Online Marketing Trends in 2018
At the core of good content marketing is, of course, good content. There is no substitute for interesting, relevant, and authentic content.
But, at the beginning of every year it comes to light that certain content marketing trends have been a big hit in the last twelve months.
Customer-Driven …
Content marketing is no longer about driving sales, it’s all about providing a worthwhile experience for your audience.
In other words, it’s not about selling, it’s about helping.
It’s about how you make a difference for your customers …
Be respectful, engage with your audience, and join the conversation without shouting about your brand.
When people visit your website they want to find what they need quickly, and they want it to be easy to consume.
But not fluff pieces. There’s too much of that already.
No more me-too content. It’s ok to post less often, but post longer more in-depth and valuable content.
More is not better – never sacrifice quality for quantity. Take the time to create better content …
And to create better content, you need better writers …
Writers who know the latest marketing trends and take the time stay up to date with what’s new.
So What Should We Expect to See More of in 2018?
The three big marketing winners in 2017 were user experience content, video, and email.
Content marketing is an experience for your target audience. Make sure your site structure is easy to navigate, and try to anticipate what your reader needs. Where do you want them to go next?
Guide them, and make it easy and enjoyable.
Stop bombarding people with your brand, and make your content about them.
Remember, don’t try to sell them, try to help them. The law of reciprocity will ensure they buy from you when they know what they want.
Because you were there to help them, they’ll want to return the favour …
More Video …
Video is still hugely popular and it isn’t going away. Many brands are adding a YouTube channel or Facebook video to their sites.
Engaging videos can educate your audience so they can make a more informed decision.
Original content that doesn’t sell anything is the way to go. People don’t want to be sold. Create something just for your audience without trying to sell them anything.
People want to see the people they’re doing business with so get real, get vulnerable, and tell your story …
Email Marketing is Still Big …
I can’t foresee a time when it won’t be one of the most important marketing channels, and one of the most successful.
Personalised emails show your customers you understand their needs and wants, and with more advanced AI you should soon be able to collect the data you need to really get personal …
But for now it’s still nice to use a personalised greeting. I hate emails that address me as ‘hey’, especially from companies that know my name. That’s just lazy and arrogant …
Many emails have dumped the clickable link in favour of having the content right there in the email.
I know I’m more likely to consume the entire email if everything is already there for me. If I have to click on a link and go to a website then it becomes something I’ll get to later, or not at all.
Of course, you still need to have links to your website and other content but people will go there for more information once they’ve read your brilliant email.
One more reason to hire great writers …
Combine Video and Email For Powerful Marketing
And embedded videos can be engaging if used wisely.
Never use video if it’s not necessary. Only use in emails to convey something that wouldn’t work well with just images …
Most of us have seen those awful looped videos that play continuously while you’re trying to read. Don’t do it …
And never make your videos auto-play. There’s nothing more annoying than a video playing by itself. People can decide for themselves if they want to click play …
Don’t take that control away from your readers.
But Wait, There’s More …
If you see a company, perhaps one of your competitors, advertising often and in multiple channels — chances are it’s working for them. Study that company. Is there something they are doing that you can implement?
A good content strategist will already know all the new marketing techniques and can advise on what will work best for your brand and your audience to ensure your company isn’t left behind.
This post is only a quick overview of what’s currently working well in online marketing. Look out for more posts during the year as we see new marketing practices unfold …
KEEP THE FAITH