The fact that content marketing is king is no longer in doubt. Content rules and any digital marketer that doubts this is living in denial.
Over the years, however, content marketing has evolved a lot. From the days when keyword stuffing was rewarded with top ranking in search engine result pages, we’re now at a point where web design, responsive design, and external engagements play an even more important role. Remaining on top of these new developments can be the difference between a successful campaign and mediocrity.
Below, we discuss several trends to watch out for in 2019. You want to closely track these trends as they could prove to be game changers going forward.
- Authenticity on the rise
- Voice search on the rise
- Artificial Intelligence (AI) to take over?
- Micro-moments to shape consumer journeys
- Most content marketing activity to take place on social media
Consumers are growing tired of non-stop branding. They’re tired of seeing your branding messages on TV and every mobile app. Instead, they want to hear of real-life, personal experiences to help them make key purchase decisions. In 2019, smart marketers will work on this and use avenues such as influencer marketing to better reach their audiences. Expect brands to also encourage customers to share their experiences through comments and other UGC.
Currently, around one-third of searches conducted on Google are voice searches, with personal assistants including Siri, Alexa, and Google Assistant leading the way. ComScore predicts that this trend will increase even further in 2019 such that by 2020, at least half of all search queries will be voice-based
While this may not happen in 2019, there’s sufficient evidence that going forward, AI will play a huge role in content marketing. We’re already seeing what chatbots can do. These bots allow businesses to engage their customer round the clock and can be used on the web as well as on social media. Expect widespread adoption of these bots as well as new AI technologies that support content marketing.
The internet is saturated. Everywhere consumers go, they’re bombarded with all kinds of branding and marketing messages. Smart marketers have found a way to cut through the noise and reach consumers with targeted, valuable information – micro-moments! Micro-moments work because they provide consumers with the right information, at the right time thus helping marketers engage consumers for longer periods.
Of the 5 billion internet users worldwide, around 3.2 billion use social media. More importantly, these social media users are very active. Many spend two-thirds of their internet time on their favorite social media accounts. Marketers are aware of this and are steadily shifting focus to social media platforms. Expect to see even more branding activities on top social networks such as Facebook and Instagram in 2019.
Aside from the five trends discussed above, experts are also predicting a change in the content marketing funnel, the emergence of customer success as a new frontier, and a greater focus on distribution channels as marketers seek ways to maximize efficiency.