As we welcome the year 2020, some changes and trend shifts are bound to happen. Are you one of those content marketers who are passionate about learning? Are you inclined to adapt to the dynamic world of content marketing?
If the answer is yes, stay tuned!
With the fast growth of content marketing, meeting the customer's needs is the key to success. Why?
Well, customers today are more conscious when it comes to their purchasing power. They are using social media to impact everyone's decisions. This includes things from influencing businesses and pushing companies into greater accountability, to setting up new product trends.
Creating content that will be more authentic, personalized, and valuable to your audience can be challenging. With the progress of technology breathing down our necks, deciding which type of content to create can be overwhelming.
Don't worry, read the 5 trends that will be relevant in 2020 and start with baby steps. Implement some content strategies before burning yourself out trying to do everything at once. 2020 will teach you that quantity is no longer needed when it comes to creating content. What is actually required is valuable content. This type of content is more meaningful and offers relevant information for your brand.
Trend 1: Personalized Content
As mentioned above, customers are getting tech savvier. They expect more genuine content that enables a personalized experience. How are you going to achieve this?
By delivering exactly what your audience wants! This will encourage them to engage with your brand further.
Customers will want you to help them make an informed purchase decision, not sell to them. That's why your personalized content needs to attract their attention and guide them through the buyer's journey. In the end, you will convert them to loyal consumers of your brand.
Think about what makes your service and/or product stand out, what is the core value that you are offering, and make it personal! Facebook provides personalized news on people's feed. Amazon suggests products based on previous purchases. Youtube and Netflix are offering recommendations based on the user's activity.
This means that you will need to do research, gain relevant data on your customers' needs, and create content that will bring them value. To make this possible, consider inspecting some key elements from your audience. Such key elements are:
- Their interests,
- The social platforms they prefer,
- Their online behavior, and
- Basic demographics.
After you’ve done your homework, creating personalized content will make you stand out in 2020! Good luck!
Trend 2: Live Streaming
Video, video, video! That's what's keeping the short attention span! Video has been an essential part of every stage in the buyer's journey. Videos initiate action, no matter whether it’s a click or a purchase. Numerous surveys have proven that users prefer video over all other forms of content. But, what's the 2020 trend that will give a new dimension to video content?
Live video (or live streaming)!
As it is well known, "a picture is worth a thousand words”. The average frame rate per second in a video is typically 24 to 25, with the most used being 30 FPS. This means there are that many pictures in each second of a video. Moreover, seeing it live is what users are getting more interested in. 80 percent of respondents to a Livestream survey are saying they’d rather watch live video than read a blog post.
The popularity of a live stream video is growing and will continue to grow during 2020. This is due to the live streaming features on Snapchat, Instagram, and Facebook. Moreover, Facebook found out that users watch live videos 3 times more in duration when compared to regular ones.
With everything being in real-time, this experience is more authentic to the consumers. With live streaming news delivered to them, communication seems like a two-way one. The audience can ask questions, offer ideas and engage with the brand. In addition to this, creating live webinars with the purpose of teaching the audience is a great way to create live video content.
Trend 3: Podcasts
What businesses are unaware of is the potential behind podcasts. They are a flawless combination of information and entertainment. And did you know that the number of podcast listeners has tripled over the last ten years? Use this as leverage to create an engaging, useful podcast that will put you on top of your game.
The demand for podcasts is expected to grow in 2020. As a lot of people have a long commute to work and back, they have been relying on audio content. By using various podcast apps, people want to use their time more productively. The internet is constantly being filled with an ample amount of written content. On the other hand, audio information that attempts to engage customers can be a welcoming break from the monotony.
2020 is the absolute best time to start a podcast for your brand. Don't forget that you need to create it effectively, not just for the sake of having a podcast. Take podcasting seriously, each episode should be published on time, so don't jump right into it if you plan on whipping up an episode whenever you have time. Approach this initiative with care. This way, you will most definitely help your brand establish its credibility within your field of expertise.
Trend 4: Interactive and Immersive Content
If you have already read up on some blogs about the 2020 digital marketing trends, you certainly know that the competition is like WWIII out there! Especially when it comes to content, using tools and cutting edge technology are important. So, unless you call it a day and ride off into the sunset, you need to persist working and strive to complete your goals! Implementing immersive and interactive content in 2020 is an excellent way to go.
