Let’s discuss content.
How’s it doing in 2018? Where might it be headed this season and next? Could it be still the king?
Content marketing became popular and continues to flourish for just one very easy reason: it’s what individuals want. They don’t want intrusive banners, ads, and popups. They don’t want irrelevant messages and products which have nothing in connection with them shoved within their face. They don’t want spam clogging their inbox.
People want top quality, useful, relevant, and engaging content about items that matter in their mind. Craig Davis, the former Chief Creative Officer at marketing and sales communications firm J. Walter Thompson, said it best:
“We have to stop interrupting what folks want in and become what people want in.”
That’s content marketing the bottom line is. And yes, it’s still king, nonetheless it is evolving. Consider:
- Content delivers 3x more leads than paid search per dollar spent.
- Compared to outbound tactics, content marketing costs 62% less but generates 3x as much leads.
- Video and messaging apps are leading the charge in 2018.
- 86% of B2C and 91% of B2B marketers are employing content marketing based on the 2018 State of Content report from CMI.
- Over 615 million devices use an adblocker of some kind. Content isn’t an “ad”, therefore can be an effective method to get around blockers.
- Businesses that use content marketing have conversions 6x higher on average than those that usually do not.
- 70% of consumers would rather learn about something from articles instead of an ad, and 4x more would prefer to a video than articles.
- Roughly 37% of marketers plan to increase their shelling out for content marketing in both B2B and B2C, while 46% intend to leave it exactly the same.
- SMBs that blog generate 126% more lead growth than their non-blogging counterparts.
- 38% of marketers publish new content at the very least weekly, while 91% of the very most successful business bloggers publish at least one time weekly.
If you’re not convinced yet, any blog post on content marketing statistics will begin to change your brain. It works. Exceedingly well.
But finished . about content marketing is – much like virtually everything digital – it’s constantly evolving and changing. Tactics and channels that worked this past year, as well as last month, may not deliver exactly the same robust results today.
Digital marketers need to stay on the surface of the industry, attending to not only from what the competition does, but where in fact the folks are spending their time online, and what they’re consuming while there.
So, what’s happening in content marketing, version 2018? Let’s learn.
Content Marketing: THE EXISTING Trends
To are powered by the assumption that what content marketing was it’ll always be would be to fail at it. Horribly. In the first days, you can post a 500 word, keyword-stuffed post and generate a lot of traffic.
Not anymore. Content marketing is really as much about watching the trends since it is approximately creating and sharing content.
Social Media Metrics
In 2014, social media was becoming the spot to post your articles. In 2018? There’s no longer any debate.
But simply posting isn’t enough. You need to promote and measure. Four years back, a measly 25% were measuring their social media campaigns at the average person bits of content level.
If you’re not monitoring your articles, you might aswell just throw your marketing budget out the window.
Great marketers measure, manage, and tweak. And I’m not only discussing clicks, likes, and favorites, also known as the vanity metrics. Today, it’s more about comments, shares across multiple channels, discussion, and action – or engagement together with your stuff – and conversions.
In an ideal world, you’d have your finger on the pulse of most three to get probably the most detailed and comprehensive vital signs on your own campaigns. Nowadays, 56% of marketers depend on engagement metrics to find out campaign success, while 21% concentrate on conversion data.
That’s a noticable difference from four years back, but on top of that is vanity, engagement, and conversions. Between various analytics services and built-in social media platform capabilities like Instagram Insights, you have the various tools to get, analyze, and utilize the data that counts.
So utilize it.
Video and Live Streaming
It’s just getting bigger and much more popular.
In fact, it’s been probably the most frequent response to the question of what marketers intend to increase their toolbelt for days gone by year or two. YouTube and Facebook video have become must-haves in the digital marketing game.
48% and 46%, respectively, plan to add it to the distribution channels in 2018, to state nothing of video on Instagram, Snapchat, and Twitter.
The CMI’s latest State of Content Marketing Report, the very best two forms of content in the B2C sphere are social media posts (96%) and pre-produced videos (76%).
Again, the numbers were virtually identical with B2B marketers, with social media posts taking the very best spot with 94%, and pre-produced videos at number 3 with 72% (case studies narrowly claimed the silver at 73%).
Marketers are increasingly counting on it, and folks are increasingly watching it:
- 82% of Twitter users watch video on the platform.
- It’s predicted that video will take into account at the very least 80% of consumer internet traffic by 2019, with roughly 13% of this being live streaming.
- There are 8 billion daily video views on Facebook typically.
- Over 1 / 2 of internet surfers – 55% – watch video every day.
- Social videos generate 1200% more shares than text and images combined.
- According to Curata, the three most reliable forms of videos are customer testimonials, tutorials, and demonstrations. Observe that they all benefit the client for some reason. That’s key.
You don’t require a fancy recording studio, either. The camera on your own phone is sufficient to obtain started
Explore YouTube, Facebook Live, Animoto, Periscope, Magisto, Instagram, Wistia, PowToon, and much more.
