#6 Content Marketing Trends To Watch Out For In 2018


source: https://www.quickscream.com/content-marketing-trends/

1- The Use Of Video Content Will Increase

Videos will drive 82% of all consumer Internet traffic by 2021, 73% up from 2016. Needless to say, this growth will happen year after year, implying that the year 2018 will see a rise in video content. And more brands will include video content in their content marketing strategies this year.

Cisco predicts live video on mobile will grow 39 fold by 2021.

Content marketing trends in 2018_Live-Video-On-Mobile-1024x562

Why shouldn’t they? Worldwide 51% marketing professionals find videos the kind of content that offers the best return on investment (ROI).

What’s more, blog posts with videos attract three times more inbound links than the posts without videos.

Are you ready to incorporate video content into your content marketing plan?

Here are some key steps in mapping video content to buyer’s journey:

  • Top of Funnel – Create educational videos to make your audience understand how their problems can be solved. To ensure the success of Top of Funnel videos, you should never promote your product or service in Top of Funnel videos
  • Middle of Funnel – Explainers videos are ideal to target your audience in the Middle of Funnel. They should explain how your product or service can solve audience’s problems.
  • Bottom of Funnel – At this stage, your audience is about to make a final decision. Video content like honest testimonials and step-by-step guides to using your product or service can push your audience to buy.

Remember, video landscape is noisy. If you want to stand out from the crowd, you should create videos that your audience wants to watch. A little research on this matter goes long way.

2- More Brands Will Use Chatbots

Gartner stated in 2011, “By 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.”

The statement seemed to be hyperbolic that time. But looking at the speed with which brands are adopting chatbots, we can be sure that Gartner’s prediction to be true.

Chatbots Magazine has predicted tremendous growth of chatbots.

chatbot growth

Leading brands, such as Starbucks, The Wall Street Journal, MasterCard, Pizza Hut, and many more are already using chatbots to delight their customers.

In 2018, more brands will include chatbots in their content marketing strategies.

How can you get on the chatbot bandwagon?

The best way is to use chatbots to power conversations. Yes, you have read it – chatbots can offer human-like instant responses that could be visual snippets, plain text, or a combination of both.

Potential benefits of chatbots include cost-effective customer support, faster response time, and easier business transactions.

3- More Brands Will Optimize Content For Voice Search

It is official that more Google searches are coming from mobile than desktop. And 20% of mobile queries are voice searches.

As the number of smartphone users is growing, the number of people using voice search will also grow in 2018. This will change content marketing. And more brands will optimize content for voice search.

Voice search has shown explosive growth. Just look at the Data via KPCB/Mary Meeker

Voice search growth_screenshot

If you want to create an ace content marketing strategy in 2018, you should not ignore voice search.

People often use voice search to find local content and information.

Here are some tips on how you can optimize content for voice search:

  • Optimize local listing
  • Your content should have the most commonly asked questions by your audience
  • Target long-tail keywords
  • Use lots of microdata
  • Think how people speak and write content accordingly

Brands are still early in the voice search trend. If you adopt it, your brand could have a competitive advantage over slow competitors.

4- Emphasis On User-Generated Content Will Surge

User-generated content is 35% more memorable and 50% more trusted than other media, according to a research.

UGC growth_screenshot

My friend, user-generated content is gold. The engagement with your brand and the good things people say about your business are genuine. That’s why user-generated content adds credibility and authenticity to a business.

According to 2018 User-Generated Content Report,

“It’s one of the best marketing tools to produce and deliver authentic content, and that it generates an increase in engagement – the top KPI for many marketers – it’s safe to say that UGC will be sticking around in the new year.”

Yes, my friend, to harness the power of user-generated content will be one the top content marketing trends this year.

With the fact that more brands will lay strong emphasis on user-generated content in 2018, you should not leave behind your competitors.

Here are five proven ways to encourage user-generated content:

  • Create buzz for your brand
  • Run online contests or quizzes
  • Offer users rewards to create content
  • Ask your audience questions
  • Conduct online surveys

Though user-generated content is a powerful marketing tool, it is not always easy to get it.

