For the final #ContentChat of 2019, we discussed the biggest trends and worst flops of the year, celebrated our 2019 wins, and turned to 2020 by sharing our goals and predictions. Check out the full conversation below, and share your answers in the comments.
Q1: Celebration time! As you look back on your year, what are the things you feel most proud of? What are your big wins in 2019?
From placing articles in top outlets, persevering through internal team changes, launching new businesses, and even receiving praise/appreciation from colleagues, there are plenty of reasons to celebrate.
A1: I wrote my first guest post for the Content Marketing Institute. I was pretty puffed up about it! But nobody asked for my autograph, so I had to calm down. My pulse is still running a little fast, tho… 😂 #ContentChat @CMIContent
— Mark Armstrong (@mrstrongarm) December 16, 2019
A1. We were able to refocus after notable turnover in the C-suite, we launched a brand exclusively for white labeling, put strategies in place to increase our output of video content, and tied our all time high in number of accounts. #ContentChat
— GreenRope (@GreenRope) December 16, 2019
A1: I’m most proud of supporting my family all year with the money I drummed up. I am also really proud of being a contributor to the #CMWorld blog. #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 16, 2019
A1b: I’ve also kindled a fresh love of writing. I had a weird narrative about not being a good writer, and it turns out I’m a just fine writer! #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 16, 2019
A1: Most proud of the moment when I was thanked by a team member for the way I give feedback. #ContentChat
— John Cloonan (@johncloonan) December 16, 2019
A1: Big wins? Well, I guess we launched a new health center @UofUHealth and thus a new website with 30 pages of content or so https://t.co/fp2qTeFTh0 …#ContentChat https://t.co/hTt4AtVM34
— Jen Brass Jenkins (@chrliechaz) December 16, 2019
A1. 2019 brought in two great new customers and one still-potential. It’s big for me because they came from really good referrals and flying solo I can’t handle very many clients. My rates went up a bit, too. 🙂 #ContentChat
— Tod Cordill (@todcordill) December 16, 2019
Q2: What are some #contentmarketing trends you saw take off in 2019?
Some things our community saw in 2019: A shift toward human-centric language…
A2: Not sure it’s a trend– more of a hopeful sign, maybe: I’ve seen more content marketers talking about both customer and employee brand advocacy, as opposed to “influencers”; i.e., tapping into genuine feeling for a brand– which makes more sense to me. 👍😊 #ContentChat
— Mark Armstrong (@mrstrongarm) December 16, 2019
An upsurge of Twitter chats (volume and influence)…
A2. It seems like Twitter chats just keep amping up! #ContentChat
— GreenRope (@GreenRope) December 16, 2019
Video hit its stride (just a casual 5+ years off from when it was originally anticipated to)…
A2: I think live video finally hit its stride in 2019, in spite of having been around a while. #ContentChat
— John Cloonan (@johncloonan) December 16, 2019
I agree, I think video really took off this year after something like 4 year of predicting it was. Remember when it was the year of mobile for like 7 years? ha! #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 16, 2019
Voice search grew in importance (question is, how long until it is mainstream)…
A2: Voice search got renewed importance as did the use of every-day artificial intelligence. #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 16, 2019
And reader-focused content revived some channels like email newsletters.
A2: Really good email newsletters. I’ve seen some amazing ones that have really figured it out. #ContentChat https://t.co/R2gRXtyX1A
— Jen Brass Jenkins (@chrliechaz) December 16, 2019
Q3: What are some #marketing trends you saw flop this year?
AR and VR technologies have yet to become commonplace, begging the question of when they will.
A3) Waiting for AR and VR to take over as promised… maybe next year? #contentchat
— Andrew Stewart (@andrewtstewart) December 16, 2019
I feel like we got a little closer this year. Apps and software solutions are finally figuring out that most orgs don’t have the infrastructure to support AI internally. So it needs to be served from the outside in approachable ways. #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 16, 2019
Interactive ads are underwhelming for some of our community.
A3. When I use a streaming service on a gaming console there are a lot of ‘interactive ads’ the prompt you to choose between a binary that will result in two very similar outcomes. ‘Interactive’ and ‘pick your own journey’ ads are often creatively underwhelming. #ContentChat
— GreenRope (@GreenRope) December 16, 2019
Maureen is hoping for PDF (in its bland, static form) to die so companies can adopt more dynamic content forms.
A3: Has the flat, un-interactive PDF lost any marketshare? I need that to happen to put pressure on organizations to get more dynamic, measurable content solutions. #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 16, 2019
And, as always, content that fails to address the reader’s needs will fail, especially if that content is gated.
A3: Content for the sake of content, without regards to quality. Both SEO and content marketing have caught on that it’s necessary to stand out. #contentchat
— John Cloonan (@johncloonan) December 16, 2019
A2: I think gated (when unnecessary) content is kinda’ flopping…yes? #ContentChat https://t.co/k7gBpxoKbb
— Jen Brass Jenkins (@chrliechaz) December 16, 2019
Q4: I know you’re deeply into your planning for next year. With that in mind, what are the goals for next year?
Do you share any of the same goals for 2020 as our community members? They include: better measuring content performance, developing content partnerships, exploring video and other less common content types, expanding networks (especially for referrals), and personal pursuits like motorcycle racing.
