With 2017 firmly behind us, it’s time to focus on the latest content marketing trends in order to help you prepare for a successful 2018.
Content itself was, is, and always will be the base of marketing in any form – especially content marketing. And going into 2018, organizations are looking to invest even more resources in their content marketing campaigns.
In the recent past, content was mostly created for the pure purposes of SEO. But eventually Google put a stop to this trend and forced its users (ie. everyone) to stop churning out useless filler content and start producing useful, meaningful content that actually served a purpose.
This shifted the focus onto creating content for a specific audience, the so-called ‘customer persona’, through storytelling.
Why exactly is this new type of storytelling content so appealing and why does it work?
The answer is simple: people like the ability to relate to something. Emotional bonds often play a significant role in our decisions and if a person can relate to your content, it’s much easier for them to make a decision to purchase.
>> READ MORE: 3 examples of branded content marketing done really, really well <<
But this type of content doesn’t only work in the B2C market. It’s also very effective in the B2B environment and more and more companies are investing in it.
According to statistics unearthed by our friends at PointVisible, as much as 86 per cent of B2C companies and a staggering 91 per cent of B2B companies are using content marketing. On top of that, more than half of those who still don’t use it, plan to start their campaigns soon.
Employing content marketing isn’t worth much without a plan, though, and by having a well-researched and documented content strategy you’re on the right track to be better than the competitors who didn’t bother to make one.
That’s enough from us, here’s the infographic…
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