Timelines are getting full. Apple tackles phone addiction. Google will send you fewer visitors (except from advertisements, of course). And somewhere between all the marketing violence of the great powers you try to stand out with your blog, whitepaper, infographic, video or podcast. Excuse me if I sound apocalyptic, but the content-marketing trends for 2019 show that many tactics from the past do not work anymore. We are the saturation point, in which we produce as much content as is needed, well over. You could say that content marketing goes down to its own success. But that is of course much too crude. The lazy tactics do not work any more. The ‘5 tips that I gather together in half an hour’ or ‘the weekly blog because it has to be done’. What does it work? This article was written by CopyRobin. Try now for free What will be the most important content-marketing trends in 2019? I asked 13 content-marketing experts from all over the Netherlands who each gave their views on this. Here they are in random order: Suzanne Robbe ( Loyals ), Remco van Meel ( Fingerspitz ), Wilco Verdoold ( Loyals ), Edwin Vlems ( Edwin Vlems B2B Marketing ), Melchior van Velzen ( Fontys University ), Danny Oosterveer , Maarten van Ham ( 1412 Marketing & Media ), Joep Fransen ( WebNexus ), Ton Heerze ( Webton ), Steven van Vessum ( ContentKing ), Romano Groenewoud ( Swaans Communicatie ), Bas Boomaars ( Fingerspitz ) & Chantal Smink ( MaxLead ). As important trends they mention, among other things: Decreased organic reach social media & Google. We want to see the people behind the brands . Bold / social campaigns from major brands. The need for useful (how-to / DIY) content for the rest. Advance podcasts and (ephemeral) video , also for B2B. Ephemeral content, AI, live video, content hacking, podcasts .. Scroll through a bit and you will read all about the exciting and new ways in which you can reach your target audience nowadays. But content marketing is obviously about much more than just the technique or medium. Almost every expert warns: start with a carefully thought out strategy. With the right people on board. Aware of what your customers want and when they want it. You can read more about the important strategic aspect of content marketing at the beginning of this article. Content marketing is for my organization: And now … the content marketing trends for 2019! # 1 Strategy First How do you find out where the flag is? And the bombs .. Source: Wikimedia Ton Heerze : “The growing popularity of content marketing has in recent years led to numerous online marketing goals. Content creation would lead to a better findability of your website, more visitors, more leads and higher sales. The one, however, does not inevitably lead to the other. Realizing each of these objectives requires a different type of content and that is why a clear content strategy is more important than ever. Especially in 2019: the year in which the abundance of content is at its greatest and the competition killing. Formulate your goal first and then create the content that matches this. And not the other way around!” Suzanne Robbe : “In this strategy it is first of all important that the core values ​​of the company are clear. And for whom you make the content, and for what purpose. Make measurable KPIs out of this. This allows you to create a strong content planning that really contributes to the objectives of your company, while at the same time strengthening your brand and keeping your company close to its core. Win win.” Joep Fransen : “It’s about the bigger picture and the transfer of a certain message – the content – via the right medium. By a strong alternation between visual and textual, you can hold the attention of a visitor longer and a message comes across better. In short, not only dry texts, but also the use of video, flowcharts and infographics will become increasingly important for a good and sustainable content strategy. ” Danny Oosterveer : “After everyone has already touched their fingers, it is clear that content marketing is not something you just take care of, it is effective if it fits in with the strategy, with the ‘why’. we see that content marketing is not just fun and interesting, but increasingly gives meaning to what the organization stands for. For example, at Burgers’ Zoo we not only publish content that is’ fun ‘, but also provide a low-threshold way of talking about less-accessible themes, such as nature conservation, sustainability or the plant world . ” Reading tip: In 5 steps to a successful content strategy # 2 Taking into account the customer journey content marketing is not only about who and why, but also certainly when it says Suzanne Robbe : “To be successful, content must fully match your reader’s needs. In 2019 it will be even more important to take this into account. Create content for different phases in the customer journey, or the customer journey. Make sure you create content that … Your potential customers help you to get to know and trust better. Share knowledge, share experiences of current customers and share the people behind your company. Because people