We are on the threshold of 2018 and the new content marketing trends are already here. As every year, it is time to review what has happened and set our sights on what is coming.
Technology and content go hand in hand. Virtual reality and augmented reality, on-demand television content platforms, the proliferation of videos to better communicate and connect with the audience, the improvement of Google algorithms to know how to position valuable content higher and that is interesting for users, among many other advances where technology is continuously improving and changing the way content marketing is used .
We must not lose sight of what is to come, because this way we can create the best content strategy for the coming months.
5 must-know content marketing innovations for 2018
And so that we are not caught off guard, let's take a look at the 5 content marketing trends for 2018 that are taking the world by storm.
1) Original content prevails
We've known for a while that original content is the most valued by Google and other search engines. The companies that will dominate content marketing in 2018 are those that are betting on creating their own content to build a loyal audience and increase consumer trust. And the big brands are certainly jumping on the bandwagon.
At the end of August 2017, The Wall Street Journal announced Apple's plans to invest no less than $1 billion to develop original video content, which will be distributed both through Apple Music and a new specialized platform.
Of course, Netflix, HBO and Amazon Prime continue to be the hit, and college and universities email list Facebook has decided not to be left behind. Recently, the largest social network in the world has launched Watch, a platform to position original content created by the network (including series and other audiovisual content). Watch will be available on all Facebook applications and on smart TVs.
As if that were not enough, according to sources from the Content Marketing Institute, Google also wants to position itself in the creation of original content and is already reaching agreements with production companies and audiovisual companies.
2)
One of the most important content marketing trends for 2018 is not so much about the content itself, but about the role that marketing departments play in it.
Traditionally, companies conceive the marketing department as an area in which they have to invest budget in exchange for obtaining results: sales, generation of new clients, contacts, loyalty... But new trends point to the creation of self-sustaining marketing departments, that is, those that are capable of financing themselves.
As you may have guessed, the source of this funding would be the creation of content through internal studies. Monetizing this content would mean that the marketing department could gain more independence from the company, and by not being so closely tied to business objectives, the possibilities for creativity and innovation are much greater.
This is therefore great news for our sector and could bring us some very exciting developments. For the moment, both Pepsi and Mondelez have already joined this trend by creating internal content studios.