In the words of Scott Sorokin, ‘banners have 99 problems and a click ain’t one!’ While traditional marketing was all about pushing for the sale (and quite blatantly at that), the consumer got tired of being talked at, and gradually content marketing became the new normal. Whether it’s the rise of ad blocking software or influencer culture, a changing climate in marketing means that it’s important to stay fresh and adapt. Most crucially it’s vital to use a good content marketing platform. Besides this, here are a few content marketing trends to watch in 2020.
1. Live Videos
According to Vimeo, ‘80% of people would rather watch a live video from a brand than read a blog.’ Marketers across all industries are seeking to respond to these preferences in 2020 and beyond. To create live video content there are many platforms that you can use including Facebook Live, YouTube Live, and Twitch. Other popular platforms for video content are Tick Tock, Vimeo or LinkedIn.
Not only live videos but videos, in general, are a must in marketing trends.
Activism influences the way consumers make purchasing decisions and respond to brands.
Do Something Strategic reported that, ‘ 6 percent of young consumers say that a brand’s association with a social cause or platform positively impacts their overall impression of the brand.’ Brands should seek to participate in activism and represent this through their content marketing. The study in question referenced The Body Shop, Dove and Fenty Beauty, as examples of brands leading the way in marketing trends in 2020.
3. Search Intent
Search intent refers to the reason behind a user’s search, and there are generally four different categories.
One type of search is informational, which is usually a question for example, ‘why do leopards have spots?’ Another common search is a navigational search, used to get to a certain website. A user might type ‘Pinterest’ instead of inputting the Pinterest URL into the browser.
Transactional searches are those used when the person wants to make a purchase, whether it’s ‘buy MAC lipstick’ or ‘purchase a train ticket to London’. There are also investigational searches that usually follow the lines of ‘best marketing software of 2020’ or ‘ USB microphone reviews.’
Recent developments in Google algorithms mean that crafting content to meet search intent is more important than ever. Google determines the type of search made and shows users the right kind of content. We all know that quality content ranks higher. With this in mind, it’s a smart move to improve your content consistently.
Craft a smart and valuable content as a content marketing trend.
4. Voice Search
This year, brands are focusing on responding to voice search trends with their content marketing. The use of voice chat is really taking off, and so it’s a good plan to stay one step ahead here. Seek to optimize the content that you produce to respond to voice searches.
An initial step in doing this is to consider how voice searches differ from searches typed into Google. A user might type in ‘eco-friendly beauty brands’, whereas the voice search might be, ‘what are the top eco-friendly beauty brands?’ Small differences in search terms can help brands to choose the right keywords and create the perfect kinds of content.
Content marketing trends are changing, so be on the watch for them as a content marketer to benefit your business.