3 content marketing trends that won’t happen in 2018

You’ve probably seen all of the content marketing ‘2018 trends’ posts that were flying around before Christmas 2017.

I’ve read most of them, and I have to say I think they’re mostly premature. Many of the things we think are about to change take much longer to get into the mainstream.

So here are 3 content marketing trends you might be hearing about that aren’t ready for prime time just yet.

1. Artificial Intelligence

There’s a lot of fear-mongering when talking about AI and its impact on jobs. That makes for engaging news stories.

But the resistance to AI for most organisations is huge. Businesses and consumers aren’t ready for it.

That’s why organisations will find a lot of internal resistance to AI.

Make 2018 the year you explore the options for AI. See how it could help or hinder your business.

But don’t expect it take off before 2019-2020.

2. The Internet of Things

Yes, there have been some advances in home systems, voice services, sensors and device pairing. This year’s CES was all about connected devices.

But the majority of your customers are a long way from using these in earnest.

Expect to wait at least another 2 years for this one to really set in.

3. Content marketing strategy

You’ve seen the surveys. Most businesses are failing to take a strategic approach to content marketing. And you’ve also heard how that’s about to change.

I don’t buy it.

I spend a lot of time consulting and training brands in content marketing approaches. My impression is that strategic thinking is the exception rather than the rule.

The signs are more encouraging here though.

I work as a consultant and trainer with large corporations right through to small startups. The majority are starting to think hard about strategy in the near future.

2019 could be the year we see content marketing becoming a strategic process more than a tactical one.


Don’t get me wrong.

Big things are going to happen in content marketing during the next 12 – 18 months. But they won’t be the seemingly obvious ones.

And they won’t be the things most people are predicting.

This year I am hosting a number of Digital Breakfasts for the Content Marketing Association. We’ll host experienced content marketers to present their views on what’s most important for content marketers in 2018.

Contact me if you want to join us at any of these events.