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  • Writer's pictureRogier Visser, Founder Roundabout social

7 Top Content Marketing Trends You Can't Ignore in 2019

It's time to get serious about your content marketing efforts in 2019. Content is at the core of our digital and social, always on, always connected and always learning mobile world of communication.

As the technologies expand in capabilities, marketers become more savvy at how to use them, robots replace jobs, and it becomes even more competitive for brands trying to grab any second of our attention that they can.

Content is at the center of the connection between your brand and your customer - it's either going to open their minds and heart to pay attention and care that your brand exists, or it won't.

If you can connect with your audience in an authentic, human way, leveraging content to deepen relationships, vs only selling, your results will exponentially increase.

Here are seven key content marketing trends you can't ignore in 2019.

1. Content Marketing Plan - Bottom Line You Need One

In 2019 you must have a content marketing plan that helps you align your content to your business goals.

You need to find that sweet spot where you can ideate, create and publish content that both serves your audience incredible value in a personal and meaningful way, as well helps you achieve your goals. This is not going to come as easy as it may have in prior years.

Smart marketers are already working on their plans, and likely have a content calendar being populated with content to delight and engage their audiences.

The days of lazy marketers throwing social content spaghetti at the virtual walls of Facebook, LinkedIn, Instagram and Twitter are over and done. They will not win in 2019, period.

2. Original and Relevant Content – NOT Click Bait

Did you know that 78% of consumers say that personally relevant content increases their purchase intent.

Your content needs to be original and relevant. It's pretty simple. Create your own content. Use your own ideas. If you're short on ideas, hire a consultant, writer or agency to help you create them.

No more lazy marketers copying the hottest viral headlines and topics, and fooling themselves into thinking they're “making it their own” or adding their own personality - when in reality, they're almost word for word copying and pasting.

Consumers and decision makers are getting smart at avoiding clickbait, and they're seeking for real content that can help solve their problems quickly and easily. They want you to earn their trust.

Our greatest asset as humans is time. Respect the timeline and mindshare of your readers, viewers and listeners and they will love you for it, and they'll reward you with organic reach and amplification of your brand as they share your amazing content with their friends and colleagues.

3. Micro-Influencers

Influencer marketing is not new, however it's very much misunderstood by marketers and business leaders.

You don't need to hire the Kardashians - instead, think about local and national leaders in your industry and niche. Look inside your own company, as your own employees, as well as current customers, may be your best brand advocates and evangelists.

Influencer marketing is not about finding a famous influencer and bribing them to post about you on their own platforms and social channels. Instead, think about how you can partner with them. Consider co-created content, and ask them to also post content on your platforms that you can then leverage and promote as evergreen content that lasts years, not minutes.

When tapping into the power of influencer marketing, don't fall prey to the lazy influencer agencies who only spam influencers with copy/paste spam virtual outreach, and wind up hurting your brand more than helping it.

I do a lot of work as a hired influencer for large and medium-sized brands, as well as help drive the strategy for our agency, Marketing Nutz, to help brands create and launch influencer marketing strategies and programs.

I know, both from being an influencer myself as well as helping companies build programs, that relationships are the key to success. Don't just think short term, “how can I make this tweet or video go viral?” Instead, consider “how can I build a relationship that we both win and also serve our audience value at the same time?”

Micro-influencer marketing can be a game changer for businesses of all sizes, and it's often the fastest way to brand awareness, amplification and a true connection with your target audience.

Choosing the right influencers is key to success, as well as a well thought out program to maintain relationships, set goals and measure results. It's not as easy as throwing a few bucks at an influencer and expecting overnight success. Be ready to work.

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