Content Marketing – 4 Trends in 2019
There’s never been a year when marketers didn’t say they were going to create more content. So, unless you’ve been living in a cave, you’re already experiencing an information overload.
Therefore, a question begs to be asked – how all this content is going to affect marketers, content creators, and consumers?
Here’s what we think –
For marketers, more content means more content management. So one can expect a widespread use of content analytics and content management software. Along with that comes the added pressure of proving that the spendings are producing results.
For creators, it means creating a strategy that concentrates on every stage of the consumer journey rather than just concentrating on customer acquisition. It’s not enough to get your foot in the door. Your aim is to sustain the customers; they need to be engaged at every stage i.e. Top, Middle and the Bottom of the Funnel.
For consumers, it’s all about personalized content. It is impossible to consume it all, so audiences will increasingly resort to aggregators who sniff out the best and the most relevant content for them.
Having said that, here are 4 trends that will rule this year –
- Taking content off the screen with Internet of Things (IoT)
Think about how we’re interacting with devices and new technology now, like Siri and Alexa. Audiences are no longer restricted to staying locked onto the screens to consume content. Thanks to IoT, content can be all around us, interwoven into our daily lives in a way that sets your hands and eyes free. Interested in learning ways to champion IoT content marketing with Amazon Echo? Here are 10 ideas that can get you rolling.
<div style=”width:100%;height:0;padding-bottom:55%;position:relative;”><iframe src=”https://giphy.com/embed/H2TffYAavFaec” width=”100%” height=”100%” style=”position:absolute” frameBorder=”0″ class=”giphy-embed” allowFullScreen></iframe></div><p><a href=”https://giphy.com/gifs/echo-homes-assistant-H2TffYAavFaec”>via GIPHY</a></p>
- Live video is taking over
Today, consumers would rather tune into a live video than read a blog post. They’re increasingly looking for a more authentic connection with the brands, and live videos give them just that. Dunkin Donuts used this format on Valentine’s Day to show it’s audience their “test kitchen” where it creates new products and creations, ending with a finale that involved the making of a gigantic, donut-themed wedding cake. The video garnered 48,000 views.
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<a href=”https://giphy.com/gifs/Interstellardesignz-funny-lol-xiBIdYtplGjoA7AaNR”>via GIPHY</a>
- Interactive visual content
While a live video is super engaging and certainly interactive, there are other kinds of interactive visual content mediums like Augmented Reality (AR) and Virtual Reality (VR) that allow you to create an entirely different experience for your audience. Take IKEA for instance which is one of the first retail companies to launch a VR site which also has e-commerce incorporated into the experience.
<div style=”width:100%;height:0;padding-bottom:56%;position:relative;”><iframe src=”https://giphy.com/embed/xTiQyI0qPIYaMzyyVa” width=”100%” height=”100%” style=”position:absolute” frameBorder=”0″ class=”giphy-embed” allowFullScreen></iframe></div><p><a href=”https://giphy.com/gifs/cbs-big-bang-theory-vr-virtual-reality-xTiQyI0qPIYaMzyyVa”>via GIPHY</a></p>
- Content distribution
Even more inventive ways of engaging your audience are already on their way. A smart brand is the one that adopts a multi-channel content distribution strategy that makes its every platform a source of specialized content. Fashion brands are especially ahead in this regard. One of the foremost champions amongst them being ASOS. With Instagram launching its new IGTV feature, the brand has yet another channel to turn the world into fashionistas.
<div style=”width:100%;height:0;padding-bottom:56%;position:relative;”><iframe src=”https://giphy.com/embed/3htHs3cq1XptYyg4XG” width=”100%” height=”100%” style=”position:absolute” frameBorder=”0″ class=”giphy-embed” allowFullScreen></iframe></div><p><a href=”https://giphy.com/gifs/typito-youtube-vertical-video-3htHs3cq1XptYyg4XG”>via GIPHY</a></p>
It’s important to keep up with the latest trends but what’s more important is to do your research and create a strategy that blends these trends into your brand seamlessly. Another vital aspect is to document the strategy. Research shows that marketers who document strategy are 10x more likely to report success than those who don’t.
Which of these content marketing trends for 2018 are you working on incorporating into your strategy? Leave a comment and share your thoughts.