“Great content is the best sales tool in the world”- Marcus Sheridan
Content marketing changes with time; it is not something you can set and forget. In this digital marketing era, content has become the essence of branding, sales campaigns, and lead generations. More data gives a better understanding to the buyers with a better understanding of brands and services.
For those who are struggling to find what’s new in the content market, what’s working, or what’s the new trend. As we head to the new year, here we are sharing the emerging trends in content marketing. And their relativity to overall digital marketing trends.
With the change in the market, it has become essential to communicate in a much more sophisticated way. Personalized content helps to stand out in the market.
A report from Forrester on personalized content indicates that 92% of marketers have seen an increase in personalized content. Personalization of the content relies completely on the data. The more data you have of the customers, the more meaningful content you can create. You are the decision-maker of the information you need and include. All you need is to identify consumer wants and needs.
With names, email addresses, and content topics, create a campaign that offers additional relevant content. By this, you will be able to track if the emails were opened or the links were clicked or not. The more interaction with the brand, the more personalization it includes.
The more the diversification of the content, the more the reach and the more new audience. The consumers will get bored if you feed them with monotonous content. Things have changed now. Consumers like the different types of content, including podcasts, galleries, infographics, videos, or something else.
Diversified content works so well because most consumers have different ways to consume digital content. Some of them like infographics, some may like reading or a few of them may prefer watching videos. That means the consumers will naturally select the content they want to watch.
More content and little time have shooter the attention span. Today, it is becoming hard to engage the audience. This is why brands are turning to interactive content to make a lasting impression on the targeted audience.
Interactive content drives two-way conversation and allows the audience to actively participate in the content, rather than passively consuming it. The Interactive content includes quizzes, tests, surveys and allows consumers to participate in the content equally.
Digital content marketing relies on written words. The problem is that no one has given much importance to the written content. Most of the marketers were simply never trained in the fine art-slash-science of writing. This year has seen an interest in technical writing.
This is why the coming year might be the year when the technical aspects of writing finally get recognized. The year has seen the importance of online writing and blog management services.
Artificial Intelligence (AI) is a large-ranging branch of computer science concerned with building smart machines capable of performing tasks that require the human brain.
Artificial Intelligence is the game-changer of the content marketing trend. For example, Google’s Knowledge Graph is helping search users pull up better results for their long-term search queries. The search engine is taking the use of artificial intelligence to the next level.
It has become crystal clear that the brands are using more videos in content marketing & thousands of videos are made every day. Videos are not a new trend, but live video is a sub-category, working for different brands. Live video makes a lot of sense in the branding world.
The added benefit of the live video is that they are usually unscripted. The videos are much more interactive and engaging than normal videos. There are also many tools for video marketing.
Live video trends will continue in the marketing world for the coming years. The live videos don’t represent a huge change, but they are the clear way to improve content marketing.
In the last few years, it has been observed that voice search has evolved in content marketing. Screenless search is something that millions of users do every day. The users simply ask their digital assistance a question without even looking at the smartphone.
The growing voice search will lead to search in content. As there is a vast difference in the way, we write and speak. In the coming year, you have to take time to adapt content to natural language search, which means including more questions and answers.
The average number of words in the article is going up while the attention and the engagement to the content is going down. Usually, longer content does not perform well. It is not important to have the right size of your content, especially for those connecting with the brand on social media. For the millennial generation, the short content works.
Even the Demands Gen study found millennials prefer videos and infographics to make decisions over other types of content. These formats are colorful, connecting, and include movement.
The best way to increase the reach in the coming year is to use more videos and infographics on social media and channels targeting the youths.
Influencer marketing has turned great results for brand marketing. The audience’s trust is developed by this factor. Moreover, Nielsen company found that 92 percent of buyers trust an individual recommendation over the brand, this is how influencer marketing has evolved now.
The brands are shifting towards influencers marketing as it is more connecting and gives better results. In the coming year, the crux of marketing will be the same. The difference may be seen in how the brands use influencer marketing. So, for brand visibility consider checking the types of influencers to work with.
A content marketing plan is important for creators and brands. Every brand or even any content creator needs to increase audience engagement and drive better results. Therefore, it becomes important to have awareness about the trends and the change in trends.
We at OpenGrowth, are committed to keeping you updated with the best content on the latest trendy topics from any major field. Also, both your feedback and suggestions are valuable to us. So, do share them in the comment section below.
*Note: The content published above was made in collaboration with our members.
An explorer who takes risks and learns from her mistakes. An aspirational content writer, studying social work. Kajal loves trying her hands in different crafts.