prefer to do business with people than with companies. Your current customers show you what you are doing and how you create added value for them. Important: keep in mind: what do they have about this information? Make sure that it is not “We of WC duck (advise WC duck)” content. Make your current customers ambassadors . Make them enthusiastic with your content. So enthusiastic that they would like to forward it to colleagues, friends, family, etc. ” Reading tip: The use of video in the customer journey # 3 content marketing takes time Who should invent that content strategy? Chantal Smink emphasizes the difference between executive and strategic: “What you see happening is that currently everyone calls themselves content marketer, whether you are a copywriter or are working on a strategic level. Hopefully next year it becomes clear that content marketing and copywriting is not the same. A content marketer oversees the (online) marketing objectives, knows the target group and his / her needs, the place where the target group is (online) and how you should appeal to the target group. Based on that, the content marketer determines the form and content. This strategic thinking is where a content marketer can distinguish itself and can contribute to quality. ” Lazy content marketing = buying snacks only – Source: Pexels “At the same time, there is a heavy task for the real content marketer: convincing the organization that it is better to think first and only then do it. Many of our customers want to start directly with the creation. ” That is just like shopping without a list. That is of course fun to do and nice to see, but I always compare it with shopping without a list. You buy especially nice things or things that you do not need and forget about half. It is up to the content marketer to convince the organization that we first think, inventory and plan before we make content. That means that you have to start a few months earlier if you want to have content at a certain moment. ” # 4 Lobbying within your organization Chantal Smink : “Content marketing is not something because someone in a single room does. The organization must want to cooperate. There is therefore still a task that a good content marketer should make his own: coffee-making. Content marketing often breaks down on stakeholders who do not want to cooperate or see no priority. A good content marketer sees in advance who is stakeholders and what it takes to get them. So a bit of perseverance needs to have a content marketer. ” # 5 Listening to your customers https://www.youtube.com/watch?v=0iXr2f2a76E Romano Groenewoud : “Many content marketers also emphasize the interaction with actual customers or at least with people within the organization who regularly come into contact with the target group. This will become even more important in order to continue to participate in the coming years. Only 40% of respondents to a Content Marketing Institute survey actually interact with the target group to gain insights about what are really important points in people’s lives. That percentage must and will go up next year. ” # 6 Brands snowed under by people Suzanne Robbe mentioned it for a moment: people prefer doing business with people. Edwin Vlems goes one step further in his prediction: “The content of the individual will submerge the content of brands and companies: the people who are hidden behind the brand are much more interesting than the brands themselves. Their content will dominate, with all the beautiful and less beautiful sides that come with it. The marketer will no longer be standing on a podium with a call button, but with colleagues in the field. To help them to ascend that stage and to tell their story there. ” Leestip: Employee advocacy: from buzz to business # 7 Tribe Building Who belong to the ‘tribe’ who buys your products? – Source: Rawpixel.com Thinking more from people and less from brands, according to Bas Boomaars, also leads to another interesting trend: “We used to talk about brand building: you set up a brand, market products from this brand, and you get customers. The new model works exactly the other way: you market products, those who want to connect to it buy the products, creating a tribe that stands for your brand. ” “Apple users especially like the status that the brand gives, even more than on the products themselves. If you know how to win a loyal and good tribe for yourself, you gain authority and create a brand that stands for something. ” # 8 Apple tackles phone addiction https://www.youtube.com/watch?v=4eNN9G6nPD0 Speaking of Apple … this year the superpower introduced a set of tools to tackle your phone addiction. Great for consumers who want to spend less time on Instagram or Facebook, but as a company it will be even more difficult to reach your target group. ” # 9 Facebook reduces play space And Facebook itself also reduces the organic reach of companies, signals experts Suzanne Robbe among others: “Even if you make the very best blog, video or infographic of the world, if it does not reach the right people, you have little to do with it. In 2019 it will be extra