Content Marketing 2018 | Final Call for Boarding

Saying that content is king didn’t do it justice a few years ago. We’ve seen it misused many times. Created only to be stuffed with keywords and for SEO purposes, it was treated more like a peasant than royalty. It has been, and will be, the thing marketing revolves around, but content is turning into a storytelling technique we always imagined it to be. And it’s amazing.

Seems like we’ve finally grasped why and how content should be used and it has a bright future. And the future has already started. At the beginning of 2017, 89% of B2B marketers used content in their campaigns. In content marketing institute’s (CMI’S) report, those numbers have grown at a steady rate and today we have 91% of them using content as a big part of their marketing efforts. Everyone wants to tell their story and it’s high time you start telling yours.

To be the hero of the audience, connecting with them on an emotional level, being their problem solver and companion, is something we all should strive for when producing content. But, it still isn’t picture perfect. Content still has a way to go, but it’s improving faster and more than ever.

It shouldn’t be all about production. It should be done well and produced smart. Almost 40% of content marketers still use content marketing without any documented strategy and are falling before the competition, but they are seeing it’s getting them nowhere and 75% of them commit to working on their strategy in the following months.

Content is also largely outsourced, with less than 40% of it being produced in-house. There are still issues to be solved, such as quality and authenticity of content produced this way, but we’re definitely looking at exciting times for this royal marketing asset.

So what can we hope to see in 2018? More of it being produced to tell a story, a content of quality and relevance, not just created aimlessly. For more predictions and amazing stats we can expect to see, have a look at the infographic from Point Visible below.

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Martina is a co-founder of Point Visible. She is a digital marketing addict with years of experience, who also enjoys graphic design, both at work and in her free time. And yes, she loves to travel, to travel a lot.