Statistics show that 89 percent of business-to-business (B2B) marketers and 86 percent of business-to-consumer (B2C) marketers use content marketing to attract leads and generate conversions. Like all digital marketing strategies, though, content marketing is consistently changing. Therefore, marketers must familiarize themselves with the latest trends. So, what content marketing trends can you expect to see in 2018?
#1) Non-Promotional Content
Not every piece of content you produce must have commercial intent. On the contrary, many brands are now using non-promotional content to connect with their audience. Rather than publishing a promotional video, for instance, a business owner may produce an informational how-to video.
According to a survey conducted by Twitter, email is the most effective channel for B2B content marketing. With its high return on investment (ROI) and ease of use, email will remain a popular content marketing strategy in 2018.
#3) Quick Answers
Originally launched 2014, Quick Answers are snippet-style listings of questions and answers in Google’s search results. When you search for a how-to question on Google, you’ll typically find them between the first sponsored and first organic listing. Savvy marketers, however, are now producing web content with the goal of appearing in Google’s Quick Answers.
As explained by SalesForce, there’s a greater emphasis being placed on content transparency. Search engines and social media networks are cracking down on content that doesn’t reveal professional relationships between the publisher and product or service they are endorsing. If you earn money selling a product or service, you must disclose your relationship with the brand when talking about it.
Finally, livestreaming is expected to dominate in 2018 and beyond. According to Go-Globe, livestreaming currently accounts for two-thirds of all internet traffic. By 2020, however, it’s expected to account for 82 percent of all internet traffic.
The beginning of a new year offers a fresh start for your business’s marketing strategy. By utilizing the content marketing trends outlined here, you’ll get a head start on your competitors.