important to promote your content on different channels. Organically, companies no longer have their full fan base, thanks to the algorithms of Facebook and Instagram, among others. ” “In fact, the organic reach of your business page continues to decline because Facebook has decided to go back to basics: connecting people. This means that posts of family, friends and groups appear more often in the timeline, and those of companies less often. Therefore invest in advertising budget, so that your content really reaches your target audience. ” Reading tip: The Facebook algorithm is changing. Companies must become more social. # 10 Google redirects fewer organic searchers https://www.youtube.com/watch?v=fFFdMQq6TkI Paying also seems to be the motto at Google. As we wrote earlier in the SEO Trends 2019 , the search engine sends relatively fewer unpaid seekers. Although the total search volume still increases for the time being. # 11 content marketing popular with B2B All these challenges do not stop the business to business segment (B2B) for the time being, Chantal Smink : “What I see is that mainly B2B companies embrace content marketing. The B2B companies understand that you can no longer say how good your product is, but that lead nurturing is the method for building contact with your target group. content marketing and Lead Nurturing go hand in hand. I think that B2B companies are at the forefront when it comes to the creation of high-quality, relevant content. ” # 12 The ROI of content marketing All those blogs & videos, what does it actually deliver? Source: Pixabay Of course, the legitimate question remains: what does it all deliver? Measuring the ROI of content marketing is not that simple, according to Chantal Smink : “Content marketing can certainly generate revenue, but it only focuses on a target group that is very high in the funnel. That means it takes longer for people to convert. Realistically looking at expectations and determining KPIs per content item is necessary. It is up to the content marketer to train his / her organization about this. ” Better texts for less money? Try CopyRobin for free # 13 Opportunities for the ‘Whole Foods’ bloggers Enough warned! How do you reach your target group? Romano Groenewoud kicks off with the prediction that depth will pay more: “Of course the need for snackable content will never completely die out, the average person needs it, just like people sometimes want to sin with chocolate and sweets. But one will become more aware of the effect of this type of content on the mental system, and people will make more conscious choices and more often opt for the green tea and salad to continue the dietary analogy. ” “I foresee some shift in favor of in-depth content.” “So I foresee some shift in favor of in-depth content. Content that may be less exciting during consumption, takes longer to digest, but ultimately gives more gratification. There will be a growing need for this. And some parties will want to associate themselves with this, to meet this need, a kind of ‘Whole Foods’ of the content. This could be a niche where opportunities lie. ” # 14 Content Hacking Perhaps slightly less idealistic is Melchior van Velzen who thinks that you can score better in 2019: “Content Hacking see as an important trend! In short, it means that you search online for what scores well (with tools such as SimilarWeb & BuzzSumo, for example) and then write a better article about it yourself. ” Leestip: ‘Create successful content through Content Hacking’ # 15 Be socially relevant https://www.youtube.com/watch?v=ygHU0mQGuJU The brand Velux is not even called .. but 8m + views! According to Maarten van Ham , you should not only talk about your own product, but also look at how it affects social trends: “Content that deviates from the primary process or product, but the customer can touch on theme. For example, sustainability. For many a container concept until you make it tangible. A good example is Velux (producer of roof windows – ed.) That made a video about the indoor generation . This implies that Velux has the solution for the fact that people now live inside. ” # 16 show backbone Source: Nike Romano Groenewoud sees a related – somewhat risky – trend: “Online consumers are also becoming more aware, puncturing vanilla corporate communication faster. Communication without personality or backbone. An example of a brand that recently showed backbone is Nike with the campaign around Colin Kaepernick . Key components of a backbone campaign: Stand for something. Risky, and not everyone will agree with you. This can be a political or social issue, if relevant for your company. But this does not necessarily have to be, for example, it can also be about the sustainability of products. See for example this successful campaign from outdoor clothing brand Patagonia from 2011 . Consistent with the persona of the brand concerned. The image of the brand, history. If this is not the case, the content and communication is not authentic. For example, Domino’s Pizza does not have to stand in the gap for our health, and ExxonMobil might better leave the