Content marketing continues to be a go-to marketing strategy and, as more brands are enthusiastically embracing the idea of storytelling and content creation, the competitive landscape is quickly changing.
With 2019 right around the corner, here are five content marketing trends and predictions that I believe may influence your brand’s content marketing strategy in the new year.
Prediction 1: Content will be better integrated into email marketing strategies.
Many businesses, naturally, use their email marketing to blast out sales-driven messaging: new arrivals, brand news and special discounts. But, as customers start to expect more from the brands they shop — namely a personal connection to the brand that reflects their own values and experiences — it’s going to be beneficial (if not increasingly crucial) for content marketers to create omnichannel touchpoints and capitalize on email accordingly.
From abandoned cart emails with an article in the footer to more robust or editorialized shopping emails delivered in a timely fashion, content will need to thoughtfully fold into the customer journey to get eyes on your articles and increase overall conversion.
Prediction 2: Content marketing departments will grow.
Given that content marketing is a fairly new form of marketing, it’s not surprising that most businesses are slow to build out their content teams, which typically consist of a few in-house or contributing writers. However, as content proves to be a traffic-driver and lead-generator for business, I believe the stakes of original content are going to rise.
In order to remain competitive in this increasingly competitive landscape of well-designed infographics, interactive quizzes and engaging video content, content marketing teams are going to need to grow from the usual “department of one” to include writers, graphic designers, photographers and even their own developers in order to produce high-quality work and maintain optimal efficiency.
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