Content marketing is a popular and cost-effective way of marketing your business. It has been around for many years and it is not going anywhere anytime soon. But the strategies we use to market content may never be the same. So, marketers and businesses must keep themselves updated with the top content marketing trends.
Content marketing has evolved a lot in the past decade. From the days when businesses published content just because everybody was doing it, to the current days where engaging content is the driving force behind accelerated growth.
The content strategies that worked last year might not produce the same desired results now. The ever-changing nature of content marketing has seen shifts from mobile messaging to classifieds/directories, all the way to digital search and display advertising.
Let’s explore some of the top content marketing trends that will shape the way you market content.
- Create Interactive Content
- Go Niche With Your Content
- Create Content to Accommodate Natural Language Search
- Content Remarketing
- Personalized Content Experiencef
- Length of the Content
- Importance of Video Content
- Short Video Content
- Influencer Marketing
1. Create Interactive Content
Interactive content is still one of the most popular trends in the digital marketing industry. It is a great way to engage users in a fun and creative way and make them feel like they are part of the story. Interactive content can be anything from quizzes to games, to polls.
Interactive content can be used in a variety of ways to engage with customers and provide them with an experience that they will remember. For example, if you’re promoting a new product or service, interactive content can be used to collect feedback from customers and use it to improve your products.
Some common uses for interactive content include:
- User-Generated Content
- Interactive tutorials
- Interactive Calculators
- Social Media Polls, Quizzes, and Surveys
- Interactive infographics
2. Go Niche With Your Content
Being a niche expert means that you establish yourself as an expert in a particular area that makes you stand out from the crowd even though you are serving a wider public.
Whatever industry you’re in, there’s likely to be an over-saturation of content. With this level of content saturation, it’s impossible to be regarded as an authority in all fields. Therefore, focusing on niches is the best way to be recognized as an expert within a specific field.
Below are some of the benefits of niche content marketing:
- Reduced Competition
- Increased Visibility
- Increased Brand Loyalty
- You Need Fewer resources
3. Create Content to Accommodate Natural Language Search
With the invention of personal virtual assistants such as Alexa by Amazon, Google Assistant, and Cortana by Microsoft, It is evident that the giants have recognized the importance of audio search. Audio search has taken the past few years by surprise.
According to a survey, 71% of people aged 18-29 use personal assistants and voice commands to search online. Teenagers in particular use voice search extensively to get help with their homework.
In view of the argument presented above, content marketers can not overlook the importance of creating content to accommodate natural language search. Writing content that is in sync with the way we talk will definitely have more visibility.
For example; writing H1 for a web page “Top-ranked marketing courses in Australia”, instead the pattern should be “what are the top-ranked marketing courses taught in Australia”.
Keeping in mind the conversational nature of voice search, content marketers have to write long, detailed, and naturally phrased sentences.
According to Statista, “ In 2006, only 22 percent of the US adult population was aware of podcasting. By 2021, this figure had risen to 78 percent.”
Audio content marketing is a relatively new marketing channel. It is an excellent way to get your message across and engage your audience. Podcasts are a great way to do audio content marketing as they can provide the listeners with an in-depth look into your company and its products.
They are an engaging, convenient, and time-saving way for people to consume content on the go. Podcasts are also an excellent option for those who struggle with reading or don’t have the time to read anymore because they can take in information in a different way.
Build Trust with Curated Content
Discover, brand, and share the best content with your audience. Establish yourself as an authority and turn leads into loyal customers.
5. Content Remarketing
This huge surge in the marketing budgets of corporations cements the fact that remarketing has made a comeback against all odds.
One major factor contributing to its success is remarketing. Remarketing allows websites to show targeted ads to past visitors while they are watching videos on youtube or shopping online.
The conversion rate for remarketing is going through the roof. Setting up a campaign isn’t difficult at all. Some of the major platforms contributing to remarketing are Google ad remarketing, and Facebook remarketing. Such a huge number of user base from these platforms ensure that your remarketing campaign is bound to increase sales.
If you are consistently sharing content to your social media channels, you can take the advantage of platforms such as Replug which can be used for retargeting whenever someone clicks on it.
A few worthy mentions of businesses that used retargeting to generate considerable profits include Mazda & Merchenta, Watchfinder & Periscopix, eBags & Google and Lumension & Just Media. If you want to read individual case studies on retargeting, you can check out the ConversionXL article.
