7 Trends Defining the Future of Content Marketing

by | Mar 25, 2019 | business | 0 comments

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Introduction

Content marketing is now at the core of a successful marketing strategy. Technology has made the world a faster-paced place, and businesses have more data in their hands than ever.

As such, it is important for marketers to see how content marketing can help them outlast their competition.

1. 1.58% of Marketers Spent More On Content Marketing in 2018

Content marketing cost in 2018
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In 2008, content marketing typically referred to written blogs. Now, the landscape of content marketing has evolved. It has not only become more complex but also even more valuable.

Content marketing is important because it builds trust, generates leads, and establishes customer loyalty. Nowadays with the growth of social media and influencer marketing, this is what your consumers are expecting from their brands.

Ads are no longer as effective as they used to be. In 2015, 200 million people installed ad-blocking software.

Consumers respond better to content marketing. Content marketing generates three times as many leads in marketing. It also drives higher conversion rates.

Consumer-Centric Marketing Strategy

Content marketing is a consumer-centric marketing strategy. From well-written blogs to entertaining podcasts and videos, content is what establishes a close relationship between you and the consumer.

71% of consumers shared that they were less engaged by content that sounded like an ad or sales pitch. Content marketing, on the other hand, focuses on personalizing content for consumers. The personalized content encourages interactivity and increases the likelihood that your brand will be remembered.

eMarketer reports that 84.5% of U.S. businesses with at least 100 employees will incorporate more digital content marketing strategies. So, if you choose to build content marketing into your business, you will be in good company.

2. Videos Will Represent 80% of All Internet Traffic in 2019

youtube-video-marketing
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People are watching more and reading less. The Social Media Marketing Industry Report saw that 74% of social media marketers were using visual content in their marketing. 60% of marketers were using video.

It makes sense as to why. Video is one of the most dynamic ways to market. So much so, it is used by brands like Intel and Nike.

The shift to video content marketing is related to audience or consumer behavior. According to Hubspot, a third of people’s time online is spent watching videos. In 2018, 54% of users said they wanted to see more videos from marketers.

Video’s combination of visual and auditory elements makes it far more memorable than text-based content. With video content marketing, marketers have a greater chance to captivate audiences with thought-provoking content. And that would get lost in a blog or other mediums.

Executed well, videos are more likely to be shared by people on social media. Additionally, it can improve conversion rates on a website landing page by 80%.

Adaptability Is Important

One of the important things about content marketing is its adaptibility. Nothing undercuts the effect of piece of content more than its failure to work on a certain device or browser.

Fortunately, videos can be made for a variety of platforms. Video marketing is far more consumer-friendly. It helps you efficiently communicate valuable brand information to your consumers while accomodating fast-paced lifestyles.

While video content marketing is powerful on its own, adding a degree of interactivity makes it more dynamic. Consumers like to feel involved and valued by a company or brand. Interactive videos, reactive social media videos, or live videos are all ways you can involve your consumers in your content.

Want to see more about where video marketing is headed in 2019? Check out “Where is Video Marketing Going in 2019 and Beyond? [Infographic]”

3. AR & VR Are Projected to Be Worth $185 billion By 2025

AR&VR marketing
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Speaking of consumer interactivity, virtual reality and augmented reality marketing are on the rise. According to Research and Markets, the global use of AR and VR is projected to grow 30.79% between 2017-2021. By 2020, Statista perceived that the economic impact of virtual reality to be $29.5 billion.

Not only is it visual and auditory, AR and VR incorporate augmented, mixed and 360-degree visual content. Virtual reality uses special headsets to transport users to a virtual world. AR is accessible on mobile devices and overlays information on real world views.

According to Entrepreneur Europe, AR and VR harnesses the human brain’s need for narrative and stories. AR allows a digital marketing agency to create an immersive world that encourages hands-on experiences for its consumers. Not to mention, the State of Digital reports that VR content impacts emotional responses 17% than 2D experiences.

Through experiential marketing and creative storytelling, AR and VR have the opportunity to improve brand engagement with customers. Vibrant Media reported that 67% of media planners want more AR and VR ads incoporated in their campaigns.

We have already seen how popular AR can become with Nintendo’s Pokemon Go app in 2016. As of 2017, the app had been downloaded 752 million times and has about 5 million active users.

