Hot Trends to Keep Content Marketing Fresh and Relevant

Target audiences keep moving and so should your content marketing strategy to reach them. Here are tips and trends that can enable you to keep your content fresh, relevant and easy to access by consumers.

Target audiences keep moving and so should your content marketing strategy to reach them. Here are tips and trends that can enable you to keep your content fresh, relevant and easy to access by consumers.

Successful content marketing involves a lot more than slapping a slab of content onto your website or into a blog. It requires a strategy, moxie and keeping current on evolving trends.

Brendan Gannon, who is the marketing and editorial coordinator at Ragan Communications and PR Daily, produced an infographic that tracks the seven hottest trends for content marketing. Some of them aren’t new, but have become even more important. Others stretch the concept of content marketing.


At the top of Gannon’s list of trends is authenticity. This has always been an essential ingredient in content marketing. The spread of fake news has heightened consumer interest in brands they can trust. Gannon cites statistics to back up his point – 91 percent of consumers will reward brands for authenticity and 86 percent say authenticity is important in their decision of what brands to support. Transparency, he explains, is the best way showcase brand authenticity.

Another staple of content marketing are personal connections. The tried-and-true way to build rapport is through content that is relevant, informative and useful. Gannon suggests that can extend to social media by replying promptly to consumer comments or questions, hosting Twitter chats or Facebook Live Q&As and telling stories on Instagram. Content can be personalized, he adds, by showcasing your own staff so consumers feel comfortable they are in a relationship with people.

Gannon’s third hot trend is somewhat counterintuitive. He argues for augmenting video and podcast content, which draw the biggest online crowds, with long-form content, which attracts serious consumers and impresses Google’s algorithm so you move up in searches. Longer pieces, according to Gannon, also underscore you are an authority on a subject and someone worth consumer attention.

Placing content in multiple channels and formats is at once obvious and not so easy to accomplish. To cover all your consumer bases, Gannon says, you need to spread around your content. Video is the big dog, estimated to represent more than 80 percent of internet traffic this year. Some 75 million Americans watch online videos every day and viewers can retain as much of 95 percent of what see in a video. At the same time, nearly a quarter of Americans regularly listen to podcasts, some as many as five podcasts per week.

Social commerce offers a bigger opportunity than in-store searching and purchasing. Instagram and Facebook provide consumers with a real-time platform to share images and videos of people using and enjoying products. Product features can be highlighted. Mobile apps can become like online shopping buddies that offer advice and tag along as consumers roam the racks and aisles.

We tend to think of content marketing as pristine and unsullied by advertising. However, Gannon suggests perception doesn’t square with how shoppers shop. It’s true that consumers aren’t salivating to see ads, but they can absorb them when the ads deliver value and are integrated closely with the adjoining content. The key is to make ads look like an integral part of the content, not just the odd man out along for the ride.

Gannon’s final hot trend deals with collaborative content. This involves teaming with complementary companies that have common marketing objectives and the kind of products that can be combined with yours to spark consumer interest. The good news is that collaboration can relieve some of the burden of continuously finding fresh content. The bad news, if you can call it that, is it takes work and patience to pull off collaborative marketing because there are more people and egos to please. Collaborative marketing may work best in lifestyle and food spaces. But don’t let that dim your enthusiasm or curb your curiosity.

Thought leadership remains a stalwart part of content marketing, especially for professional service firms that sell what they know rather than what they make. The boundaries of thought leadership can be stretched, too. In addition to demonstrating mastery of subjects, thought leadership can showcase keen insight, empathetic perspective and the human dimension of serious issues. Put another way, thought leadership can display leadership as well as thoughtfulness.

Gannon’s underlying advice is to keep your content marketing strategy, tactics and execution fresh. Your target audience isn’t standing still. Your content marketing shouldn’t just be marking time, either.


Internet Deserts Text in Favor of Video, Audio and Animation

The internet has swung from text-heavy to video, audio and animation. Have you kept pace or are you becoming a dinosaur when it comes to reaching your audience where they are watching?

The internet has swung from text-heavy to video, audio and animation. Have you kept pace or are you becoming a dinosaur when it comes to reaching your audience where they are watching?

Audio and video content are rapidly overtaking text as the internet converts into a dominantly visual media. Unless you aspire to become a modern dinosaur, take note.

