What is content marketing?
Content marketing can be defined as a marketing approach that strategically emphasizes creating and distributing content that is relevant, consistent, and valuable to attract and retain a target audience group. It is aimed at driving favorable and profitable customer action. In simpler terms, it is merely providing the user with truly relevant and useful content rather than merely pitching the products and services to them.
Content marketing is all about storytelling that builds an interest in the minds of the audience. It involves developing and sharing interesting content to attract and convert prospects into customers, and customers into repeat buyers. It is more to do with educating your audience so that they know, like, and trust you enough to do business with you. This marketing technique uses online channels such as blogs, podcasts, video, and social media sites as a medium to reach out to the target customer groups.
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Top content marketing trends 2018
Content marketing has become a prominent marketing technique and is clearly here to stay. With an increasing number of marketers leaving no stone unturned to brush up their own strategies, 2018 will witness some exciting content marketing trends. Moreover, with more content being created now than ever before, users can expect to see some fresh and innovative content from their favorite brands. If you are a marketer, here are some of the biggest content marketing trends this year around which you must build your marketing strategies:
IoT in content marketing
The Internet of Things (IoT)is literally everywhere now. IoT offers great potential for brands to make their content part of the audience’s life. This is quite evident in the way we interact with devices and new technology. Products like Google Home, Siri, and Alexa are gradually turning into common names in households. These devices respond to customer queries instantly and even provide them with call-and-response content on the go. IoT is making it simpler for companies to share content with a wider audience that doesn’t want to be tied to a screen.
Interactive visual content through VR
Virtual reality is one of the most intriguing content marketing trends right now, and there is nothing like VR when it comes to grabbing complete audience attention and ensuring maximum engagement. Though investment in VR technology might seem to be a costly affair, there are ways to test and implement new marketing tactics with a strategic approach that would go easy on the pockets. For instance, Lowe’s, a home improvement company has already ventured into VR technology as a part of their content marketing strategy. The company is using this technology to help consumers achieve more informed buying decisions by visualizing their plans for home improvement.
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Rising focus on transparency
The market competition is shooting up by the day, putting businesses under immense pressure to not fall into the bad books of customers. Modern customers expect businesses to be authentic, transparent, and driven to give back to society. Going forward, brands need to focus on transparency and disclosure. With the growth of influencer marketing and endorsements, this has become extremely crucial to build relationships with cautious customers.
Live video content
Live videos on social media channels have become extremely popular among the audience especially millennials. Agile marketers are jumping on this bandwagon and embracing such content marketing trends to promote their brands. More customers now prefer to tune into a live video rather than read a blog post. Live video is one of the content marketing trends that have immense potential to effectively capture the audience’s attention and engagement. In fact, research suggests that people comment 10x more on Facebook Live videos when compared to regular videos Also, through live videos your brand and content that you are trying to promote will appear way more authentic to the audience, which is a brownie point for companies. Modern consumers seek real human connection behind a brand, and it can be given to them through live videos even without a superstar director or professional actor.
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