Examples

More and more companies are seeking the positive results of AR and VR content marketing. Apple released its ARKit in September 2017, introducing more opportunities to create more AR apps in iOS. It also established a software for AR marketing that was open to all developers.

Google joined Apple with its creation of ARcore which is compatible with Samsung S8 and Pixel. Facebook also got its foot in the AR door with its creation of AR Studio. It allows users to add AR effects to photos and videos.

In 2018, Adweek reported 200 million people are using AR technology. It sounds substantial, but Apple and Google have made the technology widely available on mobile devices.

That being said, if you’re seeking ways to improve your customer engagments, content marketing might be the solution.

To find out the best instances to implement AR and VR, read “When Should Marketers Use AR and Use VR”.

4. Artificial Intelligence Is the Future of Content Marketing

Artificial Intelligence Is the Future of Content Marketing
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Artificial intelligence or AI refers to machines that are able to replicate human cognitive functions. More specifically, AI mimics learning and problem-solving skills.

In the context of content marketing, artificial intelligence is popular for streamlining several marketing processes. AI takes on discovering keywords, personalizing and automating content. It can also schedule social shares, test landing pages, review analytics, and shaping content strategies.

According to IBM, 90% of the world’s data has been collected over the last two years thanks to the internet. With how saturated the marketing industry is, AI maximizes marketers’ understanding of user data. AI can process and deliver data, predictions and content faster and cheaper.

In addition to AI, Chatbots are also optimizing content marketing. According to Spiceworks, 40% of large compnies will start using chatbots by 2019. Companies believe chatbots will help expedite customer service.

AI Is Becoming More Popular

As such, AI is becoming more and more popular. According to Forbes, there has been a 6x increase in investments in AI startups since 2000. As of 2017, the global AI market was worth $4.8 billion. This is also projected to grow 20x by 2025 to $89.9 billion.

Additionally, PwC has shown that 2,500 business leaders and consumers deem AI as a fundamental tool of the future. And since 2018, 31% of enterprises said they are planning to incorporate AI into their content marketing strategies.

Artifical intelligence is marketers answer to a fast-paced world. To keep up with all the data flowing in, AI will keep companies on top of their content marketing strategies.

Read “Why Artificial Intelligence Is The Future of Content Marketing” for information.

5. Marketers Spend $570 million World-Wide on Influencers

influencer marketing
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The influencer market initially relied on a single celebrity. However, in 2016-2017, brands started turning to micro-influencers, online gurus, YouTubers, and social media stars to market their products.

Influencer content marketing boasts more personalized marketing and authenticity. 82% of consumers reported that they would follow an influencer’s brand recommendation.

Influencers not only seek out brands with an authentic message. Consumers also prefer authenticity. 37% of consumers said they did not care if influencer content was sponsored it if was authentic and high-quality.

When it comes to influencers, they have a close relationship with consumers. They know and understand what kind of content will keep consumers engaged. This makes them an indispensable part of content marketing and consumer engagement.

Influencer Marketing

In 2019, more brands are investing in influencer marketing. Linqia found that 39% of brands plan to increase their influencer budgets. Meanwhile, 93% of marketers in the same study plan to spend $10,000 on influencer campaigns.

While budgets for influencer marketing is growing, influencers are still affordable to hire. Majority of influencers do not charge more than $250 an Instagram post. As such, brands are definitely more able to get more bang for their buck.

Currently, the most popular platform for influencer marketing is Instagram. 92% of marketers in the Linqia study named Instagram as the most important platform for influencer marketing. And it makes sense.

At the end of 2018, Instagram boasted a whopping 1 billion active users. Instagram also utilizes the impact of visual media in content marketing. So, in 2019, your brand could definitely benefit from Instagram and influencer culture.

Check out “Influencer Marketing — A Definitive Guide for 2019” for more.

6. Voice Searches Will Be Half of All Online Searches in 2020

Voice Searches Will Be Half of All Online Searches in 2020
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In 2019, online searches need to be optimized for both what consumers are typing and what they are saying.

More consumers are using voice searches to look up local businesses, make purchases, and perform regular searches. According to Location World, 2 out of 5 adults use a voice search at least once daily.

