When developing a digital marketing strategy, content marketing is a key component. Indeed, content marketing provides many advantages to companies including an improvement in conversion rate, increasing visibility and even lowest costs than traditional marketing.

Content marketing platforms are constantly evolving and consumers are using different channels and formats which hardly existed before. From creation to dissemination, technological innovations make brands adapt their marketing strategy to comply with the new buying habits of their consumers.

To make this digital strategy efficient, it is more than ever essential to keep a close look on these evolutions which are at the origins of the current marketing trends. Here is for you the 5 trends shaping content marketing in 2019!

Top 5 content marketing trends

AI and machine learning

Trends over the last years pushed companies to offer personalized content to consumers looking for more personal exchanges with the brands.

To make up for this increasing expectation for personalized UX (user experience), artificial intelligence (AI) and machine learning (ML) are part of the solution. Both enable any brand to create personalized experiences thanks to algorithms simulating different behaviors according to customers’ profiles.

Your content will be easier to create and will be adapted to your consumer’s profile, helping you to get what matters the most in this quest for personalization. Chatbots are a great example of what AI is able to offer.

Chatbots

More and more companies are using chatbots to customize communication with their users. These robots are available 24 hours a day / 7 days a week and allow you to minimize expenses regarding customer service. As a result, you are able to provide customized recommendations to your customers according to their requests.

Essential function to generate more leads and to bring quick and accurate responses to the customer, chatbots are a pillar of conversational marketing.

Micro-influencers will be the new influencers

The latest studies regarding social influence marketing have highlighted some trends. In 2019, the current trend is to collaborate with influencers sharing similarities with the brand. The number of followers is no longer felt like the main criteria for companies to collaborate with influencers, brands are now focusing more on the quality of the followers rather than the quantity.

This connection with micro-influencers allows the brands to be closer to their community and customers through more creative collaborations than before. This way, content offered by micro-influencers on social networks such as Instagram will lead to a more valuable result.

Voice search

Internet users are more and more enjoying voice search and audio content. Last year, 58% of them used voice search to find local commercial information (source: BrightLocal). Today, many voice controlled devices can be found such as Google Home, or Siri which is directly integrated into Apple smartphones.

To take advantage of this trend, it’s necessary to upgrade your website and to adapt your SEO strategy because voice search queries are different than traditional ones, often being longer.

Regarding content, audio formats need to be included even in your posts and ads. You should give greater consideration to users’ expectations when searching for specific content.

Brand storytelling will dominate E-Commerce

Confidence in the brand plays a prominent role in the buying decision of consumers. More than ever, it is essential to communicate in an authentic and honest way. It will allow you to be closer to your community and to attract new customers, leading your e-commerce to success.

Because competition is getting stronger and Internet users are daily exposed to thousands of contents, mainly on social networks, you need to stand out and focus on the emotion and quality generated by your content.

Brand storytelling is a great example of emotional content because the audience feels concerned with the content you’re sharing. Your customers must be the focus of your content marketing strategy and your brand. This is not about selling a product, it is about sharing emotion, authenticity, and telling a story to add value to your brand.

Gen Z joins the equations for success

Following Gen Y, Gen Z (born between 1995 and 2015) has access to digital technology since birth. Unlike Gen Y, this new generation has always experienced social networks and the Internet: mastering new technology and social media, digital has no secret for Gen Z. These skills turn them into important actors of a content marketing strategy, adapting content to reach this generation is therefore essential.

To reach Gen Z, companies need to understand that investing time in social networks and adapting content to them is necessary: digital channels are now dictating content. As a result, because Gen Z is using many channels at the same time (Youtube, Twitter, Instagram, Snapchat…), attention should be paid to be present on many media platforms and to offer a diversified content according to the platform.

It should be kept in mind that Gen Z is very active on social media so interaction, transparency and a controlled online reputation are the key elements.

[Infographic] 5 trends shaping content marketing in 2019-01