The Latest Content Marketing Trends

If you've spent some time in the digital marketing game, you're well aware of the role content marketing has. It is the backbone of any form of marketing and the core of any successful strategy. We all know the great formula for creating high quality content.
Grab your audience’s attention with the most relevant, high quality, and up to date content. With that, you'll be able to capture their attention and even drive conversions! The fact that it is a painful and time consuming effort to create quality content can distract us. It may be too late before we realize that the rules of the game changed and the environment is not the same.

While we are focused on content, we don't notice the fact that different people consume content in different ways. With every technological mutation, there are new content marketing trends. With that, there are new ways for marketers to reach their audience. Having said that, the only way to stay ahead of your competition is to keep up with the ever-changing content marketing trends.
We present to you the content trends that will shape the future of marketing.

Social Media Stories

The social media feature - Stories is the new content marketing trend that got brands excited. It was invented by Snapchat. But nowadays, Stories are present everywhere. From Instagram and Facebook, to WhatsApp and Messenger.
Almost all social networks implemented this feature. Every Story is online for 24 hours, then they are automatically deleted. One of the best things is that Stories are not only seen by followers. Depending on the owner's privacy settings, even non-followers may be able to see the Story.

In Stories, you are able to add Instagram Story videos, images and text. With this, brands have a lot of freedom for experimenting with new content every day! On Instagram you have a new option after your business account reaches 10k followers. You have the amazing option to add links in your Instagram Stories, giving you the ability to insert a direct Call To Action.

Add link to Instagram Story
Stories are an excellent feature for every brand trying to define its presence on the market. Best part yet is that this trend can take advantage of influencer marketing. Let us elaborate: brands often collaborate with influencers. They ask not only for regular posts, but Stories too. If the influencer has more that 10k followers, brands might even ask for adding a website link in Instagram Stories. This is a great way for them to get direct conversions from this collaboration. Also, brands can have Sponsored Stories for promoting their products. Sponsored Stories show between Stories randomly while people are viewing them. Needless to say, this helps brands grab people’s attention as well.

User-Generated Content

User-Generated content is a new trend that is far more authentic than branded content. This is the case because it’s coming directly from the audience of the brand. There is a Stackla study that confirms this fact. User created content is definitely the most trusted type of content.

User generated content is the most trusted type of content

Why Does User-Generated Content Work?

We can say that user-generated content is always keeping in line with content trends. Why? It’s content created by an audience that is regularly exposed to the brand's content. Everyone who practices user-generated content has noticed a credibility boost of their brand. It is, after all, a great way to make sure your content marketing strategies are keeping up with the trends. Just follow what users contribute for your brand as content, align your strategies accordingly, and reap the results. The UGC bandwagon welcomes any brand who want to integrate it as a part of their strategy.

User Generated Content Example

We'll take Aerie, a clothing brand that ran simple, yet powerful UCG campaign on Instagram. Encouraging their users to post pictures while in Aerie clothing has had a great success. They also had to use the #aeriereal hashtag for further promotion. The brand featured user's content on their feed and that's not all. They provided an added incentive by financial donations for each post.

Example of UCG campaign

Topic Clusters

It’s a growing trend that continues to be used by more and more marketers. The simple concept of a content cluster is to select broad industry topics and compose different pieces of content. The content should be related to its subtopics. However, the main topic must be a trending and relevant industry one. Also, every piece of content should be interlinked.

3 types of topic clusters

Simply put, it’s like writing a book about a topic. You must provide the readers with all of the information around it in one place. With this, it is easier for them to discover relevant content on your site. It improves the customer’s engagement with your website. If the reasons above are not enough for you to implement this trend, then you don't know of the SEO advantages that you can gain. Google can notice that your page is full of high quality content around a topic. And when that happens, your page will rank higher over similar pages that have only covered part of one topic.

Untapped Sub-Niche Content

With the content saturation of every niche on the internet, the need for new niches arises. Look at your niche and dive deeper. Create content that is even more specific. Let's say that you own a food business. If you use this technique, you are going to focus on a sub-niche markets like organic or gluten free food. It’s your job to dig deeper and build multiple sub-niches.

Instagram post for sub niche audience

For creating unique content, brands need to either focus on sub niches or in-depth content. As the latter is a more expensive and time consuming process, marketers choose to go with the former. Remember: the audience in sub niches is much smaller. Meaning you can personalize your content more to fit their requirements. Find gaps in the content market and when you identify your sub-niches, plant your seed.

Artificial Intelligence

Content marketing is constantly changing. Machine learning gains more popularity in the field of content marketing with each passing day. These new technologies are going to help marketers make sense of it all. Here are a couple of ways in which AI will help improve content marketing:

  • With the help of AI, marketers will understand customer preferences. Looking on customers past behaviour, AI will guide marketers to create hyper-personalized content.
  • With AI it will be easy to make personalized product recommendations to anyone based on their interests.
  • Some brands are experimenting with a new AI technology that will help with content creation. This is still at a very early stage, but it’s easy to imagine that this will be the future of content marketing.
  • AI can be merged with chatbots and answer customer questions in real time. It can also recommend content and resources that they can refer to for further assistance.


To Wrap Things Up

In content marketing, AI is still in an early stage. However, AI will be able to help in every aspect of content marketing, from content creation to content planning. Thus, becoming the most significant content marketing trend of the future. The current content trends clearly give us an idea of what the future of digital marketing will look like.

Current content marketing trends give us an idea of what the future holds for digital marketing. As the quantity of content on the internet increases every day, we see a greater diversification in the types of content created and how that content is used.

With the advancements in technology, content will become more easily accessible and even more important. Content is the core of marketing and as content marketing trends evolve, they will shape the future of marketing.

Do you have any questions or thoughts on the above-mentioned content marketing trends? Or do you know any additional content marketing trends that deserve a mention here? If so, share them in the comments section below.

And if you are new in the content field, read our blog post in which we elaborate the question: What is Content Marketing?