Initially, voice searches were performed on mobile devices and more locally focused. The PwC reported that 71% of mobile device owners planned to use more of the voice search in the future. However, the use of other voice-enabled devices is on the rise.

Voice-activated devices are being integrated into more household or office products. The most well-known are home smart speakers, like Google Home or Alexa.

Statistics

In 2017, a CIRP survey reported that 18 million smart speakers were shipped out. This brought the overall circulation of smart speakers to 45 million devices. According to OC & C Strategy Consultants, 55% of households will have a smart speaker device by 2022.

It is thought that 30% of all searches will be performed with a screen by 2020. Granted, of course, screens are still typically used to review the search results. However, smart home assistants are finding ways to still deliver results to you without needing a screen.

It is clear that voice search is here to stay. In a fast-paced culture, consumers need quick, immediate answers to quick questions. Voice searches are quickly becoming the answer to that need.

For marketers, it means that it is not enough to just stick to text search optimization. Maximizing voice searches increases the likelihood of your content being seen.

See how you can optimize voice search in 2019 with “Voice search optimization guide: Six steps for 2019”

7. Value-Added Content Is Your New Secret Content Marketing Weapon

Value-Added Content Is Your New Secret Content Marketing Weapon
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Value-added content is content that your audience or consumers cannot find anywhere else. Your company is supposed to answer some consumer need. Value-added content connects your audience’s needs to your company’s solutions.

In other words, it is not what you and your company do. Value-added content leads the audience to find what your company can do. It is an opportunity to show off your expertise in a particular field and build trust.

Value-added content includes blogs, case studies, special tools, how-to-guides, a digital marketing course, e-books, and infographics. These forms of content marketing are not necessarily geared towards advertising your brand. Rather, they seek to inform your audience.

They are far less intrusive than ads and other forms of marketing. According to Hubspot, 73% of people dislike pop-up ads. 57% dislike ads before videos on Youtube. 43% dislike banner ads.

Typical Ads Are Not Attractive

Much of the people in this study found that typical ads are not attractive, nor do they offer anything helpful. Some even said that the ads insulted their intelligence. On the other hand, value-added content draws consumers in with valuable information.

As their name suggests, this type of content has actual value beyond a product. In this way, consumers feel as though they are getting more than just a product. This also contributes to a greater feeling of trust between the consumer and the company.

Moreover, value-added content can be made into a quid-pro-quo strategy. If you are showing off valuable information, you can ask your consumers for emails for more future value-added content. In this way, you are generating more consistent leads.

For more about value-added marketing, check out “Content Marketing: The New Power of Value”.

8. How To Dominate Content Marketing In 2019

How To Dominate Content Marketing In 2019
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As we have seen, the world of content marketing offers something for everybody. It is just a matter of finding out which method of content marketing works for you.

However, regardless of what you choose, there are a few things to remember to ensure your content marketing is effective. With emerging trends and constant innovation, it is important to keep your content marketing strategy up to date.

First, keep your strategy documented and review it every year. According to a CMI report, only 39% of marketers keep a documented content marketing strategy. It is important to keep a close eye on your strategy to see which methods are actually working.

Second, optimize your distribution tactics. It is one thing to have good content. It is another thing to ensure your content reaches the right audience. This is where you have to study user habits and data.

 

  1. What are the best distribution channels?
  2. How do consumers arrive at your content?
  3. What messaging works best with audience?

 

With these questions, you are better able to adjust your distribution plans to the most efficient channels. And when you find the channel that works best for you, stick with it. It is better to learn how to be strategic with one channel than to be mediocre with several channels.

Third, create content that is engaging, personalized, and interactive. Again, content marketing is consumer-centered. Therefore, you should create material that reflects their needs and wants. Not to mention, when you show off a unique voice, you have a greater chance of keeping a reliable consumer base.

Lastly, be able to identify your target audience. Modern marketing is about being more tactical and having set objectives that increase potential for success. In that case, focusing on your niche audience gives you a better chance of improving your engagement and conversion rates.

Conclusion

Now, you have seen how vital content marketing has become for businesses. Content marketing has an undeniably bright future. Because of its growing variety, there is certainly a useful method out there for you.

We hope this article has been helpful to you. Feel free to share your thoughts on content marketing with us!

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