Content Strategy Trends You Can’t Avoid in 2018

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All videos and no texts? Which is the most effective distribution channel? Read about these content strategy trends you must follow in 2018.

Content creation is one the hottest topics in 2017 among the marketers. A lot of companies traditionally not in content creation or digital business are suddenly producing a lot of articles. The rationale is intuitive. They are trying their best to engage their potential users.

However, a lot of them stop at about 10 articles or drastically slow down in new contents publication. Failure in user engagement through the contents has demotivated them to continue doing so.

They did not realize that a good content strategy and lots of patience are needed to successfully engage users through their published contents.


Content Strategy in UX

Content strategy is one of the elements in UX.

A good content strategy ensures that the users get the relevant and quality information they want. In addition, it is important to research on when and how to supply the information to the users.

Start planning your content strategy today with the latest trends below.


Content Strategy Trends No.1 – More videos and more insightful texts

The internet's next billion users want video and voice.
The internet’s next billion users want video and voice.


“Instead of typing searches and emails, a wave of newcomers— the next billion, the tech industry calls them—is avoiding text, using voice activation and communicating with images. They are a swath of the world’s less-educated, online for the first time thanks to low-end smartphones, cheap data plans and intuitive apps that let them navigate despite poor literacy.”, this story originally appeared in The Wall Street Journal.

As the biggest tech companies are re-designing their products to adapt to this trend, you should put this in mind for your content strategy too. If you want to target “the next billion” through your contents, consider producing more videos and visual contents.

Does this mean that you should straight ahead abandon texts and stop writing articles? No! There are still a lot of users who value long articles with solid and quality contents. You will be surprised that there are users willing to spend the time to read through contents with insightful texts.

Be it video or text, it is important to target the correct user with the correct content.


Content Strategy Trends No.2 – A right balance among distribution channels

Consumer preferences change quickly, especially among younger generations. Always make sure you are in the trend!
Consumer preferences change quickly, especially among younger generations. Always make sure you are in the trend!


According to a study by eMarketer, Facebook is losing its teen users to Instagram and Snapchat. In addition, monthly users ages 12 to 17 will fall 3.4% to 14.5 million people in 2017, the study said, an accelerated decline from the 1.2% fall in 2016. It’d be the second year of declining teen use for Facebook, according to eMarketer.

The implication for you is that you should never put all eggs in one basket.

For each of the contents, ask yourself, who is the target user and where is the target. For example, if you have contents to target professional audiences, Linkedin should be in your consideration. Linkedin is especially useful for B2B businesses to woo engagement above what other distribution channels can provide.

On the contrary, if you want to target teens with your contents, go to Instagram or Facebook. Facebook may be losing grounds on teens lately but that doesn’t mean they don’t have teen users anymore. It still has a large base of active users with definitely some matching your personas. Don’t put all eggs in one basket!


Content Strategy Trends No.3 – Official accounts within messaging apps (公众号)

Expedia Offcial Account in Wechat
Regular content updates through ‘Official Account’ in Wechat is the thing in China.


In some parts of Asia dominated by messaging apps Wechat and Line like China, Japan, South Korea and Thailand, ‘official account’ (Chinese: ‘公众号’) is gaining popularity due to its convenience. An official account is just like your any other contacts in Whatsapp, except that it is owned by a brand or a company.

When you want to contact your friends, you can send texts, pictures or videos to your friends. Official account behaves in the same way. Whenever the brand has any updates in contents, products, services or promotions, they will be able to send you a personal message just like your friends. Similarly, you may text the official account too if you have any queries regarding the brand.

On top of this, there is a chatbot to help you to find archived articles, search for discounts and promotions, make bookings, and pay for your purchases. There’s even a QR code to enable sharing among your friends.

All these conveniences have slowly encouraged the users to seek for contents through the messaging apps. If your brand doesn’t have a presence within the messaging apps, you risk not being able to reach your target users, especially in China.



After deciding your content strategy and direction,

  • Decide a suitable metric to track the effectiveness of user engagement through your contents.
  • Suitable metric includes followers, views, clicks, conversions, and lead generations etc.
  • Monitor and review on a weekly basis.

Even with the best content strategy, you will need time and patience for your desired effect to take place.

If the result is still not satisfactory after a few months, fret not! You may conduct an in-depth user interview or focus group discussion with your users to determine what actually went wrong.



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