What was learnt in 2017?
According to the 2017 benchmarks and trends report from Content Marketing Institute and MarketingProfs, more than 60% of marketers reported that their content marketing strategies are more effective than one year before.
There are a number of factors contributing to that success, including better quality content, strategy development, more time spent on content marketing, and better targeting in content distribution.
But what worked last year may not be enough to creep ahead in 2018. Here’s what we think will get you ahead of the curve in 2018.
What’s in store for 2018?
1. No more churning.
Content has to be unique. And engaging. Ideas and concepts need to be improved constantly, customized per channel and audience and adapted to new and emerging formats. Also, you need different or adapted content for all steps of the buyer journey, not just for the acquisition phase.
2. Short and snappy video all around.
A survey targeting marketeers revealed 83% wanted to create more video for marketing purposes. Partly because the engagement goes through the roof for live video. Live video is also on the rise. All in all, video will be non-negotiable, you won’t be able to compete without it. So, tell your story, and let consumers fall in love with your brand.
3. Importance of virtual reality.
Virtual reality will become a viable business case. It offers a whole range of interactive visual content that allows you to create an entirely different experience for your audience. Moreover, It offers new opportunities for content marketing as well as customer engagement. Tech and media companies such as Sony, Facebook, and Apple have made recent innovations and investments not only in VR but also in augmented reality (AR). It’s estimated that AR and VR spending will reach $3 billion in 2018.
4. Think like a publisher.
In order to keep up with the demand of content volume, in combination with increasingly critical consumers, brands will need to think like publishers. In order to capture hearts, minds, and — most importantly — wallets, the smartest brands must realize that they should stop thinking like advertisers and start thinking like publishing houses. Only then can brands give their core audiences added value beyond the products provided.
5. Searchable content to reaching younger segments.
Searchable content will be needed to reaching younger segments. Like Millennials and Generation Z. Readily available and easily digestible content will continue to be a very important part of the mix for marketeers. This means more short-form content and better search and mobile strategies. Younger consumers expect to find what they want when they want with just a few touches on their mobile phone.
6. Mobile channel.
Speaking of mobile, that will quickly grow to become the most important channel with regards to interaction, engagement, activation, and acquisition in e-commerce. Adjust your content and strategies to the trend towards mobile first and foremost. This means you need to change the way you present your product via visual content. Focus purely on communicating the info that is ‘must-have’. Minimize all other distractions. 2018 will, therefore, be the breakthrough year for the Mobile-ready image. But maybe not in the shape we see them most now 😉
7. Scalable content creation.
But most importantly, to archive the above, you need scalable content creation. This is in line with thinking (and acting) like a publisher or media producer. Currently, companies have not set up their content creation in an efficient and scalable way. This means you will have difficulty producing engaging content with low fatigue scores for e-commerce and social media outlets. So, set-up new processes and systems which allow you to scale quickly so you can produce custom content for every channel, segment, generation and country/market.
Need advice on your Content Marketing or Content Creation Strategies? Contact us to find out how we can help you.
We specialize in:
- Content advice
- Content production
- Hero images
- Mobile-ready images
- Social media content
- (3D) Renders
Paxshot is the E-commerce Content Creation agency for the 21st century. We stay ahead of the curve by staying on trend. Our highly automated processes allow for high quality and true consistency. Additionally, it allows us to handle large volumes quickly and at a competitive price.