A Look At The Future Of Content Marketing In 2018

Marketing trends are constantly changing, which means projections and predictions about the future of content marketing are growing increasingly vital. With new technology, shifting social media algorithms, and emerging advertising platforms, there is always something new in content marketing.

Despite new trends, marketing hasn’t transformed as drastically as we think it has. A lot of what has traditionally worked still does. For example, press releases are still a critical way to spread information about a brand, and blogs are still one of the most effective methods to generate impressions and leads.

Nevertheless, we can’t ignore that our digital marketing world is shifting. It’s important to look forward to see what’s coming down the pipeline, especially in such a competitive and saturated marketing landscape.

We’re constantly innovating and watching upcoming trends here at Palm Beach Content Co. In this article, we’re going to take a look at the future of content marketing, so you can be fully prepared as we enter new and exciting stages.

1. The demand for content is growing.

In 1984, a person saw an average 2,000 ads per day. Today, we see more than 5,000 ads daily. Advertisements are all around us, and consumers are growing increasingly aware of the role ads play in our lives. Consumers are tired of being bombarded with advertisements, which is why more than 615 million devices use ad-blocking software.

Content is the best way to get around ad-blocking software. Content provides genuine value to consumers while giving them greater control over the types of information they want to see. The future of content marketing starts with building a less-invasive form of advertising.

Plus, business content is becoming one of the number one ways for individuals to get their news and information. In fact, half of 18- to 49-year old people get their news and information online, especially through social media, blogs, and search engines.

The Internet has become a part of every interaction. You’re talking to a friend about the weather, so you quickly turn to your mobile device to ask Google “What’s the weather this afternoon?” Your boss wants you to do some research on a competitor’s market, so you go to their website, social media, and press accounts. You’re walking through a department store and search a shirt online to see consumers reviews, compare prices, and get more information about the brand.

Ultimately, the demand for content is growing at a rapid and unprecedented rate. There’s no reason to think it’s stopping anytime soon. The future of content marketing is bright, vivacious, and profitable.  

Takeaway: Stop contemplating if you need a content marketing strategy, because you do. Instead, spend your time building a budget and formalized content calendar. Consumer demand for content is growing, and you want to be at the forefront of unique marketing methods.

2. The brand story is the center.

Storytelling is not new to marketing, but it’s building a larger foothold through content specifically. Advertising is now more than just telling a mini-story during a 30 second spot. The future of content marketing focuses on the brand’s story and mission.

Brands are looking for new, unique ways to share their brand message with the world. They’re increasingly finding that, while words are important, they’re not enough. That’s why video content has become so significant: it shows a story through the visual lens to interact one-on-one with the consumer.

Beyond blogs and content, though, there is one major key to the future of content marketing with regards to storytelling: influencers.

Influencers have major “influence” over consumers, especially the millennial and Gen Z consumer. In fact, influencers and bloggers are even preferred over celebrities. That’s because influencers are seemingly normal people who provide honest, trustworthy opinions in their niche.

Influencers are able to utilize their trust with the consumer to grow their own following and make money on affiliate marketing.

However, a lot of companies are misplacing the success of the influencer. Brands have started to use influencers as endorsements, in the same way that celebrities have been endorsing products in the past. Influencer marketing is actually proving to be less successful than expected.

We saw a glimpse of this when CNN acquired YouTuber and influencer Casey Neistat. Even though he has nearly 10 million subscribers, there was no clear plan forward for CNN—and it ended up proving fruitless.

Moving forward, we expect that influencers will continue to grow, but their interaction with products will change. Effective marketing does not mean onboarding an influencer in the hopes you’ll get a few extra followers through their channel.

Rather, the goal will be to create a specific brand influencer. You’ll want to put a face on your brand to help solidify your brand voice consistently throughout all channels. This means telling a story and building a lifestyle on your blog, social media, and other content channels.

Takeaway: Creating your own brand influencer means personifying your brand so you can better interact and engage with consumers. Don’t advertise—tell a brand story.

3. AI is making marketing smarter.

Artificial intelligence is seeping into just about every industry and department of business from strategy to production to shipment to analysis. AI is becoming one of the next trends for marketing, and has already been implemented by Google and Amazon.  

We’ve already seen a major shift in how artificial intelligence influences marketing. Primarily, AI is reducing the need for human interaction with customers. A machine will operate and control your brand voice. Gartner predicts that by 2020, 85% of the sales interaction process will be done without a human.

Nevertheless, there are still some kinks to work out with AI. For example, algorithms struggle to interpret photos and videos as well as they interpret text, so AI has trouble optimizing the greater expanse of a message. Humans still need to build and construct consistent messages—often by utilizing the assistance of the artificial intelligence analysis.

To overcome some of these challenges, content marketing has taken on an even larger role in marketing. Content develops a brand voice that allows you to best engage with your audience.

We anticipate that content marketers will use artificial intelligence to better understand consumers, but marketers will still create content with the human touch. The future of content marketing is AI-assisted, human-produced.

Takeaway: AI is the next critical step in marketing. Whether it’s with Google bots, chatbots, local marketing tools, or content analysis, those companies who implement AI processes early on will succeed. Nevertheless, human-written content marketing is still the reigning king as artificial intelligence continues to develop.

Writing the future

The future of content marketing isn’t ambiguous. We know where it’s headed and what we need to do to stay competitive. We know that demand is growing, storytelling is king, and AI is the next major player.

We know that content marketing is the future of advertising.

If you’re feeling stressed or overwhelmed trying to keep up with all of today’s marketing trends, you’re not alone. A number of small businesses come to Palm Beach Content Company because they’re not sure how their brand fits in with the ever-changing marketing landscape.

Contact us now to start building a strategy. Together, we will optimize on the future of content marketing to grow your business.

Vanessa C