In the world of marketing, things move fast. Techniques that work now can become as ineffective as a coffee shop without WiFi within a few months. And, while keeping up with the latest and pizzazziest tactics may seem exhausting, it is essential if you want to remain relevant.
2019 is coming in hot and fast: are you ready?
Firstly, it is important to note that content marketing will remain relevant (*breathes a sigh of relief), since it helps create authentic and engaging connections with your audience. That being said, you will need to continue evolving in the way you create and distribute your content in the year to follow.
So, what exactly are our guidelines for effective content marketing in 2019? Keep reading…
It can be so tempting to paint your audience using broad brushstrokes. But, using a one-size-fits-all content marketing strategy is like trying to sell steak to vegans – ineffective.
1 Keep Searching For Your Niche
In 2019, you are going to have to continue to put in the effort, to really get to know your audience. Find ways to make your marketing personal to these individuals, to really stand a chance to leave a lasting impression.
If this sounds like too much hard work, consider the following:
- According to Salesforce, account-based marketing led to four times more conversions than generic marketing.
- 59% of shoppers believe that personalization increased their purchase decisions.
- Companies have seen positive benefits as well. BMW, for example, sent over a thousand MMS messages and realised a 30% improvement in conversions.
In 2019, find ways to continuously personalise your message. Whether this involves digging deeper into your analytics or getting onto a first name basis in your mailers, make a connection and understand the problem before you jump to fix it.
2 Optimize for Voice Over Search
When was the last time you said Okay Google…?
I’m guessing it wasn’t all that long ago. Maybe, even this morning when you were looking up directions to your meeting.
Voice-over search has changed the way that we search for things online. We are no longer spending time typing obscure phrases into our phones to complete our search mission. We now speak to Google in full sentences, which in turn affects the keywords we should be focusing on in our content.
In 2019, use long-tail, natural keywords in your content that are targeted at answering a searcher’s query. Forget about spamming short blogs with as many keywords as possible, and take the natural, conversational tone of voice search into account when researching keywords.
In addition, consider the way Google displays its answers. Use structured data, site links and rich snippets to your advantage, to help Google provide the right content to audiences searching for answers like yours.
3 Write The Right Amount
How long should my blog posts be? – As a writer, this is probably the question I get asked the most.
Over recent years, bloggers have gone for gold by writing articles racking up anywhere between 1000 to 2000 words. While there is evidence to suggest that long form content ranks better in search engines, my answers comes down to this: Is your content engaging?
From the visuals you choose, to the unique angle you take, ensure you are encouraging meaningful conversations through your content. This way, length won’t matter. As Google continues to optimise its algorithm to only serve the best results to searchers, ensure that you are creating content worth sticking around for.
4 Live Video Marketing
Incorporating a video marketing strategy may seem like an “old” new content marketing tactic. I mean, we’ve droned on about its benefits in plenty a blog post before. But, simply “doing” video is not what we’re talking about.
We’re talking about live video. The “right here, right now” kinda stuff.
Audiences want the candid stuff, and they want to feel a connection with the brands they follow. If you don’t believe us, then consider a survey by Livestream that found that over 82% of respondents would rather watch a brand’s live video than read their social posts.
Content marketers should consider adding live video to their 2019 social strategy. It doesn’t even need to be polished, edited or expensive – just get started.
If you have no clue how or where to start, here are some ideas worth stealing:
- Q&A sessions with staff
- Live interviews with customers
- Industry-related trade shows
- Educational webinars / tutorials
As I write this, I can think of a million more things I want to discuss. But, for engagement sake, I don’t want to bore you (see what I did there?). My final words of advice are these: keep an eye out for the trends, and think of how they affect your efforts. Just like voice-over search is changing the way we find information online, think of how other trends can have the same effect.
Can you think of any other trends shooting up like wildfire?