What Does Content Marketing Look Like in 2018? 3 OneSpot Predictions


With 2018 in full swing, it’s time to publicize our predictions for content marketing and individualization. While some of the core content marketing trends will remain prominent into next year, here are some of our predictions for how personalization, individualization and content will shape the marketing space in 2018.

Audience-centricity will take over channel silos

One of the biggest channels and roadblocks for deep content engagement is the emphasis on omnichannel delivery. Marketers fall into the trap of delivering a single message or type of asset through a single channel, or the same set of channels. But the reality is that consumers have extremely individual interests and will engage with your content in their own unique ways.

In 2018, audience- and individual-centricity will become even more of a barrier to the traditional siloed marketing channels many are accustomed to using when delivering content. Many will find content marketing programs organized by channel are unproductive, inefficient and do not optimize results, simply because users expect personalized experiences from brands.

Advances in artificial intelligence (AI) and machine learning that hone in on consumer behavior and interests will continue to be the key success factor in delivering truly individualized content experiences for consumers, thereby increasing engagement significantly across all channels.

Individualization will drive content engagement at scale

To fully engage with your audience, a one-size-fits-some content marketing approach, or lumping customers into categories and segments, will no longer engage customers in a manner that can impact the business at scale. That’s why we predict the next milestone in content personalization will be individualization. This will require marketers to have a strong grasp on data and analytics to easily see and evaluate content engagement based on real-time consumer behavior. Using the right content personalization tools, marketers should be able to see which content pieces individuals are engaging with and through what channels.

As a result, business will see a noticeable impact on the bottom line. Gartner says that by 2020, personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%. Brands will glean accurate trends that enable them to implement content marketing strategies based on 1:1 customer relationships, and have the ability to adjust their content strategies on-the-fly to reach highly engaged, valuable individuals.  

Machine learning will drive the bottom line

As audience-centricity and individualization take over, machine learning and artificial intelligence (AI) will become one of the cornerstones to making automated content marketing and personalization possible. AI and machine learning are already providing significant advances when it comes to tracking individual consumer behaviors and interests, and delivering content based on those actions.

AI is enabling content of all kinds to be personalized on an individual basis across channels, driving repeat engagement and generating robust data-supported analytics that clearly show how loyal brand relationships with customers lead to increases in revenue. As content marketing leaders rise to the forefront of brands and have documented responsibility for contributing to the bottom line, the ability to clearly show how AI-driven platforms support revenue goals will secure a stamp of approval from business stakeholders.

Is personalization part of your content marketing strategy for 2018? How will you leverage individualization through personalization in the new year? Let us know in the comments!


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