6 of The Biggest Content Marketing Trends Every Marketing Professional Needs to Know


The Tinderpoint Team


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All aspects of digital marketing are in a state of flux, but none more so than content marketing. Being aware of trends allows us to plan campaigns and decide where to focus our efforts – so it’s not just useful for the content creator, it’s essential.

Let’s take a look at the content marketing trends we’re seeing right now.

1. User-generated Content

User-generated Content isn’t exactly new but it continues to pack a punch. Consumers place unbiased peer recommendations above professionally written reviews, so why not get your customers to pitch in. User-generated content will resonate with your target audience because it has been created by some of them.

This content need not be limited to product or service reviews.

  • Pictures: People upload pictures to Facebook, Instagram and Snapchat every day. They enjoy curating the story of their lives and giving others a look in. Take advantage of this! Encourage customers to share images that involve your product or service. You can then share these across business social platforms, for example by featuring a ‘Picture of the Day’.

In 2015, Coca-Cola launched its ‘Share a Coke’ campaign. The company created bottle labels featuring words such as ‘friends’ and ‘family’. Customers were encouraged to participate and share photos and videos on social media during the campaign.

  • Customer or Client of the week: Interview your customer or client for your blog. Let them tell your story: why they like the product or service you provide, and why they would recommend it to others. Remember, when people need a particular item or solution, they go to their friends. Your target audience will enjoy this content because it features those with similar needs as their own.
  • Videos: Video’s popularity is rapidly increasing. Encourage readers to share video content featuring your product or service. Using Facebook Live and Snapchat, video content can be easily shared. You can then feature a ‘customer video of the week’ on your business Facebook page and Twitter account.

2. Video & Visual

It’s important to produce content that captures audience attention straight away. Interactive storytelling is fast becoming the most important part of content marketing. Images, videos, infographics, and quizzes all go down well.

Audiences are more likely to react to, and remember, visual content. Readers are more likely to share content such as ‘how-to’ infographics, short educational or entertaining videos, and a ‘what your job says about you’ type quiz.

Social Marketing Strategist, Ted Rubin, sees video and live streaming as big content trends. “What I see being huge heading into 2017 is live streaming, and the ability to share video in more ways, via more apps, with storytelling and engagement at the core. You need to try these platforms. You need to jump in. You need to see how you can tell stories, build relationships, and communicate with consumers.

”This is way more than just another content fad, rather it’s online video crossing a crucial threshold. It’s making video social. Because they’re not just streaming what’s happening live. They’re allowing you to engage with those streams. You can now be part of the conversation.”

3. Mobile

How many times have you heard that this is the year of mobile? Well, this is the year of mobile.

People are addicted to their phones. Take the recent Pokémon GO phenomenon, for example. Since its release, we’ve seen people glued to their phones morning and night, racing into the park or sneaking inside buildings to catch the various Pokémon lurking about.

Everyone loves their phone, and in recent years that love affair has grown. So it’s pretty obvious that mobile and content go hand in hand, right? And even more so in future. Content must work for mobile, and users should be able to consume content easily on their mobile devices. Arguably, content should be created specifically for mobile. An example of this would be using Facebook Live to host a Q&A with your Facebook audience or to take the audience behind the scenes of a product or service launch.

Design content that is meant for mobile, and only mobile.

4. Personalising Content

It’s great to come across content that’s meant just for you. Personalisation is a powerful method of hooking your target audience and reeling them in. Simply creating content isn’t enough anymore. In today’s world of information overload, to capture your audience’s attention, you need to produce content that’s tailor-made just for them.

Content that has been created for specific personas is more valuable to readers and will keep them coming back for more. This demand for content based on individual preferences, desires and interests is a must for the future of content marketing.

5. Social Media for Content Distribution

Social media is hot right now and getting hotter. As businesses come to fully understand the value it offers, they are increasingly distributing content across Facebook, LinkedIn and Twitter.

Given Facebook’s 1.7 billion active users and Twitter’s 313 million, these are platforms that can’t be ignored. Businesses should find out where their target audience hangs out, and talk to them there.

6. Snapchat

Some businesses have cottoned on to Snapchat’s potential but as it grows, most – if not all – businesses will be piling on.

On Snapchat everyone is on equal ground. There’s no favouritism shown towards selected brands. There are no algorithms (yet) that prioritise any one brand’s content. Businesses can reach their target audience directly without interference. This is a huge game changer for businesses.

Snapchat’s fast-paced nature and the expiration date attached to its content allows businesses to be more informal and develop friendly relationships with their target audience.

The platform has also surpassed Facebook in video views. Underestimate Snapchat at your peril, because it’s an important asset in the marketing mix.


– This post was written by Emma Vince – former Digital PR Lead at Tinderpoint.

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The Tinderpoint Team


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Established in 2002, we're a specialist digital agency with a simple formula: seasoned experts on every account and a commitment to delivering on our promises. We’ve stuck with the formula for more than 15 years – because it works!