Are we entering the golden age of content marketing? Well, it depends on whom you ask – but one thing is for certain, and that’s that 2018 is going to be a wild, fast-paced year for the content marketers who are ready to go all-in. Video continues to overtake other types of content. Enterprises are placing more and more emphasis on original content. Commitment to content marketing is increasing in marketing departments of all shapes and sizes. All of that is great, but what does it mean for you and your brand? We’re going to break down a few of the most important trends right here, right now. Blogging just isn’t enough anymore. Until fairly recently, having an active, engaging blog was enough to earn you plenty of attention, both from Google’s algorithm and from your customers. You might mix up your formats now and then – post an infographic here, a video there – but by and large, brands that committed to traditional blogging and turned out posts on a regular basis didn’t have to worry about falling behind. In 2018, that won’t be the case. But before you get too worried, it’s important to say that this doesn’t… read more
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Content marketing is important, but as technology continues to advance, content marketing needs to advance with it. “Technologies will become more widespread and easier to access, planning for how to integrate them into your content marketing is key.” Some content marketing trends to watch for in 2018 include: treating content marketing as advertising, creating content for micro-moments.
Many people think of content marketing as another form of advertising, which it is not. Well, it is not just about advertising: content marketing is about marketing yourself as an authority in your field and providing your audience with informative information. “B2B marketers expected to increase their content marketing budgets over the next 12 months,” but they plan to treat their content marketing as a series of advertising campaigns. This is a problem because in order for your content marketing strategy to be effective, “Your content marketing has to be unique, relevant, and compelling. If it’s not, then all the budget increases in the world won’t bring you real results.” So, if you plan to increase your content marketing budget, make sure you don’t treat as another advertising campaign.
Next, let’s address what micro-moments are, and why you should create content for them. Micro-moments are when, “We think of a question we have, and we pull out our phones to get the answer.” People want information as fast and easy as possible. So, creating content that answers their questions quickly, demonstrates that you are reliable, and a credible source for their needs. In order to start implementing this, your “content marketing team has to refocus their efforts on creating content for every stage of the sales funnel, as well as content pieces that anticipate and address some of your customers’ most common questions.”
“Content marketing in 2018 will be more comprehensive, more creative, and more challenging.”
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