Content marketing has rapidly gone from an unheard of task just a few businesses experimented with to something that brands deem essential. But content marketing is still evolving, and research suggests that if you want to stay at the forefront, producing meaningful content should be considered a top priority in 2018.
has revealed that six in ten consumers believe that content produced by brands is poor, irrelevant, and failing to deliver. With the results demonstrating that people wouldn’t care if almost three quarters of brands disappeared, the need to craft content that appeals to the intended audience is more important than ever. It’s this shift that will influence the biggest content marketing trends of 2018.1. Experiment with new formats
The way people consume content is changing and if you’re guilty of sticking to written blogs without considering all the other options available to you, you could be failing to meet the content creation that consumers now expect. In 2018 content marketing, expect this to be an area that many brands start focusing on. By effectively re-purposing content, it doesn’t have to mean investing a lot more time into each piece of content you create. For example, it’s possible to create an infographic, video, or downloadable guides from a series of blogs you already have to handle.2. Create content for voice search
It’s not just ensuring that your content adds value to the customer in 2018 that matters, you need to make sure that it’s accessible too. Did you know that in the last decade voice searches have increased 35-fold? The changes to the way consumers search demands content marketing evolves, otherwise, you risk missing out on vital leads even if your content hits the mark. Content needs to be structured and convey information in a way that considers voice search. It’s a trend that’s only set to grow and investing resources into the area now can put you ahead of the competition.3. Embrace real time engagement
Blogs are still a vital component of a marketing strategy but recognizing that consumers want a variety is essential. Live engagement and real time feedback, that gives up to the date information and responds directly to queries, is paramount to keep users' attention. A survey found that 80% of consumers would rather watch a live video than read a blog. With plenty of live video options for brands to explore, it’s a marketing trend that’s set to become a strategy staple for the rest of 2018.