4 Groundbreaking Marketing Trends For 2019.
(And how to prepare for them).
2019 is coming sooner than we think and, as marketers, we like to obnoxiously predict the new upcoming trends.
As someone who is in constant contact with innovative businesses and entrepreneurs in the United States and abroad, I have had the opportunity to get a front-row view to what is coming up next in the marketing world.
So, these are the 4 groundbreaking trends that you need to keep an eye on:
Content Marketing 2.0
I know, I know. Content Marketing is soooo 2016, right?
See, I remember 2016…
…2016 changed my whole understanding of what good marketing really looks like. Back then, my copywriter career had just started, and I was going through a rough patch. I was basically a gig worker, writing 1000-words SEO-optimized content for $20 a pop. It was bad, man.
That is exactly what content marketing used to be and, for most businesses, still is. Just hiring someone to put some words (any words) into a page and making sure they repeat the keywords you (randomly) chose about two hundred times. Hopefully we’ll rank on Google, amirite?
That is when it hit me. That [insert expletive here] is not what content marketing is about.
Content marketing is about creating a relationship with your audience. About giving value and not asking anything in return. About positioning your brand as a business (or a human) worth of being trusted and listened to. About being more personable. About informing, caring, and caring to inform. About being fucking different, basically.
That is the content marketing that is going to come in 2019 -because the rest will have died down already.
The Search of Less Friction With Audio.
You knew this was coming. Audio is definitely on the come up and ready to make some serious noise.
Now, listen. It is not because audio is just better than the written word or videos. These ways of communicating will not die either, don’t worry.
But it is true that we are constantly looking for ways to minimize the friction of the user experience. In simpler words, we want our shit easy and quick, and we want to put the least amount of effort into it too.
See, humans are a lazy bunch, you know?
Alexa -Amazon’s personal virtual assistant allows you to order things like toilet paper while you are in bed stuffing your mouth with KFC. Lovely, huh?
Like it or not, that is where we are heading. Soon enough, you won’t have to leave the house to buy anything. You won’t even have to type on Google to look up for anything -you’ll just ask Google itself.
So, what does this mean for marketers?
Well, we need to keep an eye on auditive search engines. Learn how they work, start getting used to them, and think about how they can benefit your business.
Something else -the way we create content also needs to adapt:
Now, my favorite two things in the world are writing and reading. And I know what I am going to say will not be popular on this platform. But that doesn’t mean it is not true:
Podcast popularity is growing because writing and reading are not efficient.
Think about it: would you rather spend 15 min while having to invest 100% of your focus reading a piece, or just listen to the writer’s actual words for only three minutes while cooking dinner?
The advantage of audio is that it is not attention-exclusive -so you can do other things at the same time.
For example, I bought a marketing audiobook last week. Not only it was read by the actual author (which was great), but you could also speed it up x2 or x3 times. I finished it in over sixty minutes and saved hours and hours of reading.
Time is money, my friends.
Again, writing is not dying. But bad writing is.
Thought Leadership – Influence towards Individuals
I want to be the one that finally says this: PR Firms are dead, and the Internet killed them (sorry, not sorry).
Businesses need to put their founders and executives at the forefront of their marketing strategies.
Thought Leadership is how industry leaders have gathered the influence they now have. By showing their expertise via the creation of great content, they are positioning themselves as the knowledge-authorities of their field. With time, this organically creates trust and a followership of potential clients, buyers, and network.
Few entrepreneurs, investors, and C-suite executives understand that building their personal brand is not a selfish investment. Instead, they need to see it as building their company’s through them.
Think about Gary Vaynerchuk (or however you spell all that), for example. He has a digital media agency based around him and his brand. His personal brand has brought him wayyyy more business, attention, and media coverage that any PR could ever dream of.
Over the last few years, I have ghostwritten for dozens of founders, entrepreneurs, investors, and C-suite executives. I have seen first-hand how beneficial and ROI positive has his investment on me been for themselves and their companies -from being republished on top industry magazines, to keynote opportunities, to new connections, etc.
Filtering of Noise
As I tried to emphasize on the points above, more and more content will be created in 2019 -from companies, industry leaders, and creatives. The only foreseeable consequential to this shift is that there will be too much content to be consumed.
Think about this, more content creators means fewer people that have the time to actually consume the content of others. Also, more content means more competition for attention -the scarcest, but the most valuable asset in the Internet era.
This excess of content will make consumers more time-cautious. They will have to filter more drastically what they actually want to watch/read/listen to.
For example, if you make video vlogs, you are competing for attention against people like Gary Vaynerchuk (or myself). Why should they watch you instead of him? But not only that, but you are also competing against great podcasters (like myself), and writers (like myself).
This will create a content-quality inequality. The people that make great content will not only survive but thrive. The rest will drop to the dark, bottom, unexplored side of Youtube and Twitter. I hear it’s quite scary over there.
So you’d better make sure your content is fucking amazing. If you need help, I can give you a hand here.