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Top Content Marketing Trends for 2019

[fa icon="calendar"] 26-Aug-2019 12:41:22 / by Gardy Bacas

Gardy Bacas

Content Marketing Trends for 2019 show that many marketing tactics no longer work. We produce so much content nowadays that it becomes increasingly difficult to create a message which stands out and is findable on Google and other search engines. You could argue that content marketing seems to be undermining its own success. You have to ask yourself which approach works? How to deal with the decreased organic reach of social media and Google?

Business man pointing to transparent board with text What are Your Goals

Based on feedback from Dutch marketing thought leaders, the following are some of the top trends for 2019: decreasing reach of social media and organic search, personalization (e.g. "people do business with people"), targeted, reader-specific content, and the rise of video and podcast.

 

Here are the Top 30 Content Marketing Trends for 2019:

1. Strategy First. 

Your content marketing strategy starts with setting up your (smart) goals. For whom are you creating content? What are your goals?  To be able to create relevant and valuable content you have to know who your buyer persona/target audience is. The content has to be aligned with the core value of your business.  Delivering the right content, to the right people, at the right time. 

Download here the free Flywheel Persona guide and learn how to create personas which everyone can use throughout the entire customer journey - including market research to marketing to sales to customer service teams. 

Free guide: Creating Flywheel Personas

 

Flywheel Persona

2. Know your customer's buyer journey.

To create relevant content for your customers you have to know where they are in the buyer's journey. It's important to create high-impact content (videos, case studies, white papers) for each stage of the buyer's journey. Customize high-impact content assets as much as possible, ensuring it is relevant for the buyer's role and industry. To increase views, link and share content with a short personal text or video message via email, What'sApp, LinkedIn, Instagram, or Facebook. 

3. Content marketing takes time.

Developing a content marketing strategy takes time. Before you start creating content, do your research, make an inventory of your current assets, and publish a content schedule. This is especially important when you are planning to launch a campaign with several content assets and need to create or adapt content for your campaign.  

4. Lobbying within your own organization.

Content Marketing is important to the entire company. It involves all employees. Be sure to have stakeholders and decision makers on your side. 

5. Listen to your customers.

Keep in touch with your target audience to find out what's important to them and what their pain points are. This helps align your content with your reader, ensuring it is relevant and meaningful. 

6. People like to do business with people.

People do business with people not brands. The people behind the brand who create content are more interesting than the big brand name itself. Create content and share stories about your company's thought leaders and innovators. 

7. Tribe building.

Over the long term, tribe building helps build your authority and credibility and creates a solid brand name.

8. Apps to fight telephone addiction may block content on social platforms.

Smartphone providers are introducing tools to tackle screen time and phone addiction. As viewers spend less time on social media, it may be difficult for companies to reach their target audience. 

9. Invest in Account Based Marketing.

In 2019 it became very important to promote your content across all social media channels. Facebook reduced the organic reach of companies, focusing more on family and friend networks. Invest in a strategy (e.g. Account Based Marketing) and marketing budget to improve reach for your target group. 

10. Decreased organic reach.

A clearly visible trend in 2019 is the decreased organic reach of Facebook and Google due to changing algorithms, impacting engagement metrics. As an example, Facebook now prioritizes and rewards content that produces meaningful interactions above all else (likes, shares, comments). And video content helps increase that reach - with some stats claiming a 127% increase in pages visited on sites with video content.  

To learn how to increase website traffic and visitor engagement, download our free tip sheet: DOWNLOAD Tip Sheet - 10 tips to increase website traffic and drive visitor  engagement 

11. Content marketing popular with B2B.

B2B companies understand that lead nurturing is the strategy to build relationships with your target audiences. Content Marketing and lead nurturing go hand in hand. However, the process breaks down if you don't align your marketing and sales teams. Collaborate across customer-focused teams to create personal touch points which help build relationships with potential buyers as they move through the consideration and decision stages of the journey.   

12. The ROI of content marketing.

Content Marketing often focuses on "top of funnel" audience. However, it takes time before people convert from an interested visitor to a motivated buyer. It is important to determine your KPIs for each content asset. And don't provide too much information too soon: otherwise you will "burn" through your assets before the visitor is ready to move to the next stage of the customer journey. 

13. Opportunities for more in depth content.

There is a growing need for more in-depth, relevant content: this includes content which takes longer to consume and digest, but ultimately which gives more gratification. Think about creating strategy papers, buyer guides, recorded webinars and podcasts which can help educate buyers about complex topics. 

