6 Content Marketing Trends You Need to Be Prepared for in 2018

Before sitting down to write this article, I gathered my sources, pulled my notes (I tend to gather trends-related notes throughout the year) and read my article about the content marketing trends for 2017. I do this each year as a means of self-evaluation.

In case you are curious (but too lazy to click on the link), here’s a brief overview of 2016’s predictions for 2017:

1. Video will reign supreme over all the other forms of content
2. Native advertising will be widely adopted (and successful)
3. Content marketing strategies will be more and more purpose-derived
4. Content marketing will rely heavily on marketing automation
5. Influencers become a key part of content marketing

Some of the above will still evolve in 2018 and play a major part in any content marketing strategy. But, of course, we also have some newcomers.

Aside from the content marketing trends for 2018, it is important to note that more and more people rely, trust and are able to measure this tactic. For instance, 34% of marketers said that their content efforts are effective; in 2016, the percentage was only 30.

There are a number of factors that contributed to this success. As expected, higher quality is at the top of the list.

Image via Content Marketing Institute

Ensuring excellent content quality is not part of the content marketing trends for 2018. It is (thankfully!) an on-going trend and one that I would love to see maintained. I’ve spoken and written about this at length, about why it matters and how it relates to the cost of copywriting services. However, embracing some of the content marketing trends for 2018 is crucial if you want to be able to deliver the quality your audience expects.

Let’s take a look at them.

6 Content Marketing Trends for 2018 to Prepare For

1. Original Content Is Mandatory instead of “Nice to Have”

Curated content and “borrowed” ideas or entire articles are obsolete. It was about time!

Apple itself is planning to spend no less than $1 billion for original content. Yes, we are talking about TV shows and videos here, but this doesn’t mean the giant’s intentions aren’t an indicator of where the content industry is heading.

Right now, big brands and small companies alike understand the importance of original, captivating content, no matter what form it comes in. So, if you’re still not investing in content, it’s high time you made a plan for it.

2. Content Formats Are Changing and Evolving

Your quest for the perfect blog post hasn’t lost its importance. But it will have to be accompanied by efforts in other areas. You can no longer say that you have an actual content strategy if your only focus is your blog.

Right now, marketers are using an average of eight types of content.

Image via Content Marketing Institute

What’s even more important is that these tactics are spread on various types of platforms and channels. I believe that one of the top content marketing trends for 2018 will be creating content that crosses platform boundaries along with having a strategy that is optimized for multiple channels and mediums.

It also means that you will have to build a more diverse content team. Video, infographics and analytics will be crucial components of every content strategy in 2018.

If you need more reasons to back this up, check out the third trend below:

3. AI and Big Data Will Have a Major Role in Content Marketing and Content Strategy

And I’m talking about more than chat bots and the automation of social media posts. I’m talking about content strategies that are truly data-driven.

Generation Z (the one that I wrote about at length in my recent article on digital marketing trends for 2018) is the one that not only prefers, but demands personalized and highly-relevant content. Big data and machine learning will deliver the tools and insights to analyze what works and what doesn’t and to segment audience groups more precisely.

In other words, one of the most significant content marketing trends for 2018 will be identifying audiences and delivering the exact type of content they want. Thanks to technology, this will happen with much less approximation.

4. Say Hello to ROI-Oriented Content

I can’t say this often enough: content writing and marketing has to be about ROI. Great writing is not about traffic. Heck, even hiring SEO copywriters is about more than traffic.

Everything your content team does has to be for the same goal: boosting your revenue.

This means more communication between the members of the marketing department. The social media team will have to work closely with writers and video producers to create the kind of content your social audience wants to see.

5. Media Buying Is Crucial

The news that has taken center stage recently is Facebook killing off the organic reach of business pages. The new Explore tab, where all non-sponsored posts will “dwell” means one thing: Facebook wants companies to pay for reaching their audiences.

This entails two things:

Firstly, pages can’t afford posting irrelevant content anymore. Another reason for all content-related decisions to be data-driven. If you will spend money on Facebook ads, you have to make sure that those ads are relevant for you and your customer. And, of course, that they have a good return on investment.

Secondly, the poor quality era is also over. You want the people who bother to go to the Explore tab to love your content so much that they will share it with their friends – the only way (aside from paid ads) to get into the “regular” feed.

Facebook’s decision is but a glimpse into what 2018 will bring for content creators. Again, synergy is the key ingredient in success: creating valuable content is no longer enough. Your strategy will have to incorporate strong distribution channels, too.

6. Content Will Fuel every Stage of the Buyer’s Journey

If you used to create content just for client acquisition, 2018 will have to mean a focus shift. Go beyond landing pages and educational blog posts and consider every stage of the buyer’s journey when you create content.

Here are some suggestions regarding the types of content you can use for every stage:

Image via HubSpot

Again, relevance and personalization are key here.

Need help with implementing the content marketing trends for 2018? We’ve got your back! Get in touch with content experts and let us help you stay ahead of your competition: