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3 content marketing trends that will dominate 2018

If content marketing is your game, 2018 would be the year videos take center stage. It’s going to be exciting and super competitive year. 

An amazing year comes to an end, complete with videos going viral, news-feeds getting chaotic and organic reach nosediving. These are the trends and focus areas for 2018, something I’m pasting on my wall. Happy New Year :)

1. Videos will continue to dominate

If you’ve been procrastinating about getting on the video bandwagon, it's time to get started. With low cost smartphones and cheaper data, video is exploding on tiny screens everywhere. You got to experiment with different video formats. Live video is turning out to be huge, we got 65,000 comments on an experiment just last week.

Regional content is fast becoming a big deal in India, an experiment this year hit 20 million views. Even LinkedIn is going gaga on videos, with incredible engagement. It’s time to deep dive and find the format which works for you: short form, long form, web-series, 360 video, live video, interactive video or the enchanting AR/VR.

2. Organic reach will nosedive

With so much competition and chaotic news-feeds, Facebook has made it harder to reach your audience, unless you pay. Your content needs to work harder. If you want to reach millions on low budgets, either have kick-ass share-worthy content or cough up the moolah!

Remember.. views can be bought.. engagement is earned.

Focus on creating content for low attention spans, tiny mobile screens, think conversations not campaigns, obsess about storytelling not high production value and most important: Distribution! We’ll beat platforms at their game, when we make our message so powerful that every messenger becomes an evangelist, spreading our content like wildfire.

3. Brands will be built on content, not advertising

Our generation is trained to ignore Ads. The radars in our heads are so evolved, we can spot BS miles away. Ad blockers are on the rise, TV numbers are down and when was the last time you shared an Ad? Ads will need to evolve, be more authentic and BS free. Engagement is more important than views.

We need to reach their hearts, not bombard their eye-balls.

We’re living in a time where staying relevant is more important than recall. To create kick-ass content, we need multi-skilled storytellers in our teams. Filmmakers who double up as designers, designers who know copywriting and writers who know communication and branding. We need to groom multi-talented rockstars!

Happy Content Marketing in 2018 :)

One more thing..

If you’d like to read more about my experiments in viral marketing or be the first to know when the books comes out.. signup for the Mailing list, connect on LinkedIn or Tweet me up. Oh and here’s the latest viral video :)

This is a YourStory community post, written by one of our readers.The images and content in this post belong to their respective owners. If you feel that any content posted here is a violation of your copyright, please write to us at mystory@yourstory.com and we will take it down. There has been no commercial exchange by YourStory for the publication of this article.
Aashish Chopra is an award winning viral video marketer, having made and marketed videos with millions of shares and gazillion views, with one becoming Asia’s most shared branded Facebook post (Campaign Asia) and other getting 40 million views in a week. He also won the Content Marketer of the year in February 2016. He is passionate about content and believes that in the times of declining attention spans and chaotic news-feeds, creativity is the differentiator. He heads content marketing at ixigo. From ideation to execution he has been instrumental in making video marketing a growth hack. From driving app installs, to skyrocketing reach with videos. “In today’s fast evolving digital landscape, social media strategy for any brand revolves around remarkable content. Content must be compelling and share-worthy, period. Every brand today is turning into a media company.” he affirms. Aashish has been on stage at events at IIT Bombay, CXO Roundtable, DMAI, Internet and Mobile Association of India (IAMAI), ClickAsia, FICCI, Wordup Bloggers event, Ashoka University, Bridge Business School, Digital Marketing Summit – Asia, sold-out masterclasses at DMAasia Delhi & Mumbai, Webit.India, NDTV, TiE Travel Marketing Summit, NIIT, YourStory Mobile Sparks and an exciting lineup for 2018.