How are you developing your marketing to meet the shifting demands of an evolving audience? Here are our tips for 2018.
Back to business.
With your turkey eaten, your Christmas crackers pulled, and your New Year’s Eve a distant memory — it’s time to get back to the business of content marketing. But where to begin?
Every New Year brings an abundance of new opportunities to spruce up your B2B marketing strategy.
The question is, how?
Content marketing trends in 2018.
As a company that spends a lot of time researching, designing, producing, and generally talking about content marketing, we have a good idea of what’s hot and what’s not. So here are our predictions of the content marketing trends you should consider, moving into 2018.
- Go beyond blogging.
Blogs are often seen as the bread and butter of content marketing. And don’t get us wrong — we love a good blog (and have written extensively about their efficacy in B2B marketing). But in 2018, blogging mustn’t be the only option in your content marketing menu. The latest research from the Content Marketing Institute showed that successful organisations now use a spread of content in order to achieve their marketing goals. This could include social media, newsletters, infographics or videos. And blogs, of course.
In fact, the average number of content tactics employed by companies is eight — so that’s worth considering as a benchmark.
- Distribute, distribute, distribute.
Assuming that you follow tip #1, you’ll start 2018 with a selection of compelling content which you want to get in front of customers. That’s where tip #2 comes in. And here it is: the more and better content you produce, the more you need to focus on distribution. This is especially important considering how much content there is, competing for your audience’s attention. For example, in 2016, YouTube users uploaded 300 hours of content every minute.
The key is investing in your content distribution strategy. Big advertisers don’t pay millions for a big ad campaign, then just hope that someone stumbles across it. They pay to put it in front of the right people, at the right time — and you need to do the same with your content in 2018.
- Documented strategy is key.
It’s important to note that content marketing is becoming ever more popular; in 2016, over 40 per cent of companies increased their content marketing staff levels. This means it’s getting ever harder to make your content marketing do its work. We’re convinced that the key to success in this competitive environment is through a documented content strategy.
Thinking about and developing a strategy is a good thing — but a far more effective approach is to make sure that your content strategy is carefully documented at every step, including the setting of goals. Doing this will allow you to review your results against your plans at regular intervals, bringing a scientific approach to your marketing and helping to evolve your strategy effectively.
At the moment, only 37 per cent of B2B marketers take this approach, so the time is right to get ahead of the competition.
What’s your next step?
This list isn’t, by any means, exhaustive. In fact, we’ll delve into some more important trends in upcoming blogs (keep an eye out!) — but these three tips do represent a great place to start.
As always, if you want to have a chat about what we’ve talked about here, or anything else regarding your content marketing, then don’t hesitate to get in touch.