Digital content marketing is evolving. Businesses must ensure that content campaigns and strategies keep abreast of change, so they remain at the forefront of their industries.
Remember that there is no substitute for good content. Regardless of the strategy or technology utilised, if the material does not resonate with targeted audiences, it will fail.
Just as traditional publishing underwent radical change with the emergence of the printing press centuries ago, digital marketing is evolving exponentially. The ever-changing realm of social media is a core component within these major developments. The creation and distribution of compelling content through social media is particularly relevant from a branding perspective. To stay relevant, companies must adapt their social media strategies and content to new technology, platforms or features.
Below are five crucial social media content marketing trends to monitor as 2018 approaches.
- Invest in emerging talent
Hire individuals who can generate a reliable stream of content with creative flair, on all social platforms. Find people who are tech-savvy and highly organised, with strong communication skills so they can create authentic and accessible content that resonates with target audiences, regardless of the medium.
- Craft mobile-ready content
Recent findings from comScore’s 2017 U.S. Cross-Platform Future in Focus report found that mobile usage now accounts for 70% of all digital media minutes, with smartphone apps constituting 50% of the total time spent engaging with digital media. Adapt to this trend by creating branded content specifically for the small screen.
- Embrace the visual
Rich content secures the most engagement. But what does “rich content” entail? Simply put, it is content that facilitates user interaction. Videos are a good example, because they typically require clicking to play them. Another approach is to involve the audience. For instance, deploy a Twitter poll during social media campaigns to secure valuable feedback from a target audience while also stimulating engagement with content.
- Encourage user-generated feedback
Consumers trust one another’s opinions. According to Nielsen’s Global Trust in Advertising report, 66% of consumers trust other consumer opinions posted online. Comparably, trust in social media ads dwindles at a mere 46%. Craft your social media strategy with this in mind. Simply retweeting positive feedback or reposting a satisfied client’s Instagram photo is no longer adequate. Spend time fine-tuning how you incorporate user-generated feedback and weave it organically into social campaigns and online content.
- Incorporate ephemeral content
Snapchat pioneered the concept of ephemeral content with its approach to sharing on social media. It demonstrated that consumers embrace the idea of content that doesn’t last forever. Keep consumers returning for more with ephemeral content, a crucial emerging trend in social media content marketing.