How do I break through all the noise? What’s the latest strategy, method, tool or trick that will make my content stand out from the competition?
These are the questions every digital business is desperately trying to find answers to today. But as anyone who works in content marketing knows, it’s never that simple. There are no quick tricks or insider shortcuts; to achieve sustained traffic through organic search, you simply need to be in it for the long haul.
But that doesn’t mean there aren’t ways to get ahead. Providing you already follow the bible of content marketing — regularly publishing high-quality, valuable content for your readers — then there are more opportunities than ever to break free from the crowd and get noticed.
Successful content marketers keep one eye on the present and one eye on the future. They know there’s never one ‘right’ strategy that will always lead to triumph; just a set of continually changing principles and methods that need to be tested, used, and thrown out, tested again, used again, and thrown out again.
Here are three of the big emerging trends that are already making waves in content marketing and will help place you one step ahead going into 2018.
#1 The Rise of Machine learning
Machine learning, a subset of AI in which algorithms continually learn from inputted data and information, is changing the way we work, and at the same time, putting many folks out of business.
From automatically generating email content to curating content for social media, there’s little machine learning can’t do. And come a few years, when the full potential of the technology is realised and made more affordable, there’s little it won’t be doing.
In fact, by as soon as 2018, it’s predicted 20 percent of all business content will be authored by machines. Content like quarterly reports, profit/loss summaries, and real-time stock insights that follow set patterns and structures.
It’ll be a while yet before machines are producing creative content like opinion pieces and niche ebooks, though. In 2018, machine learning will begin its gradual takeover by securing its place as a content marketer’s best friend: helping them to create the right content, for the right audience, at the right time. This is data-driven marketing, and it’s arguably the biggest differentiator between an expert content marketing push and your bog standard everyday strategy.
#2 Co-creating the content world
The days of creating and promoting content as an independent marketer and being successful are dying. To make an impact today, it’s all but essential to forge partnerships and collaborate with others who can offer you and your audience something you don’t have.
More often than not, brands who execute winning content strategies today are working with influencers or bloggers or some person or another outside of their network. It may be to harness expertise and create content that can’t be found anywhere else, to expand reach to a broader segment of their audience, or simply build valuable relationships that strengthen their brand.
Everyone always has something someone else needs, so opportunities for co-creating or co-promoting content are huge. And with double the benefits from half the effort, so are the potential results.
#3 Personalisation is the new quality
Big brands are investing heavily in original content. Google is purchasing original content from media companies to fill gaps in their search algorithms. It’s clearly what the people want; but what exactly does it mean to make something original today?
It’s no longer enough to just put words together in an order they haven’t been before. Original content is content that resonates with a particular audience and is delivered from a place of authority. It offers new insights, preferably based on primary data, is trustworthy, i.e. thoroughly researched and referenced, and above all, is highly personalised for its readers.
Personalisation is becoming most important of all as today, 74 percent of online consumers get frustrated when content appears to have nothing to do with their interests. Expectations are higher than ever, and with many brands embracing dynamic content, if readers don’t get a customised experience from you, they’ll go get it elsewhere.
With advancing technology and growing demand for superior experiences, content marketing is getting smarter by the day. This makes it even more crucial for businesses to keep on top of the latest trends and be the ones to make the first moves. In 2018, it will be the brands that are bold enough to jump first and make the biggest splash who get the greatest results from their content efforts.
Joseph Pennington is a freelance writer and long-term traveller from the North of England. Find him on Medium exploring remote working, technology, spirituality, meditation, and everything in between.