Useful materials have become the pinnacle of content strategy, and many have decided that this path is promising. It led to such an oversupply of articles that users had some rejection. Not to mention the fact that even if they wished, they would not have had enough time and perseverance to study everything written and captured, they began to treat information differently.

According to statistics, only one material from the brand of 20 is in the field of view of Central Asia. It makes no sense to view a long read or instruction immediately when this information is available at any time. Therefore, the period of recession has come: the old methods no longer work. What to do? Continue to develop content marketing in audience targeting.

PRODUCTIVE DIALOGUE WITH USERS

Content marketing is all around and for one subject – the user. Therefore, the primary trend, although it cannot be called new, is the orientation towards the end user of information, which has a very close study of Central Asia in its basis.

There are several techniques for this trend:

#1 Communicative marketing.

A live conversation of the brand with the public in real time. It is time to implement the position of a community manager, especially if a complex of communication channels is involved! It is necessary to interact with the public and to do it competently from the point of psychology view.

#2 Personalized content.

Companies are getting more and more opportunities to track user behavior on websites, social sites, and other channels. Therefore, it is worth making the content more individual, taking into account not only the signs of a particular segment of Central Asia (gender, age, education, fears) but also personal preferences. The simplest example: a customer ordered food for his Rottweiler from an online store. Winter has come; why not recommend him winter clothes and accessories for a dog of this breed, a vitamin complex?

#3 User Content.

Your subscribers can correctly generate excellently, and most importantly – original and author’s content. You need to push them to this. There are many genres, from reviews in the form of reports to proposals and the choice of topics, and sometimes the creation of publications. This direct interaction works to build audience loyalty. The user becomes not just a subscriber, but also a lawyer of the brand, its co-author. Naturally, this will increase the level of trust from Central Asia.

#4 Content enhancing engagement.

Outgoing information is in any case devoted to the reader, but it can be acquainted with the material and forget about its content in a couple of minutes. If you want to avoid this, involvement is essential – emotional, interactive, communicative. Give your audience a personal contact, discussion, debate, and not alienated to read articles and watch videos.

RUN CONTENT IN MASS

As everyone understands, it is not enough to write a useful long read, you need to make sure that you know about it. The distribution of content is no less important than itself.

Therefore, consider how your material will be available to the most significant number of people.

• Engage not only posting on social networks.
• Create newsletters: in an e-mail, instant messengers, social media.
• Combine materials into books and give them to subscribers.
• Announce materials repeatedly.
• Participate in thematic discussions on forums, share opinions and links.

MOVE TO EXPERT LEVEL

It is not always possible to tell all about a complex processor to open a topic in one article. There is an excellent way out that can be the core of your content strategy at the same time. Use a series of publications, united by a single issue.

Take a topic that is interesting to Central Asia or a technological process, break them into a series of successive stages, highlight some problems and begin to prepare a chain of publications consistently, working through the details.

• First, the accuracy in answering the question will demonstrate your expertise.
• Secondly, the presentation of the material will be logical and consistent.
• Thirdly, you will not have a shortage of topics and gaps in the content plan.

VIDEO MARKETING

There are predictions made that YouTube audience will reach 2 billion users by 2021. Therefore, video content is an established trend that will remain so in the coming year.

Some experts emphasize the importance of video advertising, especially in mobile applications, since it is a mobile search that now forms more than half of the traffic.

• Basic requirements for advertising videos:
• Quality – no less than Full HD.
• Originality.
• Interesting content.
• Brevity.
• Lack of annoying factors.

Why is a video so popular? The video is a direct way of transmitting information, the video does not sit well as a lively conversation, and therefore a person feels more confidence in information received in this way. In this sense, promising trends – streaming, live-broadcast.

INTELLIGENT SEO IS A THING OF THE FUTURE  

It is not enough to optimize the text for common key requests received by search engines from users. The ranking algorithms are becoming more sophisticated, so the completeness and accuracy of the information are essential, rather than matching the percentage of the critical density.

Therefore, SEO professionals are advised to revise their policies if they are still operating with the concepts of exact occurrences and word forms. You need to focus, first of all, on the quality of the content. And instead of exact key phrases, LSI queries can be used since the algorithms of search engines have long been working in conjunction with artificial intelligence and learned to distinguish between shades of meaning, associations, and synonyms.

SOCIAL NETWORKS VS. MESSENGERS

Despite the differences, there is a standard, apparent trend. Users see only those materials that recruit more reactions, receive comments and reposts. It is clear that in the conditions of competition those brands that can invest in the creation of fresh content that can gather such reactions win. Free wonders should not be expected, especially in the future. Networks have become too dependent on advertising, so without large budgets, it is becoming increasingly difficult to move into them.

However, along with them, messengers are functioning, and online marketing in Viber, Telegram, and WhatsApp are widely recognized as more effective in terms of promotion. Why?

