Quality content adds value by entertaining or providing insight to
customers and improves their overall website authority. It takes a lot
of effort to generate great content - but if done right, content
enables businesses to generate leads and profits due to quality
engagement and trust.
Transform the way your brand interacts with their customers with
these five strategies we’re expecting to see in 2018:
Growth hacking refers to the rapid experimentation of various
marketing processes aimed to grow a business, such as increasing leads
and revenue through identifying creative ways to sell their brand. The
buzzword may be an abused term in the digital world, but there is a
reason to why growth hacking is essential in building start-ups.
Instead of brands buying ad slots on traditional media such as radio
and television, content marketing does not always require a
significant amount of cost. These rapid growth-driven tactics include
viral marketing, copy testing, search engine optimisation (SEO), email
marketing, social media outreach and highly personalised outreach to
Entrepreneurship culture will continue its rise in 2018 and launch
many start-ups. With this being said, the growth hacking mentality
will be prevalent among these brands as their aim is to have a rapid
growth in their customer base at their early-stage launch.
There is no surprise that video content will continue to thrive in
2018 for entertainment and leisure. People are now spending
more time on Netflix, YouTube, Amazon Prime Video and other
mobile video content providers than traditional television. Unlike
written articles, the audience is more likely to be instantly engaged
through visual stimulus with less effort. Therefore, it is no doubt
that young brands wanting to reach a larger audience will leverage
online video advertising as part of their marketing portfolio.
As most of the consumer-driven traffic comes from online video
content, and with the trend in live streaming, and interactive
features such as 360 experiences set to improve, video advertising
will remain gold in 2018.
Blogging is an old concept but it doesn’t mean it’s not a worthwhile
strategy. More and more companies are realising the value of a brand
blog on their company website. An advantage includes the potential for
your brand to position itself as an industry leader with its regular
engaging blog on company updates, featured guest posts, and business
and industry news and trends.
It gives consumers a reason to click through your website for brand
insights and updates. Another advantage is the natural increase in
organic search keywords, as topics and keywords on your website are an
important way in which search engines will find your site. Take into
account that fresh content is the answer to beating your competitor
websites on search engines’ results page (such as Google). You may
want to brainstorm topics, categories and keywords you want your brand
to be associated with.
Furthermore, regular well-written brand blogs can be an effective way
to reach newer and larger audiences through sharing links on your
social media platforms. With this being said, you can effectively
build trust with your audience to supply what they need from you as it
proves your company’s expertise and is well-versed in their industry.
2018 will continue to prove that blogging is integral to a marketing
strategy as it drives traffic back to your website and deepens the
connection with your customers.
Social influencers have been used in the commercial world before the
dawn of the Internet era. Now, smaller brands wanting to widen their
reach have taken this tactic on board to target online
micro-celebrities, and this strategy will only continue to soar in 2018.
Due to the overwhelming amount of niche communities online, small
businesses are able to target those who have an authority and large
audience in that particular niche. They are an authoritative figure
because their content is widely read, trusted and shared.
The strategy involves outreaching to influencers to amplify the
business’s message and influence a specific audience and it is
becoming even more targeted. It may only take one influencer sharing a
piece of content to the right publication or their social media
followers for your business to gain traction. With the internet so
readily available, everyone has access to some platform or channel
meaning that it is now easier to get your message across to the right
people and organically promote your brand’s reputation.
Utilising a micro-influencer campaign has the power to improve a
website’s search ranking, attract the right and relevant traffic, and
potentially generate leads and conversions. It has proven to generate
high ROI than traditional advertising for many brands across
diverse industries, and therefore this method will only continue to be used.
User-generated content. or UGC, such as influencer marketing, will
only prove to be more crucial in the coming year as potential
customers trust content made by others more than company content
itself. User generated content is any content that has been generated
by a platform’s user. This includes reviews, ratings, comments, photos
When your target audience positively speaks out about your brand -
they will cultivate the trust of future consumers.This is because
people are now becoming more skeptical
about endorsements and advertisements and USG allows your
customers to take an honest look into how your brand is perceived on a
peer to peer basis.
Furthermore, consumers are becoming more exceptional at visually
sharing brand stories whether through videos or images. Make sure that
you attract your consumers to generate content for your brand. It is
becoming more important for consumers to form part of a company’s
content marketing strategy. Give them the opportunity to provide
ratings or reviews on your website as this type of content has the
potential to create a more authentic dialog between the company and
Your marketing needs to now cater for consumers who are demanding a
new level of authenticity and trust. Take these 5 trends into
consideration, and upskill your employees through some marketing
training to broaden their horizons.