[{"data":1,"prerenderedAt":74},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-content-marketing-trends":20,"i-material-symbols:person-outline":68,"i-material-symbols:calendar-month":70,"i-mdi:schedule":72},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":28,"seoDescription":30,"excerpt":31,"trimmedExcerpt":32,"content":33,"readingTime":34,"featuredImage":35,"postCategory":41,"relatedPosts":46},"post",9573,{"id":24,"name":25},"author-0301142015","Canto","2019-10-06T12:52:35","2025-12-19T11:21:46","Content marketing trends 2019 – 5 insights for success","content-marketing-trends","Boost your next campaign by staying ahead of the 2019 content marketing trends. Generate more leads and increase engagement with these insights.","Content marketing is integral to the strategy of marketing departments. It’s the center of lead generation activities and informs marketing decisions. What should you expect from this vital component this year? Here are five 2019 content marketing trends to boost your campaigns. Intrinsically profitable content marketing is booming The Guinness Book of Work Records is […]","Content marketing is integral to the strategy of marketing departments. It’s the center of lead generation activities and informs marketing...","\u003Cp class=\"wp-block-paragraph\">Content marketing is integral to the strategy of marketing departments. It’s the center of lead generation activities and informs marketing decisions. What should you expect from this vital component this year? Here are five 2019 content marketing trends to boost your campaigns.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--intrinsically-profitable-content-marketing-is-booming\">Intrinsically profitable content marketing is booming\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The Guinness Book of Work Records is a profitable content marketing campaign and is independent of the beer brand of the same name. Branded content in other organizations have the potential to be profitable and this is increasing with the advent of company blogs and YouTube channels.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Many brands have brought this into fruition. For example, the SEO tool, MOZ. MOZ’s content marketing is profitable independently of its core product. Its blog is a traffic-generating machine and the YouTube channel has 36k+ followers. With this content marketing success, MOZ could afford to ditch its tool, focus on content campaigns and turn a profit.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-22465\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"738\" height=\"699\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19195623\u002Fcontent-marketing-trends-11.gif\" alt=\"A screenshot of the MOZ interface.\" class=\"wp-image-22465\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">The MOZ tool boosts your company’s SEO.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">What will change in 2019 is how brands approach their content marketing efforts. Companies will have profitability as the primary focus of their campaigns. Organizations learned that intrinsically profitable content marketing efforts are optimal for achieving business goals. Furthermore, it doesn’t hurt the bottom line when a campaign turns a profit.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--converged-media-is-the-new-media\">Converged media is the new media\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Do you separate your content campaigns into paid, owned and earned media? If you don’t, 2019 is the year to change to a converged media strategy. The idea of converged media isn’t new but 2019 is ushering in a new era of converged media with content marketing centering on those efforts.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brands are creating content marketing campaigns that work across all mediums. Traditional ad campaigns lack the efficiency of newer relevant content marketing campaigns. Rather than creating multiple pieces, brands are working within the same content marketing framework for their ads and original content.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-34951\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"502\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193623\u002Fcontent-marketing-trends-12.jpg\" alt=\"Hands on a keyboard with digital people connecting.\" class=\"wp-image-34951\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193623\u002Fcontent-marketing-trends-12.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193623\u002Fcontent-marketing-trends-12-450x282.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193623\u002Fcontent-marketing-trends-12-768x482.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Create content that works for different types of media.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">What will be important for marketing professionals in 2019 is mastering the art of creating content that works across all media – paid, owned and earned. For instance, a video that works on a company YouTube channel amplifies when influencers share it. However, this only works if the video is converged-media optimized. Therefore, it’s a good idea to incorporate \u003Ca href=\"\u002Fvideo-asset-management\u002F\">video asset management\u003C\u002Fa> into the content creation process to streamline projects.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--increase-in-content-marketing-budgets-revamps-the-creation-process\">Increase in content marketing budgets revamps the creation process\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">If you thought 2018 was the peak year for the content explosion, think again. 2019 will be yet another record year for collateral creation. That means the content marketing budget for marketers will increase. This necessitates a shift in strategy for how that content budget is spent.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The increase in content doesn’t mean companies will pump out more material. Volume will increase but what’s prescient is quality improvement. Companies will start investing in effective creatives and – more importantly – better creative operations management.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-34948\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193623\u002Fcontent-marketing-trends-11.jpg\" alt=\"A lightbulb hovering above workers at an office table.\" class=\"wp-image-34948\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193623\u002Fcontent-marketing-trends-11.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193623\u002Fcontent-marketing-trends-11-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193623\u002Fcontent-marketing-trends-11-768x512.