The Future of Content Marketing and How to Adapt: Trends, Tactics, and Tools

By Ann Smarty

Digital content marketing has been growing fast for the past decade.

Every major brand is online now, trying to engage more and more customers with their content, and for a good reason. Content marketing was long known for its (comparatively) lower up-front costs and diverse long-term benefits.

As a result, content marketing has become the major digital marketing tactic, with over 90% of B2B and nearly 90% of B2C marketers admitting to use be including content in each of their marketing campaign.

This steady growth in popularity is bringing forward several important outcomes:

  • Content creation is quickly exceeding content demand. You may have noticed that: There’s a solid amount of content already created for any possible question you may have
  • Consumers are being spoiled: They have access to more content they possibly need. It’s getting harder and harder to surprise or engage them
  • It’s getting harder to compete with bigger content marketing budgets. The more that big brands start building content in your niche, the higher the content standards, and the more your target audience expects from any content they come across

So what’s the future of content marketing? Is it dying?

Certainly not. The great thing about digital marketing is that ingenuity and creativity can always win over big marketing budgets.

Here are 3 content marketing trends (that we already see happening) and how to use them to your advantage.

3 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 answer to most of your content marketing struggles:

  • It allows you to save on content creation and marketing (and compete with higher budgets). If you focus on the relationship building aspect 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 (for example, customer support team). One of the most publicized examples of this tactic working extremely well is “Made the Johnsonville Way” 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 …read more

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