To make your UGC campaign successful, you will need to be super creative.

5- The Use Of Influencers Will Increase

People have become marketing averse. Nearly two in three millennials use ad blockers, making it a bit difficult for content marketers to promote content.

Look at this SlideShare screenshot.

ad blocker growth_chart_screenshot

To amplify content reach and promote their brands, many businesses have started incorporating influencing marketing into their content marketing campaigns.

In fact, influencer marketing saw a rapid growth in the recent years. Reason?

“As social networks continue to evolve their algorithms, and users increasingly rely on more accessible, immediate word-of-mouth recommendations, a growing number of businesses are turning to influencer marketing to maximize the reach of their messaging”, says Andrew Hutchison in The State of Influencer Marketing.

The time when 93% people buy or try things that close friends recommend, brands will certainly benefit from influencer marketing.

So, in 2018, too, marketers will amplify content strategies with influencer marketing.

6- Content Customization Will Soar

Facebook, Twitter, and Google are available in multiple languages. Amazon and Netflix are known to place customization at the center of their products – those programmatically generated ‘Recommendations For You’.

Why?  In today’s time, customization is the key to success. And this will one of the most important Content marketing trends in 2018.

“By 2018, organizations that have fully invested in all types of personalization will outsell companies that have not by 20%,” says technology market researcher Gartner.

This year, more brands will try to offer content customization.

However, it will not be easy to do so. Demand Metric finds 59% marketers don’t have the technology and 54% don’t have the necessary resources such as language translators, so they don’t personalize content. If you want your content marketing strategies to bring in dollars, you should overcome these challenges.

When I was creating the draft for this post, I talked to my fellow Indian content marketers about content marketing trends that will drive success in 2018. They all voiced almost the same.

“Content Marketing in the recent past has been a massive factor in helping organizations understand and engage better with the audience. While 2018 will see the acceleration of some already existing trends (such as creation of focused, better quality, & more personalized, byte-sized content for the smartphone users, and more Videos), some newer trends (such as use of AI-based techniques to analyze both Audience & Metrics used to measure ROI) will start to shape up the field of content marketing. Internal content marketing is set to evolve as content studios and more organizations will consume original content for brand-building rather than spending on advertising.” Amit Kapoor

Awarded the ‘Most Influential Content Marketing Professional’ by the WMC, Amit Kapoor is a Global Top 200 Content Strategist, and India’s Top 100 Content & Brand Custodian. An STC IAC Speaker & an ET columnist, he has 17+ years of in-depth experience in content writing & marketing for a globally diverse audience and his articles have been published in IIT Mumbai (TechFest), Inc500, Hakin9 Magazine, & Industrial Automation magazine. You can reach him here.

“I see micro-influencers being used extensively by brands, both big and small as they have a niche group of followers. This will also be the year where founders of companies will concentrate on their personal brand. I had a few founders who wanted help with PR for their personal brand. This trend will only increase with the rise of LinkedIn where entrepreneurs have a credible place to promote their personal brand. Brace yourself for bite-sized videos and nuggets of wisdom passed on extensively in professional platforms. Videos will remain the most popular type of content and you will get to see more long-form articles.”  –Mathew Joy Maniyamkott

Matthew is a 27-year old content marketer, entrepreneur who teaches people how to start a career as a freelance writer. He started his writing career five years back and is currently a contributor to Entrepreneur India, Yourstory and The Hindu Business Line (on Campus). Check his course on Learn how to become a Freelance Content Writer here.


Final words,

Content marketing is a highly effective tool to build brand awareness and boost sales. But your marketing strategy should evolve with the passing of time. Create a content marketing strategy following these steps, and you will get great ROI in 2018.


Webcast: How to save advertising through 3A’s: #audience #adressability #advertainment

As keynote speaker, I invite you to join me on 26 September 2018 at 15.00CET for a webcast discussing how to save advertising through . Hosted by The Conference Board, Europe.

