The content marketing scene is always in flux. What performed brilliantly for you just a few short months ago might cease to have an impact before you even know what’s happened.
This ever-changing, liquid landscape of content marketing can make it difficult to work out the best formats to focus your efforts on. And that’s why it’s always important to stay on top of trends and be open to experimentation.
Here are some of the trends making waves right now…
Video is still huge
It shouldn’t come as a surprise to hear that video content is still highly prized by both consumers and marketers alike. This is one trend that is only increasing in potency as we move through 2018. Good video content should form a key pillar of your content marketing efforts, with ‘quality’ being the most important part of the equation.
One of the best things about video content is that users will seek it out by their own volition if it’s targeted and provides value. This means there is enormous potential for those marketers able to tap into the right video topics and deliver them in an accessible, enjoyable way to audiences.
Video is ultimately a very flexible form of content, which means the actual format – animated, live action or anything else you care to think of – can be moulded to suit your own unique message.
Content with values
While it was once a major no-no for a business to make any kind of statement regarding social or political issues, this is no longer the case. In fact, the majority of modern consumers expect the brands they like to care about the same things they do.
Today’s biggest consumers are people who have grown up with a keen eye for social issues, and they feel more attached and loyal to brands that match their sentiments. What we see today is a generation of consumers that place a great deal of importance on how they impact on the world, and they want to know that the brands they like aren’t counter to their beliefs.
To live up to these ideals and expectations, content must be well thought out and expertly crafted to show real, authentic concern and support. This is a tricky line to tread, but get it right and the benefits are very real.
As well as being socially-conscious, the modern consumer is also very savvy. That’s why content that nakedly tries to sell a product is much less effective than content that teaches or imparts value.
Shoppers know when they are being targeted by a branded sales pitch, and they don’t like it. Trust, as ephemeral as it sounds, is therefore vital for content success in 2018.
Good content that provides real insight and value is always a great place to begin building trust, but it’s also a good idea to think about user-generated content and how that can be leveraged too. When people see actual examples of your product in action – GoPro does this very well on its social media feeds – they inherently trust it more because it’s a real showcase of what a product can do.