Do you know why Seth Godin calls content marketing “the only marketing left’? Because content marketing is the only way to go for this fast-paced, excitement-hungry internet generation. It is the most authentic, useful and convenient way to reach out to a targeted audience. Hardly any organisation now doubts the effectiveness of content marketing, as it has now proved its worth many times over. In 2019 too, content is going to rule all B2B marketing efforts. But what tools, techniques and channels marketers will use to disperse content, is what you need to watch out for!
Top Content Marketing Trends for 2019
1. Long form content still rules the roost
There’s not substitute for useful, informational content that helps people solve their problems. Which is why blogs, articles, white papers, case studies are rated as one of the most effective types of content for a buyer or potential buyer, at any stage of a buyer’s journey.
2. Social Media is a critical component of a B2B content strategy
Contrary to popular belief, social media is an integral part of a B2B content marketing plan. Those who think social media is not for B2B success, they’re mistaken. Your clients, partners, stakeholders and potential investors – all are active on social media. It is too powerful a medium to ignore.
3. Focus on paid distribution methods
Paid content distribution is like a boost that your organisation needs after a long slump, or when you’re new in the world of social media. Paid amplification helps businesses attract new audience, reach a niche market, or generate traffic when organic search isn’t giving the desired outcome. There are different types of paid methods of content distribution that an organisation can choose to opt for. Some of the most popular and effective methods are: Sponsored posts on social media, Pay-Per-Click campaigns, Banner ads, Sponsored content on other websites/blogs, native advertising, partner emails that promote your content, etc.
4. Manage content using digital technology and tools
Since content marketing has expanded as a discipline, so has the need to manage this ever-evolving sector. MarTech or marketing technologies assist marketers and strategists in managing content marketing efforts through analytics, tools, email marketing software, marketing automation, content creation and distribution on all channels, project management and content management systems. These tools and technologies help provide deep and actionable insights into how well your content is performing in the world wide web.
5. Remarketing will be key to success
Remarketing is simply showing your website visitors, your ads everywhere else on the web. This technique helps in reminding and reiterating your brand in the minds of potential customers. Remarketing ads have become so important that they drive lead generation for the most part. It works on the psyche that a potential buyer takes time to warm up to a new product or service. And the more he/she sees the product at other places, the more likely it becomes to convert these prospects into qualified leads.
6. Personalised messages have a greater strike rate
Did you know that personalised content marketing has a conversion rate that is 4 times greater than generic marketing? Personalisation is the ultimate key to deliver delightful customer experiences. Imagine you call your bank through the phone banking system, and not only are you greeted by your name, but also given your favourite options to seek that you mostly surf. It not only saves your time, but also makes you feel special.
In a survey of over 1000 professionals, it was discovered that 94% companies believed that personalisation is critical to current and future success. Also, it was found that personalising the process of lead nurturing lead to 20% higher sales opportunities.
7. Creating super niche content for brand success
Companies are creating volumes and volumes of content every day to lure their prospects. But who’s going to consume this much of content? How can these companies stand out in a crowd that’s fighting for the attention of the same audience? Here’s how:
- Either you create super-creative and in-depth content that is extremely useful
- Or you drill down further to create niche content for a smaller audience
The first alternative is not only expensive, but also time consuming. Therefore, it is easier for companies to find their niche, and just focus on that audience. For instance, rather than simply offering digital solutions, you might want to reposition and recreate content to offer ‘digital solutions for bootstrapped startups’. Narrow down your audience to a niche that only you, or only a few others offer. Then see the difference.
8. Adapting your content to match natural language search
Given the popularity of voice search, and it’s increasing use (20% of all Google searches from mobile are voice based), we are moving towards a world of type-less search. The era of voice assistants is here, and 71% of young users (18-29 year olds) are already using voice assistants in the US. Which is why the sales of voice assistants like Google Home and Amazon Echo are on the upswing. The trend is crystal clear. We are going to speak more, and type less.
‘Best restaurants in Times Square’ is a text search that you may originally type.
But when you’re using voice search, you might as well just say “find the best restaurants near me” or “what are the best places to eat in Times Square”
Since the way we write is so different from the way we speak, the content you create needs to vouch for that. It must adapt to the natural language search we all use while giving voice commands. Instead of simply focusing all your energies into the ‘right keywords’, you must cater to answering questions like all humans do.
The ball is in your court now. The world of marketing, the world of consumers, and the world of content is changing. We are shifting towards more visual, experience-based, niche, personalised and long form content. Remarketing is going to be a huge game changer, especially for B2B marketers. These trends are here to last, but not long enough until another huge tide sweeps us off our feet! So stay tuned, and make the most of these B2B content marketing predictions for 2019.