As the mince pies come to an end and even the sweets no-one really likes get gobbled up like sugar’s going out of fashion, it’s time to take a deep breath and get set for the marketing challenges ahead. Christmas festivities spell the end of a whirlwind year for content and the start of another 12-month period which looks to be dominated by a host of innovative ideas and concepts. So, without further ado, here are my content marketing predictions for 2019 and beyond.
Content Choreography Will Become Increasingly Important
Contentworks Agency coined the term Content Choreography which is our new phrase for content strategy. Like any great ballet, every element of content marketing needs to come together at the right time to impress. And, with so much noise out there, content choreography will become increasingly necessary as companies rehearse how to stand out from the crowd and outshine their competitors.
Content choreography in the content marketing predictions for 2019 includes:
- Snackable Content
Chocolate fingers…cheese and onion crisps…oh, stop thinking about food! Snackable content doesn’t involve calories but it does involve catering to an audience that can’t concentrate. Believe it or not, the average consumer has an attention span of just 8 seconds – that’s less than a goldfish. So it’s essential to respond accordingly to keep people interested.
- Video Content
Video content will dominate the web by 2020! This is perhaps not a surprise considering users view more than 500 million hours of video each day on YouTube. Content goes way beyond the written word, so if you’re still relying on a blog a week to fend off competitors, it’s time to up your game. Video features heavily in my content marketing predictions for 2019.
- Immersive Content
Think AR and VR! Consumers these days like to be taken on a journey and with the help of technology, the retail experience is set to become increasingly exciting and competitive.
Expect Bright Lights and Fireworks As Content Becomes More Exciting
Gone are the days when content was an afterthought. Digital marketing might have been finding its feet for the past few years but it is well and truly stealing the limelight right now with companies improving their efforts which it comes to engaging consumers. So, what’s on the table of content marketing predictions for 2019?
Well, content creation will become a more integrated process. Relying not only on highly-skilled writers but also masterful strategists, social media experts, videographers and even artificial intelligence engineers. The latter will help to bring increasingly interesting approaches such as tech-enhanced immersive storytelling to life.
In short, ‘the content team’ will no longer be one lonely soul plucked from the marketing sector to proofread a bunch of PRs. Oh no! Content is now a web of beauty and creativity fuelled by the talents of professionals who understand the demands of the digital marketing sector.
Blockchain Will Require a Heap Load of Content
While blockchain has been associated with Bitcoin since 2009, it also impacts many other sectors across the world. And big brands such as Microsoft and IMB are using this advanced tech to their advantage.
So what’s the challenge for blockchain marketing in 2019? Well, there are two very different audiences – the super tech savvy who want to know all the intricacies of a specific ICO and those who have only just upgraded to a smartphone. OK, so these are two extremes but the point is; content is very much needed in order to explain blockchain ideas in the right way – to the right audience.
Content related to blockchain advancements can:
- Present a blockchain project/service to investors and the masses using varied approaches
- Explain tricky concepts in a clear and interesting way
- Bring ideas to life via eye-popping visuals and informative video scripts
- Increase brand exposure within a niche sector
As the blockchain industry is becoming increasingly competitive, brands also need to think about
- Adopting a multi-channel approach to increase outreach
- Embracing storytelling to overcome the crypto/ICO ad bans in place across Twitter, Facebook and other mainstream social sites
- Using the power of influencer marketing for brand leverage
Personalisation Will Become Increasingly Important
According to a recent Digital Marketing Trends survey, customer experience was seen as the most exciting business opportunity when discussing content marketing predictions for 2019
Businesses will spend more time improving the consumer journey in order to encourage a loyal following. For this to work, you must:
- Be authentic – consumers are bright and won’t fall for fake testimonials and reviews.
- Put a face to your brand – think CEO video interviews or a Q&A session with business leaders.
- Create a buzz on social platforms through interactive content like quizzes and polls.
- Segment your marketing strategy based on real-life data – this means you’ll need to up your game when it comes to tracking consumer behaviour.
Did you enjoy reading these content marketing predictions for 2019? There’s a whole lot to think about but if you need help with any element of your strategy, contact me today. I’ve worked with leading finance tech and lifestyle brands and with the help of leading agency Contentworks, I can help you succeed.