14. Content Hacking.

An important trend in 2019 is Content Hacking. Build social sharing links directly into your content, repurpose and republish blogs, embed live videos, and trial different CTAs to understand and optimize your conversion touch points. Read more on HubSpot's blog 10 Characteristics of a Growth-Focused Content Marketer

15. Be socially relevant.

Don't focus primarily on your own product: research topics that affect your audience. Examples: sustainability, climate change, AI, innovation, digital transformation.

16. Show some backbone.

 Stand up for your beliefs. Show courage to create risky or edgy campaigns, knowing that not everyone shares your opinion.

  • Make a statement
  • Align your brand name with your buyer persona
  • Addressing values of (a part of) existing and potential customers in the market.
  • Don't focus too much on your product

17. Structured data.

Make your content "Google-friendly" with the help of structured data. Google is increasingly working with techniques like graphs and snippets. 

18. Relevant is the new viral.

With so much content available on the Internet, it is difficult to stand out and create "groundbreaking" content. Keyword is therefore customization. Create helpful and relevant content for your buyers persona. Content that helps them to solve their problem.

  • Offer a consultation, organize live webinars or write a customized white paper
  • Create a helpful tool
  • Share the latest news facts
  • Help people learn new skills: do it yourself videos, tutorials on YouTube

19. Collecting and sharing content.

Collecting, organizing, editing and sharing existing content from your own organization or that of third parties. It  has to be helpful and relevant content for your  target audience  such as news, blogs and background articles

20. Video

For e-commerce websites, visitors are 72% more likely to buy after watching videos on your sight. Personal video is becoming the defacto format to reach out to new prospects or nurture potential buyers (tip: think about sending a short email or text with an embedded personal video message from you, which links to a video which explains more about your product or service). Our team loves the video marketing platform from TwentyThree. 

Content is King card with colorful background with defocused lights

21. B2B Ephemeral.

Create temporary content that will disappear like Snapchat and create exclusive members-only content offers.

22. A look behind the scenes.

Create content which shares a closer, more personal look into your company. Offer your target audience a glimpse behind the scenes to give them a better idea of how it is to work in your organization and who are the creative leaders behind your products and services.

23. Podcasts.
Podcasts are ideal for consuming content - on the train, in the car, on the plane. When the content is relevant, timely and focused, it will draw your target audience to listen.
 
24. Voice search: how does your voice sound?
We search for content in all kinds of ways. Search has become enormously diverse, with voice search quickly emerging as one of the top ways to search for information about a specific topic (and number 1 on mobile devices). It is time to optimize your site for voice search.  Searches no longer consist of single terms, but increasingly of full sentences.The number of voice searches will increase, which requires a different SEO approach. 
 
25. Go deeper into the niche
Immerse yourself in the products and services that are relevant and helpful to your buyer persona. Provide more targeted information instead of general information. Be seen as the industry expert or thought leader in your space. 
 
26. Longer content is not always better.
Longer content is not always better: it depends upon which stage your visitor is in their customer journey. Insight and depth can be contained in short and powerful statements. Try shorter, high impact content first, when click through to more depth. 
 
27. Pay-to-play
 "Pay to play advertising and promoting content is becoming more important and ... more expensive." It is becoming more important to have knowledge and experience in setting up good campaigns.
 
28. Your own website first
Focus primarily on creating content for your own website. Publish an exclusive blog, white papers on your website first instead of LinkedIn. Work with specialists on content, like tip sheets, infographics, and blogs. 
 
29. Micro-influencers and closed groups
People trust recommendations from family, friends and community members more than generic ads or ads from influencers (celebrity bloggers/vloggers). The trend is for more content to be published by micro-influencers and /or within closed groups (by invitation-only; user groups). This can increase reach and authority of companies who may not well known (vs major brands) and enables smaller companies to publish and deliver content which reaches users on a global scale.  
 
30. Artificial intelligence
Artificial Intelligence and machine learning are not just a trend - these technologies are changing the way we live, work and interact. AI and machine learning tools are reaching better-than-human performance for some processes. However, don't forget that people like to do business with people: make sure your content has the human element to it and doesn't read like a machine-generated piece.
 
 
Digital Doorway would like to thank Mediaweb and CopyRobin for contributing some of the content and thought leadership for this blog. Read more Dutch-language content on the Mediaweb blog. 

Topics: Customer Journey, Inbound Marketing, Content Marketing, Buyers journey

Gardy Bacas

Written by Gardy Bacas

Gardy is the Digital Doorway expert with 10 HubSpot certifications. She joined the team since the start of the company in 2017. She speaks English, Dutch, Norwegian, and German.

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