environment to other companies. https://www.youtube.com/watch?v=qLXzPDteFks Address values ​​of (a part of) existing and potential customers in the market. See again the case Colin Kaepernick, not all Nike consumers found this positive, but a large part did, and for that large part brand loyalty improved significantly. An end to the era “Republicans also buy shoes”, as Michael Jordan put it in the 90s. But nowadays this does not work anymore, since Trump is everything is politics. Brands therefore step with content in the political arena. Granted it creates division. The effects will not be purely positive, many Nike shoes went up in flames after going live this campaign. Nike revenues will fall in conservative areas in the US, where disposable income is already declining in any case. But the loyalty among younger, wealthier, urban consumers who usually have more progressive values ​​will improve. For Nike in this particular case, despite the division, there is the financial logic, to exchange this one less interesting target group for a target group ‘of the future’. No ‘Buy our stuff’ or ‘We at Wc duck advise Wc duck’ message. This should really be left out of such content. ” # 17 Structured Data Thanks to structured data (reviews, time), bakken.nl comes first In between, a trend that might be slightly easier to apply for smaller players. Remco van Meel explains that you should always make your online content as Google-friendly as possible using structured data: “Google is increasingly working with knowledge graphs and featured snippets. The content and technology of your website needs to be ready for this. ” Reading tip: Google Search Console for Marketers (including setting up structured data). # 18 Useful is the new viral Leestip by Romano Groenewoud: Youtility by Jay Baer Romano Groenewoud also sees that big campaigns on sustainability or social themes are not in everyone’s reach. He gives an alternative: “It is fair to say that coming up with something groundbreaking is difficult for freelancers and SMEs in the Netherlands. So instead of being busy with the next viral video, you better focus on providing tailor-made valuable content for your target audience. ” To distinguish yourself in 2019, you want to offer something valuable to every individual visitor. “Keyword: tailor-made. We flood the online consumer today with free e-books and whitepapers in the B2B sphere. To distinguish yourself in 2019, you want to offer something valuable to every individual visitor. ” “So instead of decreasing value (wasting the time of the target audience, this is what ads do, but content filled with fluff, baked air, filling up), contributing value or usefulness.” Here are a few ways you can create useful content: # 19 Offer a consultation or write a custom whitepaper This kind of general ‘fluff’ content is of little use anymore Romano Groenewoud : “In the B2B niche you could, for example, offer a free consultation of one hour. Or keep live webinars with question and answer. Or a tailor-made, free of charge report. No templated report; with customized I really mean from the ground up for that specific customer. ” # 20 Create a tool that you can use The best places to live as a digital nomad – Source: NomadList Romano Groenewoud : “Think of Nomad List, a start-up of the Dutchman Pieter Levels. With this tool, digital nomads can find their ideal next home base based on, for example, average rent, internet speed and air quality. ” “In the B2B sphere there is the handy Panguin tool from Barracuda Digital that helps webmasters to understand whether and which Google algorithm (s) have an impact on organic search traffic of a website.” I myself had to think of the Hagra VAT tool with which you have been able to calculate simple rates from net to gross and vice versa for years. # 21 Who has the real news? Bas Boomaars sees another proven method to add real value with your content: “We can now realize traffic from SEO-oriented pages. But these articles do not provide any clicks on socials. What does work: sharing news from the market. Because that is the reason why people follow you. You are the authority, so tell them if they need to know something. The CTRs of news-related articles are much higher. And if you are fast, you get a lot of SEO traffic out too. ” # 22 Help people learn a skill / DIY https://www.youtube.com/watch?v=WCxT3WcM_h0 This is how you make a hug yourself (or .. you order it from Budsies) Romano Groenewoud continues his plea for useful content marketing. He points to the success of explanatory films: “This category is relevant for companies in the music niche, for example, think of tutorials on YouTube how to play certain songs with a certain instrument. But Do It Yourself also makes videos about cooking, putting furniture together and of course make-up tips. ” Or how to use content marketing to find customers: https://www.youtube.com/watch?v=uew21_YOp1w # 23 Overview (curation, saving research time) Romano Groenewoud : “See for example the website Examine.com, very popular among biohackers (people who try to get the best out of their health, among other things with