3 Ways Content Marketing is Evolving in 2018 and Beyond

By: Chris Thompson on May 30, 2018 Categories: Content Marketing, Content Strategy, Corporate Communications
content marketing evolution

Content marketing is changing at breakneck speed. As each new technology and Internet trend emerges, this increasingly important arm of digital marketing evolves into something slightly different.
To ensure that your content marketing strategy is up to the task in an increasingly competitive online marketplace, it’s important to know about the current trends — and how to utilize them to your advantage.

1. Search Intent Over Keywords

Keywords are still hugely important when it comes to developing an effective content marketing strategy. However, they’re not as important as they used to be. Why is this? Well, the way Google and other search engines deliver results has changed dramatically — search intent has become the new buzzword.

The latest search algorithms are more sophisticated than ever before. They’re picking content based on the overall context, value to the reader, and authority of the site. Gone are the days when marketers or SEOs simply stuff keywords into copy and then sit back while your website rises to the top of SERPs.

Google is simply changing with the times — and the changing attitudes and demands of customers. Demand Metric found that 70 percent of buyers want to learn about a company and its products through content instead of traditional ads.

Manipulation through imagery and hard-sell techniques no longer work. Consumers want information, value and an honest assessments of services or products — which is why concise, engaging and informative content is more important to marketers than ever.

Google, in particular, has been engineered to assess the intent of a consumer’s search behavior and deliver results based on the level of detail and value offered by a piece of content. When keywords are stuffed into content these days, Google penalizes the website responsible — banishing it to the lower rankings of search engine results pages.

2. Content Promotion

Just because you’ve created some killer content doesn’t mean Google is going to automatically recognize your efforts with a first page SERP placement. Publishing content isn’t the end of the process — it’s actually the beginning.

The competition for Google’s attention is stronger than ever. You’re competing with millions of publishers for the attention of consumers, so all of your content needs a helping hand. The easiest and cheapest way to do this is by sharing your content across your social media channels — but even that won’t be enough to compete in 2018.

Paid ads on Twitter and Facebook increase your marketing reach, but they also allow you to target the consumers who are likely to respond favorably. This and other promotion tools, such as pay per click advertising, are becoming more important than ever.

3. Increased Reliance on AI

The use of artificial intelligence (AI) in marketing is still in its infancy. But 2018 is going to be the biggest year yet for AI and machine learning. More data can be pulled from various sources than ever before — allowing for more relevant, engaging and targeted content.

Machines can process raw data and put it into context. Accurate forecasts, consumer profiles and shopping habits are then created without input from humans. This technology is being used to improve ad targeting, search optimization and lead generation.

But the possibilities get even more exciting when you look into the growing areas of semantic searching and automated content creation. Machines are now capable of reading between the lines in order to add context to user searches. Rather than simply pick up keywords, computers are now able to “understand” commands.

Although still in the early stages of development, content creation software is capable of taking control of the creative process too. Based on your search and purchasing histories, computers are able to provide you with curated content that you’re likely to respond to favorably. Machines are able to analyze massive amounts of data, collate relevant information and deliver it to humans in the form of readable text.

Content marketing software has also more sophisticated than ever — capable of delivering increasingly effective marketing campaigns in a cost-effective way. By utilizing the latest marketing automation systems, you can cut costs and increase the efficacy of your campaigns at the same time. If you want to keep up with these trends and start producing the right types of targeted content for your audience and at the velocity needed to keep up with your competitors, start with a Content Marketing Platform. You can now get a free subscription to our Mintent’s leading content marketing platform. Get it here.