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5 Top Content Marketing Trends in 2020 

“Content marketing is the only marketing left.” – Seth Godin 

Seth Godin knew what he was talking about when he famously quoted that content marketing is the only marketing left. 

Ann Handley says that content is more important now than ever before in the digital age, and its importance will only grow in the future. 

Content marketing is authentic, relevant, useful, and very practical for the internet generation. 

Let’s take a quick look at Content marketing in 2019. 

  • 95% of B2Cs use content marketing 
  • 96% of the most successful B2C digital marketers say that the audiences see their business as a trusted brand all because of their content alone
  •  56% of marketers say that the most significant area for spending on content marketing in 2019 is content creation

(Source: The Content Marketing Institute Report for 2019)

As we step into 2020, let’s understand how content marketing services are going to evolve rapidly this year. 

In this article, we uncover the latest content marketing trends to watch out for and how your company can adapt to these changes to stay on top of your competition. 

  1. E-A-T (Expertise, Authoritativeness, Trustworthiness) Content

Upping Your E-A-T in your content marketing strategy is going to be critical for ranking high on Google. 

Google published a blog on Webmaster Central with its core updates and what companies can do about them in August 2019,

It was typically a reminder of the actions most companies have already been doing such as

Reading, understanding, and following the Search Quality Rater Guidelines

E-A-T (Expertise, Authoritativeness, Trustworthiness).

The fact that Google has specifically pointed and singled out E-A-T is a huge hint to where SEO content marketing is headed towards in the future. 

Companies will have to be focused on proving their E-A-T (Expertise, Authoritativeness, Trustworthiness) in their content.

So, original, well-researched, well-crafted, useful, and purposeful content will be highly valued and most sought after in 2020. 

Long-form content like eBooks, white papers, or well-researched, comprehensive, and concise content infographics will emerge as major valuable assets in content marketing. 

Prioritizing the customer’s needs with ultra-targeted, customer-first content above sales messages is what will help you hit the bull’s eye on Google.

Prioritizing customer’s needs was a top successful marketing strategy. – CMI’s 2019 B2B report 

Informational, personalized, and trustworthy content that guides the audience throughout the buyer journey and help them make informed decisions will do exceptionally well in 2020. 

In 2019, the email was the most personalized channel followed by website, face-to-face, social , mobile app, and web applications. The personalization trend will continue to boom in 2020 as well.

  1. Video Content Marketing

Video content marketing will peak in 2020. With the huge popularity of YouTube and augmented reality (AR), the content will become increasingly visual, dynamic, and interactive. 

Video content is the second go-to content type after blog posts. Video content will be the new go-to content for brands who wish to dominate the social media space as videos keep the audiences engaged longer than any other type of content.

Companies can explore live product demos, Q&A sessions, webinars, interviews with experts, behind-the-scenes videos, and more. 

Online video consumption has doubled to a staggering 3.7 billion per month in the past two years. The industry is all poised to grow at a CAGR of 21.82% to reach Rs. 11,977 crore by 2023, according to the latest PricewaterhouseCoopers report. 

Various social networks like Facebook, Instagram, and YouTube broadcast live videos, and their popularity will soar in 2020.

Companies can publish their videos on several platforms, such as:

  • YouTube
  • Facebook
  • Instagram
  • LinkedIn
  • Vimeo
  • Snapchat
  • TikTok
  • Own website

The best part about video content marketing is that you can repurpose them in various formats. 

Finally, it’s important to repurpose your video content in a variety of formats.

In many cases, you’ll be able to transfer the content fairly easily. For example, an interview session can quickly be converted to audio-only content, and can also be transcribed into text.

In other cases, the process might involve using the video content as a basis for text-, image-, or audio-based content—but will need to be tailored for the format in question.

Facebook discovered that its users spend 3x more time viewing live videos than traditional videos. 

Live videos are fascinating for viewers as they are in real-time and seem more authentic than the traditional edited videos. The fact that live videos are not perfect is part of its charm. Live videos are also interactive, and it is a smart strategy to incorporate live videos into your content marketing strategy in 2020.

  1. Brand Advocacy via Influencers’ content

Influencer marketing is the hottest trend that brands are leveraging to advertise and advocate their products to the influencers’ audience. But first, you need to check if your business is an appropriate one for influencer marketing.

Once you find influencers who are the right fit for your brand, then trust and let them create content for your brand. It doesn’t matter if they are macro-influencers or micro-influencers as long as their content is unique & valuable due to their knowledge, experience, and creativity that attracts the audience. 

Influencers’ content is typically a mix of brand advocacy, authenticity, and reliability that effectively shapes the online purchase behavior leading to increased audience engagement and conversions.

You can promote the influencer-generated content across all your marketing touchpoints such as websites, social media handles, and offline marketing mediums to boost engagement, social trust, and conversions. 

  1. Voice content marketing

Voice-activated content is auditory content that’s delivered via voice— assistants such as Alexa, and Siri.

Voice-activated content is getting popular as it offers the minimalist, easiest, and quickest access to content for the users compared to video, images, text, etc. 

Voice content marketing is an emerging content marketing that specifically uses voice-activated technologies. It is intrinsically tied to Voice Search Optimisation (VSO), which is SEO marketing that specifically uses voice-activated technologies. 

Podcasts and other voice-related content types are a huge content trend for 2020. 

Companies should try to create and convert content into podcasts to leverage this trend. They can also take advantage of the featured snippets which come first on Google so those voice assistants can refer to your content. 

Voice-activated content has a conversational style, so it sounds natural, authentic, and interactive with your customers. It should include long-tail keywords, as well as phrases that describe the area around your location, such as nearby landmarks. Also, ensure that “near me” appears in your title tags, anchor text, and other content you have. 

  1. Immersive Content

In 2020 and beyond, your brand content will need to be more than just read, heard, or watched. 

Your content will have to incorporate advanced technology, such as artificial intelligence (AI), virtual reality (VR), or augmented reality (AR). Think Chatbots on the website, Snapchat lenses, and the likes. 

Immersive content for chatbots would answer for basic consumer questions on the product, service, payment, delivery, etc. Other kinds of immersive content include experiences that let consumers demo your product by feeling like they’re using the product, fun games, ads, and more.  

Conclusion

Businesses will be exploring newer forms of content because they see value in them.

Missing out on one or a few of the content marketing trends and channels can result in loss of leads, customers, and business opportunities.

Make a note of the latest trends listed in our article when framing your 2020 content marketing plan

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