Prior to 2019, content marketing was primarily focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Strategies were heavily reliant on blog posts, whitepapers, and video content, with an increasing emphasis on storytelling to make brands more relatable to their consumers. The use of SEO strategies to optimize content and ensure visibility was already well-established, reflecting a digital landscape where organic search was king.
Content marketing's intrinsic value was recognized in its ability to build trust with consumers, establish brand authority, and foster community around a brand. Companies like Moz exemplified this approach by not only offering SEO tools but also providing a wealth of informative content that turned their website into a go-to resource for marketers across the globe.
What were the Content Marketing Trends 2019?
As we delve into the depths of content marketing's evolution, 2019 stands out as a year of significant transformation and innovation. Reflecting on the past to pave the way for future strategies, we explore how the trends of 2019 continue to shape our approach to content marketing.
Intrinsically Profitable Content Marketing
The year 2019 marked a pivot towards intrinsically profitable content marketing campaigns. Brands like MOZ demonstrated that content could be more than just a lead generation tool; it could be a standalone profit center. By focusing on high-quality, valuable content, companies began to see direct financial gains from their content marketing efforts beyond just supporting their primary products or services.
Converged Media Strategy
The concept of converged media took center stage, emphasizing the integration of paid, owned, and earned media. This holistic approach allowed for more cohesive and efficient campaigns that leveraged the strengths of each media type, optimizing content reach and engagement across all platforms.
Budget Increases for Quality Over Quantity
As content marketing budgets swelled, the focus shifted from sheer volume to the quality and effectiveness of content. The realization that quality trumps quantity led marketers to invest in creative operations management and collaborative efforts to produce content that resonates deeply with audiences.
Marketing Departments as News Sources
2019 also saw marketing departments evolving into trusted news sources. With traditional media's decline, brands seized the opportunity to fill the void, offering high-quality, journalistic content that audiences began to rely on for information. This trend highlighted the blurring lines between marketing and journalism, with content marketing emerging as a credible source of news and insights.
The Beginning of AI's Role in Content Creation
Artificial Intelligence (AI) started to play a more significant role in content marketing, from enhancing personalization to automating mundane tasks. AI technologies enabled marketers to create more targeted and effective content, freeing up time for strategic and creative endeavors.
Anticipated Trends of 2024
Looking forward to 2024, content marketing is expected to further evolve, integrating new technologies and adapting to changing consumer expectations. Here are some key trends anticipated to shape the future of content marketing:
Increased Use of AI and Machine Learning
AI technologies are projected to play a crucial role in personalizing content at scale, optimizing content for search engines in real-time, and providing actionable insights into content performance.
Immersive and Interactive Content
As virtual and augmented reality technologies become more accessible, brands are likely to embrace more immersive experiences, offering interactive content that allows consumers to engage with products and services in novel ways.
Voice Search Optimization
With the rise of smart speakers and virtual assistants, optimizing content for voice search will become increasingly important, requiring a shift towards more conversational and natural language in content creation.
Content Integrity and Ethical Marketing
In an era of fake news and information overload, brands that commit to transparency, accuracy, and ethical marketing practices will stand out. Consumers will gravitate towards businesses that prioritize content integrity and offer genuine value.
Integration of Content into Product Offerings
Beyond serving as a marketing tool, content is expected to become an integral part of product offerings. This could manifest as embedded educational content in apps, interactive user manuals, or content-driven customer support.
Final Thoughts on Content Marketing Trends from 2019 to now
As we return from 2019 to 2024, the essence of content marketing remains the creation of meaningful connections. However, the tools, platforms, and strategies at our disposal are evolving, challenging marketers to innovate while staying true to the foundational goal of providing value to their audience. The journey of content marketing is one of adaptation and growth, reflecting the broader transformations within the digital ecosystem.
This post aims to encapsulate the essence of 2019's content marketing trends compared to 2024's, offering a comprehensive overview that combines strategic insights with practical applications. By focusing on the key trends that defined the year, such as the rise of profitable content, the integration of converged media strategies, the emphasis on quality over quantity, the evolution of marketing departments into news sources, and the incorporation of AI in content creation, we provide a valuable resource for marketers looking to refine their strategies and stay ahead in the dynamic field of content marketing.
For more detailed insights into each trend, I encourage exploring the original articles from Canto and Smart Insights, which provide a deeper dive into the strategies and outcomes of 2019's content marketing efforts.