content marketing best practices

Content marketing is a constantly element. It is not something that you set and forget. With improved access to data and a better understanding of buyers’ and their expectations, you will find yourself frequently working on fine tuning your approach to content marketing.

Even though today most of the trends come and go out of fashion, content writing is something that is predicted to stay for a long time. A study estimated the content writing industry to be worth more than $400 million by 2021. As content marketing grows, our approach to deal with it becomes more mature. The following trends are to watch for in 2019 for content marketing:

  • Artificial Intelligence

Artificial Intelligence is as it is heavily impacting our lives today, and it is being predicted that it will change content marketing in the next few years in a big way. Analytics and machine learning is one the biggest ways that Artificial Intelligence will affect content writing. Artificial Intelligence can interpret huge amounts of data that would take dozens of people, months to even gather, while it can be done in a few seconds by Artificial Intelligence.

This allows marketers to formulate better strategies, as the more data that they possess of the audience to their websites, the better would they be able to cater to their needs. With all the data available, you as a marketer can also create a highly targeted audience segment like niche edits, focusing completely on the requirements of the audience and generating more personalized content. It can be done by taking into account the personality traits, interests, location and shopping behavior of the audience. This would engage the audience more and would ensure regular traffic.

 

  • Voice Search

Millions turn to screenless search every day. They simply ask a question to their digital assistant. There does not even remain the need to look at a smartphone or PC. Voice search accounts for at least 20% of the searches presently, and it continues to grow.

This trend will cause a shift in the type of content that would be generated because the way we speak is not always in alignment with the way we write. You will need time to adapt content to a more neutral language, suitable for both screen search and voice search.

 

  • Diversification in presentation

If you post only one type of content or content just relating to a single topic, then the users would get bored. Things would not work anymore then.

Sometimes diversifying how you present the content may also prove beneficial than actually diversifying the content. The users expect your site to make use of different types of media such as info-graphics, pictures, videos, podcasts, and other such things. Quite often, the content that has proven successful in one medium can be edited according to the presentation techniques that you have adopted, updated and then displayed again in another media form.

This way of presenting information through various media forms is favorable because every individual has their own preferred way to consume information. Some might prefer texts, some audios, some videos, while others may prefer a combination of all of those. Some of the audience may not even notice that they have already seen the information before in a different media form if you present it in their preferred form.

 

  • Interactive content

Only posting content for the sake of it, and not making an effort to know the trends among the audience may have a negative impact on your impression on the audience. With the fall in attention span of the current generation and so much content, coupled with so little time, it is becoming harder to engage the audience.

 

All this has led the brands to turn to interactive content to make a lasting impression on their target audience and to drive more engagement.

Interactive content encourages two-way conversations and allows the audience to actively participate in the content rather than passively consuming static content.

Interactive content includes quizzes, tests, polls, surveys, etc. This allows marketers to gain tailored results or insights on a topic they care about or a challenge that they are facing.

  • Brand collaborations

Brand collaboration is the strategic alliance between two or more brands with an intention to carve a niche and attain a competitive advantage at the marketplace. You can also collaborate with normal bloggers in outreaching if they have a large audience. Nowadays, we can witness a lot of brands coming together. These brands may come together to create a variety of contents. Other collaborative contents may include podcast interviews, collaborative researches and case studies, and/or social media “takeovers”. The content so created may be hosted on both the channels of the brands or on one of the brand’s channel cooperatively.

While collaborating with a brand, you must keep in mind the brands of a similar niche and collaborate with them. This would help in creating common content, advantageous to both the brands and would also grow the traffic onto the sites.