Throughout the past decade, we have seen a rise in quality designed websites and quality content on those websites. Content marketing has become even more important, hence, content creation and distribution will change radically. Few can doubt the effectiveness of content marketing on SEO, search engine optimization, and Google rankings.
Throughout 2019 we will see the channels, tactics, and tools marketers use to create and distribute content continue to evolve. Content is the heart of the connection between your brand and your customer – it’s either going to open their minds to pay attention and care that your brand exists, or it won’t. Here are 21 content marketing trends that you can’t ignore this year.
Authenticity, Transparency, and Value-Marketing
When it comes to any type of marketing, authenticity, transparency, and value have always important. As you have previously read, Google’s E-A-T algorithm is about expertise, authority, and trust, which coincide with authenticity, transparency, and value. 86% of consumers say that authenticity is a key differentiator that leads to a purchasing decision
73% of consumers would pay more for a product if the company behind it promises transparency
94% of consumers say they remain loyal to brands that provide complete transparency. Companies that don’t provide this transparency or create inauthentic content – are going to suffer moving forward. Not being transparent is seen by consumers as a red flag, and those that notice the red flags are going to investigate the company even more.
Content Personalization and Interactivity
We expect to see more content personalization taking place across the eCommerce industry and beyond in 2019. That’s because: 78% of consumers say that personally-relevant content is a determining factor in their purchasing decision Increasing personalization can lead to a 500% increase in consumer spending . A lack of relevance leads to an 83% decrease in engagement rates .
Content that provides even the slightest bit of interactivity, enable brands to differentiate themselves from competitors. It can also foster an increased sense of trust and credibility among consumers.
Cross-Team Input and Development
You will see from this list that everything ties in together. The process of content creation should span throughout the entire organization and not just the marketing team.
Every team members/employees engage with the brand’s customers in various aspects. Each team member plays a different part and the overall operations of a company and therefore they have their own unique understanding of the value of the company provides to consumers.
Using various team members perspective as well bring different ideas as to how to engage and communicate your value to consumers.
In 2019 we are seeing multiple brands work together to create the content of all different varieties. From podcast interviews warehouse of different shows trade-off interviewing each other on their respective channels.
You will also see collaboration through research or case studies.
Even social media takeovers with two different influencers. Companies are starting to create content together that can be housed on both companies channels, for instance, Uber and Pandora.
Utilizing Influencers as Content Creators
2019 will bring even more buzz around influencer marketing. This trend of influencer marketing continues to grow. Even larger brands have begun to partner with influencers to have them create content to be displayed on their corporate websites and influencers channel. Which leads to the next trend.
Your credibility will increase when you have an influencer create content on their own channel. The creator of the content is likely to share with their audience as well as with your brand. This will build trust and have massive visibility for your brand.
The influencer marketing is not new, however, it’s very much misunderstood by marketers and business leaders.
There is no need to hire mega influencers like the Kardashians. You should be thinking about local and national leaders in your particular industry or niche. You can look at your employees or current customers as those are your best brand advocates.
Instead of paying an influencer to post about your product, consider co-created content, and ask them to post on your platforms that you can then leverage and promote. When tapping into the power of influencer marketing, don’t fall prey to the lazy influencer agencies who only spam influencers with copy/paste spam virtual outreach, and wind up hurting your brand more than helping it.
Micro-influencer marketing can be a game changer for any business. Often it is the fastest way to brand awareness, amplification and a true connection with your target audience. Choosing the right influencers is key to success, as well as a well thought out program to maintain relationships, set goals and measure results.
It’s not as easy as throwing a few bucks at an influencer and expecting overnight success. Be ready to work.
Develop Multimedia Content With Omnichannel Distribution
Multimedia content is quickly becoming a necessity versus an option.
- 75 million US consumers watch video content on a daily basis
- By 2019, video traffic is expected to account for 80% of all consumer internet traffic
- Video content that’s around two minutes in length generates the highest levels of engagement
Effectiveness of omnichannel marketing:
- 98% of consumers use more than one device over the course of a given day
- Companies that utilize omnichannel strategies report a 91% year-over-year increase in retention rate over those that do not
- 87% of consumers believe brands should be putting more effort into their omnichannel initiatives
Video, Audio and Short Stories
2019 is the year to start utilizing your arsenal of marketing tools, videos, audio/podcast and creating short stories. Your secret to success this year is going to be trying new concepts, and adapting as different media channels change. If you’ve been doing mostly long-form content, it could be beneficial to test out shorter, bite-size formats such as stories on Instagram and Facebook.
If you are primarily focused on short format video and content, then you need to try longer form content that can rank well in search, increase traffic and offer SEO benefits. Original and relevant content is key to success. Don’t create content just to do it. Instead, take the time to plan out a solid content strategy.
Chatbots and Artificial Intelligence
The use of chatbots is becoming more prevalent in digital marketing.
