Content marketing generates 3 times more leads than outbound marketing. With stats like that, putting effort into your content marketing strategy should be your top priority this year. Staying abreast of content marketing trends is a great way to ensure your efforts are relevant and effective. But what’s the latest in content marketing news?
Here’s the best of this year’s content trends so you can put your best marketing foot forward.
Setting a Concrete Content Strategy
So you have a posting schedule, but what about a content marketing strategy? Many businesses miss this crucial step when it comes to formulating their content marketing approach.
A good content marketing strategy should include:
- Setting concrete goals
- Establishing KPIs (key performance indicators) for measuring your content’s ROI
- Properly segmenting your audience
- Content remarketing efforts
- Content curation strategies
All of these points combined will help give your content marketing direction and accuracy. You’ll be able to better target your efforts and properly measure the results of your hard work.
Optimizing Content for Voice Search
More and more people aren’t bothering to reach for a keyboard when they Google a subject. Instead, they’re asking Siri or Alexa to do the hard yards for them.
What does this mean for content marketers? You have to ensure your content is optimized for voice search. This means including long-tail keywords that follow natural speech patterns and going out of your way to learn your target audiences’ inflections.
Voice search optimization isn’t just today’s trend either. Optimizing your content now will future-proof it, ensuring your SEO efforts continue to pay off for months or even years to come.
Locking Down Your Content-Length
Content length is fiercely debated in the marketing world. It’s true that the average content length for page one search results is 1900 words but we must be careful not to over-simplify the issue.
What length your content takes should depend on your subject and your target audience. The last thing you want to do is waste your user’s time with superfluous content just to hit the golden 1900 word ratio.
2019 will be the year we take a step back and really lock down our content length. Do your research, get to know your target audience, and ensure you’re delivering the content they expect from you – whatever length that might be.
As the saying goes: two heads are better than one. If your brand has never collaborated on a campaign before then 2019 is the time to change that.
Working with influencers and complementary brands will expand the reach of your content marketing efforts. It will also highlight your individual strengths and expand your knowledge base.
Podcasts, shared content campaigns, guest blogging – all are great ways to collaborate with another brand. Make 2019 the year you reach out and build mutually beneficial industry relationships.
Get Socially Conscious
Inclusivity and diversity aren’t just buzz words. They’re a great ethos to apply to your content marketing strategy.
Consumers want to see themselves reflected in the content they consume. The best way to expand your reach is to ensure your content shows the full spectrum of your target market and does so respectfully.
So make 2019 the year you get to know your target audience – all of them. Brush up on the social issues that impact them and ensure your content is socially conscious.
Integrate Your Channels
2019 should be the year you go “omnichannel”. All your various channels should integrate with each other to offer users a seamless experience.
For example, someone shopping via an app should be able to walk into a brick and mortar store and have the two different experiences inform and build on each other. The app might direct them to the location of a product within the space or shopping at the physical store might earn the user points to spend via the app.
What does this have to do with content? Essentially, 2019 will be the year your content strategy will work more closely with other types of marketing to better support the customer experience.
Diversify Your Content
Getting stuck in a rut is SO last year. This year you should diversify your content. Content marketing isn’t just blogging in 2019; it’s also social media content, email marketing, podcasting, video content, and more.
People consume a lot of content each day and that content takes many forms. It’s also accessed in diverse ways. People are increasingly multiplatform, meaning they access the web through a mix of desktop, mobile, and tablet.
Diversifying your content ensures that your reach is as broad as possible. So when brainstorming your next content marketing campaign, why not turn to an avenue less walked? You might be surprised by who tunes in.
Use Authentic Imagery
Of all the input our brains process, over 90% of it is visual. Illustrations, photos, graphics, icons – all are essential content tools for capturing the attention of your users. But there is such a thing as the “wrong” imagery.
Stock images and graphics, once ubiquitous tools in every content marketer’s belt, have fallen on hard times. This is because people are now super savvy to the use of stock imagery. So much so, their use can actually drive users away.
The solution to this problem is an obvious one: ensure you’re using authentic imagery when drafting your content marketing campaigns. No more “woman laughing alone with salad” this year. You have to make sure your photos are relevant and authentic to your brand.
Let These Content Marketing Trends Inform Your Strategy
Content marketing pays off in a big way. One of the best ways to invest in your content strategy is to stay abreast of content marketing trends. Now you know what’s hot in content this year, you’ll be able to better target your marketing efforts. And the better your aim, the higher your chances of success.
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