As we get closer to the new year, now is the time to re-visit your content marketing strategy. The content you share on your social media pages is at the core of your brand’s connection with your audience. The content you share with your audience will either help bolster your connection or not. If you can create content that helps you connect with your audience in an authentic and meaningful way, you will be well on your way to a successful 2019.
Here are eight key content marketing trends to keep an eye out for in 2019.
1. Create a content marketing plan and calendar
Most small businesses, are spending up to day’s worth of time on creating and scheduling social media content. This is a lot of wasted time. When it comes to social media marketing, if you are not utilizing a social media content calendar, you are not working productively. With a social media content calendar, you are able to effectively plan, organize and maintain your social media content. With this newly freed up time, you will be able to post more consistently and ensure that the content you are sharing is what your audience wants to see.
The days of throwing up content on the fly will not work as we move into 2019. Your social media game needs to be on point in order to be competitive.
2. Post content that is valuable and relevant
The content you share needs to be original, relevant and of interest to your audience. Stay away from posting what is considered “viral” when it comes to topics and headlines. Unless of course there is a tie in with your audience. Trust and credibility are essential for your brand when it comes to your brand’s social media presence. Therefore, one of your key goals with your content marketing efforts, is to develop a deeper connection with your audience. If you get people to trust your brand, you have a much higher chance of them purchasing from you.
The key takeaway here is that you need to respect your audience’s time by giving them the type of content they are looking for. Do that and your organic reach levels will rise.
3. Collaboration with micro-Influencers
Influencer marketing has been a popular trend for a while now but with that popularity comes higher prices for the services of people with thousands of followers. For this reason, 2019 will see a shift towards collaboration with micro-influencers. This new batch of influencers are leading the pack in pretty much every niche and their following is typically under 10k. With a smaller following, these influencers have a strong connection with their audience which means they have a real interest in what they are sharing.
4. Voice search
Optimizing and planning your keywords has always been at the top of any marketers to do list. With the advent of voice search on smartphones and devices like Amazon’s Echo, marketers now need to change course. They need to be thinking of how someone will ask a question with their voice. For this reason, you need to have some content created that quickly addresses popular questions with quick answers. If not, you will miss out on showing up in searches moving forward.
Furthermore, creating a mobile-responsive website for your brand is now more important than ever since most of these voice activated searches will happen on a device. Not to mention Google favors mobile-optimized sites in search results.
5. Test out new formats
There are so many formats and mediums to try out and 2019 is the year you should go for it. Here are a few you should think about dabbling in this coming year:
Video: One of the biggest trends, this one is a no brainer to get started on asap if you have not done so already.
Message apps and chatbots: People want to reach their favorite brands easily. Not to mention your brand being able to interact with customers in real time.
Instagram/Facebook stories: Bite sized content from your favorite brand. Who doesn’t want that? With over 400 million daily users, it is time to try this format out.
The key to making any of these mediums work for you is to have a solid plan and that your content always provides value to your audience.
6. Automated personalized marketing
Because people are now online for a good part of their day, there is so much data that can be mined. Brands have a front row seat to insights about who their consumers are and what they are looking for. For this reason, more personalized marketing is coming our way. We can already see the effects. Whether it is Netflix recommending additional shows based on previous viewing history or Amazon showing you “similar” products. Personalizing your marketing will help foster a stronger connection with your customers. As we embark on 2019, you will see it come through not only in content but also emails and products.
7. More educational content
When you provide your customers with educational content with regards to your products and services, you are helping them understand why they need them. It also helps distinguish your brand and earn it some additional credibility. A great way to share this knowledge is through video. Explain how your product/service works or do a video with FAQs. You could also go live and do a product demo. The more people are armed with helpful information, the more comfortable they feel about purchasing from your company.
8. Increase in UGC
Just like brands have turned to influencer marketing more and more, we will now see an uptick in UGC (user generated content). Brands will be looking more at their loyal customers to become brand ambassadors. Always remember, people will trust the word of a fellow consumer over the word of a brand any day.
Here are some places to find UGC:
- Blog post comments
- Photos people share
Rand Fishkin, who says you need to be 10x better than the people who show up in the top 10 results for your keywords, says your content needs to meet a few of the criteria mentioned here in order to be considered exceptional:
- Needs to have a great user interface on any device.
- Content should be some mix of interesting, trustworthy, useful, remarkable and high quality.
- Your content needs to be noticeably different from other works on similar topics.
- Quick load time on any device and/or browser.
- It has to stir up an emotional response. Think joy, anticipation or admiration.
- Must answer a question or solve a problem with accurate and comprehensive information and resources.
In order for you to have a successful content strategy in 2019, you need to put in the time to plan for it. As you sit down to plan yours for the upcoming year, take into account the above trends to stay ahead of the competition and not get left behind. Here’s to a great 2019!