90% of organizations use content marketing as a part of their marketing strategy according to a study by Demand Metric, and B2B marketers spend 39% of their total marketing budget on content marketing, says TopRankBlog.
That’s big. Isn’t it?
Well, it is getting even bigger — 2018 is going to be the banner year for content marketing. From budget to IoT (Internet of Things), let’s take a look at the expected content marketing trends for 2018.
1. Content marketing budget will witness a rise
Content marketing costs 62% less than other forms of marketing, but generates 3 times more leads, says a study by Demand Metric. More marketers now understand the value of content and how it helps them achieve their goals.
36% of marketers are ready to put extra efforts into content marketing and increase their content budget.
It is high time to introspect your options to balance content marketing and traditional advertising. Invest your resources (time and money) into content marketing (both immediate and long-term). This will help you with better brand awareness, lead generation, and lead nurturing.
2. Videos, especially live videos, will make a big impact
A HubSpot report says that 48% of marketers are planning to add YouTube to their plan in 2018, 46% are planning to add Facebook video, and 37% Instagram. If you were holding off on creating videos, well, it is high time to start.
An experiment by Search Engine Journal reports that a live video on Facebook helps gain 178% higher engagement than average and doubles the post reach.
Modern technology has made live videos easier and accessible. Video streams will make it big in 2018 and so can you. Brands can now tell live how they do what they do. However, only those will shine who would be able to connect with an audience through honest and clear communication.
3. Personalization will reign supreme
Personalizing the marketing experience is going to become bigger than ever with machine learning. Google and Netflix have already proven the value of personalizing user experience. Marketers are now under pressure to match up as their audience is used to personalized content.
Gartner predicts that — By 2018, organizations that have fully invested in all types of personalization will outsell companies that have not by 20%.
Brands can now track a customer’s journey through the sales process using precision analytics. The more it becomes mainstream; the more marketers will be able to engage users at exactly right point and with a perfect pitch.
4. Internet of Things (IoT) will take content off-screen
Customers are no longer limited to staying locked on a screen to view content. With IoT, content is interlaced into our daily lives in a way that our hands and eyes are free.
With sensors, device pairing, and beacon-based proximity marketing, there are growing opportunities for content interactions that go beyond audience engagement. For example, Alexa is being widely used to share content with a much wider audience.
5. Influencer marketing will remain strong
There are diverse thoughts on the future of ‘Influencer Marketing.’ Some say it won’t last long. But there are many firm believers who say influencer marketing space has just begun.
As per the Demand Gen Report, 96% of B2B buyers want content with more input from industry thought leaders.
Companies are now looking for improved engagement and consumers have become inundated with the influencers. So, Brands are going to look to digital platforms to flawlessly manage influencer relationships and campaigns from the beginning to the end.
It’s content that is highly engaging and is available to your audience at the right time, in the right place and format that is going to perform in 2018.
What do you think of the above predictions? We would love to hear from you. You can post your comments below.
Need help with your content marketing strategy? Get in touch with us.
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