You've probably heard the phrase "content is king" a time or two. This will remain true for some time, since what your audience wants is relevant information to help inform them and entertain them. There are plenty of tools and software out there to help you provide content to and maintain relevancy with your followers. Since I know how hard staying up-to-date on the latest software and trends can be, I've highlighted five of the biggest trends coming to content to help you stay ahead of the game.
1. Marketing Automation
As far as distributing your content, marketing automation may be your new best friend. Marketing automation software allows you to automate various aspects of marketing, including social media posts, sending emails and other online tasks.
The real advantage of marketing automation is that, once you take the time to set everything up, your marketing essentially runs itself. You're also able to track and measure things like email engagement and social media interaction, so you can see what resonates with your audience and what needs improvement.
Whenever I write about this topic, a few Twitter followers always complain that automation takes the human element out of their outreach efforts. The opposite is actually true. You need to be able to see the forest (your whole campaign), as well as the trees (individual posts and messages). Without mastering both perspectives, you're not going to be as successful or feel as confident in your work.
2. Tailored Social Media Content
When it comes to publishing on social media, one size doesn't fit all. Your followers on Twitter expect different types and frequencies of content than those on LinkedIn. Companies large and small are just beginning to realize this and are seeing the benefits of tailoring content for each social media platform.
To figure out what kind of content resonates best with your audience on each platform, be sure to track your key engagement metrics (likes, shares, comments, clicks, etc.). This will give you an idea of what works and what doesn't, so you can tailor your social media strategy moving forward.
3. Automatic Content Curation
The idea behind content curation is to find and share interesting and relevant content to your followers. It involves a significant amount of time sorting through articles to present the most interesting content in a way that is deemed valuable to your audience.
With automatic content curation, you're not doing all the digging yourself. Automatic content curation software uses algorithms to source content relevant to your audience and publish it on your blog, social media and marketing automation platforms.
4. Quality, Long-Form Content
Ever since Google introduced its in-depth article feature, there's been an increased interest in creating long-form content (typically around 2,000 words). There are pros to both short-form and long-form, and it's important to have a solid mix of both in order to show up in your audience's search queries.
Because long-form content is longer, you're able to go more in-depth and present a broader perspective on a topic. This not only establishes credibility and thought leadership, but it also keeps your prospects on your site longer, increasing their engagement with your content.
5. Algorithmic Content Creation
While the way we publish and distribute content has changed drastically in the past 10 years, the way we write content hasn't changed as much. Companies still rely primarily on in-house content creators or outsourcing to freelancers. But a new trend is on the content creating horizon: Using algorithms to generate content.
Algorithmic content creation software uses algorithms, client data and personalized client narrative editors to create mass amounts of unique content. This can be especially useful for e-commerce, financial services, real estate, business intelligence and other industries with a lot of product data. Those who need more detailed, in-depth content may still require a human touch.
The most important thing as a content marketer is to give your audience what it wants. Providing them with relevant, interesting content will allow you to maintain your thought leadership status in their eyes. And, by implementing the above content trends of tomorrow, you'll save yourself time and money and be ahead of the game today.