Can you believe we’re about to enter the last year of the decade? Where did it all go? It went so fast and so much happened, especially in the world of digital marketing. As we move into the roaring 20s, what changes can we expect to see in content marketing strategies in 2019?
Brand Positioning and Content Marketing Strategies in 2019
Brand positioning involves projecting your business in such a way that it occupies a distinct space within your market relative to your competitors. For example, a craft cider specialist may want to occupy a niche position within the alcohol industry, appealing to a young, middle class, clientele.
To achieve this requires good knowledge of your business, its products, and its appeal. One way to establish this is to examine your website and ask, “What is your website’s purpose?” Understanding your business and its aims will help you establish your brand position, because you’ll know where in the market to focus your attention.
With this in mind, two key trends should inform your content marketing strategy in 2019:
- Influencer marketing: once you know the best position for your brand, you need to find people who occupy the same space and who have a strong influence over the audience in that space. Approach these influencers for collaborative projects or incentivise them to promote your business. Finding the right influencers can help to bring authoritativeness and trust to your brand. It’s all about relationship building.
- With the Internet of things, we’re starting to see a move towards (what some people have called) “phigital” marketing. Creating content that allows you to merge your digital marketing with your bricks and mortar business can help you connect with people in real life.
Target Audience and Content Marketing Strategies in 2019
Implicit in brand positioning is a deep understanding of your target audience. If you do not understand your ideal customer, your marketing efforts will be in vain: you won’t know where to find them or how to connect with them.
Fortunately, it’s never been easier to understand your ideal customer. Study your existing customers for patterns – what do they share in common? Are they mostly male, female, old, young, preppy, cool, etc.? You can use the analytics options on your social media to find further information about the people who engage with your content (see the analytics section below).
Once you know your ideal customer, you’ll be able to think of ways to create content to appeal to them. You’ll understand the problems your product solves for them and be able to express the solution in a meaningful way, you’ll be able to research the types of places where they spend time online, and you’ll understand your niche and can then tailor content appropriately.
Be careful: this isn’t about tricking people. Your role is to show how your product can help. It isn’t about exploiting their psychology or online behaviour to “trick” them into engagement. In 2019, people want honesty. We’re tired of fake news, false advertising, click bait, and wasted time. In fact, the UK’s advertising Watchdog is cracking down on things like this.
Spend time focusing on how to create content that speaks to your audience without being patronising or fake and don’t jump on the meme bandwagon! You must communicate clearly the benefits of engaging with your business.
Social Media Platforms and Content Marketing Strategies in 2019
By now, you’re starting to understand the importance of being honest and authoritative. In terms of social media platforms, this means focusing your content marketing strategy in the right places. In 2019, it’s all about creating a tight, focused, and strong media presence in niche areas. For example, B2B marketing works better on Twitter and LinkedIn, but B2C marketing works better on Facebook and Instagram.
Different demographics spend their time on different social media platforms and the same demographic may behave differently on different social media platforms. Rather than taking the scattergun approach – blasting your content all over the digital ether – concentrate on one or two platforms where you know your audience spends time.
Take the ego out of content creation. It’s about choosing the platform that offers the greatest exposure to the right people, not choosing the trendiest platform.
Story Telling and Content Marketing Strategies in 2019
Business makes people feel alienated. An increasing number of people are turning their backs on large corporations, looking instead to the grassroots businesses that acknowledge their humanity.
Businesses need to learn to connect with people. Content that tells a story and makes you more relatable is key. Tell people who you are, where you’ve come from, about the people in your business, and what you’re trying to achieve. Telling your story helps make you more relatable.
All businesses have a story. Think about the journey your business has taken. Think about the type of brand you are, diva, indie, hipster, geek, old, young, rich, poor etc. For SMEs, creating a narrative that is honest and truthful can help generate greater engagement with the right people.
Analytics and Content Marketing Strategies in 2019
The final part of the jigsaw for content marketing strategies in 2019 is to understand what your data is telling you. Most social media platforms have analytics and reporting options, and the insights they provide are invaluable and can help you understand exactly who’s engaging with your content.
By analysing your data, you’ll be able to understand the type of content that people engage with, the type of people who engage with your content, the best time of day for engagement, and the platforms where they hang out most. Using this information, you can craft content to engage your ideal customers.
What you’re really doing is giving them what they want, and this is vital. Let your customers drive your content marketing strategy. People will only engage if the content you provide is relevant to them in that moment. Analysis is how you clarify this.
Content marketing strategies in 2019 should be about making the person centre stage. We need to be honest, reliable, and relevant if we want to succeed. If you’re looking for help with your content marketing strategy, use our contact form and get in touch today.