Every year, those “can’t miss” possibilities that call out for attention seem to carry a substitute collection of sale patterns. If we were to follow every pattern, we would probably become dizzy from fatigue. However, there are certain patterns that we would be foolish not to consider.
Many businesses are still trying to build a real content marketing plan as we begin the last chapter of 2017. If that’s you, here are some hints: Native ads continues to be the drug of successful violence, and every month’s flavor continues to be mobile.
That said, Smart Insights estimates that the single most effective strategy for driving incremental sales in 2017 is content marketing. Some key trends stand out in an industry that’s all about experimentation.
Here are 10 marketing patterns for content that everyone is talking about.
1. Brands are also going to invest in original content,
It has recently become widely reported that Apple, the tech giant, is going to spend $1 billion in original content. While some reports suggest that Apple is making this move on Netflix, we think there is more to Apple’s mind than streaming video. As competition heats up in this setting, brands have to remain relevant. Valuable, original programming will help businesses build an audience and keep existing customers happy.
Google also buys original content from media companies and brings content holes to fill, while Facebook spends vast sums of money on original video. Perhaps the most significant investor of all would be the online retail giant Amazon, if not to be outlined. While the findings remain to be seen, one thing is for sure: the spotlight is taken by content marketing.
2. Transparency King Will Rule (or Queen)
Consumers are gradually being desensitized. We would like businesses to be honest, genuine, and committed to giving back, and often expect them to be. However, several customers report dissatisfaction with brand ads, environmental claims, charitable donations, and company support for numerous causes in any event is claimed and completed. While such efforts for a few brands are successful, this form of marketing is increasingly viewed as desperate or deceptive.
To step forward, brands have to specialize in accountability and disclosure in order to close this gap as much as possible. Enter: Ads for Influencers.
Nevertheless, working with influencers is always sticky. Measures to protect customers from businesses that are not open enough, like partnering with influencers, continue to be needed by the Federal Trade Commission. Take what Machine did. The FTC slapped Machine, a YouTube gaming network, in 2015, with a warning for not revealing YouTube influencers with paid endorsements.
And this is always far from being the sole example. A simple Google search reveals that many brands have been plagued by a lack of disclosure and transparency. The subsequent stage of influencer marketing and branded content must ensure that each piece of content produced is transparent in order to generate (and maintain) the confidence of your audience.
3. Content Marketing Budgets are also rising
Businesses around the world are investing vast sums of cash on content marketing. For organizations with a small workforce, what is fantastic news for content marketers often poses challenges. This often propels the possibility of businesses addressing freelance writer’s et al. who can create content for a price.
4. Still overlap Content Marketing Duties
Often, specifically who is responsible for content within a company is difficult to find out. Within marketing departments and also in other fields of the organization, responsibilities and tasks change. Separate content producers, social media administrators, and other writers who are not aligned with the official content team can have PR and correspondence, leaving nobody really accountable. A very disjointed content strategy can cause such disarray.
5. The Internet of Things takes off-screen content
In the way that they view content, clients are no longer limited to the phone. While various content formats have been available for a long time, in new ways, the Iota has made it so that content is interwoven into our lives. Consider how we communicate with technology at present, such as Apple’s Sire. When users chat, Sire responds wherever and whenever they have it, with call-and-response material. Alexa, the voice service for Amazon, is now becoming a digital doorway to content.
Most companies now use Alexa to distribute content beyond a desktop, tablet, or phone screen with their audience. The American Heart Association uses Alexa as an example to provide information on CPR results, providing step-by-step data on how to execute the procedure in an emergency situation. The knowledge on warning signs of a stroke and attack is further embellished with this material.
Most content is becoming digital with Iota. Proximity marketing, cameras, system pairing, and other features focused on beacons inaugurate the ability for marketers to take a role in endless kinds of content interaction. This kind of highly targeted content will help you hit the right place and at the right time for your audience.
6. Video Pre-Recorded is So… About yesterday
It’s not exactly time for pre-recorded footage to write down the obituary, but it’s being overshadowed by live video. 80 percent of respondents to a 2016 survey want to produce more video content, according to Buffer, with 42 percent specifying live video as their choice.
Although live video really blew up in 2017, in 2018 we expect it to become even more popular. Users spend 3 times more time viewing live videos than pre-recorded videos, according to Facebook. Plus, during live videos, they comment 10 times more much. With 80 percent of respondents showing a preference for live video over reading a blog post, a live stream survey confirmed this. This provides a rare opportunity for modern-day marketing experts to mount the live video bandwagon before rivals do.
7. The Lines Blurred
If you look at how content has changed over the past decade, you will find that it has grown beyond its initial proprietary media “container” When social media grows, the boundaries between owned, received, and paid begin to overlap so that they are almost indiscernible from each other because of the ways we communicate with and interact with viewers. It is not possible to confine material to those silos.
With the whole path of the customer in mind, the content changes to enable all three methods to be formed. This underlines the value of working together in any way to support the growth plan of a business. In other words, you want to adapt your internal and external teams to manage the growth, distribution, and promotion of content.
8. Strategic Papering
Ask a marketing expert regarding the efficacy of content marketing, and the possibility is that he or she will be prepared to recognize what effectively makes the cogs spin. This is because businesses are becoming laser-focused on the creation of thoughtful strategies for content marketing.
Just 32 percent of marketers had a recorded marketing plan for content in 2015. This rose to 37 percent the following year. However, this year, the number has ballooned to reach 40 trillion. Our prediction for 2018, then, is that job goals would be to build an effective, efficient strategy.
What tactics will you include in order to stay successful in the coming year? You’ll want to think of more focused content, extended content, more successful production of content, or other elements that will help you encourage greater development.
9. Visual Content interactive
We all know that live video is entertaining and sensitive, but there is another kind of visual content that helps you to create for your audience a completely different experience.
About virtual reality.
VR introduces innovative content marketing opportunities, as well as customer involvement. For example, Shopify public app development took this to heart and created a VR app that enables internet shoppers to customize clothing from the comfort of their homes.
International Data Company forecasts that sales revenues for augmented reality will rise from just over $5 billion in 2016 to quite $160 billion by 2020, backed by sales and prediction models. Digit-sales Capital’s projections are equally positive, reporting an expected boost to $108 billion by 2021.
While the prospect of computer gaming might seem overwhelming, for someone willing to give it a try, it will definitely be worthwhile. Forbes Global shows that by the end of this year, up to 30 percent of consumer-facing brands will be experimenting with video game marketing.
Bear in mind that, however, it is not exclusively for customer marketing and advertisement. Remember what the California Warriors did to the team roster until they decided to hire Kevin Durant. They immersed him in the “Warrior’s Experience,” using content marketing in VR, thus positioning him courtside at the Oracle Arena as well as in the thick conversations inside the room with coach Steve Kerr.
10. Distribution, Shipping, Distribution
Although most advertisers today understand how instrumental advertising is for businesses, what remains unclear is that the means of delivery of content are dispersed. And while there are countless other websites, newsletters, and email promotions out there, the optimal delivery of content is the sure way you can get your message heard over the rest.
You would like to pursue a strategic distribution strategy if you would like the eye of the two .789 billion active social media users. Smart brands are going to make investments not only in purchasing content, but in strategically delivering it as 2018 unrolls via multi-channel approaches.