The digital marketing landscape keeps getting tougher every passing year. However, it also presents immense opportunities for marketers with half of the world’s population now online. Content marketing has emerged as one of the most effective tools for businesses seeking to survive in this tough environment. But this strategy is dynamic and as 2019 comes to a close, you need to look out for the major content marketing trends for 2020. It is the only way to stay ahead of the competition and survive the volatile digital marketing landscape.
Why Leverage Content Marketing?
According to an eMarketer study, 60% of B2B marketers put a premium on content marketing and create at least a piece of content daily.
Content marketing offers multiple benefits to your business, including increasing brand visibility, building lasting relationships with customers, creating brand awareness and recognition, building authority and credibility, helping with lead generation, aiding your search engine optimization (SEO) efforts and much more. This marketing technique has an impressive ROI, which makes it a worthy investment.
2020 Content Marketing Trends
Here are some content marketing trends your business should look out for in 2020:
Video And Live Streaming
Video is king when it comes to content marketing and it will continue dominating in 2020. Live streaming is not at the core of video marketing with most social networks offering this feature on their platforms. From Instagram, WhatsApp to Facebook, LinkedIn, TikTok live streaming is now more popular with brands and their audiences for better engagement.
Dynamic, Personalized Content
The modern consumer wants authentic messaging from their favorite brands over generic promotional stuff. Personalized content is thus a trend that has picked up in content marketing and it is possible through intense customer research. Such content builds more engagement and lasting relationships.
The online consumer is not passive and this has made interactive content popular. From AR lenses, quizzes and games, and sweepstakes, surveys to animation, interactive content generates more engagement and build brand visibility.
While blogging and long-form content remain important today, there’s a general movement towards real-time and short-form content. This is what has made TikTok and Snapchat so popular and it hints to brevity as a trend to watch out for in 2020.
Optimization for Voice
Voice is now big in digital marketing and brands need to create content optimized for voice search. A recent study estimates almost half of all online searches by 2020 will be voice. This means brands have to work harder for their content to rank on featured snippets.
Content Driven By User And Search Intent
Different types of searches generate specific results. For instance, users can perform informational (Gucci handbags), navigational (Gucci luxury brand), investigational (best Gucci handbag 2019), or transactional searches (“buy Gucci handbag”).
Google now points users to the specific content they’re looking for and it is up to marketers to create such content. Marketers have to create content that caters to all types of searches.
User-generated Content (UGC)
85% of consumers value user-generated content more than branded content. UGC is bound to become more dominant in 2020 as consumers demand authenticity in marketing content. It is a more engaging yet affordable content marketing technique.
Augmented Reality (AR)
Augmented reality (AR) has started making waves in the digital landscape with Snapchat’s lenses leading the way. Instagram has already started testing AR with specific brands allowing customers to test items before purchasing. The AR trend will grow further in content marketing, come 2020.
Data is at the core of digital marketing and this trend is just picking up. For marketers, data will become more fundamental in the content creation process to ensure personalization. Data seamlessly blends into digital technology and great storytelling for the best results in marketing.
Your customers are on multiple channels and to reach them, you have to place your content across multiple channels. You have to create content that the target audience can interact seamlessly across all platforms from brick-and-mortar stores, desktops, or mobile devices and smartphones. Brands must create a unified message and voice across all these channels.
These are only a few of the content marketing trends to look for in 2020, which you can either implement yourself or by working with Brew Interactive. The idea is to learn about these trends and adjust your marketing campaigns to integrate them. By becoming an early adopter of new marketing trends, you have an edge over the competition and you also win your customers’ trust.
Marcus Ho is the founder of Brew Interactive, a Singapore-based award-winning digital marketing agency that specializes in working with clients in the B2B, finance and education sectors. Clients include names such as Hitachi, Great Eastern, and National University of Singapore.