September 26, 2018 03:00 PM CET [15:00] (Brussels), 09:00 AM ET [09:00] (New York), 01:00 PM UTC [13:00] | (1 hr)  Time Zone Converter

In a world in which the consumer suffers from advertising fatigue and advertising blindness, Hugues Rey, CEO Havas Media Group BeLux, joins us to discuss how data and dynamic creations enable us to reach the right person at the right moment on the right channel.

Advertising is still a massive budget for corporations and concerns remain on the effectiveness of channels in a fast changing media world. How can companies switch from perceived irrelevant spending to a tangible return on investement and better connect with their consumers in the process?

Key takeaways around the 3A’s; 1. Audience 2. Addressability 3. Advertainment

  • Audience: From reach to audience, what are the ways to connect better with the consumer to deliver the relevant content?
  • Addressability: What is the future of the mass media and how to use it in a more accurate targeted approach?
  • Advertainment: How to develop specific and dynamic content that engage, educate and entertain the consumer?

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Earn 1 CPE credit
Communications & Marketing
Requirements : Attendees must be logged on for the duration of the webcast, participate in all interactive polls, and request credits via the on-screen form. Delivery Method: Group-Internet Based Program Level: Intermediate, Prerequisites: Bachelor’s degree or higher, Advanced Preparation: None


Hugues Rey Hugues Rey
Havas Media Group BeLux

  • CEO Havas Media Group BeLux (since December 2011).
  • Master in Business Management – Solvay Brussels School of Economics in 1992.
  • 25 years of experience in communication agencies development through digital & data infusion (WPP/IPG/Havas) and active in digital marketi…Full Bio
Demet Tunç Demet Tunç (Moderator)
Council Director
The Conference BoardDemet Tunç started her career as brand manager at Colgate Palmolive in 1999. Following this she spent 10 years at Goodyear Dunlop, holding several Business and Marketing Management roles in Turkey as well as in the EMEA headquarters in Brussels. She then became Vice President at Ingersoll …Full Bio


Offerte dès 1240 aux pèlerins de passage à l’Abbaye de Leffe, la bière Leffe se veut l’héritière des traditions de savoir-faire et d’hospitalité de ses créateurs. Un rôle qu’elle veut tenir plus que jamais dans un monde divisé. Deux mondes que tout semble opposer mais qui vont pourtant se rassembler et vivre un moment de partage autour d’une Leffe… et d’une détonante version grégorienne du Born to be wild de Steppenwolf.

Havas Media Belgium se renforce – 13 nouveaux Talents en 6 mois : expérience et jeunesse, une formule gagnante !


En plus de la mise-sur-pied d’un programme d’éducation intensif, Havas Media a également recruté de nombreux talents, qui renforcent aujourd’hui l’ensemble des entités de l’agence.

En début d’année, on enregistrait déjà l’arrivée d’éléments expérimentés tels que Marc Dewulf (ex-Dentsu Aegis) COO assurant la direction de l’ensemble des expertises ; Ruben Ceuppens (ex Social Lab) Head of Socialyse ; et Arnaud Destrée (ex-GroupM) Head of Programmatic.

Depuis mai, pas moins de 10 nouveaux talents ont rejoint l’agence !
Patricia Lo Presti (ex-UM) à l’équipe Commerciale (Conseil) en tant qu’Account Director, tout comme Maurine Piette (ex-MediaCom) comme Account Manager, et Josiane Uwimana en tant qu’Account Executive.


Caroline Grangé (ex-IPM) a pris la tête du Publishing (Presse et Digital), accompagnée par Aurélie Renquet (ex-IPM) et de Séfana Zoufir, respectivement Publishing Account Manager et Publishing Account Executive.


