Albert Einstein once said: “I never think of the future—it comes soon enough.”

We agree with Mr. Einstein—the future does come quickly in the fast-paced world of content marketing. But we caution against taking the first part of his advice. If you don’t think about your future customers now, your marketing strategies will seem stale and outdated in no time flat.

It’s tough to keep up with all the emerging and upcoming trends in digital media, but we have compiled a list of four important content marketing and copywriting trends that we don’t see going away anytime soon.

Consumers seek content that showcases a greater purpose.

More than 90 percent of Millennials report that they would switch brands to one associated with a cause. Ignore this powerful consumer bloc at your own peril.

Even if you don’t have a formal Corporate Social Responsibility strategy, incorporate some content into your marketing strategy that showcases your brand’s values—not just your products.

Consumers are looking for ‘as it happens’ content.

The phenomenon of Snapchat, Twitter, and other bite-sized social media content is not exactly breaking news. But many companies are still operating with an old-school mentality when it comes to their content.

In a competitive content marketing space, speed often wins over quality. So while well-planned calendars and strategy are important, don’t forget to lift up your head every now and then, and dive in to the conversations your customers are having right now.

Consumers want on-demand content.

The smart phone revolution has opened new and exciting doors for content marketing. But it’s been tough on companies that haven’t invested in strong CSR systems or have been slow to embrace two-way engagement with their costumers.

Today’s customers expect efficiency, but they also expect customization. Offer content that showcases your expertise, but don’t dictate how your consumers use it. Make it as seamless as possible for your customers to design their own solutions, products or experiences.

But consumers still want human interaction.

Yes, the personal touch still counts. About 45 percent of consumers said they will abandon an online purchase if they can’t quickly find answers to their questions, but 86 percent say they are willing to pay up to 25 percent more for a better customer experience!

We may live in a digital society, but we crave the feeling of being part of a community. When creating content, think about how you can integrate online and offline experiences. You’ll build more loyalty and make it easier to tie your content pieces to your broader brand story.