As every year, important changes are approaching in the industry and we must be prepared to adapt our digital strategy and continue doing effective content marketing that contributes to business objectives, that is, that translates into increased revenue.
There are many reasons why a content rich people database package strategy is successful, but below you will find some of the trends that will be talked about in 2019:
1. Re-energize content marketing teams
If your content team consists of just one writer and one graphic designer, you're in trouble. The most important content marketing trend for 2019 is to have multiplatform teams , capable of creating audiovisual productions, videos, audios, illustrations and interactive content.
The more talent you have in your content area producing quality multi-format material, the better your results will be. Think of new roles: scriptwriters, illustrators, video producers and editors, voice-over artists, audio producers and editors, and web developers with user experience (UX/UI) expertise in creating valuable content.
The best team for content marketing
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2. Adapt content marketing to voice search
Voice search is not a futuristic fantasy. It is here and is increasingly used, posing a challenge for content creators: how do I make my content appear in the results of these new searches? By creating “conversational content” that speaks directly to the audience.
We must think about how users ask questions to devices like Siri, Alexa or Google's voice search engine: the questions are elaborate, with complete sentences and it is common to ask questions again, so the content must aim to "continue the conversation" by answering more questions.
Additionally, content should be optimized for context because people often add phrases that indicate their location or request geolocalized searches.
What does this mean for us marketers? That our content must be increasingly adapted to the everyday language of our target audience. Let's not use complex words or sentences that are difficult to read. The simpler, the better.
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3. Videos, videos, and more videos… and audios as new content marketing trends
Videos continue to dominate content marketing trends , accompanied by a resurgence of podcasts as a format, always betting on a hyper-connected and mobile audience. Short, visually impactful videos with themes and narratives that appeal to emotions continue to delight audiences and are used to attract traffic. Keep in mind that the use of subtitles on videos (especially on social networks) is also setting the trend.
Don't forget to extract analytics from these videos! Number of views, % of stay, selected subtitle language are data that can help you perfect this format and take it to the next level. Platforms like Wistia can help you in this regard.
4. Promotion of content
Content distribution is becoming as important as production. What's the point of having relevant content if it doesn't have the expected reach, doesn't attract new visitors or doesn't move your leads through the sales funnel of your product or service? The trend is to find new distribution channels where to place the valuable content you produce. In addition, pillar pages become essential when working on a search engine positioning strategy.
Finding networks that specialize in the topics that interest you and are able to distribute them to audiences is crucial. If the content you manage to place on those channels is good, it will make its way on its own. Don't rule out a strategy of buying space in digital media as part of the push.
5. More fun, more viral
Viral content has a lot to teach us. Humor is a great tool for engagement with audiences . Are you still not using memes or gifs in your content strategies? It's time. Likewise, current content has the same viral potential. Informative videos on topics that matter to audiences are easy to share as long as they add value to those who view them.
Although marketing trends are moving quickly, they all maintain a focus on quality content. Formats and technologies change, but the essence of content marketing remains the same: providing value to audiences and helping them move forward in their purchasing journey in a fluid manner is the goal. Go ahead and renew your content marketing strategy and get ahead of the trends for 2019!
