2018 is finally here, and if you still haven’t set your inbound marketing goals for the year, this is the perfect time to sit down and do it.
Of course, before you set anything in stone, you should get familiar with the latest trends in the inbound content world to see where your efforts should best be spent in 2018.
Here we have a few inbound marketing trends you should pay special attention to, along with some pointers for working these tactics into your content marketing mix.
Creating more original content to build trust
Needless to say, creating original content should be one of your main objectives, but you should think about increasing your content efforts in 2018. According to a recent Curata study, three-quarters of content marketers are planning to intensify their efforts and increase their technology investments this year.
Also, you should try to optimize your content as much as possible. No matter if you’re blogging or recording a podcast, you have to make sure that every piece of content is designed to attract new customers at every stage of a buyer’s journey.
Using analytics to make data-driven decisions
In the last few years, using analytics to make data-driven decisions has become more important than ever, or so it seems. Last year, for example, roughly 87% of B2B marketers have used analytics tools, compared to less than 80% just the year before.
In 2018, we can expect even more marketing professionals to start using keyword research and site analysis tools – among other techniques – to learn more about their key demographics and make more careful decisions.
Furthermore, you already know that SEO is important for every business, but you need to make sure your SEO team helps your inbound team analyze keyword data and helps your content managers create more compelling, link-worthy content.
If you target local markets, optimizing your SEO efforts for local search is of the top most priority. For example: If you are doing business in Hong Kong, the best thing to do is to find a Hong Kong based SEO agency which is most familiar with that particular market.
Taking advantage of voice search trends
Cortana, Alexa, and Siri are just some of the more famous assistants on the market that are changing the way we interact with our mobile devices. Voice search has been popular for some time now. In fact, three years ago, more than 55% of teenagers in the United States used voice search on a daily basis.
Moreover, almost 90% of US teenagers who use voice search say they do so because voice search is the future. If you still haven’t made an effort to optimize your content for voice search, this is definitely the time to do so.
So, what do you need to know about voice search? Logically, most voice searches have a more conversational tone, so you should focus on long-tail keywords. If you don’t know where to start, just look at different FAQ pages around the Internet, since they almost perfectly mimic real-world questions.
Integrating live video into your strategy
Every year, people tell you that you should focus more of your efforts and invest more money in video. But what most people fail to tell you is that you should concentrate on broadcasting live video instead of investing thousands of dollars into video equipment.
Did you know that an average Facebook users is three times more likely to watch a live video than a previously recorded one? What’s more, the best thing about live video is that at the moment, only around a quarter of marketers use it, according to Social Media Examiner.
Logically, using live video in your campaigns will help you stand out from your competitors. You’ll be able to reach a wider audience, build relationships with your customers and spread more brand awareness with live video.
Leveraging multiple tactics at the same time
When you’re working on your strategy, you should keep in mind that winning strategies usually require several different tactics. For instance, according to a recent Content Marketing Institute report, an average marketer uses 6 different marketing tactics.
If you want to draw more organic traffic to your site, you have to use a number of different tactics simultaneously. Some tactics can be tailored to different platforms – for instance, you can create custom Facebook videos – you should try to keep your message, tone and design consistent across all platforms.
At first, all of this may seem overwhelming to some. However, if you put in an effort to set realistic goals with specific deadlines and work hard enough to achieve your goals, your work will definitely pay off.
Nate Vickrey is a marketing consultant and an online author. He is mostly engaged in providing his expertise to startups and SMBs. He is also the executive editor at Bizzmark Blog and an author on TheNextWeb.