In the world of digital marketing, the importance of content marketing is increasing. The way content marketing campaigns and content strategies are created is changing. Users want interactive content, brands with an authentic and likeable face, and a better user experience.

Videos and podcasts enable users to experience brands in a different way, social media is becoming more and more relevant, and influencer marketing is on the rise. In this article, we list 10 content marketing trends that will dominate this year.

1. Deluxe Long-Form Content
Search engines and readers like to have long content. 2019 is the year of long form content – content with more than 2000 words. Longer texts are more likely to offer your audience well-structured, in-depth, and well-researched texts about a topic, providing more added value from trustworthy sources.

Structure, paragraphs, headings and of course the actual text itself must always be created with your audience in mind: what possible questions could the user have about a topic? You should be able to answer these questions within the text before the user even has to ask them.

As a content marketer or content creator, you goal should be “How can I help the user in the best way?” If you have this question in mind, you will automatically create perfect SEO content. Search engines are getting better at understanding the search intention of a user and are therefore likely to rank longer articles highly. Studies also show that longer articles are shared more frequently on social networks.

In 2018, the internet was flooded with blog articles, social media posts and short articles that could be found in a comparable form on several pages. Now, content marketing strategies should focus on publishing fewer articles, but more regular, better quality articles with well-researched information.

This year, the focus is moving away from texts and more towards video and podcast marketing.

2. Video marketing
Video marketing now has enormous potential. A 2017 report by Animoto shows that 64% of customers made a purchase after watching branded videos on Facebook. According to the survey, three out of four users are influenced by videos on social media when making a purchase decision. Videos are also the most convenient way to get to know a company on the internet.

Branded videos, webinars and influencer channels are so popular on YouTube, because people value authenticity and transparency in a brand. People who speak directly to their viewers in front of the camera establish a relationship and appear more authentic than advertising messages in words and pictures.

By 2021, videos are expected to account for 82% of global internet traffic.

Short informative video clips are the most effective when addressing a new target group on YouTube and Google Search.

3. Podcasts
Podcast marketing is also becoming increasingly popular. Brands can appeal to more users with audio content, bringing the brand name clearly into the consciousness of the target group via advertising in popular podcast series.

However, podcast marketing has certain disadvantages. Listening to a podcast requires more time than watching a short video or reading an article. Most people listen to podcasts whilst doing something else, for example when driving. Podcasts therefore cannot be classified as easily consumable, snackable content. The podcast hype will most likely get off to a slow start, but should not be underestimated.

4. Social Media
Social media marketing is one of the fastest moving channels. The trend is moving away from Facebook towards short-lived audiovisual media such as Instagram and Whatsapp. This is especially the case for younger audiences (16 to 30 year olds) and influencers.

For content to perform well on Instagram, it has to be authentic and personal. Networking and interacting with other accounts is just as important as personal contact. Stories should be told with fast, regular posts. Continuity, playfulness and authenticity are the key elements.

5. Mobile first!
Mobility is “the” trend of our time. Most users use a mobile device to watch videos on the internet, shop, inform themselves and stay in contact with others. According to studies, in three years, smartphones will replace desktop computers as the main way of accessing the internet. Therefore, all content should be implemented on the basis of the “mobile first” idea. Especially in video marketing, all signs point to mobility, because most people watch videos on a tablet or smartphone.

Mobile content has to be compact, funny and original, as well as being authentic enough to quickly convince users. Only then will the user want to take a closer look at the small display. The second step is how to spread the mobile content to other channels.

“UX is king”
2019 is all about meeting the needs of users with different formats, winning their trust and giving the brand a positive image. Above all, content marketing must create one thing: a good user experience. In the future, tangible content will clearly catch up with price and quality as important attributes of a product.

Google, Instagram and Facebook optimize their search engine and newsfeed algorithms every minute to react to user behavior. This means that when your audience interacts with content, the content remains visible for longer. improve the user experience. The way people use the internet is changing. More and more people are using voice search instead of text input. As content marketing managers, you have to adapt to this trend and invest more in suitable audio content. This is especially true for SEO and web search.
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