Sandra Ruiz-Pelaez (ex-Havas Media Barcelona, ex-OMD España) est venue apporter son expérience internationale en tant que Performance Expert.
Gaetan Ickx – PhD en sciences biomédicales à l’UCL (CSA, Data Analyst), Céline Denoiseux (Broadcast, Account Executive) et Julien Droulans (Operations Coordinator) sont venus finaliser les recrutements de ces huit premiers mois.
Hugues Rey, CEO Havas Media Group: “Nous évoluons dans un environnement serein depuis de nombreux mois, qui se traduit par des recrutements optimisés; nous investissons davantage dans la recherche et la formation des profils adéquats, qui apportent une réelle plus-value à l’organisation. Nous sommes heureux de pouvoir accueillir des talents d’horizons divers qui viennent enrichir les équipes de leur expérience nos équipes”

Marketers Confidence in Audiences demographic data is mixed

Marketers are invested in accurately identifying their target audiences, but they often miss the mark.

source: https://www.emarketer.com/content/why-marketers-struggle-to-consistently-identify-their-audiences?ecid=NL1002

In a July 2018 survey of 408 marketing industry professionals in North America conducted by Winterberry Group and Data & Marketing Association (DMA), only 2.4% of respondents said they plan to reduce their spend on marketing identity solutions over the next year. Marketing identity products tie together reams of data so that marketers can more accurately identify the people who see their ads.

Just one in seven of the North American professionals polled said that they are able to identify audience members extremely well. Most respondents indicated that they can identify their audience fairly or somewhat well.

How Well Do Marketing Professionals in North America Rate Their Company's Ability to Identify Its Addressable Customers/Audience Across Channels*? June 2018 (% of respondents)

The Winterberry Group and DMA study forecasts that the US marketing identity sector will grow from $900 million in 2018 to $2.6 billion in 2022. The report also underscores how marketers have mixed confidence in demographic data.

Two-thirds of the 300 US marketers Lotame surveyed in May 2018 said they were somewhat confident in the demographic data they purchase. And just one-fifth were very confident in this data.

A previous study in January 2018 by Winterberry Group and DMA showed that improving audience segmentation is a top campaign management goal for marketers. Of the 450 advertisers, publishers and tech developers surveyed, 62.0% said that improving audience segmentation to support better ad targeting was one of their top campaign management priorities.


CALL IT JEFFREY Katzenberg’s unicorn newborn. An operating company has come into being, ex nihilo, with the blandest of names—NewTV—and a valuation north of $1 billion. That’s something that has never happened before. Another thing that hasn’t happened before: the very first funding round for the company managed to reach the $1 billion mark. NewTV, then, is no scrappy startup. Rather, it is, from day one, an enormous privately owned corporation, run by a deeply experienced CEO, Meg Whitman, who formerly ran eBay and Hewlett-Packard.

source: https://www.wired.com/story/netflix-new-tv-television-future-jeffrey-katzenberg

And it’s probably going to fail.

Felix Salmon (@felixsalmon) is an Ideas contributor for WIRED. He hosts the Slate Money podcast and the Cause & Effect blog. Previously he was a finance blogger at Reuters and at Condé Nast Portfolio.

Even at this unprecedented and mind-boggling scale, NewTV is a minnow, and TV as an industry has proved itself, in an era of disruption, to be surprisingly robust and resilient.

We live in an era where Netflix is eating the world, where kids and grown-ups alike can disappear down a YouTube rabbit hole for hours on end, where the amount of time we spend watching video on our phones only ever goes up rather than down. In that world, it’s easy to extrapolate to a time where old-fashioned television is dead, killed off by a slew of younger, nimbler disruptors. The reality, however, is that TV’s business model is secure, its revenues are gargantuan, and the barriers to enter its industry have never been higher.

Even Katzenberg knows this. A billion dollars is only half of the $2 billion he was originally asking for. And even $2 billion would be small table stakes at this game. After all, Netflix is spending some $12 billion a year in service of disrupting television. (The best articulation of Netflix’s ambitions can be found in this great piece by Matthew Ball.)

