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What Will the Content Marketing World Look Like in the Next 5 Years?



There was a time when publishing a blog on a website didn’t require a professional writer, a meticulous editor or a content marketing manager to measure the blog’s results. Content marketing has come a long way.

Now, almost all businesses, ranging from startups to large conglomerates, are investing significant amounts of time and effort in creating valuable, high-quality, shareable and creative content. Most companies either outsource their content marketing to a dedicated team of professionals or hire in-house social media managers, content managers, and writers.

Whatever method you employ to create content, one thing is glaringly obvious: Content marketing has risen in importance in the last few years and will continue to be essential in 2018 and beyond.

In fact, research done by Technavio, which was published by Business Wire, found that the content marketing industry will be worth $412 billion in 2021. It’s time to focus all your efforts on content marketing for 2018.

To give you a sense of perspective, the content marketing industry was valued at $195.58 billion in 2016. That’s a huge increase in five years.

In short, the global content marketing industry is projected to grow at a compound annual growth rate of 16%.

Companies are realizing this and investing more in content marketing than ever before. According to a research by the Content Marketing Institute, 72% of marketers are producing significantly more content than they did a year ago.

So why is content marketing so important? Why is its popularity increasing every year? More importantly, what does this mean for your strategy for content marketing for 2018?

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Content Marketing Increases Brand Awareness and Trust

Producing well-researched, consistent and valuable content gives an impression that you know what you’re talking about. And consumers love to read such kind of information because they can use it in their lives. Over time, this information-feeding builds trust and loyalty. Consumers want to buy from trustworthy brands who know their stuff.

A study by Demand Metric found that 82% of consumers feel more positive about a company after reading custom content. In the same study it was also found that 70% of consumers feel closer to a company as a result of content marketing.

If you want to build a relationship with your target market, your strategy for content marketing for 2018 should consist of creating super useful content – it could be in the form of videos, blogs, podcasts, infographics – and consistently delivering such valuable content.

It Costs Less than Traditional Advertising

Honestly, advertising costs a lot. Creating and distributing a 30-second advertisement on a national channel can prove to be extremely expensive for small and medium-sized businesses. That’s why they rely on content marketing.

Here’s a statistic that is hard to ignore: Content marketing costs 62% less than traditional marketing and generates about three times as many leads. Which means that if you invest your time and money in content marketing for 2018 rather than traditional advertising, it’ll cost you much less and produce three times more leads than native advertising.

Of course, traditional advertising has its own advantages. See what works best for your business. But there’s no denying that creating, promoting and measuring content costs considerably less than creating and distributing a television advertisement.

Better Conversion Rates

Although it’s difficult to track the immediate return on investment from content marketing, there’s no denying that the efforts pay off in the long-run.

Content marketing ensures that visitors read a business’ website, and the website is a gateway for consumers to buy products.

Using a slew of paid measurement tools and Google Analytics, marketers can easily track the number of visitors to their website, which content produced maximum hits, the amount of time visitors spend on a particular webpage and how quickly or slowly visitors went left your website (also called bounce rate).

Besides better conversion rates, content marketing also boosts a brand’s image, contributes to a website’s search engine optimization and improves the number of social media followers.

Your content marketing for 2018 should focus on measuring the results of your content because without tracking your results, it will be hard to know what kind and type of content works for your audience and what doesn’t.

Final Thoughts

Content marketing is going to be essential for every company since the digital landscape keeps expanding every year. Businesses need to create relevant content for their target audience if they hope to build a long-lasting relationship with them.

There’s no other way to look at it: Content marketing is here to stay. So it’s time to make it an essential part of your marketing plan in 2018. Start seriously investing your time and effort in producing consistent content if you don’t already do it. The time and efforts will pay off.

Did you know that 64% of B2B marketers outsource their writing? If you’re searching for a proficient content agency to create and manage all your content needs, it’s time to give Iris Content a serious thought. We’ve also introduced an assortment of holiday packages so that you can enjoy Christmas without worrying about your business’ content needs.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

If you need a professional to handle all your content during the hectic festive season, Iris Content is launching a few holiday packages that you can take advantage of. Reach out to us and we will help your business shine this holiday season!

Contact Annie to learn how you can take advantage of our holiday packages.

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