Finish-of-year vacation meals are looming, with the promise of favourite household recipes, tryptophan-induced naps, and, relying on the place you’re situated, snow flurries within the air.
It’s a time to be thankful for custom—and to create new ones. It’s additionally an indication of the 12 months winding down—and the right time to mirror.
As common, issues within the advertising scene have been up and down in 2018, with new traits to observe or overlook, new applied sciences to show and study, and new content material to brainstorm and create.
Though we are able to’t supply a slice of pie to every reader (oh, how we want it have been potential), we can supply our perspective on this 12 months’s largest and greatest content material advertising traits—notably these we’re most impressed by and grateful for as we head into 2019.
#1: Extra Entrepreneurs Are Placing Audiences’ Wants First
We're so enthusiastic about this subject that we hosted a complete session on it at Content Marketing Institute’s Demand Generation Summit. The stat from CMI is a robust one—96% of probably the most profitable content material entrepreneurs agree that their organizations have constructed credibility and belief with their viewers. Higher nonetheless, almost all (90%) prioritize the viewers’s informational wants over their gross sales or promotional messaging.
That is superior information, and a pattern we're grateful to see. In case your viewers learns one thing out of your eBook, attends and asks questions throughout your informational webinar, or applies your ideas from a weblog publish, you might be constructing credibility and connecting with them as a trusted useful resource.
#2: Adoption of Interactive Content material on the Rise
We've got a ardour for interactivity right here at ScribbleLive, and have launched numerous interactive experiences with ion interactive. In a benchmarking report from earlier this 12 months, Demand Metric and ion interactive discovered whopping 96% of study participants consider that content material interactivity impacts consumers’ selections as they undergo their journey.
The research additionally discovered that in comparison with passive content material, interactive content material is extra prone to be efficient at educating consumers and differentiating from opponents, and extra prone to be shared regularly.
So, in the event you haven’t tried utilizing interactive content material—now’s the time! Take a look at our gallery of buyer examples for inspiration to construct your first evaluation, infographic, or calculator.
#three: The Introduction of AI for Content material Advertising
From Content Marketing World to MarTech East, AI was a large buzzworthy subject at each trade convention we attended this 12 months, and it’s simple to see why.
Salesforce stories that 51% of marketers are using AI in one form or another—whether or not for content material intelligence, gross sales enablement, personalization, or one thing else solely.
Information from Deloitte exhibits that 83% of early AI adopters have already achieved substantial (30%) or reasonable (53%) financial advantages, making it clear that using AI for content material advertising shall be a big participant in 2019 content material advertising methods.
We launched our latest providing, TrendHub, this fall, that makes use of AI to foretell traits earlier than they go viral. Check out a demo of TrendHub, the place you’ll discover content material marketing-focused predictions that embody trending tweets, hashtags, and influencers that can be utilized to gasoline future content material technique.
#four: Brief Product Movies Are Capturing Consideration—and Successful Gross sales
BigCommerce discovered that viewers are anyplace from 64-85% extra possible to purchase after watching a product video, and with video use rising throughout the board, this information additional reinforces that video, when executed properly, can undoubtedly enhance conversion.
With HubSpot reporting that 4 in 5 consumers find demo videos helpful, it’s clear that our efforts in video might want to grow to be much more refined (and well-strategized!) in 2019. And with movies beneath 90 seconds seeing an average retention rate of 53% (in comparison with 10% for movies over 30 minutes), we should work to get our message throughout rapidly and concisely.
Relying in your content material creation wants and technique, main instruments like Wistia are nice sources for video advertising providing interactive video options, internet hosting performance, and in-depth tutorials.
Don’t have video manufacturing sources in-house? Contemplate using a expertise community, just like the one offered by Visually by ScribbleLive, to get matched with creatives to your particular video mission.
#5: Content material Advertising Operations Are Changing into Extra Profitable
Lastly, an encouraging stat to shut out the 12 months: 70% of surveyed marketers report that their content material advertising success is both considerably or far more profitable in comparison with one 12 months in the past. And from right here, with so many optimistic traits in full swing, we are able to solely go up.
Getting Motivated for Content material Advertising Efforts in 2019
So there you've got it—5 content material advertising stats which have us excited for what’s to return in 2019.
On the lookout for extra stats to get you impressed? Try Content Marketing Institute’s latest B2B benchmarking report.
Kate Mills
Kate Mills is an Editorial Content material Strategist at ScribbleLive.
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