It Is Quality, Not Quantity, That Matters!
Even though it’s important to share new content consistently, it’s even more important that the content is well-done. So don't worry if you don't post every second of every day. 2020 trends suggest that a more interactive approach is better when it comes to creating quality content for your consumers.
Include the following interactive types of content to get your audience involved with your brand:
- Contests, and
This type of content is entertaining, stimulative of the senses, and less likely to get skipped. It's a dynamic way of showing important information in a more fun and engaging way.
If you are still not sure about this trend, take a second to think about current digital trends. Instagram, Snapchat, and TikTok are providing filters, additional polls, gifs, and many other features. This makes their platforms eye-catching and more popular with the younger audience.
With the rise of technology, creating captivating content by using augmented reality (AR) is a new trend on the rise. In 2020 AR will be used to create the immersive content everyone is talking about!
AR is more than a technology about hunting imaginary animals. It stands to be one of the driving forces behind eCommerce's marketing innovations. There are many examples of AR coming from progressive businesses. Its application in the content will continue to grow in the next decade.
AR enhances the interaction with the audience and offers next-level experiences. It is creatively layering the content onto the customer's view of the world. This can improve your customer service and make you the main topic of talking among the crowd.
Trend 5: User-Generated Content
Still with me? Excellent! That means that you know what we said about increasing purchases in the future. It means you'll need to get better at creating personalized and engaging content, especially audio and video. All of this will bring value to your consumers and revenue to your business.
A thing you should consider when coming up with your marketing strategies is how to boost the user-generated content (or UGC). Leveraging the power of this type of content will increase lead generation and get you new conversions.
Have you ever stopped to consider who would people trust more, a brand's advertisement or an honest opinion from a buyer who uses the product? It’s all about allowing your customers to do the advertising for you. This creates social proof of trustworthiness. Think customer reviews and you’ll get the point.
UGC Is Social Proof for Your Brand's Message
The identification of the user-generated content is recently enabled with Google's addition to the "nofollow" attributes. We’ve covered this important change in the nofollow attribute, in case you’d like to read more. The “UGC” attribute will provide data and clarity to Google that the link is not any form of advertisement.
Keep in mind the following UGC that can bring value and traffic to your business:
- Hashtag campaigns,
- Blog comments,
- Guest posting,
- Forum posts,
You can inspire this type of content by following trendy examples from various companies. In Starbucks' #RedCupContest, fans were asked to submit creative photos of their coffees for the chance to win a Starbucks gift card. You can personalize a product as Coca-Cola did with its named bottles, which gathered millions of user-created content.
It’s important to mention that influencer content is not considered as user-generated. This type of content is paid advertising on social media. UGC needs to be genuine and the prize for your fans needs to be simple. For example, selecting the best photos of the contest and reposting them on your brand's page or Instagram.
There’s no one-size-fits-all path to collecting user-generated content that guarantees profit. Your UGC strategy is reliant on your business purposes and the target audience.
Bonus Trend: Voice-Search Optimized Content
Are you keeping track of the exponential growth of the virtual assistants?
Google Home, Siri, Alexa, and Cortana are just a few of them. With only Google Home selling more than 8 million models in 2019, there is no doubt that your content should be voice-search optimized!
More users are relying on mobile searching when it comes to voice search, so having a mobile-friendly site could make a big difference.
To keep up with this new trend, have up to date information on Google My Business and regularly fine-tune your SEO strategy for voice search.
Wrapping Things Up
The content marketing of today is a hybrid of new digital media, content formats, tools, and live streaming. There are some pillar skills that content creators should possess in 2020. Some of them involve strategy development, data analysis, designing, SEO, and social media. By acquiring them, you will unquestionably produce valuable content in 2020.
By using effective methods, you can provide the proper content for your consumers. So, direct this year's efforts to create an authentic content marketing strategy that will get you positive results.
Use 2020 to upskill yourself. Learn more about what is content marketing, and watch courses that will help you master different types of skills. Being knowledgeable and using the new advancements for your benefit will make you stand apart from your competition.