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October 26, 2017

5 New Content Marketing Trends: Which to Use and Which to Avoid

There are five content marketing trends that have taken hold recently for a variety of reasons. This article contains four new content marketing trends that you should try, and one that you should definitely avoid.

 1. Quick And Snappy Pre-Adverts to Your Video Adverts

The use of pre-adverts has grown in popularity simply because of the YouTube rules on adverts. When you click a video on YouTube, you often see adverts that run before the video starts. In many cases, you are able to click to remove the advert after five seconds. As a result, advertisers are creating short pre-adverts before the bigger advert.

The movie industry was the first to do it, showing five seconds of the biggest and best scenes in their adverts. After the five second pre-advert, the real trailer begins. The idea of pre-adverts is so successful that we are seeing it on many different websites and we are even seeing news channels do it prior to starting their recorded newscast.

2. Veering Away From Sexy

Did you ever see that Simpsons episode (s23e10) where Bart uploads a video to YouTube? He adds his keywords and then says, “Just to be safe, baby rides kitten rides penguin.” He spammed a few popular keywords because such tactics used to work a few years ago. Another trick was to use sexy and alluring content but, these days, using sexy images as click lure is dying out. Most online content curators have learned to purge sex-related spam words because they are easy for automated tools to spot, but sexy images were not so easy for moderators and curators to catch up until recently.

Thanks to Google’s high tech (and scary) ability to read images, and thanks to lower click numbers for non-adult content that promises sexy thrills, the idea of adding something sexy to each post is disappearing. Sexy content is still a big part of click advertising, but other forms of online content seems to be veering away from luring people in with sexy images. As marketinginsidergroup said, “Content marketing seems to be maturing.”

3. Buzz Created By Fake News

A shameful new form of content marketing has taken root, and its use is causing a lot of damage. Yet, it continues to occur because we live in a world where real and fake news are hard to distinguish. The trick is to come up with a notion and content that you wish to share and then create “Fake News” to create buzz around the topic.

For example, Democrats are still licking their wounds after Hillary failed to be elected, so they are attacking President Donald Trump with fake news stories. They say things such as how he has increased the U.S.’s nuclear arsenal tenfold, and then half way down the article it says something such as, “Unconfirmed reports state.”

The trick is to create a negative buzz around your topic of choice. If you are against the fur trade, then create a story about dog farms in Europe and add pictures of neglected dogs. If you wish to publish material about your phones being better than others, then publish fake news about how your competitor’s phones are being hacked by the Chinese workers who made them in the factory.

4. Personalization

The use of personalized adverts are already popular, but the difficult task of personalizing Web content with dynamic websites is becoming a little easier as it is becoming more popular. There are already Personalization WordPress plugins on the market, such as inSite by Duda, Jetpack, Content Aware Sidebars, Thrive Leads, WP A.I Assistant and Search Everything. Some tools are even able to learn your demographic information from social media cookies, such as if your browser is still logged in to Facebook.

5. Augmented And Virtual Reality

Roll your eyes if you must at this fad of an idea, but even though the public is having a hard time embracing virtual and augmented reality as anything more than a novelty, there are still plenty of content producers and advertisers who are pushing their VR content very hard.

One can see why content producers and marketers are pushing for it because the idea of walking around a store in your home, trying a car out on your sofa, or doing your grocery shopping at the dining room table is somewhat appealing. Despite the general public’s lack of interest in sustained VR use, it has not stopped marketers from creating and pushing new content.

It is even less clear when, one day Tim Cook (Apple CEO) says AR is the future and VR isn’t, then a few days later Mark Zuckerberg (Facebook CEO) announces an affordable VR device.

Conclusion – Should You Jump on the Bandwagon?

Despite your better judgment, it may be worth jumping on the bandwagon with many of these ideas with the exception of fake news. One of the biggest reasons is because they are all very cheap to try with the exception of augmented and virtual reality. Many of the new trends are easy and cheap to implement if you do it on a small scale. You can always scale up if you start enjoying better-than-expected results.

The biggest reason you should hop on “some” of these trends is because they are not going away any time soon. Using sexy content to draw people in doesn’t seem to work as well anymore, and pre-adverts to your video adverts are enjoying a lot of success. Augmented and virtual reality are not big hitters at the moment, but it is hard to see the idea of augmented and virtual reality going away in the future. Personalization has obvious benefits and is now easier than ever. It may be worth jumping on the bandwagon with some of fall’s newest content marketing trends.


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William Grigsby is content marketer at assignmentmasters. He is also a freelance writer, and blogger. For three years already, William’s writing has been helping people understand and leverage the full potential of content marketing. You can follow him on Twitter @willgrgsb.

2 Responses to “5 New Content Marketing Trends: Which to Use and Which to Avoid

    avatar Andrea Torti says:

    Some of these hacks should be avoided like the plague, in theory – however, experience tells us many people actually enjoy alluring content and fake news…

    Hi William, thanks for sharing such great tips!

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