5 Content Marketing Trends To Watch Out For in 2019

5 Content Marketing Trends To Watch Out For in 2019

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Content marketing will continue on a very strong upward trend as the web expands. Marketing research firm Technavio recently released a report that estimated content marketing to grow to a $400 billion industry by 2021.  The days of perfecting one or two tricks are long gone. This is 2019 and going forward, marketers have no choice but to up their game in content marketing to make their brands remain visible online. But what are the trends that are driving content marketing in 2019 and beyond?

1.    Artificial intelligence and Chatbots

There is a very good reason that Machine Learning programmers are in high demand. Web designers and marketers are increasingly handing over data analysis and lead generation to machines. AI has been put to good use by companies like Netflix. AI analyses the kind of content that a web user is interested in and shows more similar content. Indeed, there are many other businesses using content discovery to show what web users are interested in.

Real-time consumer analysis using AI is also being deployed by big retailers like Amazon, ethical considerations notwithstanding. Content consumption patterns are read and fit into a fully automated sales funnel making lead nurturing a markedly easier process.

A more refined form of AI in the form of chatbots is also seeing more deployment in 2019 and beyond. This sub-sector alone is estimated to grow to $1.25 billion by 2025.  Chatbots have very cost-effective to deploy, replacing virtual assistants in outsourced parks.

Chatbots are able to handle numerous customers simultaneously. The best thing is that they are 24/7 operational. As machine learning becomes more refined, chatbots are becoming more intuitive. A chatbot, for example, can lead a customer to a specific menu depending on interactions with a customer who is interested in chicken recipes. It can also take a website visitor to a blog post on ‘Top 5 night clubs in Bangkok’ after having booked a ticket.  Surprisingly, research undertaken by eDigital Research back in 2014 showed that chatbot users reported 73% customer satisfaction. Chatbots will definitely continue being a big feature in content marketing.

2.    Data privacy and security

Marketers have long had a free hand and very loose rules in how the acquire customer data, connect and interact with potential customers. Some of the more dodgy tactics including blind opt-ins and subscriptions are being halted by data privacy laws. The European Union’s General Data Protection Regulation (GDPR) generated many headlines in 2018 and continues to do so in 2019. This law has changed the way marketers acquire and keep customer data for content marketing purposes. The basic effect of the law on marketers is that they will be forced to earn more trust by their potential customers in the course of their work.

3.    Deployment of voice search

This has been an added benefit from improved AI. Google reported that voice searches made up 20% of its searches in 2018. This has been projected to grow to 50% of all search traffic by 2020. Search Engine Land has also projected this industry to grow to $40 billion by 2022.

Voice searching will have a huge impact on content marketing as marketers are forced to optimize for voice searching. The benefits of voice search will rapidly become apparent to web users who do not prefer to keep looking at their screens. It will also bring in more users including persons with visual and other disabilities.

4.    Social and influencer impact continues to be felt

The reality in 2019 is that no marketer will generate content that is not social media worthy.  In fact, marketers will have to consider that their first point of contact with potential customers is on social media. Content generation strategy will have to be formulated with this consideration in mind. The strong growth of Instagram TV (IGTV) is a good pointer in content consumption in 2019 and beyond.

While businesses have been using prominent personalities as influencers in the past, this is slowly shifting. Social influencing by peers has seen to be more effective. This means that content marketers have to shift to generating genuine content by ordinary users or ‘micro-influencers.’

5.    Content for mobile is preferred

Google has shifted preference to mobile-friendly content. This is in the view that mobile traffic is leading.  Going forward, content marketers will be forced to formulate content that is suitable for different sized screens.

Content is still king in 2019 and forever. Content marketers have little choice but to flow with the trends above in coming up with valuable, informative and quality content to remain visible.

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