The reasons are short distance with the user

• Instant delivery of information to the address
• A variety of forms of presence: channels, messages, conversations.
• Automate content sending, and the sales funnel itself using chatbots.

The forecast is as follows: messengers have not yet become a saturated niche, so the generation of content for them, with its characteristics, will increase its volume in 2019. And this is a promising direction of advancement for companies whose marketing budgets are modest.

ETERNAL MATERIALS

• It is about evergreen content, which does not lose relevance.
• It is also necessary to work with evergreen content: add new, get rid of what is gone. The popularity of “eternal” materials will not decrease because of the specifics of their nature.

 TECHNOLOGIES OF THE FUTURE

Talk has been going on for  a couple of years about two trends, but so far, there has been no widespread introduction. Speak about voice search and content optimization for it. Such an adaptation will enable brands to increase profits by a third by 2021.

Interactive companies are already using the well-known companies in the world market – IKEA, Coca-Cola, Volvo and several others have successful examples.

 LIMITED EDITION

It is worth talking about such a trend as the production of “limited series” content, luxury class, only for the elite. As already mentioned, there is no shortage of information and useful content; on the contrary, users feel its oversupply. Therefore, they lose interest in it and are in no hurry to give publications attention and reactions. It is worth using a technique that exists in marketing a long time ago – to limit access to a product by time, space, or circle of persons. It partly explains the popularity of streams and stories: the first is available only in streaming mode “here and now,” the second – within 24 hours.

An important detail: the content should contain some particular value so that a person does not feel deceived. Limited availability arouses interest and stimulates subscriber activity.

HISTORY REPEATS ITSELF

It is sometimes more useful to invent a bicycle than to create a publication from scratch on a previously touched topic. Updating materials is a tool that every content marketing specialist should master and use. Give a second life to old documents, modernizing their content. You can change formats, for example, convert an article into a video; make a clear diagram of the instructions in the form of infographics. Then the old, but updated material will attract new traffic. In the process of updating, do not forget to work with meta tags, links, illustrations, publication dates.

Content marketing is a complex, multifaceted and, of course, promising direction in 2019. Therefore, people should use it, but it is worth doing this thoughtfully, carefully monitoring analytics and tracking statistics. Mastering increasingly multiple indicators and control tools is essential. Conversion or number of views – the primary metrics, but they are not enough. You need to know how to measure the level of click-through rate of headlines, the degree of involvement, and the depth of viewing.

Trends and tools will help you develop your brand, form a particular image in the eyes of the audience. For this, it is essential to building two-way communication with users, since it is for them that, you create content and develop strategies. It is necessary to modernize old methods and to learn continuously, discovering new things, conducting bold experiments.

The post Content Marketing 2019 – Trends, Predictions, Tendencies appeared first on Tech Web Space.

In 2018, SMM should fully target mobile devices. Why? Think about how often consumers interact with social media channels through desktop computers. The answer is: less and less, and this is confirmed by the fact that already today Facebook receives 84% of advertising revenue via mobile devices.

Users of mobile devices on average run 75 separate user sessions every day, which equals about three hours of screen time. For digital marketers, this means 75 opportunities to directly interact with the consumer on a daily basis.

It is here that geo-targeting comes in – the process of distributing or promoting content to a site user based on its geographic location. This is especially beneficial for companies that have a showcase. For example, a cafe can show “local” visitors a special advertising offer within a radius of several km, so that they come to you, rather than buying coffee from competitors.

This is called “geo-conquest”. Studies have also shown that when conducting geo-targeting campaigns, costs are usually lower, and conversion rates are higher, which ensures that marketers have the most effective budget.

Video

The video will not go anywhere next year and eventually will take over the search. Look at the growth in Netflix, Amazon and YouTube – the latter is already considered the second largest search engine in the world. Statistics showed that by 2019, 80% of all Internet traffic will be due to video.

If you have not yet used the video to promote your business, then you should fix the situation. Creating an account on YouTube and regularly downloading content does not require much effort, besides, it’s completely free. Remember that everyone advertises something in the business, so use the video to create innovative, attractive content that will target your customers.

It should be remembered that companies often try to please everyone: they use too many accounts on social networks and can not cope with a clear and effective strategy for each of them. Use and master only the most relevant channels for your brand.

Chatbots

The popularity of chatbots will only increase in 2018. If you are new to this business, chatbots are essentially a live chat window controlled by artificial intelligence. Bots are extremely smart and learn from the experience of users to build answers and interact directly with the client.

Due to cost savings and increased online interaction, the use of chatbots is likely to increase over the next year sharply, and according to the reports, it will provide 85% of customer interaction services by 2020. Statistics also show that chatbots will help save more than $ 8 billion by 2020.

