Online marketing is always changing. Platforms’ use fluctuate, along with their popularity. However, delivering content across socials remains a key strategy to achieve brand awareness and conversion rates. In fact, Technavio suggests the content marketing industry will be worth $400bn by 2021. Therefore, as content marketing trends advance, we discuss the major trends that will shape how brands and consumers engage content in 2019.
Content strategy will be vital
Strategic content marketing is powerful. However, it requires goal orientation. The CMI suggests 65% of the most successful content marketers have a documented strategy. Therefore, a strong strategy means marketing relatable content; goals need to be in place to engage the audience. Marketing content in line with a specific goal is important. Additionally, meeting a goal like SEO or lead generation with effective strategies creates engaging content. Form effective strategies by mining audit data, double down on what works and refine what doesn’t.
Customer success; the new frontier?
A new avenue of content marketing emerges. Customer success is the way brands assist consumers to get the most value out of their products and services. A trend that focusses personalisation, looking to create deeper relationships by encouraging conversation; promoting word to mouth awareness. However, this depends on reliable, accurate content depicting product/service use. This achieves transparency and brand loyalty.
A change in the marketing funnel
Although the current funnel works, high-quality content will look to replace the traditional funnel with a more sustainable alternative. This being an on-going cycle, prioritising continuing engagement over transactional relationships. Continuing engagement will nurture post-sale relationships. As well as increasing the likelihood of repeat sale. Brand loyalty and positive recommendations are a by-product of maintaining these relations.
Content marketing remains key next year. Adapting to new trends is essential for success in 2019. In addition, a goal orientated strategy is vital. Focussing on customer success, building relationships and encouraging conversations will boost awareness. Finally, watch out for a change in the marketing funnel. Continuing engagement will prioritise over simple sales transactions.