According to a study by Spiceworks, 40% of large companies will use chatbots and/or “intelligent assistants” by 2019.
This is due to the growing number of consumers expecting to connect with companies via chat text. Consumers need to quickly find the answer to both simple and complex questions. Chatbots are the quickest, easiest way to increase consumer value. A lot of powerful AI technology already exists; however, it’s not highly accessible. As this changes over the course of these next few years, that’s when we’ll truly see the impact of Artificial Intelligence on content marketing.
One of the biggest ways that AI will affect content marketing has to do with analytics and machine learning. Artificial Intelligence can gather and interpret huge amounts of data, amounts that would take months of work from dozens of people, while AI can handle it in seconds.
Content Cluster and Long-form Content
Longer-form content (e.g., articles over 1,000 words in length) caters to your followers who are passionate about your brand. It’s simple: the more interested an individual is in your niche, the more they’re going to want to learn about it. Google’s more recent algorithms tend to recognize longer-form content as being more valuable – making such content more likely to rank higher in search results.
Deluxe Long-Form Content
Search engines and readers like to have long content. 2019 is the year of long-form content. Long-form content is more likely to offer your audience well-structured, in-depth, and well-researched texts about a particular topic. This provides more added value and also seen a trustworthy source.
Video marketing now has enormous potential. A 2017 report by Animoto shows that 64% of customers made a purchase after watching branded videos on Facebook. Videos are also the most convenient way to get to know a company on the internet. By 2021, videos are expected to account for 82% of global internet traffic.
People value authenticity and transparency in a brand, therefore branded videos, webinars, and influencer channels are popular on YouTube. People who speak directly to their viewers in front of the camera establish a relationship and appear more authentic than advertising messages in words and pictures.
Podcast marketing is also becoming increasingly popular. Brands are able to appeal to more users with audio content, bringing the brand name clearly into the consciousness of the target group via advertising in popular podcast series.
Social media marketing is one of the fastest moving channels. The trend is moving away from Facebook towards short-lived audiovisual media such as Instagram. This is especially the case for younger audiences (16 to 30-year-olds) and influencers.
Content Marketing Plans
In 2019, you must have a content marketing plan that helps you align your content to your business goals. You need to find an equilibrium where you can ideate, create and publish content that both serves your audience incredible value in a personal and meaningful way, as well helps you achieve your goals. This is not going to come as easy as it may have in prior years.
A real need for an actual content strategy
Surprisingly, as many as 63% of businesses don’t have an actual content strategy – but while that’s bad news for them, it can be great news for you if you start developing a content marketing strategy that aligns with your business goals.
That said, it’s important to understand that a content strategy is not just an editorial calendar that you plan a few weeks or a month in advance. Rather, it’s a documented strategy that involves: Setting goals for your content marketing strategy that align with your business goals.
Any content that you produce helps you reach your business goals (generating more traffic, more leads, making more conversions via your website, blog or email and so on)
78% of consumers say that personally, relevant content increases their purchase intent. Your content needs to be original and relevant. It’s pretty simple. Create your own content. Use your own ideas.
If you’re short on ideas, hire a consultant, writer or agency to help you create them.
Voice Control and Search
Big changes are coming with search which marketers cannot ignore the power of voice search. At least some portion of your content will need to answer quick questions with quick answers.
Marketers have to be thinking about the actual words people say and how they say them. Mobile-responsive and mobile-optimized websites remain incredibly important and most of these voice-activated searches are done on a mobile device. Google prioritizes mobile-optimized sites in search results.
Some even believe that as many as half of all online searches will be voice searches by 2020.
Brand storytelling goes much deeper into who you are, and why you’re doing what you’re doing. It is more about the experience you are creating, and how you engage your customers, as opposed to bragging about yourself. It takes around seven brand touches for someone to remember you and your brand.
Maximizing every touchpoint by creating experiences that matter, and are based on an intent to truly shape the people and businesses your organization reaches.
Most users use a mobile device to watch videos on the internet, shop, inform themselves and stay in contact with others. According to studies, in three years, smartphones will replace desktop computers as the main way of accessing the internet.
All content should be implemented on the basis of the “mobile first” idea, given trends are leading that way. Especially in video marketing, all signs point to mobility, because most people watch videos on a tablet or smartphone.
U/X – User Experience
2019 is all about meeting the needs of users who are using different formats, winning their trust and giving the brand a positive image. Above all, content marketing must create one thing: a good user experience. In the future, tangible content will clearly catch up with price and quality as important attributes of a product.
As you have already read, content marketing is taking leaps and bounds in terms of technology and user experience. Companies will have to adapt to the expectations of the customer through communications and content creation on all channels. Video and audio formats are gaining popularity – and they must be authentic, fresh and consumable in the right snack format, whether on the tablet at home or on the smartphone.
“This post was selected as one of the top digital marketing articles of the week by UpCity, a B2B ratings and review company for digital marketing agencies and other marketing service providers.”