content marketing

The Future of Content Marketing: 3 Technology Trends to Watch in 2018

As we look forward into 2018 and beyond, there are a number of technology trends that will shape the future of content marketing. New platforms, systems and tools are shaping the way that marketers and brands reach their audience.

The prospect of a shifting landscape can be scary, but with the right understanding of coming changes, marketers and entrepreneurs can prepare for the future, anticipate upcoming trends and identify unique opportunities for growth.

To get a look at how technology will change content marketing, let’s look at three big trends happening now.

Custom content journeys

Many companies still think of content marketing as a collection of content that readers find on your website then read at their own leisure. But smart marketers are learning to craft content journeys that help guide prospects from the top of the funnel all the way through their purchase decision.

With new tools and technology, brands and publishers will be able to better target and segment their audience. They can use activity and demographic data to surface the right content for the right people at the right times.

This can already be accomplished to some extent with the right retargeting strategy, but new tools will allow you to tie together the customer journey across different platforms and touch points.



New distribution channels will emerge

We’ve already seen some big changes with regards to organic content distribution on social networks (e.g., Facebook’s latest algorithm change), but we’re also seeing a more fundamental shift.

Many platforms are evolving, and the way that we use them will also shape the way that brands publish and share content.

Facebook’s recent focus on their Messenger app and the rise of chatbots are a prime example of a new distribution channel emerging from an existing platform. Now, instead of sharing content from a Facebook page or blasting it out in a newsletter, you can send content directly to subscribers with a chatbot.

We will likely see an increase in these new channels as platforms mature and introduce new features.



Advanced tech platforms demand new, immersive brand experiences

Content formats are changing. We’ve already seen a big jump in the use of video and audio content as brands look for new ways to stand out from competitors and take advantage of different promotional channels.

But many companies have remained slow to take steps toward new formats, largely because these are seen as only incremental advantages that come with a hefty upfront investment. This is because the devices that consumers use for consumer content are still relatively unchanged.

Computers, tablets, and even smartphones are screens with similar interfaces.

But this is soon to change. With the increase in AR and VR technology, the way that we interact with digital content will begin to fundamentally shift. Rather than text and video content that we consume through a screen, new formats will emerge. Immersive, real-world experiences will become the new media through which we interact with brands and publishers.


Sign Up: Receive the StartupNation newsletter!

Of course, the heart of content marketing is still creating great content; that will not change.

While technology is increasingly a part of any smart content marketing strategy, it can’t do the heavy lifting.

It’s important to think of the role of technology as a supplemental way to improve your content marketing efforts, not as a bandaid for poor content.

With the right combination of great content and innovative technology, you can take your content marketing to the next level.

Total
2
Shares
Previous Article
artificial intelligence

5 Ways Entrepreneurs Can Leverage Artificial Intelligence

Next Article
generation z

How to Prepare Your Startup for Marketing to Generation Z

Related Posts
Read More

WJR Business Beat: Color 2022 Packaging Chilled and Subdued (Episode 330)

On today's Business Beat, Jeff says packaging is fundamentally critical and you can't treat it casually if you are serious about your business' success. Tune in to the Business Beat, below, to learn about the colors and styles of packaging trending for 2022:   Tune in to News/Talk 760 AM WJR weekday mornings at 7:11...
top Detroit startups
Read More

Top Detroit Startups and Tech Companies to Watch in 2022

Michigan is now the state with the highest growth in VC investment. Now many Detroit startups are on the fast track to growth. Whether it’s new funding, expansions or IPOs, it’s been an eventful year in Detroit startups. Next year is looking even better. Here are the top Detroit startups and tech companies to watch in...
HTTPS
Read More

The Impact of SSL and HTTPS on a Website’s SEO

In today's time, maintaining the security of your website is one of the most important ways to boost SEO and conversions. This also comes after Google announced its intentions to build a more secure internet platform for users. To stay on top of Google's list and rank high, marketers need to ensure that their site...
pay-per-click tips
Read More

5 Pay-Per-Click Tips for Startups and New Businesses

Pay-per-click (PPC) marketing can be an extremely valuable strategy for any business, but particularly startups trying to get their foot in the door. The problem is that as a new business, you likely don’t have a large budget for potentially expensive projects such as online advertising, and may not have the knowledge to develop an...