The Diversification of Content Marketing in 2018

When you hear the term ‘content marketing’ – what comes to mind? A bunch of glasses-wearing intellectuals knocking up a new website or planning a ‘gripping’ email send? Go on, be honest! The truth is, content is no longer just about words. It’s about creating experiences and that requires a host of diverse content marketing techniques. Let’s look at the diversification of content marketing in 2018

Content Marketing in a World of High Expectations

Expectations are exceptionally high and rightly so. You see, over half of the world’s population is online. They’re exposed to adverts, banners, social media posts, web updates, video content and more every single day. The mundane no longer impresses which means content marketers have to get clever if they want to get noticed –but how?

The trick is to break away from the norm; to tell a story and get people emotionally involved in what you are trying to achieve. If an audience can see the relevance of what you’re doing and enjoys the marketing journey you take them on – they’re more likely to connect with your brand. Being distant, cold, generic, uninviting or bland simply just won’t do.

That’s the situation – but can you meet high demands?

Content Marketing in 2018: Be Different – We Dare You

Are you brave enough to do things others aren’t doing? Are you brave enough to step out of your comfort zone and take your business to new heights?

Content marketing in 2018 is all about diversification and innovation. The more creative you are, the more you’ll stand out in what is already an overcrowded market.

Things to consider in your content strategy include:

  • Video content

Still wondering if you should use video content as market of your next marketing campaign? Then the below infographic will clear up any doubts you may have.

Video provides marketers with an attractive, versatile and extremely sharable medium to reach their target audience. Indeed, by 2019, internet video traffic will account for 80% of all consumer internet traffic, so it’s important to embrace this trend now.

  • Live streaming on social

As well as creating and sharing interesting videos, live streaming on social media is also an effective way of personalized marketing that is used to keep people engaged. Top social networks including Facebook and Twitter have added live streaming functionalities, so it makes sense to use them. Many business owners tend to take advantage of this and work with professionals such as SheerID who can give them a comprehensive idea about improving their content and brand engagement.

  • Embrace social media

Indeed, embracing social media full stop can be a real bonus. There are many things you can do from sharing relevant content to running live quizzes, FAQ sessions and competitions. The key to social media is constant engagement. You need a reliable social media team who can create buzz, handle media hype and deal with negative PR should it ever arise.

  • Embrace audio/podcasts

Remember, effective marketing must tell a story. It needs to captivate your audience and make them feel something for your brand. This can be done effectively through audio and podcasts.

  • Develop impressive visuals

People absorb information in many different ways. While some people like to read facts and sales messages, others prefer to see marketing messages in a visual format – so think carefully about your logos and perhaps look into imagery and infographics that best represent your brand.

  • Take a multi-pronged approach

Of course, the written word is still incredibly powerful. It can help convey the ins and outs of a promotional offer as well as give a deeper insight into your company as a whole. Content marketing such as blogs, articles, web updates, eBooks and emails should be used alongside more innovative methods for a multi-pronged marketing approach – and don’t forget to streamline all marketing materials to avoid confusion.

Ready to polish up your marketing techniques and implement a diverse strategy that will get your audience hooked? Get in contact now

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About the author

Charlotte Day, known as Charli, is a content marketing strategist heading up social media and storytelling at Contentworks Agency. A content marketing thought leader, she has 1000+ articles published, guest writes for leading social media hubs and frequently speaks at events. She also maintains her own blog at and a writer’s life presence on social media. When she’s not writing and managing the agency, Charli enjoys swimming in the Mediterranean, writing poetry and reading.