it’s text, images, or video—should be readily responsive to various screen resolutions and readable even on tiny screens. Here are some tips on how to make your content mobile-ready:
- Keep it short – Mobile users are always on the go. Keep your content short, simple, and straightforward. This aids mobile users to get the gist of your content, and the message you want to send, much quicker.
- Use visuals – Visual content such as images, GIFs, and video generate more engagement on mobile as it’s easier to digest in a short span of time compared with text content.
Make it easily sharable – Have prominent share buttons on your page to encourage users to share and engage with your content.
2. User-generated content
Studies have shown that 92% of users are more likely to trust a recommendation from another person over branded content, and more so from people they actually know. As users are taking on a more involved role in marketing this year, many brands are expected to leverage more on user-generated content in 2018.
Authenticity is very important to many online users, and user-generated content is a cost-effective way to achieve that. Content that’s crafted by your social media followers, customers, and influencers can effectively humanize your brand, increase engagement, and encourage brand loyalty. Here’s how you apply a user-generated content strategy to your marketing efforts:
- Ask people to share their stories about your brand – People are looking for a more personalized experience nowadays. Let people talk about your brand and their experiences instead of generating them yourself.
- Reward people for their submissions – People love being noticed online, especially on social media. Rewards can be as simple as a shoutout or a mention, or as special as product freebies. People need to feel that they’re gaining something from you.
3. Interactive AR/VR video content
Video has always been huge in content marketing, and the rise of AR and VR in the past years have added a new twist to existing video content marketing strategies. While AR/VR remains an elusive and expensive concept to many marketers, 2018 is perhaps a good year to start exploring these unchartered territories.
The use of AR/VR in content marketing provides a new and innovative way for marketers to reach, and possibly interact with, their audience. With AR/VR, there’s a whole lot of room for creativity. You can provide a rich media experience to your users and transport them to a “reality” where they can interact with your brand in the comfort of their homes.
Utilizing interactive AR/VR video content in your content marketing strategy may be expensive and tricky, but it’s very possible. In fact, many of the top brands are utilizing AR/VR to their marketing efforts:
- Creating 360-videos – Mercedes-Benz demonstrated their new car model with a virtual drive video.
- Integrating VR experience into your mobile app – McDonald’s encouraged consumers to reuse their Happy Meal box as a makeshift Google Cardboard, and then use the VR headset with their VR game.
There is a wealth of opportunities available for content marketers in 2018. As the year comes to a close, it’s important to take a step back and review what worked and what didn’t with your current strategy. With these trends in mind, you’ll have a good head start at revamping your brand’s content marketing strategy for the new year.