How influencer and content marketing will shape PR in 2018

The power that content and influential social media users wield isn’t new—but tapping into it will take new tricks.

Both strategies continue to dominate, as PR pros looking to make a splash in 2018 look for the next big thing. However, the shape and reign of both has been affected by a barrage of brand messages, the fake news crisis, PR and marketing budgets and more.

Here are several insights from communicators on how to adapt to the changing landscape—while still taking advantage of these hot trends.

The new shape of influencer marketing

If your organization hasn’t yet latched onto influencer marketing, be prepared to in 2018.

“Gone are the days of one-off promos, instead brands will be building long-term partnerships with niche influencers to create strategic marketing campaigns,” says PR agency owner Deirdre Anne Lopain.

“It’s all about user-generated content and influencers,” says digital marketer Nicole Knoll. “People put their trust into other people, not brands. To adapt, brands will need to partner with influencers and brand ambassadors to succeed.”