Important Content Marketing Trends

1. Content Collaboration

Content collaboration is one of the most welcome marketing trends out there. In 2019 and beyond, content connects and bridges the gaps. It’s a beautiful concept.

Content collaboration means working with other people (inside and/or outside your company) on creating and marketing your content asset.

Collaboration is a possible response to most of your content marketing struggles:

• It enables you to save on content creation and marketing (and compete with higher budgets). If you focus on the relationship building part of it, you’ll be able to find content collaborators who’ll be happy to help you for free
• Collaboration lets you discover more unique angles and formats you wouldn’t have thought possible if you were the single person working on it.

Here are possible examples of content collaboration:

• Engaging your non-marketing employees and various departments in content brainstorming and marketing One of the most publicized examples of this tactic working extremely well is “Made the Jhonsonville campaign” video campaign, 100% created by the company’s employees.
• Including influencers in your content. One of the best examples of influencer-driven content out there is Moz’s Ranking Factors, which includes lots of industry influencers who were not only featured as contributors, but were also able to provide their unique comments on each ranking factor they were voting for. Remember, this is your unique content that’s also highly trusted, since it came from notable experts in the industry:

There are lots of platforms and tools being launched these days to meet this need for advanced marketing collaboration.

2. Question Optimization

There used to be a tremendous gap between content creation and optimization: Writers were compelled to build content around “keyword strings,” set phrases that we needed to include in a copy a certain number of times.

Apart from somewhat killing creativity, this approach had another big issue: Keywords de-humanize writing. It’s too simple  to forget that there are actual people typing those keywords in the search box. Google’s algorithm evolution is rapidly putting an end to this outdated optimization tactic. Google no longer focuses on keyword strings. It can now evaluate each query’s context and intent.

3. Content Personalization

Dynamic personalization is another trend that is advancing its way into the marketing industry, regardless of all the growing privacy concerns. Marketing personalization implies customizing the web experience for each particular user. Personalization is not segmenting (which means providing a customized experience to an identified group of web users).Through personalized item and content suggestions, Amazon and Netflix have been providing customized user experience for ages.

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