Content Marketing Trends that Will Dominate 2019

Dec 20, 2018


Article ImageThe content marketing world is in constant flux. As we reach the end of the year, it's important to review, reflect, and strategize on what’s working and what’s changing, and begin to plan for the year ahead.

Here are some content marketing trends to steer you in the right direction and to help you take a new approach to improve your content marketing in 2019.  

Get Personal with Case Studies

If your case studies aren’t telling a story, then you’re making a mistake. Case studies are more than an accessory for a campaign—they’re evolving from focusing on product specifics to putting the buyer at the heart of the narrative. Marketers need to trigger emotional connections to drive broader engagements and purchasing decisions. Walk readers through a journey, connect to their imaginations to address audience motivations, and engage buyers through the purchase journey.   

Tap into Emotions with New Technologies

You cannot appeal to specific emotions of your target audience unless you are certain you know who that audience is. Customers have diverse needs, preferences, motivations, feelings, and behaviors. Brands are finding significant rewards through new technologies, including AI, machine learning, and predictive analytics. These analysis tools are revealing customer sentiments that detect emotions in social data. By utilizing language-processing methodology, brands can understand what their readers want more—or less—of and enhance the customer experience accordingly.

Video to Generate Leads

Creating video content is a great way to grab the attention of your audience, but it’s also becoming a strong demand generation tool. The Content Marketing Institute’s (CMI) study of B2B marketing confirms that videos are one of the most effective types of content to affect the early stages of awareness within the buyer’s journey.

Through videos, brands can show their customers their authentic side by incorporating branded content that emphasizes their uniqueness’s of who they are, what they believe in. Like case studies referenced earlier, feature your own customers in the story. Dell is a great example of a brand that highlights its customers (American Red Cross, TGen, and GoalControl) and incorporates emotion into its storylines. Keep in mind that your videos need to be mobile-friendly and engaging and that you must stick to a regular upload schedule. And for better performance, include closed captioning.

Intelligent Delivery

Content distribution remains a critical component to build awareness, drive engagement, and recognition at top of funnel. The CMI 2019 study revealed that 71% of the most successful content marketers used paid methods to distribute content. If you don’t focus on delivering your content to the right audience, in the right place, at the right time—it is useless.

This goes beyond merely staying updated on social media trends or relying on people to “choose” your content over all the other noise out there. Instead, marketers need to deliver directly to the people who will most benefit from seeing it through targeted paid media. 

The Power of Collaboration

Although incorporating new trends may help to drive engagement, it takes a team to achieve overall success. Some companies have one person responsible for content creation, which has its advantages, including maintaining a consistent tone and voice. However, the benefits of scaling content marketing across the organization through varying perspectives can help you build a strategy that is sustainable. Additionally, expanding efforts to incorporate subject matter experts with different customer points of view within your organization has the potential to earn more exposure and renders your content authentic to your readers. Marketing’s role should still facilitate the production to ensure there is a consistent focus on your company’s topic themes in this collaborative content.

Conclusion

By aligning the right content strategies for 2019 with the right approach and the right people, marketers can ensure the effectiveness of your company’s content marketing goals. As you move ahead with these trends in mind, one thing that will never change is the importance of putting your customers first and delivering them value and inspiration.

 


Related Articles

Overall, the pumpkin product obsession accounts for $361 million in US sales. So, what exactly can we learn from the success of pumpkin-spiced products and how it can relate to your seasonal strategies?
Right now, there's nothing hotter than storytelling with data. Attention spans are short. If content doesn't captivate us instantly, then we simply don't pay attention. So, what are companies doing to be heard? They're filling their stories with data and expecting results. But that's not enough.