SEO (Search Engine Optimization)

Mobile world

Currently, more than 60% of users search the Internet using mobile devices: starting from the use of social media, and ending with online shopping and banking services. Users are trusting their mobile devices more and more, but the indicator of “love” for desktop PCs is rapidly declining.

As a result, Google is relentlessly approaching the introduction of its Mobile-First Index, which will be rated higher by mobile-responsive sites. The main task is to focus on creating a website that will be quickly and efficiently displayed on various mobile devices.

If you do not have one, correct this oversight as soon as possible.Besides meeting the requirements of Google’s index, you will also be able to increase the involvement of that 60 % of customers who use their mobile devices to search the web.

Machine learning

Machine learning will continue to gain momentum in 2018 thanks to the latest update to Google’s Rank Brain algorithm. This tool is responsible for learning by searching to increase relevance and provide users with the most relevant content for their search queries.

Rank Brain takes into account how users search and from which devices they do it. As a result, a good SEO will rely on the creation of high-quality content, placed on reliable sites with a high DA (Domain Authority). Another advantage of Rank Brain is that it quickly eliminates the “black” SEO optimization and helps users.

PPC

Many marketers wondered what would happen to PPC? In particular, given that Google increases costs, compared to advertising on social networks. In short, paid search continues to play an important role in digital marketing.

For mobile devices

The “mobile first” strategy is important both for PPC and for SEO and social media. Make sure that all your PPC campaigns are effectively targeted at mobile users, which will maximize results and increase ROI.

Shopping on Google

Purchases through Google really start to dominate and this trend will continue to strengthen its position in 2018. The main advantage of Google Shopping is that even small sellers can compete with large retailers for identical searches and related products.

Cost of ads on Google

The cost of advertising in Google continues to increase this year – is it good? Google reported that in 2018 it will provide more tools that will help digital marketers target more accurate keywords with improved conversion tracking. Any start-up business should use Google AdWords, as this tool quickly demonstrates the level of search and demand for the product, as well as how the audience interacts with it.

2018 promises to be an impressive year for digital marketing, as technology continues to evolve, and the focus on mobile devices, video and artificial intelligence technologies will be the key to success.

Using the opportunities of content marketing and SMM can significantly increase your audience and customer base. However, a person without experience and understanding of how this works can come hard. It is very important that the newcomer understands the basics of marketing social networks.

Compliance with 10 laws, discussed below, will help not only to understand the essence but also to build a reliable foundation that will be useful to your customers, brand and final profit.

#1 The law of attention.

Success in content marketing and SMM requires that you listen more than you say. Read the online content of your target audience and participate in discussions to find out what is important to them. Only then you can create content and engage users in communication on interesting topics.

#2 The law of focus.

It is better to specialize in something than to be a master of all trades. A clearly defined strategy of content marketing and marketing of social media focused on creating a strong brand, has a better chance of success than a more general tactic, where a social digital marketing agency becomes a necessity for an online business.

#3 The law of quality.

Quality is more important than quantity. It is better to collect 1,000 clients who read, share and discuss your content than 10,000 subscribers who disappear after the first “communication”.

#4 The law of patience.

Success in social networks and content marketing does not come in one day. Of course, you could hear stories or be an eyewitness of instant luck, but in most cases, you have to go along and thorny path before you get results.

#5 The law of association.

Publishing content of high quality and working on creating an audience of active subscribers increases the chances that the readers themselves will share your publications with their audience on Twitter, Facebook, LinkedIn, other channels in social networks or their own blogs. Publications and discussions of content open up new opportunities for search engines that work on keywords. These “starting points” can grow to hundreds, thousands or even more potential ways by which people can find you on the Web.

#6 The law of influence.

Spend time looking for opinion leaders on online sites in the industry you need; those who have already gathered their active readership and are likely to be interested in your product, service or business. Establish contact with these people and build relationships with them.

If they find you an authoritative source of useful information, they can share your content with their subscribers, which will help to present your business to a huge new audience.

#7 The law of value.

If a person spends all his time in a social network, openly promoting his product or service, people will lose interest in him. Add values to the conversation. Move the emphasis on creating excellent content and developing relationships with opinion leaders.

#8 The Recognition Act.

If a person turned to you personally, you should not ignore him. Similar rules apply on the Web. Building relationships are one of the most important components of success in social media, so always be grateful to every user who has expressed his interest to you.

#9 The law on Accessibility.

Do not disappear from communication after the published post is not an indefinite time. Be available to your audience. This implies not only regular updates of information on pages in social networks but also participation in conversations.

Subscribers are characterized by impermanence and, if you disappear for a month or more, they will find someone else for reading and communication.

#10 The law of reciprocity.

If others are ready to share your content and discuss it on the Web, then you should do the same. Part of the time that is allocated to work in social media should be channelled to outreach and discussion of interesting content from other users.

The post Digital Marketing Trends to Watch in 2018 and Beyond appeared first on Tech Web Space.