6. Personalized Content Experience
Suppose you call your mobile operator and you are greeted by your name, told that you are a valued and priority customer and are treated very respectfully. This will definitely increase your confidence in your service provider. The same patterns are being applied to the digital and content marketing arena.
By accumulating data such as name, email, website URL and designation, websites present you with a personalized greeting message. Not only that, they will have recorded your previous visit activity and suggest actions similar in nature.
More and more digital marketers are of the view that user-specific content experience is critical for converting online sales. Businesses could potentially show customized discounts or alter the general layout of their sites to funnel conversion.
7. Length of the Content
The past few years have seen a race amongst content marketers to produce lengthy articles that range from 3000 to 4000 words. The idea behind such articles is that they should cover all aspects of a particular topic in detail so that the reader is able to deduce concrete results from the statistics presented. This approach works great for attaining better results in SERP. The below graph shows a relationship between word count and SERP.
The flip side of the coin is that the young generation tends to lose concentration while reading articles exceeding 1000 words. Some experts have labeled it as the “Goldfish attention span”. Our analysis is contrary to that.
We believe that the millennials are able to extract more information from shorter content especially if the text is aided by some sort of visual content i.e. video, picture or infographics, etc.
The inclination towards social media platforms has further contributed to shortening the length of the articles being published. In essence, content marketers have to access their target audience and the purpose of publishing and vary the article length accordingly.
This can be verified by Backlinko’s case study
8. Importance of Video Content
Video marketing is a great way to communicate with your customers and build brand awareness. According to Social Media Week, 78 percent of people watch online videos each week while 55 percent of those watch online videos on a daily basis.
Videos are an excellent way to engage your audience because they are easier to consume than text-based content. This is especially true if you’re trying to reach a younger demographic. Studies have shown that people process visual information more efficiently than they do text, so videos are an excellent way of telling a story in a quick, concise manner.
Within the digital marketing community, videos content persistently aids in lead generation. A video allows you to see the face behind the case and gives a sense of confidence while online purchasing.
9. Short Video Content
The popularity of short-form video content has increased exponentially in the past few years. Short-form video can now be seen on every platform. Platforms like TikTok, YouTube, Instagram, and Facebook are competing with each other to promote short video content because the audience is now more inclined towards short videos.
According to HubSpot, ”short-form video has the highest ROI of any social media marketing strategy.”
A lot of companies are starting to use short-form videos to promote their products because they are more cost-effective and they have higher conversion rates.
A short video is a perfect way to interact with, engage and educate your audience. It can be used to showcase a product or service, or to introduce a new idea. They are also great for social media posts and ads.
10. Influencer Marketing
Influencer marketing has been steadily gaining momentum in the last decade, to a point now where 90% of individuals trust the recommendations and propositions made by influencers they don’t even know.
This is a huge number when compared to ROI achieved against the budget spending on traditional marketing channels such as TV.
One thing is for sure, influencer marketing is here to stay, how it will be utilized, will change.
For businesses and individuals to ride the tide of influence marketing, below are a few noteworthy recommendations:
- Cherry pic top brand influencers pertaining to your industry
- Specifically targeting marketing campaigns towards shortlisted influencers
- Track key parameters of the marketing campaigns to judge the efficiency
How ContentStudio helps you with content marketing
ContentStudio is a content discovery, monitoring, and social media management platform. It identifies viral content beforehand and presents it to you so you can share it on social media platforms. Keeping in mind your interests, keywords and search patterns, news, tweets, posts that are popular, are presented so you can contribute to it.
ContentStudio is creating a one-stop content curation and marketing platform that has the ability to produce niche-specific content for targeted marketing. Using the latest techniques in AI, machine learning, and data science, fresh content is mined from the internet and customized to fulfill the reader’s appetite.
ContentStudio gives you the ability to discover topic-relevant content filtered by social shares, different media types, and virality. Select posts individually from your topic feeds or set up an automation campaign with your own rules to publish content automatically to your selected channels.
Hassaan is a blogger and freelance writer. He has published articles on SEMrush, ThriveGlobal, BlogPress, FreelancerMap, and many other popular publications. He writes about freelancing techniques, tips, and career growth. Subscribe to his blog.