4 Content Writing Trends of 2018
No matter what your business is, whether you’re running a brick-and-mortar store selling dresses to sorority girls or an ecommerce store selling cryptocurrency-related products, one of the most important things you have to think about the strength of your content. The fact is, customers now find the businesses they’re looking for by completing searches on search engines like Google and Bing, and one of the best ways for your business to end up in the first few pages of results is by having a content-heavy website.
But it’s 2018 now, which means that there are lots of trends you need to be aware of if you want your content to be relevant to your customers and score with high SEO rankings. To learn more about these trends, read on:
1 Live video
If you’re writing a lot of content, then something you’re going to want to focus on this year is writing live videos that you can post on platforms such as Facebook. Why? According to Neil Patel, the statistics that prove the popularity of live video is astounding: “According to Facebook, users spent 3x more time watching live videos than a video that’s no longer live. They also comment more than 10x more during live videos…[and, according to a Livestream survey], 82 percent of respondents were more interested in watching live video from a brand than reading social media posts.”
This doesn’t mean you have to stop writing your content–especially if you’re a company that provides specific services such as accounting or political advice, customers are going to expect long-form, detailed, and researched blog posts from you. But having live videos will definitely get you more interest from new customers, which is key to growth.
2 Make your content interesting–and not about you
Writing content about your company–whether it’s a new product you’re pushing, or an award you just got, or a general advertisement–is a little blasé these days. Especially as Gen Zers get older and eventually make up 40 percent of total US consumers, you’re going to want to make your content interesting and original. For example, if you run a financial consulting business, write an article about cool new credit cards out there, or how to use cryptocurrency if you don’t understand much about it.
The fact is, as Forbes.com explains, “Look at what the big brands are doing. Apple recently committed to spending $1 billion on original content for its streaming platform. PepsiCo opened a brand new content creation studio in downtown NYC with the aim of generating revenue and creating a vehicle for advertising their products. Sponsored posts, branded emails and traditional ads are no longer as effective as they once were.” The more creative you can get, the better–and if that means hiring a creative team, do it.
3 Use innovative technologies
Let’s be real. If you aren’t using innovative technologies already, now in 2018, only two years from 2020, then it’s time that you started. Especially when it comes to understanding your customers and analyzing their behavior, surveys are always helpful, but analytics make an even bigger difference. With actual stats to back up your efforts, you’ll be able to improve your content-writing efforts and post on the right social media platforms, too.
As explained by Contently, there are lots of great resources out there, and many of them are free: “By this point, a central content marketing platform that bring your teams together to manage creation, activation, and optimization is just table stakes. You also need your content analytics set up properly to measure the impact of your content. Using a simple setup with Google Analytics and Marketo could work fine, but you need to make sure the platforms talk to each other so you can track how top-of-funnel engagement impacts down-funnel conversions.”
Considering that content marketing generations three times as many leads as other forms of marketing, making your content as effective as possible is a huge deal.
4 Content that works with AI technologies
The fact is, the times are a-changin’. From the growing oligopolies of the Internet to our use of voice assistants such as Alexa and Siri, content isn’t going to be living only on our screens now. It’s going to be on our phones, on our Google glasses, playing in Spotify ads. Which is why, according to Relevance.com, “Marketers are scrambling to find new, innovative ways to apply “smart” technology toward their marketing campaigns to create personalized, interactive experiences for consumers…Companies such as Google have already experimented with this tactic using location-based interactions and recommendations.”
It’s not a surprise, considering that, according to CMO.com, 72 percent of business leaders consider AI a “business advantage.” Even if you’re a small business, you can use AI to your advantage–just check out this article to learn more.By using these trends to your advantage, you’ll be well on our way to use content as best you can this year. What trend from 2018 are you most excited to implement in your content creation strategy?