A4: Our goals over at @SuperDeluxeMktg is to get a workshop accepted at Content Marketing World, and to blog according to a real live content calendar for ourselves! #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 16, 2019
Q4: 2020 Goals: Integration and reporting–actively measuring what we have created and mapping it to measurable ctas (difficult in health care!!)l then reporting in context #ContentChat https://t.co/GoF55VypBH
— Jen Brass Jenkins (@chrliechaz) December 16, 2019
A4: Developing more #content partnerships #contentchat
— Gayane Margaryan (@gayanemar) December 16, 2019
A4. More video content. Greater focus on brand story. #ContentChat
— GreenRope (@GreenRope) December 16, 2019
A4: Let’s just say I’ve got some really big stuff planned both personally and professionally. The only thing I feel comfortable sharing is that I’ll be ready to go motorcycle racing in Feb 2021. Next year is training. #contentchat
— John Cloonan (@johncloonan) December 16, 2019
John, I’ve been using subcontractors and the work I’m doing now is much more reliant on them. It ties into my:
A4. 2020 Goals.
Increase my subcontracting / colleague network and get better processes in place to manage projects.
#ContentChat— Tod Cordill (@todcordill) December 16, 2019
For any new content type you’re trying out, read up on the best practices to keep that content accessible. Specifically, video content should have subtitles or a transcript so that anyone can consume the content.
Yes! Not everybody likes to consume video content. I’m one of them.
My issues with #video:
1. I hate unexpected sound
2. I can’t skim video content
3. It can take too long to get to the point I’m interested in. (ties into #2)
#ContentChat https://t.co/rbAYitznPx— Tod Cordill (@todcordill) December 16, 2019
You sum up my problems with video too. You know what I feel like solves that?
1. Good Captions
2. Shorter, More Specific Videos
3. Shorter, More Specific Videos#ContentChat— Maureen Jann (@SuperDeluxeMo) December 16, 2019
Sorry, just totally butting in here!!
I think it’s crucial to write a transcript of a video / podcast so you don’t narrow down your audience too much.
I love video but I know some folks prefer to read 📚.#contentchat
— Nicky Pasquier [Virtuoso Assistant] 📩 🎨 (@VirtuosoAssist) December 16, 2019
Q5: What are things you’ve put on the back burner this year, that you are prioritizing this next year?
We all have at least one project that “we’ll get to later,” but let’s face it, later will never come unless we make time for it. The community shared the projects they’ll move off the backburner next year. What will you finally make time for?
A5: I really want to dive into telling more of a story with my writing instead of just giving straight facts and guidance. I think more people can relate to a real-life scenario than a manifested one for the sake of writing.
— Ashley Ikeler (@AshleyIkeler) December 16, 2019
A5: I had good intentions re my About Page– giving it a revamp, but… it snuck off when I wasn’t looking and parked on the b-burner; wanted to add a subpage 4 things where I disagree with the “conventional wisdom.” 😌 <= seeking higher plane #ContentChat
— Mark Armstrong (@mrstrongarm) December 16, 2019
A5: Developing more multimedia #content and creating greater alignment between content producers #contentchat
— Gayane Margaryan (@gayanemar) December 16, 2019
A5. A lot of #UX / #UI projects that still remain on the to do list. #ContentChat
— GreenRope (@GreenRope) December 16, 2019
A5: I’m going to go personal with that Q, since I can’t divulge my evil plans yet for my professional life. Last year, I wanted to reduce screen time for the entire family – myself included. This year we’re committing to one day every weekend tech free. #contentchat
— John Cloonan (@johncloonan) December 16, 2019
A5: Let’s see, it’s been more than 5 years since my last AR project, so maybe AR will finally hit. It’s so much more accessible than VR!#contentchat
— John Cloonan (@johncloonan) December 16, 2019
A5 Making use of video has been on the back burner. It remains to be seen if it becomes a priority this year.
I know it should. #ContentChat
— Tod Cordill (@todcordill) December 16, 2019
Q6: Ok, look into your holiday festooned crystal ball. What are your predictions for #contentmarketing in 2020? What stays, what goes and what’s new?
Our community of marketers expects to see the following in 2020: An increase in marketing automation, especially for SMBs…
A6: I predict more cowbell.
…
AND more customer funnel work for businesses of all sizes. I also see more marketing automation for small and medium businesses with evolutions in affordable tools! #ContentChat— Maureen Jann (@SuperDeluxeMo) December 16, 2019
More feedback loops between companies and customers, leading to more personalized customer experiences…
A6. I think that tightening feedback loops and finding better ways to thoroughly personalize messaging will be big objectives for a lot of companies. #ContentChat
— GreenRope (@GreenRope) December 16, 2019
Fewer personalized ads, more risk-taking to get noticed, a shift away from celebrity influencers, and more conversational brand voices…
A6: 1) more risk-taking because you have to get noticed B4 you can engage 2) fewer personalized ads because purchasing decisions depend on what others consider “cool” 3) move towards micro-influencers & away from celebs 4) a more conversational brand voice 🔮👳🎯👍😊 #ContentChat
— Mark Armstrong (@mrstrongarm) December 16, 2019
And, while it’s not a prediction, we’re curious to see what happens with Google BERT.
Q6: Nothing is ever new, but I look forward to Google’s BERT AI roll-out and what that does…or does not #ContentChat https://t.co/hSbp2lALi2
— Jen Brass Jenkins (@chrliechaz) December 16, 2019
BERT reinforces what I and MANY others have been saying for years…
Write for your audience, not the search engine.
Know the terms your audience uses and mix them in. But write about topics that support the #CustomerJourney, not keywords.
#SEO #ContentChat— Tod Cordill (@todcordill) December 16, 2019
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