Content marketing is one of the best marketing strategies known. It has been years that professionals used this marketing strategy, and it only means that it’s not going to fade away from the digital world.
Now that we have entered a new decade, the digital world is about to embrace change. Social media will become increasingly popular, more video content will be seen, AI will be part of almost everything, and even marketing experts will find new ways to promote brands.
With all of the new things coming, content marketing will follow along. It will also happen that change will embrace it for this new year.
So, what changes are we to see in content marketing, and how will it help a business grow?
Content Marketing Trends to Watch Out
PODCAST IS ON THE RISE
Podcasting started its roots way back in the ’80s, but with the advent of technology, such as an increase in usage of mobile devices and smart speakers, it is slowly gaining popularity.
A 2019 survey shows that 82% of people listen to a podcast for more than 7 hours a week. This number indicates that it is slowly taking over social media as a past time.
People’s change in behavior has brought podcasting to life, and it becomes a source of knowledge and entertainment for many.
However, it is important to remember for marketing experts to incorporate this kind of content if it is only relevant to the industry they manage.
TOPIC-RELATED CONTENT MATTERS
Google ranks a website with content that is rich, informative, and highly educational. Hence, marketing professionals try to find ways to produce content in this manner.
However, this 2020 Google will be asking for more. It will not only focus on rich and authentic content, but it will require websites to provide content that is related to its niche.
Creating content linked to a website’s niche will come across as highly authoritative and trustworthy. It will then increase the chance of being in Google’s featured snippet.
VOICE SEARCH INCREASES
Using voice search is not new, but this form of marketing strategy is going to be popular this 2020. As many people subscribe to the use of smart speakers, and they demand quicker results, voice search starts to increase.
This year, 50% of online searches will be via voice search. Therefore, marketing teams must consider this when creating content for their next campaign.
When planning on making a voice search-friendly content or website, here are some things to consider:
- Know what your audience wants. By simply finding out what your target audience searches, it would be easy for your marketing team to use the right keyword for voice search.
- Keywords for voice search differs from keywords typed by users. In a voice search, people use complete sentences. Therefore, the use of long-tail keywords is a must.
SOCIAL MEDIA WILL STILL GROW
Since the number of mobile users is continually growing each year, we are more likely to watch social media rise more and more. As people find social media a way to easily connect to the world and stay in touch with what’s new, they are more likely to engage in using these platforms.
These social media platforms are a great way for business owners to promote their brand. Aside from connecting and keeping in touch, social media has also become a way for people to shop easily. Since people do most of their shopping online, platforms like Instagram or Facebook make shopping one-step easy.
Despite social media’s popularity, businesses must still find ways to win customers. Here are some practices they can implement in their campaign.
- Don’t just post. Instead, post meaningful content that people can easily connect with.
- It is always important to engage with your audience. When you engage with your audience, they associate your brand as a business that cares about their customers.
VISUAL CONTENT, A WAY TO TELL A STORY
Last year, people became more engaged in visual content. This form of content became popular because it is easy to digest than to read a blog post that contains words only.
Marketing experts see the increase in this demand and now have made it part of their strategy.
This year, visual content will still be thriving, since people are moving to the use of mobile devices, they will want to see more content like images, videos, infographics, and more.
There various visual content that can be used, but not all applies to a certain business. Marketing professionals must use content that can promote their brand and increase their website traffic.
Looking for content that is popular like live or prerecorded videos can also help promote a brand.
Examples of visual content:
- Case studies
- Blog post
Marketing professionals can choose from hundreds of visual content to incorporate in their next campaign.
INFLUENCERS’ VOICE GROW STRONGER
Influencer marketing changed from a well-known celebrity to a famous person on social media, which people called them “Influencer.”
The impact of these social media celebrities has changed the shopping behavior of people. Most consumers, 49%, listen to an Influencer’s recommendation when purchasing a product. Hence, professionals seek social media celebrities to promote their brand.
Since social media will still be growing this year, there would be a rise in social media celebrities. Marketing experts will also begin to invest more of their budget on influencer marketing to increase their profit.
Here is a note to remember, when choosing an influencer for your company’s promotion, be sure to select one that is related to your brand’s niche.
GOOGLE’S FEATURED SNIPPET
In the past, websites aim to be on Google’s first page. However, a trend known as “No Click” started to become popular. This “No Click” trend means that people don’t click anymore on websites found on Google’s first page. Instead, they prefer links or websites Google suggests to them. This behavior of users then gave birth to Google’s Featured Snippet.
Google’s Featured Snippet caters to the need of users by providing a quick and trustworthy answer to a user’s question.
Therefore, it is important to not only include informative content that is rich in quality. But experts must provide content that will directly answer people’s inquiries.
EVERYTHING IS PERSONALIZED
When businesses send emails or content to random people, they start to become annoyed. Nobody wants to receive something they are not interested in. Therefore, it is time to personalized every content.
This 2020, marketing experts will use the gathered data or information they have to personalize the content they are sending to their audience.
A personalized email or content will increase the chances of engagement.
Creating personalized content comes easy for marketing experts because of software programs and apps that are available. This software gathers data and creates personalized content for the audience.
Content marketing is an effective way to market a brand, and this form of marketing strategy will see many changes this year. Business owners and marketing experts should follow along with the trends to produce an effective marketing campaign.
Key pointers to remember this 2020.
- Content marketing is an effective marketing strategy.
- Experiment on other content like podcasting.
- Tell a story through prerecorded or live videos, images, or more.
- Personalized everything to fit your customer’s preferences.
- Write high-quality content that is related to your business’s niche, and that provides an immediate answer to users’ questions.
- Influencer marketing is a lucrative market to invest in this 2020.
- Social media is one of the biggest platforms to market a brand.
- Incorporate voice search into your marketing strategy.
John Ocampos is an Opera Singer by profession and a member of the Philippine Tenors. Ever since, Digital Marketing has always been his forte. He is the Founder of SEO-Guru, and the Managing Director of Tech Hacker. John is also the Strategic SEO and Influencer Marketing Manager of Softvire Australia – the leading software eCommerce company in Australia and Softvire New Zealand.