New marketing technologies and consumers’ attitude towards content makes it necessary for marketers and businesses to modify their content marketing strategies in accordance with the prevailing trends. Smart brands always focus on the way their audiences consume content and, more importantly, what kind of content their audiences want to consume. Integrating new trends and technologies into an existing plan keeps businesses ahead of the curve. Following are some of the content marketing trends the experts think brands should consider when working on their online marketing strategies for the upcoming year:
Video is the future
Video, undoubtedly, will continue to be a major component of content marketing in the future. It is rightly considered as the rapidly growing and the most effective form of content. If a business has not yet included video to its online marketing campaigns, it is missing out on an amazing opportunity to promote itself in a more relevant and creative way. People find a deep connection with companies that produce engaging video content on a regular basis.
It is not difficult to understand why personalized content performs better than generic, untargeted content. Marketers now focus more on creating personalized content for their campaigns to produce better results. It is important to understand prospective customers’ interests and online behavior so that a business can cater the needs of its audience based on segmenting lists.
Content distribution through social
Brands use a number of tactics to distribute content. Nowadays, social share is one of the most effective techniques for brands to promote and distribute content. Future is likely to see social channels such as Facebook, Instagram, Snapchat etc. as publishing outlets. Publishers have been using Instant Article feature of Facebook to offer entertaining content to socially active people on the internet. People can read articles of their interests on Snapchat and Instagram. Social media enables a brand to get the attention of potential customers and pull them to its site. Managing highly engaging and content-focused social channels is as important as maintaining an effective website.
Artificial intelligence (AI)
Marketers will continue to explore the true potential of AI in creating and marketing their content. Natural language processing, predictive analytics, and generation algorithms can help brands create smarter and effective content. Machine-generated content is super effective when it comes to increasing the volume and speed at which information is released. Experts are of the opinion that within the next five years, almost half of the content will be generated by machines.
By observing these trends and accepting them as new opportunities, content marketers and companies will be able to develop truly innovative web experiences which ultimately improve ROI.