Apps, podcasts and YouTube videos are supplanting web pages and blogs. Mobile devices have morphed into broadcast cameras and digital editing booths. Videos attract the most views on Facebook, Twitter and Instagram. Online gaming is ubiquitous.

But the trend runs far deeper. Realtors, among others, employ virtual reality to allow homebuyers to scout potential houses. Apple iPhone X recognize your face. Digital assistants obey verbal commands to surround us with our music playlists or uncover long lost recipes.

It shouldn’t be surprising because pictures have always spoken louder than words. Ex-presidential secretary Ron Porter’s record of spousal abuse was known when he was appointed, but didn’t become a disqualification for employment until pictures surfaced showing an ex-wife with a black eye.

A special edition in The New York Times recalled the internet began as a text-heavy communications channel. That was all the bandwidth of the time could handle. “Suddenly the script flipped,” wrote Farhad Manjoo, “Now it’s often easier to communicate through images and sounds than through text.”

Imagery pairs better with shorter attention spans – and with our intrinsic ability to see first. We remember more of what we see than what we hear or read. That’s just how our brains are wired.

Wider availability of audio and video editing tools means more people, especially more young people, are familiar with constructing visual and audio content. That influences and informs audiences to expect information packages with a higher degree of presentational values. Visual communications usually dress up better than text.

What you can’t photograph or capture on video, you can animate. Cartoon characters, special effects, visual origami and out-of-this-world imagery can captivate. Animation tools are increasingly available to ever younger designers. The art of animation also continues to arc closer to the science of computer technology.

Online advertisers are following the crowd, spending more resources on video, audio and visual content. Why not with stats like this: YouTube says viewers in 2017 watched 1 billion hours of videos, averaging two hours per day. About 70 million Americans listen to five hours of podcasts per week. More than 800 million people use Instagram for 30 minutes a day. Netflix plans to invest $8 billion and Apple $1 billion in original content.

The #MeToo movement has shown once again how powerful a social media hashtag campaign can become. President Trump parlayed his often audacious and politically incorrect Twitter feed into an election victory by rallying and activating a base of supporters. 

There are societal casualties. There are rising fears of online addiction. The line between fact and fiction, reality and alt-reality has been blurred, much like George Orwell predicted in his dystopian novel 1984. Images can easily be doctored, challenging viewers to detect whether what they see is real or fake. Virtual “reality” could take false imagery to a whole new level. But those challenges exist in text, too. Think Mein Kampf

All this should be enough to convince you to get busy about video and audio content. Right? Right.

Not Losing Sight of Audio

We talk a lot about the power of video, and rightfully so. However, sound can capture and hold attention while stoking the imagination of listeners, which means podcasts and narrated e-books should have a place in your bag of communication tricks.

T.M. Luhrmann, a Stanford anthropologist, wrote a piece in the Sunday New York Times that concluded, "I listen the way I read books as a child, as if I were there watching." Luhrmann is talking about his enjoyment of audiobooks, but his point has wide application.

There is part of our brain, part of our personality tha likes to take flight in imagination. Sound feeds that appetite.

"You don't check back on previous paragraphs or read the last page first when you listen," explains Luhrmann. "You move forward, and what you carry with you is person and event."

Audio transports listeners to a different plane. Sound is the only stimulus, so listeners must conjure the visual images in their own heads.

Most advertisers would pay millions for that kind of focused attention. But the attention is hard to buy. It has to be earned.

Radio and TV pros often refer to "good sound," which can come from quotable or colorful sound bites or compelling stories. Charles Osgood, anchor of CBS News Sunday Morning, ends the popular, long-running show he hosts with a short voiceless video that serves as a meditative send-off for the show's viewers.

Luhrmann says he listens to audiobooks while gardening. He listened to The Great Gatsby while planting 50 polypodium californicas and 50 festuca idahoensis "in the dappled light beneath my oaks." "Now, when I look at them," Luhrmann recounts, "I think about that last awful accident, the yellow Rolls-Royce screaming past the repair shop, and what F. Scott Fitzgerald's narrator called Gatsby's gift for hope."

We tend to think of writing as superior to oral renditions. When books became available after invention of the printing press, average people learned to read, which may be why we accord writing as a higher form of communication. But mankind communicated long before — and pretty much consistently since then — through the oral tradition of voices. The voice itself added and often became a character in a story or a song. As if to prove the point, the TV show "The Voice" features judges who can't see the singers as they perform. All they can do is hear the voice.