As we start edging towards the end of the year, and the end of the decade, some marketing experts have already started to consider what 2020 may have in store for content marketing.
As content is being geared to be more visual and helpful to the reader’s needs, content marketers are getting smarter about how they strategise, research and create it. This is no longer considered an experiment, but is now a proven strategy that can work effectively.
So what can we expect in 2020?
1. Visuals to remain trendy
The first trend that marketers are predicting is that platforms focusing on visuals will continue to be en vogue and will thrive next year. No matter the purpose of content, be it to entertain or inform, the pulling power of imagery will remain strong.
This suggests that social media campaigns that rely primarily on images will be a big hit. Therefore, content should be created to be easily shared on social media platforms such as Instagram, which is one of the most popular social media platforms at present, especially among the younger demographics. Platforms like this focus on being visually appealing and give marketers the opportunity to be as creative as possible.
With technology advancing at rapid speeds, it is now getting easier to create visual content using augmented reality (AR) filters, lenses and GIFs. Experts are predicting that marketers will take advantage of this custom, dynamic way of creating unique content.
2. Video to continue to surge
Video was huge this year and is expected to carry on this momentum into the new year. Statistics are also backing this up, with more than half of all demographics aged 55 and under stating that video is their preferred type of content from businesses.
This is further backed up by 85% of US internet users stating that they watched video content on a monthly basis last year, no matter the device they used. Most users state that they would be happy to see more video content from the brands and businesses they support.
Video is a great way to get a story across and also lends itself well to creativity. With consumers continuing to have a demand for video, it would be foolish for marketers to neglect this as part of their campaigns next year.
3. Content to focus more on customers’ desires
The evolution of search engines in the past 12 months has shown a move to focusing on what customers want. Featured snippets and ‘position zero’ results are just two examples of Google moving towards a shift towards what consumers are looking for as opposed to what organisations are dictating through their content. Target your content at the customer and their needs rather than trying to get them to come to you.
Therefore, it will be imperative to listen to consumers. What are they looking for from you? What can you help them with? Offering guidance and content tailored to customers will be key in driving both sales and traffic to your site. Experts are predicting that in 2020, it will be pivotal to be customer-focused, and this makes perfect sense as without the customer, the business cannot thrive.
Businesses should be seen to provide guidance, information, help and entertainment without a catch. The content that does this the best is likely to be the most successful. To find out what exactly customers want will require research – ask questions and engage with your target market. This is what Google wants to see and prioritise.
Content marketing is the future and quality content will triumph over salesy messages and spammy, keyword-stuffed pages. Build an authentic profile that focuses on gaining the trust of the customer.