Content Marketing In 2018: Trends And Tools For Success

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As technology and search engines change, so do the strategies marketers use to engage their customers online. If you aren’t staying on top of the newest trends in content marketing, your brand will be left behind, plain and simple.

But the average business owner or marketer can get overwhelmed trying to stay on top of all the newest, shiniest strategies. That is why I did the research for you, so you can quickly get up to date on the latest content marketing trends for 2018 and find out what tools you should be using to get the most for your efforts. 

Before we dig in, let’s look at what content marketing is in 2018. 

According to Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

And it isn’t just a fad — 89% of B2B marketers and 86% of B2C marketers report they are using content marketing to increase leads and drive their brand forward. But the content marketing landscape is changing to focus more on video and less on branded content. Staying ahead of those changes can give your company a competitive edge in a crowded market.

So, what content trends should you be paying attention to in 2018? 

Video Is Still A Big Deal 

If you have been holding off on doing video, now is the time. Video was expected to be huge in 2017, and that trend is not slowing down. HubSpot reports that video is a growing priority, with 48% of marketers planning to add YouTube to their marketing plan in the next year, and 46% plan to add Facebook video. 

You no longer need an expensive camera or high-tech editing software to make a professional-looking video. All you need is a smartphone, a phone tripod and a social media account to leverage live video on Facebook. Or, use a tool like Magisto, which uses AI to help you edit and market videos in just a few minutes.

After integrating their own Facebook Live strategy, team members at Search Engine Journal compiled analytics and found that their average Facebook Live engagement was 178% higher than their average post engagement. Additionally, the average reach of posts more than doubled for live videos. If you’re interested in starting your own Facebook Live strategy, make sure to read through these tips first.


For all video content, whether on Facebook or another platform, influencer Sunny Lenarduzzi suggests in this beginner’s guide starting with educational video content (versus inspirational or entertaining content) in order to create value for viewers and to gain momentum quickly.

Social Media Isn’t Dead, But You Do Need To Diversify 

You have likely heard how Facebook’s recent decline in organic reach means that social media is dead, at least as a method to distribute content.

The truth is, any time you use a third-party platform to distribute your content, you will be at the mercy of that third-party changing their rules. You should never rely too heavily on any third-party to distribute your content. Instead, work to build direct connections with your audience through email, membership sites or in-person events. In-person events and membership sites will only be successful for specific niches, but email campaigns can work for nearly every brand.