Indispensable – that is what content marketing is!
Time and again, it has proven itself worthy of becoming a staple in the marketing strategy of every organization. It is constantly evolving, and it is important to be updated on what the latest trends are.
But first, what is content marketing?
According to the Content Marketing Institute, “Content marketing is a strategic marketing approach 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.” In other words, it is all about creating and sharing material (including videos, blog posts, social media posts etc) that does not explicitly promote a brand but is intended to create interest in the brand’s products or services.
Content marketing evolves all the time. And in this article, we will showcase current and future trends, with a view to helping you, as well as other online businesses, marketers and content creators including bloggers to make the most of these trends.
So, here’s the deal…
If you want to stay in the loop, keep reading because we’ve listed the top five content marketing trends that will be huge in the year 2020.
The Top 5 Content Marketing Trends Every Marketer Needs To Know For 2020
Here then, are my top 5 content marketing predictions for 2020.
#1. The Rise of Voice Searches
Voice searches have developed rapidly in recent years and the trend is set to continue in 2020.
A voice search basically allows a user to speak into a device instead of typing keywords into a search engine. According to Forbes, “Audio technology uses speech recognition to understand what users are saying with extreme precision. It then delivers results orally to the user. Although it seems like a brand-new concept, voice search technology has been around for a while. Programs such as speech-to-text and voice dialing are great examples of voice search.”
Chabot and digital assistants changed the game when they made their appearance in 2019. Seeing how they affected the search landscape, voice searches are expected to rise by 50% in 2020.
Google’s Hummingbird encourages people to use phrases that are semantic and conversational, as opposed to just a set of keywords. Given this, people can now ask “what are marketing trends 2020?” instead of just asking about “content marketing trends 2020.”
One way of catering to this change is by doing alterations in the content strategy. Brands can start by using long-tail keyword phrases in the content they can benefit from.
This is important because voice searches are easier, as all the user needs to do, is to speak into a device to generate the desired results. Therefore, growth in voice searches is predictable in the coming year.
#2. It’s All About Content Experience
Marketers gain back their power through content experience. This is the harmonious blend of the content’s interface, structure, context, and content.
But why does this matter all of a sudden? Because it allows the audience to experience whatever needs to be experienced whether it be good or bad. It appeals to the emotions and the senses, which are crucial when it comes to conversions.
This is one of the challenges that most online businesses face. No matter how good their products are, some potential buyers prefer to see, touch, feel, smell, or even taste their product before buying. One way to address this is by getting other people to talk about their experience.
Was it good? Was it bad? Why did they feel that way? The answers to these questions can make or break a sale.
Most marketers spend weeks or even months waiting around and hoping that someone discovers their content. This trend changes that by shifting the focus on the brand experience than on what the company’s content marketing strategies are.
#3. Boost Engagement Through Interactive Marketing
These days, content marketers are faced with two challenges: to refrain from contributing to the abundance of online clutter, and engaging audiences with the attention span of a goldfish.
Technological and digital innovations mean people are not as patient as they used to be. They need to have access to everything, be it answers, games, shops, or images in less than three seconds. If they have to wait a second longer, they will click the close button.
This is why one of the content marketing trends is all about adding interactive content like polls, videos, games, surveys, contests and quizzes, to boost their online engagement.
The key to tackling this trend is by making a conscious effort to come up with content that sparks interest. Wow them with your story while sharing the message that you want them to receive.
Think outside the box and if you are up for it, see what the competition is doing. Take note of what’s missing in their strategies and use it in yours. Sure, you need to adapt to the trend but you also need to be efficient and smart while doing it.
#4. The Domination of Live Videos
According to Digital Marketing World, 13% of online traffic will be comprised of live videos come 2021.
These content marketing strategies are expected to be felt by everyone starting 2020. Companies need to take advantage of this trend because this is a wonderful opportunity for them to introduce their business, products, and services.
This is one of the content marketing trends that companies need to maximize because the live-streaming industry is set to be worth $70 billion two years from now. Make use of Facebook live, Instagram, YouTube, and Spotify.
#5. The Prominence of Immersive Technologies
5G is expected to reach its full potential in 2020. Hopefully by then, it will be compatible with marketers and brands that need to deliver content.
Immersive technologies such as the VR and the AR will benefit greatly from this content marketing trend. Customers can journey with the company while seeing their products and services through AR. Remember, we mentioned that when something appeals to the senses, the possibility of a conversion is higher.
AR also tackles information asymmetries which can result in a boost in sales.
How To Optimize Your Content Creation Processes
For better content marketing, it is important that you seek to produce the best possible content. A lot of brands have become popular because they are investing more in their content creation processes.
Many studies suggest that in 2019, 56% of businesses and other content marketers increased their spending on content creation.
To be effective, content creation and marketing must include these things:
- Researching long-tail, medium-tail keywords and topics
- Researching trending topics in the niche
- Content planning (be it after seeing the competitors).
- Content writing, editing and optimization
- Creating graphics, images or screenshots (unique graphics influence more, so online graphic tools can be used)
- Posting the content, promoting it and getting traction
We all know that content marketing has become essential over the last few years. Thus focus on the content strategy to get more organic results and traffic for your business.
Always think out of the box and implement ideas for creating high-quality content that your target audience love and search engines quickly rank.
We’re nearing the end of 2019. While that means closing books for some companies, you should take this as an opportunity to plan ahead so you can prepare for what 2020 brings. With these trends, competition is about to get tougher. So, meet with your team and talk about how you can make these trends work for you.
If there are investments required, discuss that as well, so you can prepare your budget.
Some tend to be weary when they learn about trends because they find it overwhelming when the truth is, it isn’t. Instead of seeing it as a challenge, it should be seen as an opportunity to level up your game and find ways to bring the company closer to the people you want to reach out to.
Aside from studying these trends, it would also be good to read up on how these trends will affect the online behavior of your target audience.
Voice searches changed everyone’s search behavior in 2019 and those who prepared for that were able to reap the rewards. They appeared at the top of the search engine results pages, because they made the necessary adjustments.
This is one of the advantages of doing your homework as a content marketer.
These predictions are released for a reason. Since this puts the ball on your side of the court, your job is to do further research on these trends and think about which ones can be part of your content marketing strategy.
If you’re aiming for higher numbers, be it traffic, conversions, or sales, think about how these trends can help you achieve that.
Now Your Turn
What are your top content marketing trends for next year? In your view, what are the future business trends 2020, marketing technology trends 2020, content marketing predictions 2020, and the social media and content marketing trends that will shape 2020? Please share your views and join our conversation.