New marketing technologies and consumer attitudes towards content make it necessary for marketers and businesses to change their content marketing strategies in line with 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 companies ahead of the curve. The following are some of the content marketing trends that experts believe brands should consider when working on their online marketing strategies for the coming year:
Video is the future
Video will undoubtedly continue to be an important component of content marketing in the future. It is rightly considered the fastest growing and most effective form of content. If a company has not yet included video for its online marketing campaigns, it is missing out on a great opportunity to market itself in a more relevant and creative way. People find a deep connection with companies that produce engaging video content regularly.
It’s not hard to understand why personalized content works better than generic, non-targeted content. Marketers are now focusing more on creating personalized content for their campaigns to deliver better results. It is important to understand potential customers’ interests and online behavior so that a business can meet the needs of its audience based on segmentation lists.
Content distribution through social
Brands use a variety of tactics to distribute content. Today, social sharing is one of the most effective techniques for brands to market and distribute content. The future is likely to see social channels such as Facebook, Instagram, Snapchat, etc. as publishing sites. Publishers have used the Instant Article feature on Facebook to provide entertaining content to socially active people on the Internet. People can read articles about their interests on Snapchat and Instagram. Social media allows a brand to grab the attention of potential customers and draw them to its site. Managing highly engaging and content-oriented 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, predictable analytics and generation algorithms can help brands create smarter and effective content. Machine-generated content is super-efficient in increasing the volume and speed at which information is released. Experts believe that almost half of the content will be generated by machines within the next five years.
By observing these trends and accepting them as new opportunities, content marketers and businesses will be able to develop truly innovative web experiences that ultimately improve ROI.