Future Trends in Content Marketing

A new technology is transforming the marketing world every day. The landscape for digital is constantly evolving, from new tools and technologies to fresh ideas and new tactics, as audiences are exposed to more information in a day than they can possibly handle. One thing is certain: Content marketing is here to stay, and will continue to be crowned as the premier form of advertising. The trends in content marketing, however, keep changing frequently.

The content marketing trend is becoming a marketing trend.

The daily grind can make it easy to forget that content marketing is still a relatively new phenomenon. Content marketing was mainly considered a side job by marketers as recently as a few years ago. Rather than being essential, this role was more of a bonus; something to do when you had time because it took a back seat to more traditional marketing responsibilities.


Everything has changed now. The marketing of the past often focused on one-sided conversations with the customer, but content marketing now fuels two-way conversations and relationships that never existed before.

Strategic thinking will become increasingly important.

The maturing of content marketing means that companies will start looking at its content less as a catchall solution and more as a tool to achieve their specific goals. It's no secret that content is incredibly powerful, but it won't solve every business problem you set. These tactics require a guiding strategy to maximize their effectiveness and engage audiences.


Since different companies have different objectives, no two content strategies are exactly alike. Although general goals such as lead generation, SEO, and thought leadership are common, firms can customize strategies tailored specifically to the objectives they care about. The sales trend has always been changing, which means content plays an important role in attracting new customers.

The new frontier of business is customer success.

The content marketing field handles a range of needs and objectives for a variety of departments. Using content, sales teams can boost pitches and foster relationships with clients. Managing content allows brands to build authority and goodwill. When recruiting, recruiters publish content on sites where top candidates spend their time online. It's an endless possibility that is now getting a new avenue.


In customer success, companies help customers get the most value from their products and services. As we advance toward the era of personalized experiences, it won't suffice to close a sale, move on to the next, and handle complaints as they occur. In order for companies to encourage word-of-mouth marketing and build stronger relationships, customers must now receive maximum value from their purchases.

Changing the marketing funnel means changing the shape of the marketing funnel.

Today, the marketing funnel as we know it takes practically anyone and everyone and filters them through qualification processes, then throws them out without much of a goodbye. Companies often use customers as gatekeepers to wallets; yet, when the journey is completed, customers feel ignored at best, and insulted at worst.


The traditional funnel will be replaced with something more sustainable (and effective) with a change in mindset and a library of high-quality content. As a result, the funnel is becoming more of an ongoing process that allows continuous engagement to take precedence over transactional relationships.