Latest Content Marketing Trends

by | 15 Jun, 2018 | Marketing, Strategy

It seems like everyone is implementing content marketing. But few are doing it well. Use these content marketing trends to connect with the swamped customer.

Reading Time: 7 mins

Content Marketing Trends

Content Marketing, online marketing’s panacea. Or is it? CMI’s Australian Content Marketing Report 2016, made a startling discovery:

Only 28% of the sample group believed their organisations were effective at Content Marketing.

Not a huge endorsement given its profile in the online marketing world. So does that mean we need to roll out the ‘Content Marketing is Dead‘ post? Not quite.

Despite the low efficacy, 87% of the same sample group, aim to produce more content.

So what we are seeing is many adopters with a developing level of maturity. This is the breakdown of assessed level of maturity by the sample group:

CMI and ADMA, Content Marketing in Australia: Benchmarks, Budgets and Trends

So using a defined strategy as a method of comparison, content marketing is on par with digital marketing as a whole:

Therefore content marketing will continue to be an integral part of online marketing. So let’s check out the trends that will shape it.

At this stage, if you need a refresher on the exact definition of content marketing, then here it is:

“a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

Need some examples? Check it this super comprehensive guide on 100+ types of digital content you can make.

Source: Curata

1. Video, Animation and Disappearing Content

Video is awesome. It gets attention and converts. Just check out these stats:

  • Video in an email increases Click Through Rate by 200-300%.
  • Including video on an landing page can increase conversion by 80%.
  • After watching a video online, 64% of users are more likely to buy a product online.
  • 50% of executives look for more information after watching a video of a product/service.

But it is not all beer and skittles. Despite the investment in live video, the jury is still out on its ROI. Animation in content is going to be increasingly popular. Infographics get great results, but everyone is doing them. Animated infographics are not common, but definitely grab that precious attention…

Animation delivers the impact of video but within the human attention span that is hovering around 8 seconds.

Disappearing content introduces the marketing concept of scarcity into the consumption equation. Nothing is more special than knowing you got something and others missed out. Snapchat has pioneered disappearing content, but we expect that it will appear in a lot more content marketing in the future.

2. Monetisation of the Influencer

Iti was that long ago that it seemed as though every third post was about influencer marketing. There is no reason to suspect its importance is going to degrade anytime soon.

It’s stats like these that drive the appeal of influencer marketing:

The decline in organic reach and massive volume of content being produced, has driven the appeal of influencer marketing. The need to cut through the mass of noise is being achieved by the inherent consumer trust in recommendations.

It is no surprise then that there is a rush to monetise influencer marketing. For example there are:

Expect that as the growth potential of influencer marketing is further realised, that partnering with influencers will lead to transacting with them (i.e. you pay for them).

3. Interactive Content

Interactive content is the next step from volumes of passive content. It immediately requires engagement and hence secures attention. The benefits of interactive content are it:

  • Engages
  • Educates
  • Entertains
  • Differentiates

Source: Demand Metric

Success in marketing is defined by action and interactive content does that in spades. Here are some examples of interactive content platforms in action:

#BuildYourOwn #Quiz #Poll #Video

Source: Apester

#AI #DynamicVideo #ProductMatch

Source: WebyClip

#InteractiveStoryMaps

Source: MapMe

#ContentCreation #Infographics #eBooks #MicroSites

Source: Ceros

75% of marketers who use interactive content, said they planned to increase their use. So expect this trend to continue.

Conclusion

Three massive trends for content marketing that will continue:

  1. Video, Animation and Disappearing Content
  2. Monetisation of the Influencer
  3. Interactive Content

Marketers are going to continue to do more content. Not just the same old, but video, animation and interactive content. This content is then going to be aggresively promoted through influencer marketing.

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