Content marketing has experienced a lot of change over the last five years, with trends such as the emergence of video, and brands becoming publishers. It is now taken as seriously as other digital marketing strategies such as SEO and social media.
This change to content marketing is constant and will continue into this year. Below are some of the main content marketing trends predicted for this year.
Hyper-Personalisation of Content
Brands are no longer just producing one post or video for a single campaign, they are now making thousands of content pieces due to hyper-personalisation of their many segments.
An example of this is with YouTube’s new service, Director Mix, which allows brands to deliver thousands of videos in one campaign. This uses many different factors, such as demographics, geolocation, downloaded apps, and search behaviour to determine what a consumer sees.
With access to all these data points, marketers can now be much more relevant to the consumer when delivering content. For example, a customer who is searching for a sporting goods shop could be shown a football related video if they had just recently been to a football match.
The balance between global and local content production is shifting. Previously content was created at the global headquarters for a company and then delivered to local offices for translation and media placement. But it is now being realised that this method doesn’t work all that well, for example, content originating at the European Headquarters of a company, won’t necessarily resonate with that of local offices in South-East Asia.
Instead of doing it this way, local offices are now ‘trans-creating’ content. They are provided content elements such as images, headlines, etc, and from there they can then go on to create their own content from the media assets provided.
This means that any content that is produced is more suitable for local markets, and can be specifically created for local segments which differ from global segments.
The use of influencers by brands is rapidly increasing. Although they have been used by certain brands for many years, now almost all brands are looking to make a deal with influencers who have a large following on social media.
You may be asking yourself why the rush to use influencers? The reason is, with influencers, delivering the brand message is much more authentic than standard advertising.
There are three categories of influencers available, consisting of micro-influencers, macro-influencers, and mega-influencers. Each has different levels of reach and target audience. It’s worth noting that micro-influencers won’t need to get paid much at all, instead, free products or insider knowledge which can help them to deliver unique content to their audience will suffice most of them.
Marketers are also using their own employees to work as influencers. Enlisting them to deliver brand messaging through their own personal social networks.