No one can deny the importance and effectiveness of content marketing.
However, the channels and techniques used by marketers need to be in sync with the latest trends for best results. As we are a few of months into the new year and new decade, two things are certain for 2020:
- Content marketing has come to the forefront and intends to stay there
- Content creation tactics and distribution strategies have changed drastically
In this article, we’ve covered the most prominent content marketing trends that are sure to revolutionise the way we carry out content marketing. Some are already here, while some are ready to take the industry by a storm.
Content Marketing Trend 1: User Generated Content (UGC) Takes Precedence
A study published by Adweek showed that 85% of consumers found UGC more influential than brand content. So, what exactly is user-generated content, and why is it so popular?
As the name suggests, user-generated content is a term used for any content that has been created and published by unpaid contributors who are generally fans promoting a brand.
UGC content can be created in any form, including blogs, website pages, social media posts, images, and even testimonials, as long as it’s from legit people and not brands promoting themselves.
So, how can you, as a brand, use this strategy?
First, you need to identify what your audience likes, based on which you can ask them to share their experience. This is just one way to leverage this strategy.
It’s recommended to think out of the box for this strategy as it’s not entirely in your hands. However, you must try to make use of it as it has the potential to multiply your revenue and brand awareness!
Content Marketing Trend 2: Video Becomes The Most-Watched Type of Content
A survey conducted by Livestream reported that 80% of the respondents would rather watch a video than read a blog post. With the increase in popularity of videos, more brands are using its power to interact with consumers.
Due to this, most consumers want, if not expect, their favourite brands to provide interactive and unique videos to keep them engaged and loyal to their brand.
It’s essential to create the right type of videos and publish them in the right way to make the most of the rise of videos. Mentioned below are some of the most popular video-sharing platforms that you could use:
- YouTube
- Vimeo
- Snapchat
- TikTok
- Your website
Moreover, when it comes to the most popular videos, below is a list you can refer to:
- Webinars
- Q&A sessions
- Product demos
- Behind-the-scenes
- Interview with experts
Creating these videos can be time-consuming and costly. Hence, you could opt to repurpose your video content in various formats. For example, an interview session can quickly become a product demo if used efficiently.
Content Marketing Trend 3: Interactivity and Gamification To Hold Viewer Attention
Due to the overload of information in our fast-paced digital society, grabbing and keeping a consumer’s attention has become increasingly difficult.
Hence, brands are on the constant search of finding, creating and sharing interactive content like games, polls, and quizzes to hold the attention of users, instead of a non-interactive advert.
A popular example of this is a Delivery Dash game launched by Tesco that reminded people to do Christmas shopping while promoting their products.
With one game, the brand managed to capture user interest, while creating a need and providing a solution, all in the same place.
Players could also invite their Facebook friends to join the game while maintaining a leaderboard of competitors across the globe. This ensured that the brand’s reach wasn’t limited and reached as many people as possible.
Content Marketing Trend 4: Podcasting Continues To Dominate
Podcasts have been ruling content marketing trends list for a few years now, with more people listening to podcasts and the projections showing continued growth.
Many brands have already started their brand podcasts, wherein they talk about trending and informative content related to their industry.
So, if you haven’t started your podcast, you should right now!
However, there are a couple of things to keep in mind. While there is a demand for audio content, brands need to be sure that this is the path they want to use.
Audio content (like podcasts) need to be authentic and useful and shouldn’t just be created for the sake of it.Click To TweetInstead of creating content whenever you want, it’s important to create a proper plan and strategy with trending topics.
Also, considering it’s a brand podcast, don’t focus on too many topics. Focus on the one that is the closest and most relevant to your industry.
This will help you make a place in a niche market and create credibility for your brand within your field of expertise.
Content Marketing Trend 5: Tailor Content For Voice Search and Smart Devices
Smart devices like Google Home and Alexa have taken over the consumer marketplace by a storm.
As more people use these devices, search results have started optimising themselves to cater for voice search.
To make the most of this trend and to rank for voice search and smart devices, you need to optimise content to rank for voice-searched keywords.
You need to understand the nuances of this slight difference and craft effective titles while focusing on more specific long-tail keywords within your content.
For example, below is the difference between how a user would search on Google while typing, versus voice search:
While typing a search query: ‘best pizza in NYC’
While using voice-search: “Hey Siri/OK Google/Alexa, where can I eat the best pizza?”
Hence, you need to optimise your content in a way that would ensure you rank on all types of search, regardless of the user typing the query or using voice search.
Content Marketing Trend 6: Memes [COMPLIMENTARY]
This is not a joke. Ironically.
Memes have become incredibly famous, and some brands have already started using this virality for their benefit.
Memes are a great example of how brands can use content creation ‘on the fly’ and personalise it to match their need with little effort. This not only saves time and cost but also increases the chance of going ‘viral’.
This may not be the most intellectual or informative content; however, it is highly engaging for your audience.
1,2,3… Start Typing!
Yes, with the new year and decade, a lot has changed, including trends, tools and techniques for content marketing. However, one this remains constant, content is still the king and brands cannot afford to miss making the most of it!
Follow these trends and create high-quality and relatable content for your consumers. You will surely reap the benefits of content marketing!
So, start typing!
Want more? Check out:
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- Priming in Marketing: Advertising Psychology 101
- Instagram Reach: How to Reach More People on Instagram (9 Strategies)
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