Content creation has become critical to the success of digital marketing strategies in the last decade and the situation is not going to change anytime soon. Over 80% of people expect brands to provide content that entertains, tells stories, provides solutions, and creates experiences and events.
In other words, content remains king and you have to keep playing this game in 2019 as well. But don’t expect it to be easy because the game is evolving. You need to embrace the latest industry trends in order to keep pace with competitors.
In this post, we will present you seven top content marketing trends you can’t ignore in 2019. Pay attention because these trends will dominate the year to come!
In case you haven’t already prepared the 2019 content marketing plan, you better hurry up because industry leaders probably did it a long time ago. According to the study, only 39% of marketers have a documented content marketing strategy. You don’t want to make the same mistake since random content can only get you so far in the lead generation race.
Instead, you need to make a schedule of activities that include daily or weekly programs, so you can prepare well in advance to publish content without delays. On the other hand, improvisations can occur only when you notice opportunities to take advantage of unexpected attention-grabbing events or stories.
Create Original Content
This tip is not actually a trend, but rather evergreen advice. It goes without saying that you have to create original content, but it becomes even more important in 2019 since the Internet is flooded with all sorts of more or less relevant topics.
In such circumstances, the only way to get the foot in the door is by creating unique posts that cover topics from all angles. Digital universe will gradually divide into industry thought leaders and followers, so you better try to become a member of the former group.
The digital universe is getting faster and more efficient year after year. Users are not ready to spend more than a few seconds looking for the targeted content, so they turn to alternative browsing solutions such as voice searches.
A report shows that 2 of 5 adults perform a voice search at least once a day and you must exploit this trend by optimizing content for voice inquiries. There are many ways to do it, but these two are fundamental:
- Create a comprehensive FAQ page to digest all of the major answers;
- Write content that answers questions directly and make it as concise as possible.
Create Multimedia Content
Gone are the days when you could create blog articles, podcasts, or videos independently. Today, you need to think multimedia and publish posts that combine several formats simultaneously. For instance, your articles must contain images, graphs, and videos to look more interesting and informative.
However, keep in mind that multimedia content has to fit the growing demand for an omnichannel experience. Users consume content on various devices, so you need to give them the possibility to switch from one device to another seamlessly. This is the only way to ensure top-notch user experience in 2019.
You probably know that social influencers play a major role in contemporary marketing, but don’t forget that macro-influencers are not as productive as before. The reason is simple: macro-influencers can’t keep up with their micro peers because people don’t trust them anymore.
Micro-influencer content is almost seven times more efficient at engaging audiences than bigger influencers. This happens because micro-influencers build a small but loyal fan base, establishing stronger relationships with their followers. For this reason, they can encourage the audience to engage much easier than macro-influencers.
The only field where macro-influencers still perform better is, of course, brand recognition. If your only goal is to raise awareness, then you can hire macro-influencers to introduce the brand to the wider audience.
Most marketers are still not ready to invest in Augmented Reality (AR), but it’s an extremely productive tactic if you are trying to generate fresh leads. After all, it doesn’t have to be too expensive: AR functions well on mobile devices, so you only need a little bit of creativity to come up with a nice way to integrate technology with content.
Make Data-Driven Decisions
Data-driven functioning is the last trend to shape your 2019 content strategy. You must go beyond simple website intelligence and platforms like Google Analytics. It is time to embrace an all-around approach and test every channel of communication separately using native tools for each one. This will help you analyze content performance in the omnichannel environment, including social media posts, email content, chatbot efficiency, and all other channels you might be using.
Content creation is by far the most important digital marketing strategy, which is why marketers dedicate special attention to this process. However, the industry is evolving over years and you need to stay up to date with the game-changing developments.
In this article, we presented a list of the seven major content marketing trends you can’t ignore in 2019. Remember our tips and let us know in comments if you believe some other features will dominate content marketing next year!
Written by Justin Osborne
Justin is a blogger from Leicester, England, UK.