Netflix has vastly deeper pockets than NewTV. But even Netflix is going to find it incredibly difficult to replace TV altogether, for the simple reason that there’s simply too much money there. TV is, at heart, in the advertising business—advertisers spend some $70 billion a year on TV. While ad dollars have fled print media, the TV ad-revenue stream has stayed astonishingly steady. Yes, all the advertising growth globally is in digital, mostly through Google and Facebook. Digital advertising has, finally, overtaken TV as the largest ad market. But there are good reasons why TV’s central position in America’s households is much more deeply rooted than the would-be digital usurpers like to believe.

As Alexis Madrigal notes, Americans still watch a dizzying quantity of linear TV, and they don’t seem remotely unhappy with it. In the multi-trillion-dollar fight for America’s national attention, linear TV makes even Google and Facebook look like minnows. According to Nielsen, American adults spent 45 minutes a day on social networking, down slightly from six months earlier; they also spent 25 minutes a day watching video on their phones, tablets, and computers. By contrast, they spent 4 hours and 46 minutes a day watching TV, which was up 21 minutes per day from six months earlier.

That explains why the stakes—and the barriers to entry—are so high. All of those advertising dollars flow to TV companies, who are not going to give it up without a massive fight.

But even if ratings decline, TV remains the only realistic way for companies, especially if they make consumer packaged goods, to showcase their brands in front of the people who do America’s shopping. Soap operas are so called because they were originally sponsored by soap companies, and to this day, if you want to reinforce the brand values of a soap, the first place you’re going to turn is TV, because TV’s ability to build and maintain a brand is unrivaled. You can reach the same audience with the same message dozens or even hundreds of times; you can craft that message carefully and serve it up without accompanying distractions; you can take your time to tell a story over the course of 30 seconds, in a medium where 30 seconds is a short time rather than an eternity.

While TV is excellent at burnishing the brand of a dishwashing powder, its would-be disruptors are dreadful at it; Netflix, for one, doesn’t have any advertising at all. That keeps the ad dollars in the old economy of linear TV, where they are recycled into the kind of glossy, expensive, compelling shows that have had no trouble surviving and even thriving in the new attention economy. As Netflix has discovered, it takes many billions of dollars to create content that can begin to compete with television.

It’s eminently possible for an entire medium to lose the attention wars: We’ve already seen that happen with print. People spend much less time reading physical newspapers and magazines than they used to, with the result that those ad dollars ended up migrating to exciting new digital platforms. But TV is going to be much harder to kill than print was. A newspaper article in web-page form is faster, cheaper, and more convenient than in print form. TV doesn’t work that way: It’s a lean-back, experiential medium where people like to waste time. It’s not an information-delivery mechanism; it’s an entertainment format that has been perfected and optimized over many decades.

Ultimately, the investment thesis behind NewTV is simple: TV is going to get disrupted, and die, and Katzenberg wants to position his company as being perfectly positioned to replace it. Practically speaking, that’s hard to do with a mere $1 billion, But there’s a theoretical problem with Katzenberg’s idea. In an industry ripe for disruption, customers flock from a high-quality, expensive legacy product to a much cheaper alternative. And in TV, the customers who count aren’t the viewers, they’re the advertisers.

To have a chance of being able to disrupt one of the most entrenched industries in America, NewTV isn’t just going to have to attract millions of viewers of its short-form content, it’s also going to have to persuade consumer-facing brand advertisers that it has an equally effective, but cheaper, alternative to the 30-second linear TV spot. That’s very unlikely, just because no one in digital video commands remotely the kind of ad-supported attention that TV companies sell for billions of dollars.

In a way, the problems with short-form digital video are the flip side of the built-in advantages of podcasting. In the context of a podcast, which can last well over 30 minutes and sometimes well over an hour, it’s fine to spend a few minutes on advertising. But if you want to watch a 5-minute video, you’re going to have no patience spending that much time with sponsors.

There will always be big money wherever advertisers can garner the greatest number of minutes of consumer attention. TV has cracked that code; its would-be disruptors aren’t even close. When it comes to making movies, Jeffrey Katzenberg is a formidable competitor. But if he’s trying to compete with TV by making digital shorts, the playing field is tilted against him. Sharply.