Every year, different trends come and go in marketing. But classic methods don’t go away, and that includes content marketing. In fact, content marketing is growing at such a pace that experts estimate its worth will exceed $400 billion by 2021.
If you’re finally joining the content marketing bandwagon, here are some trends that you should anticipate for the coming year:
Content Marketing is Now Mainstream
It wasn’t that long ago when content marketing was considered a side project. It was something marketing pros tried out after first dealing with the more important marketing tasks.
Today, content marketing is considered one of those crucial tasks that you have to deal with. It’s now part of mainstream marketing because ignoring this facet of your marketing strategy will doom your enterprise. It’s that integral to your success.
Since content marketing has now been recognized as crucial to a marketing strategy, it will no longer suffice for marketing officials to launch content marketing strategies on the fly. This can’t be a “fly by the seat of your pants” project. It has to be carefully thought out and planned.
This is why 65% of the most successful content marketers have a documented strategy. Such a carefully planned campaign can identify a key marketing goal and set up a plan to achieve that goal.
Greater Focus on Customer Success
In the old days, companies focused on making the sale and then moving onto the next sale. They dealt with complaints as they arose afterward. But today, services are much more personalized. Marketers have realized that if they wanted to forge deeper relationships with their customers and encourage them to spread news of their brand, they have to make sure that customers get full value from their money.
That’s the essence of customer success. This means that with your content, you can help customers take care of their bought products. The content can also suggest new ways of using the products.
Brands Change from Vendors to Partners
Traditional marketing has always been at the core a way to sell stuff. Modern marketing, especially content marketing, is instead about forging a partnership with customers. That’s what the content you offer should focus on. It’s not about convincing people to buy stuff from you. Instead, it’s about engaging with customers and forging a lasting and trusting relationship.
Again, this means more focus on content that covers post-sale topics. What do your customers need after buying what you’re selling? Your content should provide info that can help them with those needs so that these customers will buy from you again. They’ll also be much more likely to recommend your brand to their social circles. After all, you don’t just view them as sources of profit—you act like they’re you’re partners.
Content Distribution is Key
The best content doesn’t help your cause if no one gets to see it. That means you need to find efficient ways of spreading the word and your content. These methods include social networks, email marketing, and other distribution channels that can best reach your audience.
Also, check out 2018 Internet Trends Report From Mary Meeker of Kleiner Perkins