How to keep up with content marketing in 2019?
Written on by Anastasiia Ivanova
This year content marketing continues to sideline other channels, especially online advertising. With engaging and informative content, there are more chances of getting noticed by your audience. It is a key instrument increasing the company’s value and brand awareness.
The research shows that continuous work with content helps to achieve a five-fold increase in traffic. The evergreen posts provide a long-term SEO value as people keep on searching them ensuring continuous lead generation.
Expenses on content marketing have increased by 23% since 2018 and are constantly growing. According to a survey carried out among the in-house marketers, own blog, SEO, email marketing, and video content are the biggest channels that companies are investing in today.
So how do managers of the leading companies leverage content marketing in 2019?
Long copy, ratings, and research
Savvy marketers are now focusing on LSI copywriting, high-quality texts, and a long copy.
LSI copywriting helps to convince search engines of the text's relevance and usefulness in order to get on the first pages of the search results. For this, editors incorporate as many synonyms and closely related words and phrases as possible. The main point is to produce useful, unique, and relevant content that fits the users' needs. It’s especially important in the light of the RankBrain, a part of Google’s search algorithm that uses machine learning to determine the most relevant results to search engine queries.
Publishing original research and new ratings in your niche may drive thousands of unique users to your website. It’s especially beneficial when other people start sharing a link to your research. It’s surely a long-term strategy that doesn’t bring instant conversions but it helps to build necessary trust and credibility.
Opinion leaders and trusted experts
Influencer marketing experiences massive growth and almost every brand which has tried it allocates budget for this channel for the next year.
The target is micro-influencers who have fewer followers but a higher influence score in their areas of expertise. With the responsive and loyal audience, they can create excellent content that ensures high ROI for their partner brand.
However, influencer marketing has changed over the past few years. It’s not pure advertising anymore but sharing useful content and personal experience of real people.
Brands are leveraging user-generated content big time and publishing influencer content across all their marketing channels, e.g. product pages, blog, email, social media, ad campaigns. By doing so, marketing messages come from individuals instead of brands and provide social proof.
Visual content and shorter videos
Video content is a driving force of content marketing in 2019. It’s a new way of how people consume information, so companies are rethinking how they get this information out to the target audience.
Promo videos about new products and services, tutorials, entertaining and educational videos grab attention and maintain interest and engagement. They create emotional contact with the audience and make users feel a part of the community.
While the video is everywhere and rapidly consuming other types of content, people don't want to spend much time watching them, so somewhere between 10 sec and 1 min is a happy middle for video content.
Besides, videos are becoming less polished and edited as if you are filming with your phone. We see fewer videos shot in a studio with professional lighting and more personal messages.
Be yourself - is not just a personal growth quote. There is also an increasing demand for authentic and genuine content. Consumers don’t want stuff to be sold in the face anymore and they scent advertising right away. Content marketers are trying to adapt to this new reality and stop cultivating “successful success”. Instead, they tell original stories of their brands and aren't afraid to share struggles and faults.
It’s okay to talk about product drawbacks and areas that still need to be improved. Communicate with your audience, listen to every opinion and be open about it. Phoniness doesn’t sell anymore and that’s great.
Multi-channel and mobile marketing
Companies with a customer focus should be present on every channel that their prospects and clients use. It makes sense to research where your target audience is present and go there because content should be delivered to more platforms than just your company website.
Consumers spend on average 3 hours a day engaging with digital content on mobile. So needless to say, a website in 2019 has to be adaptive to mobile devices because the content is no longer created solely for web, but also for social media, apps and smart devices.
The right CMS is vital
In 2019, companies are taking a more serious business approach toward content management and content scalability. On the other side, almost half of the companies surveyed haven’t yet acquired the right software tool to produce, manage and distribute their digital content.
CMS is a cornerstone of any content strategy. A content management system makes it easier for marketers and developers to collaborate and update content and for customers to navigate a website from any device or location.
An easy-to-use content management system like Craft CMS provides responsive access to the on-the-go and/or remote editing, which is important for today's companies, with people working remotely and freelancing.
With an increasing consumption of content on mobile devices, headless content management systems come into play. With this approach, the content management environment is separate from the content delivery environment (basically your site), and the CMS is only responsible for the central storage, management, and playback of pages and media. It gives more flexibility to pull content from a single repository and display it on any different websites or mobile apps.
Craft CMS can be used as a headless CMS as well when it acts as a content API instead of (or in addition to) a regular website.