Pre-recorded videos could be the preferred format right now, however the pendulum is certainly swinging towards live streaming. Facebook reports that users watch live videos 3x longer than the ones that are pre-produced, and comment 10x more.
Point is, video – both recorded and live streaming – is really a top three tactic in both B2C and B2B. And online netizens want to watch and consume it.
So give it in their mind.
Words, Words, Words
Quality still matters a lot more than quantity, but there’s been a reliable upward trajectory to blog post length in the last few years. This can continue.
The average blog post was 808 words in 2014, but was 1142 words in 2017. That’s a rise of 41%.
Bloggers are writing longer pieces and seeing more success using them. Actually, you’re nearly 3x more prone to see “strong results” with a 2000+ word post than you’re with a 500-1000 word post.
It may appear counterintuitive – our attention spans are receiving shorter, and we hop from page to page, website to website – but folks are still ready to invest enough time for a thorough and well-written post. (Such as this one).
Just remember we’re not discussing words with regard to words. Consumers want quality. They need detailed, relevant, useful posts. And they’re not afraid to invest some time using them. More words = more success.
So take action.
There are other trends to help keep at the very least a passive eye on, from interactive content to the emergence of micro-influencer marketing.
Trends come. Trends go. But in the event that you truly want to remain one step prior to the competition, you should make some educated predictions.
Content Marketing: The Predictions
Identifying trends as they’re happening is a very important factor. Accurately predicting the trends before they happen is another thing.
But should you choose, you’re on the frontline and prior to the curve. What might 2018 have waiting for you for content marketing? It’s time and energy to draw out your crystal ball.
Long-form Original Content
Blogs are receiving longer. Video is gaining ground. But that’s not what I’m discussing here.
Big brands like Apple, Google, and Facebook are investing a lot of money in original programming, with revenue-sharing between your platform and the creators.
A service like Facebook Watch – the social media behemoth’s on-demand video space – offers a platform which allows content creators to get their audience and create a community. Those are two of the largest goals of content marketing in one fell swoop.
The advantage of this tactic, apart from its popularity, reach, and potential may be the capability to monetize this content itself.
The old way had content created and pushed out to thousands or thousands of people. While that can still work according to the quality and subject, there exists a better way coming.
Enter ultra-personalized content.
As we create a growing number of data points, and develop increasingly more tools for collecting and analyzing them, the opportunity to produce and push personalized content is now that easier.
It might not be commonplace and widespread at this time, but it’s worth exploring. Tools like YouTube’s Director Mix, for instance, allows brands to personalize videos and videos ads for hundreds or even a large number of different audience segments predicated on a number of data sources and user behavior. And all automatically.
Content is definitely about relevancy, but expect relevancy and personalization to take center stage on the next 12 months roughly.
Big brands and chains may create content at location A, and push it out for use at location B.
The problem is, location A and location B could possibly be in various cities, or countries, as well as continents.
What if instead of reusing exactly the same content created at A, it had been given some local flavor before sharing it at B? Individuals are searching for relevancy and personalization, and geography is really a big section of that.
Locally produced content isn’t always possible. And also when it’s, it’s not necessarily done.
It ought to be. Content via HQ? Give it an area twist. Create a few of your personal, local stuff whenever you can. Resist the desire to create generic content to be able to interest as wide an audience as possible…at the very least sometimes. If you’re offering services or products at an area level, make your marketing an excellent mixture of global and local.
The axiom in purchasing nowadays is “buy local”. For marketing? It’ll be “be local”.
Delivery Channels of the Future
Amazon Echo. Google Home. Siri.
The Internet of Things means your articles will undoubtedly be delivered via channels beyond your usual social media platforms and websites.
“2018 would be the battle for time. The chance to secure uninterrupted and focused time with consumers will remain, but it’s likely to become more challenging than ever before to do something upon. To be able to capture hearts, minds, and — ultimately — wallets, the smartest brands will recognize that they need to stop thinking like advertisers and begin thinking like media companies, giving core audiences value beyond just the services and products they offer.”
~Jesse Greenberg, chief strategy officer at Ackerman McQueen
Businesses are leaving company-focused content and towards content that’s tailor-made – sometimes right down to the average person level – for the client. Highly relevant to them. Personalized to them. Beneficial to them.
That’s today’s and future of content marketing.
This is in no way as exhaustive list. Artificial intelligence, voice search, mobile optimization, augmented reality, 360-degree video, display ads can make a triumphant return via remarketing, natural language search, “snackable” content, greater transparency, and much more.
Getting in on the trends is good. Do this.
Getting in on the ground floor by anticipating the next trend is better still. Do this too. The signs is there. The writing is on the wall. All you need to accomplish is read it.
Over for you: have I missed anything? What can you see because the biggest trends in content marketing for 2018? What predictions are you experiencing concerning the future?
About the writer: Neil Patel may be the cofounder of Neil Patel Digital.