“Content Marketing provides 4x the ROI of our traditional marketing spend.” – Julie Fleischer
Content Marketing is not at all a new concept in the Digital Marketing Landscape. Rather it has become more important than ever. The phrase “Content is the King” is not a phrase anymore. It has become an emotion for a majority of digital marketers.
Over the past years, content marketing has made a remarkable position in the world of Digital Marketing and proved its worth by delivering the desired results. Content Marketing acts as the foundation of building brand awareness, demonstrating expertise, trustworthiness & authoritativeness.
While most of the businesses have started using content marketing, it becomes really important to use the content marketing optimally & efficiently to stand out in the crowd. This can be only done if you are aware of the latest content marketing trends.
So, let’s have a look at what the industry leaders have to say about the Content Marketing trends to watch out for in the year 2019.
1. Aaron Agius, Co-Founder and Managing Director, Louder Online
(i) Intra-Organisational Content Deployment: Marketers are kidding themselves if they think publishing content to the company blog or social media channels are getting the full value out of that content. Instead, they need to be looking for ways to integrate the usage of their content into other organisational departments. And that means producing more than just top-of-funnel content.
If you’re producing middle- and bottom-of-funnel content – which you should be doing – share it with your sales team so that they can integrate it into their cadence or nurturing sequences. Make sure your customer service teams are aware of any content you’ve created that answers customer questions. Add it to your onboarding sequences, where appropriate.
Other departments aren’t going to do this automatically. You don’t just need great content – you need a way to effectively disseminate it between departments and integrate it into other peoples’ workflows.
(ii) Personalisation & Customisation: Understandably, the best results from content occur when that content is tailored as closely as possible to a person’s needs. So what are we, as marketers, do to make that happen?
Most people these days understand that marketers are tracking their movements online. So let’s put that data to good use. I expect that dynamic forms that ask progressive questions during subsequent opt-ins are going to be big this year, as will micro-targeted content generated based on customer data and served up to small segments of target customers, rather than to broad audiences.
(iii) Content Optimisation For Voice Search: Another big trend I’m seeing is interest in voice search. More and more consumers are using voice search technology by Google, Amazon and others, so it’s natural that brands would want to be sure their products or services are mentioned whenever corresponding questions are asked.
Fortunately, optimising for voice search can be as straightforward as incorporating common customer questions and their answers into your website’s content. This has the advantage of improving your overall SEO as well, given Google’s shift towards prioritising natural language responses in the organic results.
To do this well, think about how your target customers might alter their search queries when doing a voice search. That might mean using more words, being more descriptive in your content or focusing more on the long-tail – anything that most closely mirrors the natural language they’d use when speaking.
2. Andy Crestodina, Chief Marketing Officer and Co-Founder, Orbit Media Studios Inc
(i) Social Video Ads For Articles: It’s not just for lifestyle marketers on Instagram. Anyone who makes a video social post (rather than just text and an image) is going to see better engagement. For content marketers, that means clicks.
In 2019, expect to see a lot of 1-minute video “commercials” for content in social streams. Basically, this is just the marketer introducing their article, describing the benefit of reading and suggesting the click. The marketers who are best at this will add captions.
(ii) Fewer Shorties. More Depth: Enough marketers have read the research and learned from their own experience that long content tends to perform better. There is no rule that says that articles must be of a certain length, but word count correlates with detail, detail correlates with quality and quality correlates with traction in search, social and everywhere.
Bloggers who write longer are far more likely to report “strong results” from their content. Expect to see longer articles in 2019.
(iii) Prettier Dashboards: Thousands of content marketers are going to learn Google Data Studio in 2019. They’ll combine data from different sources and impress their bosses and clients with lovely charts. But will get value from these dashboards? Mostly no. Everyone will like the dashboards, but they won’t necessarily make the insights more obvious.
Analysis and reporting are not the same. The world needs insights, not dashboards.
3. Marc Guberti, Podcast Host, Breakthrough Success Podcast
(i) More Personalized Videos: We know the video is a highly engaging form of content, but it’s still relatively underutilized. Some marketers will begin sending personalized videos to individuals in their audiences. Once a few marketers establish this method, expect many others to follow.
(ii) A Deeper Focus On Content Repurposing: So many social networks and content formats are grabbing our attention. And with the way content marketing moves, I wouldn’t be surprised if we had at least one new way to produce content by the end of 2019. Getting more out of your existing content and distributing it across different mediums will carry more importance going into 2019.
(iii) A Focus On Recurring Revenue: Subscriptions will grow in popularity. We want to see consistent revenue coming into our businesses instead of a spike in revenue associated with a product launch. While product launches will still be popular, you can expect an increase in membership sites, coaching programs, and other offers that involve monthly payments.
4. Lisa Sicard, Content Marketing Manager, Inspire to Thrive
(i) Shorter Content Form: In 2019 long-form content will remain a big part of content marketing mostly for SEO purposes but the trend will lean toward shorter content for Generation Z. This younger generation will not spend time reading your long form content. You may want to try some short form blogs and then expand those into eBooks or white papers. Their attention span is even shorter than the older Millennials.
(ii) Video Format: Video will remain huge but not need to be just LIVE on the social networks. You can still use video in email for example or in your content marketing. Video helps your readers to be entertained. When the average user visits a social media site they love to be entertained even if they are looking for specific information such as news or research.
The younger audiences growing up today are used to seeing video everywhere and expect it when they are searching for something online. Finally, even video should be 1 minute or less to grab the attention of Generation Z along with the Millennials. That is why “stories” on Instagram do so well with video, they are no longer than 1 minute in length.
(iii) Add Value First & Foremost: The last content marketing trend for 2019 should be to add value to your customers. Your customers don’t have a lot of time to read and be engaged with you. So, you must provide value up front and early.
Keep them interested and entertained throughout your content whether it be on your blog or on your social network channel. Give them reasons to click and read or watch more. Make it more about their needs be fulfilled earlier in the process. Too often we tend to write with teasers in the beginning and don’t add the “meat and potatoes” until the very end. Many today (especially from the younger generations) will not take the time to read or watch until the end unless they find the value of their time in the beginning.
5. Donna Moritz, Visual Content Strategist, Socially Sorted
(i) Brands Will Focus Back On Core Content: Being consistent on a core platform (that you own, like a blog, podcast or video) is key, as well as sharing and engaging on the main social media platforms where your audience is actually hanging out. So we’ll have to get smarter about talking to our audience, finding out what they really want from us and where they are consuming content. It’s just not possible to be everywhere but it is possible to be consistent on an owned platform and build authority by getting smarter about how you manage your time and resources to best serve your audience and engage with them.
(ii) Brands Will Start To Explore & Embrace Voice Search: Just like we love consuming podcasts on the move, we can access content via voice search and save time. As more and more people use Siri or use an Echo or Google Home, we need to find out ways for our content to be found on those devices as well as on mobile phones.
(iii) Brands Will Start Leveraging Vertical Video: It’s how we hold our phones, so formats like stories and vertical video on Facebook will become more prevalent as we consume content in that format more across multiple platforms.
Content Marketing has proved its worth in reaping huge rewards for business & the best part is that 2019 promises more of Content Marketing than ever.
Most of the experts believe that Video Content, Content Repurposing & Voice Search will be ruling over the Content Marketing landscape in 2019.
Since your content is not going to market itself, it is you who has to take care of it. Follow these Content Marketing trends to optimally execute your content strategy & take your business to the next level in 2019.
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