the help of supplements). This website curates scientific research on supplements and nutrition, and presents this very clearly, for example about caffeine . This saves biohackers to spy many hours of literature. ” # 24 Everyone to the video (also B2B) https://www.youtube.com/watch?v=8l3XThsmL5A More raw bite snap videos? Secretly there is quite a bit of work in there. Then a trend that every expert talks about: video! Huh? But that was already the case last year and the year before? Yes, but there are some accent shifts. This is what the experts say about it: Bas Boomaars : “The growth of this is almost no longer a trend, but still the consumption of video continues to increase. Also in B2B we are increasingly looking for how-to’s on YouTube and we watch fast videos with interviews, product demos, and so on. ” Steven van Vessum : “In order to be able to continue with your good content, we will see a shift from written content to video content.” Wilco Verdoold : “The video trend continues. From short videos to live we saw last year, but now video is also becoming more common. For example for private groups or for a certain period of time in Snapchat, but especially in stories on Instagram and increasingly on Facebook. ” “In any case, people are making more and more content for a certain period of time. More bite snap, raw, however. ” # 25 B2B Ephemeral https://www.youtube.com/watch?v=uAJ0AnllQ44 Bas Boomaars : “In other words, content that disappears after a while. Snapchat and Instagram Stories are nice examples of this, but I expect that this disappearing content will even flow to the B2B. Example: building a community is something that is still important for many B2B agencies. If you offer exclusive content to your community, of which they receive a notification and non-members, you have found a new form of added value. ” # 26 Look behind the scenes https://www.youtube.com/watch?v=157gHpbrMEk Look in the kitchen at McDonald’s – source: YouTube / Randstad Wilco Verdoold : “We are going to see more content about the organizations themselves, the proverbial outlooks behind the scenes or in the kitchen people are more likely to give a better picture of how to work with or with the organization. Due to the increased shortage on the labor market, you also see more and more social media channels that focus on the organization as employer / workplace. From working atXYZ to meeting.XYZ ” Beware of dissatisfied former employees. # 27 Podcasts https://www.youtube.com/watch?v=PIJpOcFf5h4 In addition to the continuing video trend, audio also does well in 2019: Bas Boomaars : “We are becoming increasingly screen-tired. Podcasts are ideal for consuming content, and at the same time dreaming away in, for example, the train or in the car from or to work. Podcasts get a second life. Certainly real professionals are looking for podcasts. This makes it an interesting medium to win a permanent clan to people for you. Moreover, recording a podcast is fairly simple, provided your audio is of high quality and you speak interesting people. ” # 28 Voice: how do you actually sound (literally)? https://www.youtube.com/watch?v=Ai_RptwVxew Wilco Verdoold : “As far as I am concerned, Voice remains the most important trend. Google Home has recently also released a Dutch version and both the recognition and speech are more than worth the effort. ” “Get used to it, more and more people are going to use voice, here too it is not about what you think of it yourself, but about what your target audience does with it. Go and experience how it works and does not work! ” “If you think about voice (search), there are a number of questions that we ask ourselves and our customers:” “Is your content already suitable for voice?” “It has been known for some time that searches – certainly spoken searches – no longer consist of separate terms, but more and more of sentences.” How does your organization actually sound? “Is your content already suitable to give an answer to those sentences? And by extension: does Google or actually the user prefer to generate generated voices or audio content? However well-generated voices can be or become, chances are that audio content will be preferred. Or maybe even audio content that is really suitable for use. To the question “Google: what is the most important news of today?” The NPO would like to give the best answer in the coming months. Producing your own audio content that one specifically makes to answer this question. ” “That triggers the same question: how does your organization sound?” “Really literally: what kind of voice? A woman, a man? A low voice? Spoken quickly? This also puts SEO (again) at the top of the agenda of the marketer who is responsible for the brand identity. ” Reading tip: Copywriting for conversational interfaces. A handy introduction. # 29 Go deeper into the niche Romano Groenewoud : “In order to survive in the current content climate, you have to go even further into the niche.” “Nobody really is waiting for another travel blog about beautiful exotic beaches. With a niche blog about the hotels and Airbnb’s on exotic beaches where you also have