Staying on top of your game as the world of content marketing is emerging has never been more crucial as it is diving into 2020. And its run-of-the-mill gamechanger? Content, content, content. No wonder Seth Goden says that content marketing is „the only authentic marketing left” – one perfectly suited for the digital generation.
As new technology unfolds, so do trends and marketers have no choice but to adapt to constant updates and technologies that are on the rise. Let’s find out what trends the fast-approaching new decade has laid out for us:
1. Authenticity and transparency
Brands’ targets are no longer just consumers. They’re people with needs and morals, living in what seems to be a quickly-sinking world that’s fallen victim to consumerism. People want valuable information from brands they trust which come across as human – they’re becoming selective and no longer waiting to be sold out by advertisers with the best possible solution to their problem.
Stick to the core values of your brand and represent them accordingly through the content you create. Believe in what you are selling and that the people buying from you are receiving value in exchange for their time and (hopefully) money.
Be transparent with what you are delivering and turn it into a sustainable habit. More than 90% of consumers would stick to a brand that offers full transparency.
2. Personalised Content is King
Adapting content to consumers is now more important than ever in an era that literally has no time for anything, so your content should be fresh, eye-catching and relevant.
Delivering high-quality content is not only essential, but it’s what consumers see first when they search for keywords on Google. Settling which formats work best for your brand is a must, depending on the audience you are trying to reach. Visuals are becoming increasingly used, with 69% of marketers using more video content. Written content is also developing, with 64% of marketers using more of this format and social media is thriving, creating what seems to be effortless engagement with audiences.
Creating a solid strategy is the first step in making an impact with your audience, regardless of what works for other brands. Identifying and targeting your specific group of consumers is what your efforts should be put towards to, while the means necessary to deliver the content is entirely dependent on this initial step.
3. Immersive and interactive content
The most straightforward method of interaction is through engagement. Think of the tools Instagram has to offer – you upload a picture or a video, you insert a poll. You have your followers ask you questions, you ask for their opinion. You’ve created a story and a background for it, while requesting feedback from your audience.
Do this, at a larger scale. Have your audience ask questions and provide their opinion. Offer a feeling of importance and make them feel valued. Social media is a great tool to for interaction and so are quizzes, games and live videos.
Let’s go back to our initial point – authenticity. What’s more genuine than a live, uncut video targeted directly towards your audience? Live videos turn a monologue into an actual conversation with your users. Marketers can use it to answer questions, make announcements and provide a feeling of exclusivity to those watching then and there. Moreover, Facebook ran a study that proved users spend 3 times more watching live videos rather than traditional ones.
4. Augmented Reality (AR) and Virtual Reality (VR)
Part of interactive content, yet augmented reality (AR) and virtual reality (VR) hold their own positions. Set to explode in 2020, these two formats can serve as valuable marketing tools for brands, as it is still an area not fully dived into.
They give the user an opportunity to test a potential product before making a purchase. For instance, Ikea has developed an app that allows users to visualize how an item of furniture would look like in their homes.
If your budget allows it, invest into this type of interactive content. It stands out, it brings more engagement and it’s more enjoyable.
5. The fast rise of podcasts
While anyone who’s anyone has a podcast online, brands have yet to explore this area with great potential in marketing. Podcasts are flexible, they can be listened to on the go, they’re easy to make and deliver to an audience and are minimalistic as they don’t offer a visual aid (which can be an extra point towards too much screen time). Users are selective, they can pause, rewind and obviously choose from a very large variety of contents according to their needs.
See if your brand would benefit from implementing this format in some way. If hosting isn’t your thing, you can be a guest on other popular podcasts and raise awareness about your brand and gain new audience. Treat it as you would any of your marketing strategies and check if there’s a demand for audio content in your industry.
As an end note…Only those willing to adapt as they go will be able to stand out and stay relevant in a digitalized world. Remember, content marketing is the only form of marketing that’s honest, so choose wisely from a large variety of tools. These were our top choices for content marketing trends in the upcoming year. What else have you got in mind? We’d love to hear your thoughts.