The Content Marketing Institute 2018 report says, “Only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year.” This proves that content marketing is a volatile area, and that the ideas and types of content that helped generate leads this year may not bring the same effect in the next year.
So, What’s Trending in 2019?
- Quality of content is the key factor that contributes to online marketing success. It is the number one trend at all times. And, it begins at the very first step – the content creation stage.
- If content is not able to reflect the brand’s vision and mission, it will not connect with the intended audience. So, authenticity is vital and could be the USP used to sell your product.
- Personalization of content improves lead engagement, and creates awareness as well as curiosity about the product. It also contributes to being the starting point of a conversation with a lead.
- A 360-degree approach to content marketing garners better engagement with the audience. This means people from different departments in the organization pitch in with their own understanding of the product benefits. This way, the content connects with the audience at various levels.
Time for Change
- The Internet is flooded with landing pages with videos and articles as bait. Most people who use the Internet are aware of this. Hence, what is required is content that can connect with the audience and not repel them.
- To achieve this, marketers need to use content that will encourage further engagement with the brand, which includes content ware like podcasts, infographics, eBooks, and social media posts. Leveraging high-quality content for every stage of the sales funnel will garner better visibility and followers.
- Social media has also contributed to new types of content like memes that gather more visibility and bring about brand awareness.
The Way Forward
- With the number of users who consume content increasing every year, and technological changes taking place at a fast pace, content marketing needs to stay abreast of these changes.
- Since most companies are partnering with technology companies to enhance their service offerings, integrations between systems serve as an enhancer for marketing efforts. For example, the content being projected could be delivered as a media announcement, event, webinar, or a podcast. This way, marketers can leverage the partner’s strength to reach out to a wide range of audiences.
- Voice technology such as Alexa is revolutionizing the way content is shared. Voice search coupled with the capabilities of Internet of Things (IoT), is changing the nature of online search and the way content is consumed.
- Omni-channel content marketing is catching up fast because consumers use multiple devices such as desktop, tablet, or mobile phone to browse during the course of the day. For example, putting up a short speech about the product before the podcast speaker begins is a good way to expand the outreach.
- The medium and devices used for content marketing have been changing over the years. However, it is the truthfulness of the content that matters in the end.
- Transparency and authenticity work well for content marketing because it helps to transition from lead conversations to product-user relationships.
So, the final word is that, irrespective of the time of the year, go the extra mile, get creative, and think outside the box to deliver the best content to your consumers.
If you’re looking to cultivate a better relationship with your customers using engaging content, we’d be happy to help. Get in touch with us now.