fast and reliable internet, you are already more likely (because: interesting for digital nomads among others). ” “Do not start a content hub full of general fitness wisdom in the fitness space, but focus specifically on women over 50 and their fitness needs.” “Content in well-known areas such as food, clothing or relationships must be extremely detailed or creative. That costs a lot of time or costs a lot of budget. On the other hand, you can go deeper into the niche. ” # 30 Longer is not always better (about correlation and causation) Romano Groenewoud : “It may seem that I contradict myself here because I previously argued for in-depth content, but length is not necessarily equal to quality.” “A lot of insight and depth can be found in short (visual) statements. Not all topics deserve a blog post of 2000+ words. ” Longer content is improving better – but does that mean everything? Source: Backlinko “Studies – such as those from Backlinko – that show that longer content usually performs better in Google’s search results (but … correlation does not equate to a causal relationship) resulted in a race to publish the longest possible pieces.” With such a long piece, you might be at the top of Google, but in the end Google is still the user experience. So when a lot of people click away from your long piece, you’ll end up losing out in the end. “(But if you read this, you’ve been on this long page for a long time and give a positive signal to Google. Thank you!) How much sugar is there in a protein shake? Source: Be-Slim “A picture sometimes says more than 1000 words, as the saying goes.” “You can of course write a guide of thousands of words that you should pay attention to when choosing a dieting meal shake. But a picture with the buses of a number of brands and the sugar lumps in the shakes, says a lot more. Some topics can also be best handled by an expert in the field in a short catchy video of a few minutes. Therefore, divide deep-ground pieces with short, catchy (visual) content. ” # 31 Pay to play more important and .. more expensive Wilco Verdoold : “Pay to play, advertising / promoting content becomes more important and … more expensive.” “More and more content and more and more companies that want their target group to see their content put the price of online advertising under pressure. Good campaigns remain worth it, but it is becoming more important to have knowledge and experience with making good campaigns and optimizing on the flow. After all, not well-optimized campaigns are really expensive. ” Alternative: “Employing employees to create authentic business content and / or distributing content made by the organization is increasing.” # 32 Own platform first https://www.youtube.com/watch?v=8Q0SAE0wLFg Interview with BuzzFeed during Emerce Day Romano Groenewoud : “Focus primarily on creating a content hub on your own ground. Do not publish valuable blog posts first or exclusively on LinkedIn, but rather (first) on your own website. ” “Even if it can in some cases pay sparingly with specialists to work together on content forms that you yourself do not control or to reach other target groups. For example, think of BuzzFeed when you want to reach millennials with volatile content. ” # 33 Micro influencers and closed groups Wilco Verdoold : “It has been known for a long time that recommendations from acquaintances are much more trusted than advertisements, but recommendations from lesser-known influencers generally do well too. De al in 2018 ingezette trend dat het minder gaat om de grote namen en beroemdheden en meer om de micro-influencers zet zich in 2019 verder door.” “Een van de redenen is dat er steeds meer content in besloten groepen verschijnt. Denk daarbij niet alleen aan – al dan niet afgeschermde – Facebook- en Linkedin-groepen, maar ook aan besloten Instagramaccounts en zelfs WhatsAppgroepen.” #34 Artificial Intelligence Chantal Smink : “Bij het opstellen van een contentstrategie zullen Artificial Intelligence en Machine Learning je over een aantal jaar kunnen helpen, maar de komende jaren zullen deze technieken vooral moeten laten zien dat ze als mens kunnen communiceren (en schrijven). Hun bijdrage ligt voorlopig nog erg op uitvoering en simpele (herhalende) taken.” Welke trends zijn voor jou komend jaar relevant? Tot zover dit overzicht van de content-marketing trends voor 2019; uiteraard vind je met 13 verschillende experts uit diverse branches ook verschillende adviezen. Toch valt er wel een lijn in te ontdekken. Enerzijds krijg je minder verkeer in de schoot geworpen (door oa Google en Facebook), anderzijds zul je in de zee van online content nog harder je best moeten doen om te blijven drijven (nuttige content), eruit te worden gevist (niche content) of – en dit is vooral weggelegd voor grotere merken – op ieders radar te verschijnen (gedurfde campagne). Welke trends vond je het nuttigst? Zijn er nog ontwikkelingen die je in dit overzicht mist? Ik hoor het graag van je in de comments! Besteed je teksten uit bij CopyRobin. Plaats nu een gratis proefopdracht Let’s block ads! (Why?)

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