With the New Year having just passed, it is time to start thinking about one of the most key topics that will dominate 2018: Content marketing. These two words encapsulate a lot if you think about it. It is not just how you will market content, but what content are you trying to market?
There is a lot of thought and rumination that goes into deciding types of content, where to market, who to target. Building a content strategy for 2018 will likely require you to sit down, and really evaluate what worked last year and what you would like to improve on going forward.
These are some of the more salient trends for 2018 that might help in guiding your strategy for the year as you continue to construct it.
1) Video is seeing an uptick
One of the biggest trends for 2018? The massive rise of video as a primary form of content delivery. Cisco estimates that video will account for 80% of web traffic by 2020, so it is essential to capitalize on the trend, fast.
The best way to incorporate video into your content marketing strategy? Live videos. Choose a platform that has solid user engagement with your content, and use live videos to increase that engagement.
You could host fireside chats, Q&A sessions, bite-sized informational pieces – do not be afraid to get creative! This is a low-cost way to evaluate whether video is the right medium for your content.
2) Helpful Content is better
Most marketers assume that their content has to be promotional, always. After all, what is the point of creating content if it does not sell your business? That might be how traditional marketing world, but digital has far surpassed this idea.
The key is to strike a balance between promotional content and helpful content. Users do not always want to feel like they are being advertised to, so instead, try to create content that could genuinely help and provide value for them in order to build a stronger connection with your audience.
3) Optimize the content creation process
One of the major challenges of 2018 will be the content creation process itself, and how to improve that. Content marketing is reliant on timely dissemination of materials, and it is often hard to balance that with other professional obligations.
To ensure that content is releasing at the right time, start thinking of ways to optimize the process itself. This might be the right time to invest in automation tools or even thinking about small manual changes that could make the process faster.
4) Quality over quantity
Content marketing has typically fallen victim to oversaturation. Companies release a large volume of materials, saturate the market and hope that something will land with the right targets. It might be tempting to adopt a strategy like this, but avoid it at all costs.
Effective content marketing is built on the idea of providing quality content a few times, rather than mediocre content multiple times. Really invest in the quality of your content rather than sheer quantity of it. With targeting and segmenting, you can ensure that your content is delivered to the right people a few times rather than wrong people multiple times.
5) Critically think about your data
You will continue to hear more about leveraging your data for effective content marketing, however, there is more nuance to this. In order to really rely on data for marketing efforts, critically think about what is being collected, the methods by which it is being collected and if those are meeting your needs.
There is no purpose in having the wrong data since you cannot draw insights from it. Critically think about whether or not the quality of your data is up to the standards you need, and how to improve that going forward in order to create laser-focused, targeted content for the right users.
Content Marketing has been a marketing strategy for many years, especially when you are using an inbound marketing methodology. In 2018, it is important to re-evaluate your content strategy, repurpose some content if necessary, and determine what you would like to improve going forward. If Link360 can help you with your content marketing strategy, please contact us today.
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