Content marketing is constantly evolving. It’s not something you set up and then forget about, especially when everything is digital. Because of one thing: its effectiveness, content has become the essence of branding, lead generation, and even sales initiatives across inbound and sponsored channels. You may constantly be fine-tuning your approach to content marketing as you gain access to additional data and a better grasp of your buyers’ preferences.
So, here are the top content marketing trends to watch for in the coming year:
1: Customized Content
When dealing with a more sophisticated customer, you’ll need a more sophisticated communication method that speaks to that person on an individual level. It is important because expectations have shifted, and being relevant to what a customer wants to know is critical. Personalization also gives you an advantage over the competition. A study by Demand Gen discovered a 20% boost in sales potential when brands adopt personalized lead nurturing. Personalization is nearly entirely dependent on data. As a result, the more information you know about your clients, the higher your chances of creating more meaningful messaging. You must decide what information you require, such as demographics, priorities, preferences, and objections, and how they use what you supply.
2: Trademarks Use Niche Content
Whatever vertical you are in, there is most likely content saturation. This suggests that most companies in that industry are producing comparable materials. Improving your organic position for specific keywords will only become more difficult. To solve this and differentiate themselves, some brands narrow their content to attract a more specific buyer. Finding this niche typically entails pairing a service you excel at or a high-performing product with a certain sector. Instead of simply writing about the benefits of outsourcing app development, consider why healthcare should outsource app development. This is one of the many reasons our clients place such a high value on employee engagement. Do you have any employees who adore cats? Allow them to write about cats. Do you have staff that enjoys playing Dungeons & Dragons? There are probably buyers out there who enjoy cats and D&D just like them. Of course, you have some product developers, customer service representatives, and salespeople who are passionate about your industry and want to be thought leaders.
3: The content must be concise, not TL; DR.
The average quantity of words in blog postings has been increasing while the world’s attention has been decreasing. Longer content does well in organic search, but will users stick around to read it if the website ranks on the first page of a search engine? While this information is vital, you can’t expect extended content to be appropriate for every buyer, especially those who follow your company on social media. Shorter information works better for millennials, the most purchasing generation. Another Demand Gen survey discovered that millennials prefer videos and infographics over other sorts of content when making decisions. These styles are vibrant, tell a story, and incorporate movement. The easiest approach to capitalize on this trend is to employ more videos and infographics on social media and channels where the millennial audience is the target. Repurpose some of your blogs, publications, or whitepapers as new content ideas.
4: Diverse Content Attracts New Audiences
If you only post one form of material, users will become bored. That’s not how things work these days. Instead, numerous sorts of media, including infographics, galleries, videos, podcasts, and so on, are expected to be used on your site. Yes, this requires you to diversify your skill set, but it also has some benefits. You won’t have to spend as much time developing new material if your diversity is how you show it. Quite often, content that has proven popular in one medium may be repackaged, updated, and then displayed in another media form. This works so effectively because most people have a particular method of consuming media. They may favor video, audio, or text. That means they will spontaneously sort themselves into separate groups, and the great majority will be unaware that they have already viewed that media. Even those who do will be pleased since you have new ideas and are presenting facts novelly.
5: The Future of Influencer Marketing
Influencer marketing has produced excellent benefits for brands. Buyers rely heavily on social proof. It influences them far more than any other thing. According to Nielsen, 92% of shoppers prefer an individual recommendation above a brand. The core of influencer marketing will not change. The distinction will be in how brands employ it. Brands are trending away from quantity and toward quality. In the past, obtaining as many endorsements as possible may have been common practice. It should now be about the influencer’s quality and credibility. To shake up your influencer marketing, you’ll need to determine what criteria an influencer must meet to collaborate with your business. Create a campaign to get the attention of these influencers. Continue doing so and building relationships with people that respond. Track your statistics after involving influencers in campaigns to guarantee the investment is profitable.