Posted on 09 October, 2018
Those who work in marketing are always looking to the future, trying to predict upcoming trends and stay one step ahead of competition. Content marketing is both an art and a science, with campaigns only succeeding when strong creative direction is combined with strategy and analytical skills.
Predicting future trends, therefore, is not a simple task.
The content marketing scientists (strategists, analytics experts, SEOs) can pour over the data available to them and come to reasonable conclusions as to where digital trends are going: Increased use of virtual and augmented reality, lower organic reach on social media platforms, a mobile-first approach to SEO, etc.
The “artists”, on the other hand, have a more difficult time predicting the future. How can anyone be sure of what creative trends will be popular this time next year, or even next month? Will audiences be more receptive to casual writing tones? Will listicles be out of fashion? Which video editing techniques will have the biggest impact on viewers in 2019?
These are all difficult to answer.
With that in mind, and 2019 fast approaching, here are 3 content marketing predictions which may help both creatives and data-nerds in developing their strategies for the next year.
1) Audiences will seek quality and quantity
We often hear “quality over quantity”, but with technology and internet speeds constantly improving, there is more time than ever to consumer content. Audiences can watch their favorite shows as they commute to work, or read multiple pieces of content with technology like Facebook’s Instant Articles.
Increased demand for content does not, however, means a decrease in expecatons. Users will still strive for high-quality content, and stay loyal to those providers who produce it.
2) Influencer marketing will change drastically
It seems all too easy now to get 10,000 followers on Twitter or Instagram, but does that really make you an influencer? The aggressive follow-for-follow campaigns carried out by social media personalities billing themselves as “influencers” has affected social media marketing and will continue to do so in 2019.
Content marketers will look for high-quality influencers, with high engagement rates over high followings.
Social media algorithms will continue to change to push out low quality content, and meaningful connections between brands, influencers, and audiences will stand out above the noise.
3) Improvement in chatbots
Chatbots are popping up everywhere now, but still overwhelmingly provide a bad user experience. Automated, slow, and low-quality responses have damaged user perceptions of chatbots, and it is therefore likely that 2019 will see an overhaul in how they are employed and managed.
4) Brands will continue to suffer from lack of strategy
Brands embarking on content marketing campaigns will continue to suffer from a lack of documented strategy in 2019 as they rush to join the content marketing bandwagon without dedicating time and thought to it.
Those who properly develop strategies, either in-house or through agencies, will have a much higher chance of succeeding, while those who publish content just for the sake of it will not see the results they are expecting.
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Image via Shutterstock.