The line, if there is one, between content marketing and publishing will continue to blur in 2018, as businesses produce high-quality articles, books, and broadcasts to attract, engage, and retain customers.
Content marketing has always sought to emulate the best things about magazines or movies or television shows.
For example, magazines use articles that inform, educate, or entertain to attract readers, who also see ads.
Content marketers recognized the value of these articles, but instead of just buying ads adjacent to them, the marketers started producing articles that their business owns.
In 2018, try some of the most recent trends in content marketing in your business. You may find your company will earn new customers or even make a little money directly from your content.
1. More Videos
Video content was probably the most important content marketing trend of 2017, 2016, and 2015. The format is one of the best ways to communicate with an audience of potential shoppers.
The trend toward using more video is not slowing down. An often cited report from HubSpot’s “State of Inbound 2017” found that 48 percent of marketers surveyed planned to add YouTube to their content distribution channels next year. A similar percentage (46 percent) planned to add Facebook video distribution.
For your business in 2018, don’t be afraid to make videos for just about everything. A brick-and-click retailer in the Northwest United States, as an example, is scheduling:
- Regular Facebook Live broadcasts,
- Video trailers to promote articles,
- A series of how-to videos.
2. Invest in People
When a business pays writers, podcast hosts, and actors or presenters relatively more money for their services, it tends to get a better quality product. In turn, better articles, podcasts, and videos may do a better…