In the fast-paced world of digital marketing, staying ahead of the game is crucial.
As we step into 2018, the landscape of content marketing is set to undergo some remarkable transformations.
Brands are no longer satisfied with simply pushing out generic advertisements; instead, they are investing in original and captivating content to engage and build relationships with their audience.
The emergence of internal studios and acquisitions is reshaping the industry, while budgets are on the rise.
Traditional advertising is making way for more strategic and customer-centric approaches, and exciting technologies like machine learning, AI, and IoT are playing a bigger role than ever before.
With all these thrilling developments, it’s clear that content marketing in 2018 is poised for a thrilling and game-changing year.
So, let’s take a closer look at the emerging trends and technologies that are set to shape the future of content marketing.
Contents
2018 content marketing trends
In 2018, there are several key trends in content marketing.
Brands like Apple, Google, Facebook, and Amazon are investing heavily in original content, recognizing the importance of consistent and addictive content.
Additionally, there is a growing trend of acquisitions in the content marketing industry, with companies like Arrow Electronics and Netflix making significant purchases.
Brands such as Mondelez and Pepsi are also establishing internal content studios to generate revenue.
Marketers worldwide are increasing their content marketing budgets, while also shifting away from traditional advertising methods.
Disjointed strategies and content ownership challenges are being faced by marketing organizations, highlighting the need for clear leadership and collaboration.
The potential of content marketing is seen as exciting, although it may require restructuring of the marketing department.
Emerging technologies like virtual reality, augmented reality, and virtual assistants are gaining traction as content marketing channels.
Personalization and a customer-centric approach are key focuses for marketers in 2018, as is the use of machine learning and artificial intelligence to create “smart content.” Internet of Things devices will also play a larger role in content marketing, and brands will start leveraging microinfluencers for influencer marketing.
The trend of documenting content marketing strategies is growing, as is the need for an integrated measurement and strategic editorial process.
Overall, these trends reflect the evolving landscape of content marketing in 2018.
Key Points:
- Major brands like Apple, Google, Facebook, and Amazon are investing heavily in original content.
- Acquisitions in the content marketing industry are on the rise, with companies like Arrow Electronics and Netflix making significant purchases.
- Brands such as Mondelez and Pepsi are establishing internal content studios.
- Marketers worldwide are increasing their content marketing budgets and moving away from traditional advertising methods.
- Marketing organizations face challenges with disjointed strategies and content ownership, emphasizing the need for clear leadership and collaboration.
- Emerging technologies like virtual reality, augmented reality, and virtual assistants are gaining popularity in content marketing.
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? Did You Know?
1. Video content is predicted to make up 82% of all internet traffic by 2022, highlighting the increasing importance of incorporating video into content marketing strategies in 2018 and beyond.
2. According to a study by HubSpot, using emojis in social media posts can increase engagement by up to 25%. This trend is expected to continue in 2018 as more brands embrace emojis to connect with their audience on a more personal level.
3. In 2018, voice search is projected to comprise 50% of all searches, indicating the need for content marketers to optimize their content for voice-based platforms such as Amazon Alexa and Google Home.
4. User-generated content (UGC) is gaining popularity in 2018, with studies showing that UGC can generate 6.9 times higher engagement compared to brand-generated content. This trend emphasizes the importance of involving customers in content creation processes to leverage their authentic experiences and opinions.
5. Virtual and augmented reality are becoming key players in content marketing, with 38% of marketers considering VR and AR as their top priorities for 2018. This emerging trend allows brands to create immersive experiences for their audience, driving deeper engagement and connection.
1. Brands Investing In Original Content
As we delve into the realm of content marketing trends for 2018, it becomes evident that major companies such as Apple, Google, Facebook, and Amazon are heavily investing in original content. This commitment emphasizes the importance of producing consistent and addictive content that captures the attention and loyalty of consumers. These brands understand that content has become a pivotal component in today’s highly competitive market. By creating their own content, they can not only engage with their existing customers but also attract new ones.
Creating original content allows companies to establish a unique brand voice and connect with their audience on a deeper level. Apple, for example, has launched Apple Music and original TV shows like “Carpool Karaoke” and “Planet of the Apps.” Google has also ventured into original content with YouTube Red, a subscription-based service that offers ad-free streaming of exclusive content. Likewise, Facebook and Amazon have made notable strides in producing their own original content in the forms of videos and series.
Investing in original content is more than just an opportunity to entertain and engage customers. It also serves as a vehicle for brand building, revenue generation, and long-term growth. By creating content that resonates with their target audience, these brands are able to strengthen their position in the market and establish themselves as industry leaders. This trend speaks volumes about the power and influence of content marketing in driving success for businesses in 2018 and beyond.
- Major companies like Apple, Google, Facebook, and Amazon are heavily investing in original content.
- Creating original content allows companies to establish a unique brand voice and connect with their audience on a deeper level.
- Apple has launched Apple Music and original TV shows like “Carpool Karaoke” and “Planet of the Apps”.
- Google has ventured into original content with YouTube Red, a subscription-based service that offers ad-free streaming of exclusive content.
- Facebook and Amazon have made notable strides in producing their own original content in the forms of videos and series.
- Investing in original content is a vehicle for brand building, revenue generation, and long-term growth.
- This trend speaks volumes about the power and influence of content marketing in driving success for businesses in 2018 and beyond.
