It’s December – you know what that means. Everyone wants to talk about the new year. This December is to get you and your marketing strategy ready for 2018. We’re going to kick it off by talking about content marketing trends we expect to see in the coming year.
Brands that have made consistent and sound investments in content marketing in recent years are reporting those investments paying dividends. There are a number of factors contributing to that success, including better quality content, strategy development, more time spent on content marketing, and better targeting in content distribution.
So, read on to learn about the biggest content marketing trends we expect to see in 2018.
1. The Use of Artificial Intelligence (AI) Will Grow in 2018
AI is not new – in fact, you probably already interact with marketing AI on a regular basis when you see ads in search results and on social media. And, 57% of marketers already use AI.
However, the use of AI for marketing is only going to grow as the technology improves. It’s projected to grow by 53% in the next couple of years.
2. Live Video Usage and Viewership Will Continue to Soar
Video will continue to be a trend in 2018 but not just video, professional live video. Every social media platform is jumping into live video and adding new features monthly to their platforms.
And, it isn’t just popular with marketers. People love watching live video too. In fact, 80% of users said they’d rather watch a live video than read a blog post, while according to Facebook, live video gets 3x more views.
Live video is a great way to connect with your audience, and the shaky, holding-a-phone-in-your-hand live video won’t be acceptable anymore.
3. Changing Formats Mean Content Roles are Shifting
The brands experiencing the most success with content marketing aren’t just flooding their audience with content. They’re taking a media publishing approach.
Having a team of writers isn’t enough anymore. Your company needs to create a broader strategy, with a more diverse group of talent and skills, in order to meet the demands of your audience.
Content marketing is moving beyond just blog ideas. Blogging by itself doesn’t tie into all the pertinent marketing strategies of growing companies, and it doesn’t address the issue of new formats for consumption.
The content team will need to grow and adapt for the next year and should include people who have talent in:
- Video production and editing
- Graphic design, illustration, and editing
- Audio editing and production skills
- Content optimization across multiple formats
- Content distribution and promotion
- Strategy development, execution, and campaign management
- Communications and branding
- Advertising and media buying
- Analytics, metrics, and reporting
4. Mobile Video Consumption Will Grow
If your website and your marketing strategy more broadly, aren’t optimized for mobile yet in 2017, 2018 is the year to start. Simply put, search engines will penalize you if your website isn’t mobile friendly.
Besides, it’s no secret that consumers spend much of their lives staring at their phones.
In 2018, mobile video consumption is expected to grow by 25% (and video consumption is supposed to decline on laptops and desktop computers for the first time ever), so get ahead of the competition now by planning a mobile video strategy.
Live video (see above) is a great place to start if you’re a DIY kind of business owner.
5. The Surge of Advertising on TV (but not TV as we know it!)
It’s television, but not as we know it.
Facebook, YouTube and Amazon (among others) have their own TV series’ now. Netflix and Hulu have exclusive shows you can only see on their platforms. Television streaming services keep winning Emmy awards.
And, since we know that people are watching video on their mobile devices, we know that people are seeing these shows. And, there’s more to come in 2018.
6. Strategic Social Media Will Become Your Best Chance at Reaching Followers
It gets harder and harder to reach your intended audience on social media, with updates and changing algorithms. And, honestly, no business is safe – you’ll have to fight for your social presence.
That’s why 2018 is going to be the year for strategic, actionable social media plans for local businesses and large brands alike.
Being able to anticipate trends, as well as the change in audience behavior based on technology trends and updates, can help you adjust your strategy and get ahead of the wave.
That said, video popularity has been growing year over year and won’t stop. Cisco predicted that video will account for 80% of Internet traffic by 2020. So, if you do nothing else, consider how you might incorporate video into your digital marketing approach in 2018.
Need help to keep up with the upcoming marketing trends?
We can help you craft your video marketing strategy and get you started on your online marketing videos in the new year.
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