Content marketing trends 

The 4 terms you should be familiar with 





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You already practice content marketing, but would like to know a bit more? For example, what matters in content creation and which are the current trends? Without discussing a whole range of possibilities, we present four trending areas which you should definitely pay attention to.

Trends are something of a mystery. Not everyone wants to go along with them. But there is a difference between short-term and long-lasting trends – the second are likely to become the new norm. The four trends we present to you below are actually no longer buzzwords, but are about to shape the future of content marketing.

1. Lo-fi content instead of highly glossy content 

Over the past few years, the demand for digital content kept growing. So-called lo-fi marketing has therefore developed more out of necessity than anything else, when marketing departments in many companies found themselves confronted with reduced budgets and tight resources due to the Corona crisis.

To deal with the problem, companies have loosened the quality requirements for branded content (meaning: promotional content) more and more, and thereby saved costs. This resulted in the rise of "low-fidelity" content – in other words: videos, images and texts that were not polished to high gloss. Instead, they conveyed a realistic, personal feeling precisely because they were created rather unprofessionally.

DIY videos by mobile phone instead of glossy productions

Many have been convinced by this. Instead of well-planned, expensive and highly professional productions, companies are increasingly publishing videos taken using their own mobile camera in their home environment. This may sound unprofessional, but in many cases it is much more authentic, inexpensive and time-efficient.

The trend, which is omnipresent on social networks such as Facebook and Instagram, is being received with great enthusiasm by a number of marketing teams. The lo-fi trend is supported by easy-to-use graphic design programes such as Canva, which lets you create visual content by using drag & drop.

Live streams continue to gain ground 

Real-time recordings are a great example of lo-fi content, as they usually do not follow a script and are easy to produce without wasting any resources. Using live videos, the audience can participate in exhibition appearances, presentations, adventures in nature, meetings, important events or your everyday work (keyword: "look behind the scenes"). 

Lo-Fi, however, does not mean neglecting the quality of branded content. Instead, it´s important to figure out a healthy balance between quality and quantity. Occasionally, a promotional video with an "unpolished" look can help a brand to gain more authenticity. This has a positive effect on the image and customer loyalty. However, always be careful that your own enthusiasm does not blur the perception. Try out new ideas in-house, for example, by asking for opinions from other departments before publishing the self-generated content.

"Low-fidelity" content is often more authentic, more cost-effective, more time-efficient and creates more of a personal feeling. This is why companies are using them more and more. 

2. Content UGC – User-Generated Content 

You have probably heard of "user-generated content", or UGC for short. User-generated content is not published and shared by the companies themselves, but by customers, employees, brand supporters or " fans" in social media. Such content enjoys a particularly high level of authenticity and credibility.

No one likes to take the risk of falling for false advertising promises. We all rather trust the experience, recommendations and reviews of those who came before us. That's why user-generated content is such a valuable tool - it has the ability to strongly influence purchasing decisions and is also very cost-effective. Having social media users voluntarily tag and mention your business in their posts will give you a wider reach right away.

UGC can come in many forms: Photos, live videos, product reviews, testimonials, etc. Instead of waiting for the ball to start rolling by itself, you can " push" it a little. Host photo and video contests, start a hashtag challenge or simply ask your fans to post pictures of themselves featuring their favourite product.

For a great example of how customers and brand advocates can be involved in a brand's social media presence, check out LaCroix's Instagram page.

Empower your customers to publish content on your site, or search specifically for user-generated content to showcase on your official media channels. It's fun for all parties involved. Companies that rely on UGC end up building a stronger bond with their existing audience.

3. Inclusivity 

Customer loyalty is the key to long-term success. That's why it's important to engage with topics that are close to the hearts of your audience. Customers no longer choose "their" brand only on the basis of the products, but on the basis of the values that their company lives by, which ideally should be in line with their own.

There is increasing penalty for neutrality and ignorance on political and social matters. Companies are more and more expected to state their position openly. Purchasing willingness rises if your company is recognised as politically and socially correct.

Including marginalised groups and minorities 

Inclusivity represents a smoking hot topic in this context. Therefore, it is about time to include marginalised groups and minorities in your content marketing .

In other words, work across the entire spectrum of your audience, rather than creating content exclusively for the "average reader". For example, address the needs of different ethnic groups and of people with diverse sexual identities. This can generate new leads in more than one aspect – because even people with an average profile pay attention on how you deal with marginalised groups.

Don't forget to make your content easily available to everyone, including people with visual or hearing difficulties. Voice-activated content or subtitles in videos are a highly effective method to reach more inclusivity.

4. Hyper-automation 

Anyone who once believed that industrial and handcraft processes were the only ones that could be automated was proven wrong. Artificial intelligence is now taking over all areas of work. Emails, social media posts and advertising texts require less and less human input. Marketing professionals are highly pleased about this - they strongly believe automated processes will have a positive impact on their area of work. The fear of "KI" is fading.

Workflow-based automated email campaigns have been used increasingly for a number of years now. They not just save time and effort, but also optimise communication with both subscribers and leads. But the automation certainly doesn't stop at email marketing.

Tools that write text 

Software programmes that are able to generate personalised content are more in high demand. Intelligent copywriting tools like GPT-3 and Contentyze have been feared or simply ignored for a long time. However, recently more and more marketers are excited to use the intelligent language production systems and text editor programmes for content creation.

It is beyond question that automation faces a bright future. The trend is both unstoppable and unavoidable, as e.g. Gartner has already pointed out. Our tip: Don't wait until the ship has sailed, but get familiar with the possibilities of marketing automation as soon as possible.

Webmag: Your easy way to digital content marketing

DIY! Create your digital communication formats yourself – responsive, interactive and measurable. No special skills are needed. You don't need designers, IT specialists or agencies. All you need: content.

Within 15 minutes, we will show you how you can create your own digital publications with Webmag using drag & drop and pre-configured design templates – and multiply your reach. 

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