10 Content Marketing Trends Everyone Is Talking About
Every yr seems to convey a brand new set of advertising and marketing tendencies, the ones “can not miss” possibilities that scream out for attention. If we were to hop on every development, we might virtually develop dizzy from exhaustion. Nevertheless, there are some tendencies that we would be silly now not to apprehend.
As we start the closing chapter of 2017, many corporations are nevertheless working through the advent of a bona fide content advertising strategy. If that is you, right here are a few hints: Native marketing remains the gateway drug to achievement, and cellular continues to be the flavor of every month.
That said, Smart Insights reviews that content advertising and marketing is THE single most crucial technique for riding incremental sales in 2017. In an enterprise that is all about experimentation, some key developments stand out.
Recently, it became public information that tech massive Apple is planning to invest of $1 billion in authentic content. Though a few gossip states that Apple is making this pass to tackle Netflix, we accept as true with there is more on Apple’s mind than video streaming. As competition in this area heats up, brands want to stay applicable. Valuable, original programming can help groups develop an audience and hold contemporary clients happy.
Google is also buying unique content material from media groups and types to fill in content material gaps, whilst Facebook is investing huge amounts of capital on authentic video. Not to outline, online purchasing giant Amazon will perhaps be the most important investor of all. Though the results remain to be seen, one aspect is for sure: content marketing is taking the spotlight.
Consumers are becoming an increasing number of desensitized. We want — and frequently assume — businesses to be obvious, authentic, and devoted to giving back. After all is stated and completed, however, many customers are reporting frustration with brand advertising, environmental claims, charitable contributions, and company support for various reasons. Though such efforts were a success for a few manufacturers, this form of advertising is more and more being perceived as desperate or dishonest.
Moving ahead, brands need to recognition on transparency and disclosure to shut this gap as a good deal as feasible. Enter: Influencer Marketing.
Yet, running with influencers can be sticky. The Federal Trade Commission continues to take measures to protect purchasers from companies who are not transparent enough, which include paintings with influencers. Take what passed off with Machinima. In 2015, the FTC slapped Machinima, a YouTube gaming network, with a warning for not disclosing paid endorsements to YouTube influencers.
And that is far from the handiest instance. A quick Google seek indicates that a loss of disclosure and transparency have brought about a problem for lots manufacturers. To construct (and maintain) the agreement with your target audience, the following segment of influencer advertising and branded content wishes to ensure that each piece of content created is transparent.
Across the globe, companies are spending large quantities of money on content marketing. What serves as first rate news for content marketers also gives challenges for businesses with a restrained body of workers. This is propelling the probability that groups flip to freelance writers and others who can produce content material for a fee.
Often, it is hard to determine precisely who’s in the rate of content within an employer. Roles and responsibilities shift within advertising and marketing departments or even in other areas of the enterprise. PR and communications may additionally have separate content creators, social media managers, and other writers that are not included with the legit content material group, leaving no person actually at price. Such disarray can result in a totally disjointed content material approach.
Customers are no longer restrained to the screen inside the manner that they view content material. Although different content formats have long been to be had, the IoT has made it so content material is interwoven into our lives in the latest methods. Consider how we currently have interaction with technology, which includes Apple’s Siri. When customers talk, Siri responds with call-and-reaction content anyplace and on every occasion they need it. Alexa, Amazon’s voice provider, is turning into a virtual doorway to content as well.
Many groups already use Alexa to percentage content material with their audience beyond a pc, tablet, or cellular phone screen. For example, the American Heart Association uses Alexa to provide details about appearing CPR, consisting of step-via-step information on the way to carry out the process in an emergency situation. This content material is further embellished with facts approximately warning signs of a stroke and heart assault.
With IoT, the maximum content material is becoming virtual. Beacon-primarily based proximity marketing, sensors, tool pairing, and different features usher inside the opportunity for entrepreneurs to put money into endless forms of content material interplay. This kind of extraordinarily centered content assists you to attain your target audience at the proper area and at the right time.
While live video without a doubt exploded in 2017, we predict that it will become even extra mainstream in 2018. According to Facebook, users spend three instances extra time watching live motion pictures than films which can be pre-recorded. More, they remark 10 instances as regularly at some stage in stay motion pictures. A Livestream survey showed this, with 80 percent of respondents indicating a choice for stay video over analyzing a weblog post. This gives cutting-edge-day advertising professionals with a unique threat to hop at the stay video bandwagon earlier than competition do.