Four Content Marketing Trends To Keep An Eye On In 2020.
When it comes to establishing your brand and promoting your company, content is still king. Content marketing is as powerful as ever because it provides a real way to share your brand story, is more authentic than traditional advertising, and helps you establish authority in your industry.
As with all things in the attention economy, the most popular content – and the best ways to implement them – is changing rapidly. To be successful in 2020, there must be four main trends in your content marketing strategy:
1. Capitalize on the growing popularity of video
Video is becoming more popular and mobile video usage is increasing every year. In fact, six in 10 watch online videos instead of TV. So, the video should definitely be a part of your content strategy – but not any video.
When you work video in your marketing plans, it serves two main purposes: to market your products or services attractively and to share your brand story.
By 2020, this means creating content for video-first platforms such as Tickcock and competitors such as Lasso and Bait. These videos are low and low budget but more organic than elegant TV commercials. They can also go viral. For proof, check out “Old Town Road” by Lil Ness X, one of the most popular songs of 2019. The song started on Ticktock and became a viral dance challenge. It debuted at number one on the Billboard Hot 100 chart, breaking the record for most weeks.
In addition to short-form videos, it is also important to make sure your videos are formatted correctly for each platform. For example, Square videos work best on Facebook, while Instagram is compatible with vertical videos. One-size-fits-all policies don’t work in most social media networks.
Additionally, you need availability to improve your video production, such as building an in-house team or bringing in a third-party partner. Measuring your product efficiency means that your videos look and feel consistent no matter where you share them. Also, you can quickly create and utilize trending topics in your industry.
2. Focus on value-added content
The content you produce for entertainment is important to educate the viewer or reader, and it serves a specific purpose. A great way to achieve this is value-added content or content specific to your brand. It’s original and informative and your customers won’t find it elsewhere.
For an effective example, see the video of Moses’ “Whiteboard Friday”. Each week, a member of the Mosaic Team leads the audience through a complex white strategy or complex topic (eg, Python’s intro or podcast transcript value). Videos are distinctive and attractive, but they provide high value, and access to information is fragmented.
Whether you’re crafting videos, blog posts or newspapers, make sure your content is designed to share knowledge and improve the lives of your customers.
3. Personalize the experience
On the one hand, data sharing is tightening, thanks to more extensive domestic and global regulations on privacy. However, when data is collected and analyzed responsibly, it can be used to create a more seamless online experience for users. The result is personal content.
With personalized content, you can ensure that customers receive only the content they care about. Instead of sending the same email to every customer on your list, you can use their online behavior and preferences to divide the messages you send.
What does it look like in action? You can get a small start by removing the usual greeting from the email and entering the customer name. Instead of “hello, subscriber” it’s “Hello, James.” This may seem trivial, but 90% of marketers who use personalization methods have seen an increase in their results.
You can also personalize Call to Action (CTA) in your communication. Or you can operate different versions of your site so that new and returning visitors see different messages. The first time a visitor can see a prompt to sign up for your email list, a return visit can be prompted to check out a new product.
4. Use the power of podcasts
Twenty-five percent of Americans listen to podcasts regularly, and 70% of Americans listen to at least one show. As podcasts appeal to everyone, they are steadily increasing in popularity. There are thousands of exhibitions that cater to niche and popular interests. But marketers love podcasts because they offer an unprecedented advertising opportunity.
The 2019 Nielsen study showed that podcast advertising is far more effective than digital advertising. For many reasons, podcast listeners establish personal relationships with podcast hosts and read many podcast ads. So, it makes more sense that a friend is recommending their new favorite product without forcing it on the company, despite the ads. Incorporating podcast ads into your 2020 content strategy can be appealing and effective to your core audience.
In 2020, Content Strategy means meeting the customers they have. It’s about telling attractive stories on the platforms they already use, viewing content as their personal hobby and inviting them to experience their brand in a way that is less than traditional advertising. Follow these trends and you’ll be ahead of the game – and in your customers’ inboxes and podcast feeds.