Content marketing is ever evolving, encouraging brands to become highly adaptive. If you are considering boosting your content marketing efforts, here are 7 trends that you must watch out for.
Strategizing For Concise Content
Would you spend 20 minutes scanning through a long post copy or caption looking for required details or spend 20 seconds reading a short caption which gives you the required information? We bet you’ll prefer the second option. This is exactly why your content must be concise and consist of only the required and relevant information. Your audience would always prefer 3 short posts instead of one lengthy one as they are quicker and easier to consume, considering their busy lives.
Here are some of the quirkiest brands that keep their followers informed and hooked to their products by sharing information in an interesting manner.
Establishing Niche Content Communities
Whatever stage of audience acceptance you currently are in, you do have competitors with similar products and services. How then will you stand out in the market? You can do that simply by finding your niche and promoting it. What is special about your product or service? How is your offering different? What is your product’s or service’s unique selling point? Here’s an interesting example.
NoBroker creates niche content for people searching for a perfect home or commercial space. They create sponsored ads that appear on other communities of the same niche, regarding renting or buying flats in this case, driving the audience towards their page.
Interactive and Personalised Content
As a brand, to convince your audience that you understand them, you must directly communicate with them. Unless your content is relatable, interactive, engaging and personalized, brand loyalty and engagement will be hard to achieve. Before strategizing, get an idea of customer preferences and the kind of content that has worked well before. One of the best examples under this category, Paper Boat, builds content around nostalgia, especially during summers, as in the post below.
Implementing Video Content
Irrespective of whether you are a new entrant or a seasoned player with good market share, you will have to invest time in strategizing content that connects. To ensure that your content is attractive and interactive, you must keep track of ongoing trends. One such trend is AV content. About 87% of marketing professionals across fields have resorted to video content for branding. They are in the form of LIVE videos, IGTV videos, Instagram reels, stories or simply video post content. The content should be crisp and catchy, relevant, and in line with your brand identity.
Some brands who have implemented the video content well are -
Repurposing User Generated Content (UGC)
UGC is a great way in which the audience can interact with a brand. Repurposing social posts in which you have been tagged is a way of appreciating your consumers trust in you and an opportunity for organic promotion. UGC posts can also be considered as validation for your product/service, a digital version of ‘word of mouth’ advertisement.
Here's a brand who made the best use of their user generated content-
Integrating Influencer Marketing
Influencer marketing is a more modified version of UGC. About 75% content marketers intend to allocate budgets for influencer marketing. Influencers help bridge the trust gap between consumers, i.e. their followers, and brands. Be it direct product promotion or through product reviews, these influencers spread the word about specific products among their followers, who in turn give these brands a try. If you wish to improve your social presence, you must try influencer marketing. If you do not wish to invest a heavy amount, you can go for micro-influencers, who agree on barter collaborations.
Here are some popular brands who base their content highly on influencer content.
Applying Artificial Intelligence (AI) In Content Marketing
AI has a range of applications - from analysing customer insights and content personalization to customer segmentation, targeting decisions and improving search. Application of AI in content marketing has made it easier for marketers to target the right audience and direct the ideal content towards them, to improve interaction. AI also helps brands improve visibility through optimised keyword searched online. These solutions pave the way for better ROI and sales for a brand.
When you create your marketing plan, keep these trends in mind. To create effective social media strategies for your brand, you can read what the future of social media holds for us. A perfect strategy that considers trends and plans for communication across all possible channels can help any brand market itself better.