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Quality is more valuable than quantity when it comes to content.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Creative collaboration is vital for content marketing which captures the imagination of your audience. It’s also important for conversions. This is achieved with responsive, quality creative teamwork. In 2019, creative operations management will be in the budgets of many marketing departments.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--marketing-departments-are-becoming-trusted-news-organizations\">Marketing departments are becoming trusted news organizations\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Traditional media organizations, such as online publishers, have shifted from display ads to content marketing to pay the bills. Ad blockers, \u003Ca href=\"\u002Fblog\u002Fcontent-overload\u002F\">content overload\u003C\u002Fa> and the ineffectiveness of banner ads have driven this trend. That means editorial and marketing departments have become more intertwined than in the past. The reverse is happening within marketing departments where quality journalism is working into content marketing.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">2019 will see a shift in how content marketing efforts are perceived by their audience – particularly the journalistic quality. Plenty of content marketing has high-quality content standards. With the myriad brand-neutral campaigns out there, many company blogs and YouTube channels are becoming trusted sources of news.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A great example is the \u003Ca href=\"https:\u002F\u002Fwww.americanexpress.com\u002Fen-us\u002Fbusiness\u002Ftrends-and-insights\u002F\" target=\"_blank\" rel=\"noopener\">OPEN Forum\u003C\u002Fa> online publication from credit card company American Express. The campaign idea was to provide insights and inspiration to small businesses and start-ups – the target audience of American Express’ business credit card line. Now it’s a robust and trusted publication for business strategy news and analysis.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-22469\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1077\" height=\"633\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19195623\u002Fcontent-marketing-trends-12.png\" alt=\"A picture of the Open Forum page on Amex.\" class=\"wp-image-22469\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19195623\u002Fcontent-marketing-trends-12.png 1077w, \u002Fcdn\u002Fen\u002F2019\u002F02\u002F19195623\u002Fcontent-marketing-trends-12-450x264.png 450w, \u002Fcdn\u002Fen\u002F2019\u002F02\u002F19195623\u002Fcontent-marketing-trends-12-1024x602.png 1024w, \u002Fcdn\u002Fen\u002F2019\u002F02\u002F19195623\u002Fcontent-marketing-trends-12-768x451.png 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Marketing departments are trusted like news organizations.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--marketing-tools-produce-content-in-conjunction-with-ai\">Marketing tools produce content in conjunction with AI\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">If you think you’re not using artificial intelligence in your content marketing, think again. Over 100 marketing tools are already AI-enhanced and it’s expected that nearly all \u003Ca href=\"\u002Fblog\u002Fmarketing-technology\u002F\">martech\u003C\u002Fa> will have AI capabilities in 2019. That means you’ll be working alongside AI in your content marketing campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">What matters for 2019 is how marketing departments adapt to using AI in their campaigns. Contrary to naysayers, AI can be a source of creativity. Many AI features save time on manual work so you can focus on more creative endeavors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Image recognition and auto-tagging for images in \u003Ca href=\"\u002Fdigital-asset-management\u002F\">digital asset management\u003C\u002Fa> are great examples. Instead of manually inputting tags on pictures (so you can later find them), images are tagged automatically giving you the freedom to find more creative ways to connect with your target audience.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Capitalize on these 2019 content marketing trends\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Take these insights for the coming year and use them to drive the success of your organization’s content marketing campaigns. Stay ahead of the trends and be a trendsetter.\u003C\u002Fp>",4,{"url":36,"url_md":37,"alt":38,"height":39,"width":40},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193622\u002Fcontent-marketing-trends-13.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193622\u002Fcontent-marketing-trends-13-450x300.jpg","A content marketing publication on a laptop.",533,800,[42],{"id":43,"slug":43,"title":44,"path":45},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[47,54,61],{"featuredImage":48,"postId":49,"slug":50,"title":51,"description":52,"path":53},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190014\u002Fwelcome-email-feature-450x263.jpg",52468,"welcome-email","First impressions matter: Welcome email examples to learn from","How do you write a great welcome email? These examples from top brands show how to start your email relationship off on the right foot.","\u002Fblog\u002Fwelcome-email\u002F",{"featuredImage":55,"postId":56,"slug":57,"title":58,"description":59,"path":60},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F11\u002F19184908\u002Fpersonalized-marketing-benefits-450x263.jpg",59686,"personalized-marketing","Benefits of personalized marketing: Why it’s essential for connecting with today’s customers","Personalized marketing provides the foundation of a quality customer experience that will keep customers engaged and satisfied with brands over time. ","\u002Fblog\u002Fpersonalized-marketing\u002F",{"featuredImage":62,"postId":63,"slug":64,"title":65,"description":66,"path":67},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184653\u002Fscaling-content-feature-2-450x263.jpg",60949,"scaling-content-marketing-on-a-budget","Scaling your content marketing on a budget","Digital asset management platforms allow content marketing teams to make the most of their budget and meet the content needs of growing organizations.","\u002Fblog\u002Fscaling-content-marketing-on-a-budget\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":69},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":71},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":73},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787743494598]