Discover 10 post-media industries’ best practices in storytelling.
How can marketers do the same? Consider experimenting with new forms of storytelling, from in-feed actionable messaging to branded fiction. Here are 10 content marketing trends to watch in 2019:
1. We must create emotionally compelling, engaging content that encourages consumer engagement.
The new business approach is client-first, whether it’s for growth, insight or desire to change. It’s about being their partner, even when the client lives for the brand. At the same time, marketers must be willing to evolve. They must take risks and test concepts. The key is to have a guide to guide that evolution, creating a tangible foundation for the marketing team.
2. Content marketing needs a measurement strategy to survive.
To truly thrive, content marketing needs to thrive in the future of media.
3. Consumers are rapidly embracing social media, which means companies need to keep in close touch with their audience.
You can’t survive without communications. It’s part of an ongoing relationship with your audience. As marketers, we’re just so used to the visual content we churn out. It’s a beautiful and powerful way to connect with your customer. But it’s not enough. Connecting with consumers happens when you strike a tone that resonates and stands out from the noise.
4. Creating desirable content will help you survive.
Liking content counts—and so does liking it in Facebook groups, suggesting it to others and so on. Consistency matters. Also, being remembered is very important.
5. Being digital, data-driven is now the name of the game.
Content has always run with marketing. This new environment requires a shift in thinking. Not just know how to collect and manage data, but to really pay attention to the value of that data, and the effects it has on your company.
6. It’s still about listening to your customers.
Companies have too often relied on traditional, mass media—media that define behavior, such as physical stores or online search. But some brands are recognizing that digital-first is a great place to start. It’s their customers who dictate what they consume, say, and feel. Rather than treat media as monolithic, companies need to listen to their customers and give them what they want, when they want it.
7. There’s a shift from advertising as a pay-for-play proposition.
In the digital age, advertising is an ad-supported transaction. Audiences simply don’t pay. But there’s room for for-profit content, as well. Brands cannot just let consumers pay them, of course. Instead, brands must learn to use data to their advantage to drive better advertising.
8. From emotional appeals to data, customer data is important.
The client is back. The starting point of a content strategy is to know your customers, as well as learn how to understand their pain points and provide unique products and services. Create authentic messaging in the way that works for your industry and consumers.
9. Consumers want to experience and connect with brands, so if you get the right message, the right experiences, they will engage.
Content marketing was originally designed to sell your product and give it the appropriate value to its audience. In a world where consumers want the best of both worlds, you need to anticipate this shift, adjust and plan.
10. With more tools than ever before, marketers are able to answer consumer needs.
Loyalty cards are no longer just about getting discounts. Fathom helps consumers keep track of loyalty and offers, paying attention to what they value most. At the same time, content marketing provides the opportunity to take advantage of all of the new features of connected devices, from your smartphone to the IoT.