Key Content Marketing Trends in 2018

June 13th, 2018

Earlier in the year, we published an article which highlighted the key trends it believes will shape content marketing in 2018. We suggested that brands would diversify the type of content they produce, and would also invest in developing multidisciplinary content teams. We predicted that GDPR would have a significant impact on the shape of content marketing and that social issues could come to the fore.

I think that in many ways we have been more right than wrong in our predictions. Certainly GDPR is a catalyst for seismic change.

With the quieter summer months looming we wondered what the companies who are at the cutting edge of content marketing in the UK thought of the way that the discipline has evolved this year. Overall around 20 companies took part with key executives offering their opinions.

What we discovered was that content marketers have plenty to be concerned about from GDPR though to emerging social platforms, but they are overwhelming mostly focused on with producing quality content.

The impact of fake news and GDPR

It is hard to overstate the impact of the growth of fake news on brand communications. That isn’t to say that brands were ever in the business of tricking their consumers. The increasing scepticism with which consumers view social content however has meant that there has been a clear shift from filling platforms with large amounts of content to delivering high quality stories, videos and images that will engage consumers. This includes podcasts and longform, but on an everyday basis means that blog posts, listicles and social updates are more thought out, crafted, ruthlessly edited and rooted in strategy  than ever.

Fortunately brands have an emerging ally in their quest for content that will chime with consumers – technology. Use of Machine Learning and Artificial Intelligence continues to grow in content marketing, from helping brands to personalise content through to optimising the reach of that content.

The other huge question for content marketers is to how to handle the fall out from the introduction of GDPR last month. Some companies have seen their email lists decimated, while others have started from scratch with new ones.

Yet, as tricky as its implementation has been, GDPR presents brands with an opportunity. How can they both create and maintain meaningful relationships with consumers? The longest list of email addresses ever is pretty useless if no one opens the communications that the brand sends.

So, it is fascinating time for content marketers of all types. Click here to download the report.

Ashley Norris, Content Consultant, The CMA

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