Keep An Eye On Content Marketing Trends This 2018

Content marketing never gets old. It’s here to stay for I guess a very long time.

There’s a reason Seth Godin calls content marketing “the only marketing left” – it’s authentic, useful, and perfectly suited for the internet generation.

The millenials are always hungry for content – and the internet has become a medium to take their fill.

But while a few may have qualms on the effectiveness of content marketing, the channels, tactics and tools marketers use to create and distribute content will continue evolving in 2018 and beyond.

What content marketing trends should you watch out for? How should you change your marketing strategy to keep up to the pace with these overwhelming changes?

Total ad spending on display and search was nearly similar in 2014.

Yet, by 2019, display ad spending is expected to be nearly 28% higher than search.

This should be a surprise for most marketers.

After all, wasn’t display supposed to be “dead”?

The reason for display’s revival is simple: Remarketing.

What is Remarketing and Personalization?

Well, it’s about showing people who’ve visited your site ads as they surf across the web.

As data shows, more and more marketers are ploughing money into remarketing.

Another thing that you have to focus into is personalization.

Personalization, aka one-to-one marketing, is the key to delivering delightful customer experiences.

Consider this: you visit a landing page and enter your name and email to download an eBook on social media marketing.

The next time you visit the same site, you’re greeted by name.

Not only that, you are also shown more eBooks related to social media marketing.

Why should you use this strategy? For one, it’s personal, intimate and helps you stand out in a sea of me-too competitors.

It’s kind of obvious but we predict that in 2018, we’ll see more and more marketers push towards providing highly personalized experiences

.Personalization depends heavily on data.

You focus more on matching the message with your customers.

The more you know about your customers, the more personalized messages you can deliver.

The more responsive your target customers would be.

Start by collecting essential data from your visitors. If you’re in B2B, this might be:

• Name
• Email
• Company URL
• Company Size
• Department Size/Budget
• Designation

You can innovate but always look for precision in your targeting.

You don’t have to collect all this data from the get-go.

Start by targeting the “low hanging fruit” of client data – names and emails.

Most visitors will be happy to share these with you in exchange for compelling content.

Once you have this basic data, start a lead nurturing campaign where you offer leads access to great content in exchange for more data.

To sign-up for this webinar or for free content, leads need to enter their company size, URL and designation

.By breaking up data collection into multiple steps, you build trust, thus removing a lot of user resistance and reducing the negative impact on your conversion rates.

Once you have some data, plug these into high-impact sections of your landing page, such as CTAs.
In 2018, with more and more marketers fighting for the same audience, we’ll see a shift towards super niche content.

The Process Gets More On-Point

Start by identifying underserved sub-niches in your industry.

If everyone is creating content about, say, bodybuilding, can you identify a couple of angles that have not been served well? Like, bodybuilding for over 40+ dads or bodybuilding for geeks.

This should be the starting point of your niche content creation process.

Once you’ve identified underserved sub-niches, modify your content calendar to accommodate these niches.

Until Next Time

Ian Leishman

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