As the New Year approaches, there is a lot of talking going on regarding the future of the digital world. And just like every new year, new trends in content marketing and digital marketing are surfacing. But what is really going to matter in 2018 – and what should marketers focus on when it comes to content marketing?
Below, we are listing the most significant content marketing trends for 2018.
1. Fresh and relevant content
For all those with the aim of ranking higher in search engines, fresh and relevant content will need to be on point. There is plenty of data that supports the idea that content marketing actually works – and that its consecutive growth is 7.8 times higher for content marketing leaders compared to the followers. According to another study by eMarketer, 60% of marketers are creating at least one piece of content each day, leading the digital world to a new revolution.
2. Micro-moments as a new type of behavior
If you haven’t heard about micro-moments yet, they basically refer to a specific type of consumer behavior. In a nutshell, a micro-moment is every moment when a user has an ‘impulse’ question and it goes to a device to ask it on the most honest place on earth, Google.
The only difference is that nowadays, users expect immediate answers and brands need to rank for those answers. So, keyword-optimized content may not be in the spotlight as much as contextual content and making use of micro-moments.
3. ‘Smart’ content is another spotlight
The rise of AI (Artificial Intelligence) and big data has let many marketers embrace the new ‘smart’ content which basically refers to getting to know more about the user, their needs and habits. This way, the content is more relevant and the customer experience is greater.
The real question here is – can AI make your content smarter?
4. Express your brand’s story
Brand stories are eternal – and telling yours is what can give you credibility, authority and a lot of things needed to capture your customer’s attention. Nowadays, there are many unique businesses, but there aren’t many businesses with a story. From case studies to infographics and even videos with experts, every brand needs to tell a story across a variety of content.
In the end, the power of content is on the rise as we speak – and 2018 will be another milestone year where content will take a turn and improve itself. It is up to you, the brand owner, to embrace this new improvement and take advantage of it.