The Internet of Things (IoT), interactive virtual reality (VR) and transparency are three of the key content marketing trends that brands need to keep track of in 2018, according to a new report by market intelligence solutions provider Infiniti Research.
As brands continue to pivot away from outdated, traditional methods of reaching and engaging with audiences, content takes on a greater importance, both as a competitive differentiator and for driving positive business results. Marketers therefore need to leverage new tech and take heed of new trends to stay ahead.
With this in mind, Infiniti has outlined several of the “biggest” trends that can transform content initiatives during the next 12 months. IoT is the first as the rise of connected devices means that brands must optimise a greater diversity of channels to cut through the noise. In particular, marketers should consider optimising for voice search and creating “call-and-response” content.
VR is also entering the mainstream, giving brands a unique opportunity to serve up more exciting customer experiences for maximum engagement. Branching out content strategies to incorporate VR can also help consumers to improve their decision-making during the sales cycle.
Finally, transparency has been a challenge for a while now and will again be a focus in 2018 and beyond as brands attempt to build lasting relationships with customers and derive valuable and reliable metrics from content marketing efforts.
“As traditional marketing strategies are becoming less popular with the audience, forward-thinking marketers are on the lookout for newer and better strategies like content marketing to keep the customers hooked on,” an industry expert from Infiniti noted in the report.