Trends come and go, but there are certain shifts in content marketing that are going to have a big impact on marketers in 2020. Check out our list below to find out how you can bring your marketing strategy to the next level in the new decade. 

5 Trends for Content Marketing in the New Year

  1. Conversational marketing

Conversational marketing is the next step to upgrading your inbound marketing strategy. Advancements in digital marketing over the past few years has allowed for brands to directly connect with consumers in personalized and meaningful ways.

Conversational marketing is focused on taking that relationship and any feedback from consumers and using it to increase engagement, deepen loyalty, expand audiences, and grow revenue. By assisting these customers one-on-one, you can better guide them to the valuable content you produce that they might not have found on their own. Loyal customers may discover new resources simply by engaging in a live chat or with your chatbot.

Some of the easiest ways to implement conversational marketing tactics is to invest in a live chat or bot chat service. Although users tend to prefer to talk to a human, 86% would rather talk to a chatbot than fill out a form. In a digital age where we can get most results instantly, users depend on these chat services to provide them with timely customer service they have come to expect

What you can do:

There are many ways to quickly and affordably make a chat feature for your website. Hubspot offers a free Chatbot Builder, no coding skills required! Just use their convenient template to customize your chatbot based on your specific goals and needs. When integrated with Hubspot’s CRM, the bot will use information from your contacts for a more human, personalized experience. 

Facebook also offers free bot services so you can connect with your followers whenever they need you even when you’re not available. Using their online tutorial, you can easily create an interactive chatbot that will share important links with your followers. 

For example…

On our website, we utilize Hubspot’s live chat services. Besides providing a more authentic and impactful customer experience, it also allows us to conveniently and easily manage our messages; this service allows us to schedule when our live chat is available, notifies us when a new message has appeared while we are away, and the chat automatically pops up when a representative is available. Utilizing this feature has empowered us to provide high quality customer service to clients no matter the time or place. 

Domino’s Pizza is another chatbot master. Taking advantage of channels including Facebook, Slack, Twitter, and even text message, Domino’s created a bot that allowed users to order pizza by simply sending a pizza emoji. All customers have to do is set up their “Easy Order,” and their favorite pizza will be ordered with a single click of a button. 

 

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  1. User searches inspire content

The recent Google update emphasizes the value and accuracy of content content to provide users with the best search results. Where the focus used to be on keywords, now searches are based on the quality of the content shared. This is vital for your website- better content means higher ranking. Luckily, there are several ways you can prevent your ranking from dropping and use your high-quality content to your advantage to improve visibility. 

Read more about the update in our blog here!

What you can do:

Make it a goal to Understand the habits of your target audience in order to cater your content to their searches. Users typically make one of three types of queries- navigational, informational, and transactional. How you organize and format your content will affect if users click your site for answers. 

For example…

Marketers at Core dna realized that simply changing the title of a blog post could drastically change which users clicked on the link. By doing research on what sites were ranking best with similar content, they were able to better understand their target users’ behavior and tailor the content to be more effective

 

  1. Improve Your EAT score

E-A-T stands for Expertise, Authority, and Trustworthiness. This need to improve your EAT score also comes from the recent Google update; Google now prefers to use “high EAT” instead of “high quality” when explaining site guidelines. 

The use of this score also makes it easier for brands to assess the quality of their content

Instead of just looking for the results most relevant to the user’s search, Google is looking for the most factually correct and authoritative results to provide users with more accurate information. This is especially important for YMYL (Your Money, Your Life) pages, which feature information “that can have an impact on your current or future well being (physical, financial, safety, etc.)” (source). Sites offering this type of advice and information will be held to an even higher standard in terms of correctness and authority. 

What you can do:

To prove authenticity and be a source of authority, you must have author information on all your written content. You also want to remove or edit any content that has a poor EAT score as your final score is based on the total of all your individuals pages and posts. 

Everything you include in your content should be checked for quality; remember, it is better to have less high-quality and trustworthy links than many questionable links. Finally, having a secured HTTPS site is preferred over unsecured HTTP.

For example…

Our blog relies heavily on ranking in order to draw in organic traffic. To ensure we are more likely to be seen and reached, we ensure all of our content is consistent and complete. We always include links to our own site, only use links to trusted sources, and include author and contact information for every post. This helps us rank well for particularly popular blogs. Doing so not only reminds Google of the expertise, authenticity, and trustworthiness, but it reassures our visitors as well. 

  1. Interactive visuals

The internet is a very visual place, and content that visually appealing is more likely to draw the eye and keep a visitor’s attention. When those visuals then call for the user to fully engage and participate, your content is much more impactful. This type of content is only becoming more popular; 90% of consumers want to see visual and interactive content. 

This content is effective because it is offering the consumer entertainment and/or education only in exchange for their attention. The more consumers come to enjoy your content, the more it is shared and seen and the more your following grows.

What you can do:

You can easily make more engaging visuals for all aspects of your content marketing. Sites like Giphy make gif making simple, easy, and free! Gifs are incredibly diverse and are a great addition to most types of content. Whether you’re using a funny gif you found online to break up your blog post, or you create your own educational gif to share on social media, your followers are more likely to engage with fun and exciting images than walls of text. 

You can also check out augmented reality filters. Just like your favorite Snapchat filters, you can create your own AR filters for much more entertaining and informative advertisements and content on Facebook and Snapchat. 

Facebook offers several features to create intriguing and rich customer ad experiences. You can also use Snapchat to create filters, lenses, geotags, and interactive advertisements. 

For example…

Michael Kors gained some notoriety in 2018 as the first brand to test out AR ads on Facebook. Using the new features, the campaign featured a lense that allowed users to virtually “try on” new MK products. Other brands like Sephora, Pottery Barn, Wayfair, and other advanced marketing teams quickly jumped on the trend as well. 

BHM-blog_MKsource

Hubspot is taking a more educational approach to interactive content. In this explanation of conversational marketing, Hubspot takes advantage of fun and exciting design trends to create engaging yet informative content.  This type of content is simple to make yet has a much greater impact on users than standard plain text. 

  1. Video content

Video content marketing has been on the rise for the past few years, and there’s nothing indicating 2020 will be any different. Video content is ideal for social media and online viewers because it is entertaining but can provide detailed information without having to read through articles. In fact, videos are actually the type of content consumers reported to pay the most attention to, whereas other media is just skimmed. 

What you can do:

Video is one of the most diverse forms of media. No matter the topic or audience, you can create engaging, customized video content that will engage and inform. To effectively engage your audience, you have to understand their preferences. Many videos on social media are viewed without sound, meaning you may need to add subtitles so viewers will watch through. You might also find that your audience has a preference for animated videos over live-action or vice versa. Depending on your brand, you may do better with humorous content that primarily entertains, or educational content that is professional and informative. 

Check out our blog here to learn more about Video Marketing!

For example…

Old Spice is one of the most well-known examples of viral video marketing. Despite being bizarre and telling very little about the product itself, the videos were actively watched and shared for years. The humor made the content entertaining first and foremost, but also embedded than brand image in the minds of consumers. Even those outside of Old Spice’s target audience were entertained and engaged by the campaign. 

Even as certain trends come and go in content marketing, one thing has consistently stood the test of time and should always be remembered - content marketing that is authentic, honest, helpful, and provides value to your target audience will always be at the core of a successful marketing program.

Thanks for reading,

Christine

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