When you’re watching content marketing trends for 2018, look for the quiet revolution that is starting to take hold — look for the fundamental changes in the way we approach content.

Here are some trends for the next major movements in content marketing.

1. Long-Form Content

The length of blog content is moving beyond 500 words. Consumers and B2B buyers simply want more depth and value than short content can’t provide. Even if your 500-word post does attract significant traffic, it has an inherently short lifespan. The most successful bloggers are spending more time creating longer posts; the average length of a typical blog post has risen from 808 in 2014 to 1,142 last year.

These longer posts are attracting more audience. While short blog posts still can serve a marketing purpose, like attracting subscribers or promoting thought leadership, the most successful will re-evaluate short-form content as the basic unit of content marketing.

2. Quality over Quantity

As marketers shift from short-form to long-form content, it’s going to get harder to maintain a daily publishing cadence. Daily publishing has been the table stakes for blog content for years, but there’s untapped value in slowing the cadence. You know the drill: The amount of content keeps increasing, while people’s time to invest in content stays the same. If you’re challenged to keep up your daily cadence, odds are your audience is, too.

3. Influencer Marketing Ecosystems

At the least sophisticated level, influencer marketing is essentially celebrity endorsement. You pay the influencer, they promote your brand, and the relationship ends as soon as the check clears. 2017 may be remembered as the year the influencer bubble burst, as the payouts grew astronomically and high-profile influencers proved problematic.

The ultimate goal is to move beyond one-off collaboration with individual influencers. It’s about creating and nurturing a community of influencers, all of whom are aware of each other’s work with the brand. This influencer ecosystem takes relationship-building to the next level and can result in a steady stream of great content.

4. New Focus on ROI & Attribution

As the functions of sales and marketing increasingly overlap, marketers need to get serious about proving ROI. We’re in the revenue business just as much as our partners on the sales side and everything we do should have measurement built in. Yes, even top-of-funnel content meant to generate awareness. Only 35% of marketers can accurately measure ROI. Even in the top performers, only 55% are measuring ROI consistently.

In 2018, content marketers who can properly attribute ROI and prove the value of their efforts will be more successful. So it’s time to nail down the value of your content marketing, measure and optimize it, and give dollars-and-cents reports to the C-suite.

5. Strange New Formats

The definition of what constitutes content has already moved beyond the traditional forms and is going to change radically in the coming years.

Video content production soared in 2017, as marketers figured out how to cheaply produce video and we began dipping a toe into live streaming as well. In 2018, we can expect to see more video and more strategic use of live video. Audio content is on the rise, too: Podcasts are still surging in popularity and showing no signs of a slowdown. And interactive content is getting easier, too.