2. Acquisitions Of Content Brands
In addition to investing in original content, companies are also making significant acquisitions in the content marketing industry. Two notable examples of this trend are Arrow Electronics and Netflix. These companies recognize the potential of content marketing and the role it plays in shaping their overall marketing strategies.
Arrow Electronics, an American Fortune 500 company specializing in electronic components, has acquired several content-oriented companies. Recognizing that content has become the driving force behind consumer engagement and brand loyalty, Arrow Electronics aims to tap into the expertise and resources of these content brands to enhance its own content marketing efforts.
Netflix, on the other hand, has taken the content marketing world by storm. As a leading provider of streaming services, Netflix has revolutionized the way people consume media. With its vast library of original content, Netflix is constantly seeking opportunities to expand its offerings and dominate the content marketing landscape. By acquiring content brands, Netflix gains access to a wide range of content creators and their established fan bases, allowing the company to deliver even more engaging and compelling content to its subscribers.
These acquisitions demonstrate the recognition by companies that content marketing is not just a passing trend but a critical strategy for success. By acquiring established content brands, companies can leverage their expertise, resources, and existing audience to strengthen their own content marketing efforts and stay ahead of the competition.
3. Internal Content Studios
In recent years, Mondelez and Pepsi have recognized the importance of content marketing and have made significant investments in internal content studios. These studios serve as creative powerhouses, allowing companies to generate revenue and create for-profit ventures through the production of high-quality content.
Creating an internal content studio provides companies with greater control over the content creation process, ensuring that it aligns with their brand image and resonates with their target audience. By producing content in-house, companies can streamline their content production process, reduce costs, and maintain creative control over the end product.
Mondelez, a multinational food conglomerate, established their internal content studio, Mondelez Media, in 2017. This move allows Mondelez to create engaging content that connects with consumers on a deeper level, leveraging platforms such as YouTube and social media to reach their target audience. With a dedicated team focused on content creation, Mondelez has the ability to produce content that aligns with their brand values and elevates their marketing efforts.
Pepsi, a global beverage giant, also recognizes the value of internal content studios. In 2018, the company launched Creators League Studio, an in-house content creation arm. By bringing content production in-house, Pepsi aims to deliver captivating and immersive content experiences directly to its consumers, building stronger relationships and driving brand loyalty.
The rise of internal content studios signifies a shift in the way companies approach content marketing. By investing in their own creative capabilities, companies can control the narrative and deliver content that resonates with their target audience. With the ability to generate revenue through their content, internal content studios serve as a powerful tool for companies to maximize their reach and engagement in the competitive content marketing landscape.
FAQ
What are the current trends in content marketing?
In the realm of content marketing, the prevailing trend is the dominance of short-form videos. This year, marketers are set to divert more resources into short-form videos compared to other strategies. An astounding 90% of marketers utilizing this format intend to either maintain or increase their investment in 2023. Furthermore, a remarkable 21% of marketers are planning to embrace short-form videos for the first time, recognizing its potential in capturing audience attention and conveying impactful messages within a concise timeframe.
When did content marketing become popular?
Content marketing became popular in the 1990s with the advent of computers and the internet. This new technological landscape paved the way for the proliferation of websites and blogs, creating ample opportunities for businesses to engage with their target audience through valuable content. Moreover, the rise of email as a communication tool opened up avenues for corporations to incorporate content marketing into their strategies, with businesses leveraging e-commerce adaptations and digital distribution to effectively reach their customers. This transformative period marked the beginning of content marketing’s rise to prominence as an essential aspect of modern marketing.
What is the future of content in 2023?
Looking ahead to 2023, the future of content seems to be driven by data-driven strategies and highly personalized experiences. With advancements in technology, content creators will increasingly utilize data analytics to understand their audiences better and deliver more targeted and relevant content. This approach ensures that the content produced is tailored to specific user preferences, making it more engaging and valuable to the audience.
Additionally, short-form videos, interactive content, and user-generated content will maintain their prominent role in the content landscape. These formats have proven to be highly popular among consumers due to their accessibility, interactivity, and ability to foster active engagement. As technology continues to evolve, we can expect even more innovative ways for users to participate and contribute, making the content creation process a collaborative and immersive experience for all involved. The future of content in 2023 holds exciting prospects, with data-driven strategies and interactive formats shaping a more personalized and engaging digital content landscape.
Why content marketing 2023?
Content marketing will take center stage in 2023 due to the shift in the way companies approach it. Rather than viewing it as a one-time project, they will recognize it as an ongoing process. This transformation will be facilitated by the digital disruption and the increasingly accessible channels for publishing and distributing content, allowing companies to not only create valuable narratives but also build their own engaged audiences. By recognizing content marketing as a continuous effort, businesses can establish a strong brand presence and consistently nurture relationships with their customers.
In 2023, content marketing’s significance will be amplified as companies harness its potential to not just create content, but also cultivate a loyal following. By embracing the idea that content marketing is a long-term endeavor, organizations can establish themselves as thought leaders within their industries and develop meaningful connections with their target audiences. As the digital space becomes more saturated, content marketing will become a critical differentiator, enabling companies to cut through the noise and build trust with consumers through valuable, educational, and entertaining content. Ultimately, content marketing’s evolution from a project to a process in 2023 will unlock new opportunities for businesses to connect with their customers on a deeper level.