There is no doubting the effectiveness of quality content in driving more clicks — regardless of what your niche is. Nonetheless, since 90% (demandmetrics dot com) of all businesses leverage content in their marketing efforts, producing engaging, just informative content is not any longer adequate to cut through the noise.
It is important that you learn about which kind of content you need to create and what channel or what medium you need to target to increase exposure and drive more clicks.
In 2020, as older trends taper off, and older marketing practices are rendered ineffective (especially after COVID, the economy, and the riots) your success in marketing is contingent on leveraging current trends to push content to more users.
Here are seven content marketing trends you must look out for in 2020.
Image Source: https://www.smartpassiveincome.com/listen/
Podcasts have exploded in popularity in the past decade. As reported by Statista, how many podcast listeners has almost tripled over the decade, and it is anticipated that the number of podcast listeners in the United States alone will rise to 132 million by 2022!
With more and more listeners tuning in to podcasts across niches every single day, it is crucial that you begin to leverage podcasts to expand your reach exponentially. Digital marketing podcasts are gaining momentum and a lot of experts are sharing their practical tactics to help on the web companies.
Creating a podcast is of prime importance if your industry demands it. Even if there are already big players in your niche or no podcasts are covering your niche at all—you must set up an informational podcast episode regularly.
Similar to blogging, consistency is key to thriving in the podcasting space.
It is also vital that you create a podcast intentionally. Creating a podcast only for the sake of marketing isn’t going to work. You’ll lose traction and plateau occasionally, and only being passionate about your niche could keep you going.
Lastly, sticking to a particular element of your niche is essential—since switching subjects will confuse your listeners regarding your specialization.
Opined Brendan Hufford of 100 Days of SEO.
#2. User-Generated Content
Image Source: https://www.canva.com/
User-generated content is content created and published by unpaid contributors.
Typically, these contributors are fans that promote a brand centered on their own experience with it. The brand does not promote itself. You can find user-generated content on social media, blogs, and forums as comments, images, or testimonials.
One good example of marketing using user-generated content is Coca Cola’s “Share a Coke” campaign. Users would find a Coke with their name on it and share an image of it on social networking.
Although it may perhaps not seem like an enormous deal, you need to realize that with this specific campaign, the business managed to create a supply of free viral content for the brand—since people were essentially showing off pictures with their drink.
You can leverage user-generated content from the ratings, reviews, and comments from ecommerce sites, websites, and social networking depending on what suits your company model and niche most useful.
Over 90% of consumers trust the recommendation of another individual, even some body they don’t know, over branded content—which is why you need to find ways to leverage user-generated content.
Opined Brent Trotter of Clique Studios.
#3. Voice-Activated Content
With the adoption of smart devices proliferating, there is an upsurge in demand for content optimized for voice-activated devices. Voice-activated content opens up quite a lot of opportunities for you to intervene and leverage the newly popular platform.
Many marketers are just now starting to realize the potential for profits of this trend, it is vital that you begin curating voice-optimized content straight away, while you still have top of the hand. There is only a very important factor you must discern to take advantage out of the opportunity you have.
You must comprehend the nuances between how users search for content when they type and when they speak.
Gaining mastery over these subtle differences will enable you to craft better headlines and focus on including specific long-tail keywords in your content.
Although voice-optimized content must certanly be informative and engaging (just like web log content), the style of writing must be much easier.
Analyzing patterns and trends in voice searches—similar to that which you practice when looking for keywords and content in demand—can potentially amplify your exposure.
Image Source: https://www.intercom.com/customizable-bots
Introducing a chatbot to your site features a range of benefits—which is why you will see a surge in its adoption.
By creating a chatbot on your site, you can engage any visitors in conversation. Hooking in your visitors in in this way enables you to
- learn more about their persona,
- understand their intents and goals when they visit your site, and
- analyze their specific needs.
Asking visitors to fill in an application is now a dated marketing tactic and is largely considered tedious. A chatbot is just a sophisticated tool that enables you to accomplish all the same objectives faster, all while maintaining your visitor engaged in stimulating conversation.
Conversational marketing, in the proper execution of a chatbot, also minimizes the downtime during your relationship with the visitor. This increase in efficiency, in turn, gives you to achieve the following:
- Minimize the time needed to find out about your target audience
- Minimize gaps between engagements
- Minimize the time and effort needed on the visitor’s end
- Minimize costs (since you don’t need to hire anybody)
Chatbots minmise costs, time, and effort required to understand the goals and intentions of one’s visitors.
They are so effective because, unlike when using forms, a chatbot makes the consumer feel as if they’re being treated as an individual.
Opined Daniel Cooper of Lolly.co.
#5. Augmented Reality
While AR content is an entirely new type of content, it opens up scores of opportunities for you to use it to revivify your articles marketing campaign.
Companies like Starbucks, Facebook, Google, Sephora, Ikea, Apple, and Microsoft are already putting the new technology to good use.
Ikea launched Ikea Place—an AR application that improves the customer’s shopping experience by showing them precisely how a product will appear and fit in their room.
Image Source: https://www.ikea.com/us/en/
On one other hand, Sephora has an AR-supported app that allows customers to try on eyelashes, lipsticks, eye shadows, and all kinds of other beauty products without needing to purchase them first.
AR still remains to be a largely untapped avenue for marketing, with only mainstream organizations diving in headfirst.
Regardless in the event that you blog, run an ecommerce store, or market services and products for the others, you must understand that the only lapse in AR marketing happens to be on the marketers’ end.
Almost all devices on the market are AR-ready, and adaptation to it is only increasing. With only a few organizations leveraging it to market products, altering your content online marketing strategy to involve AR might help drive extra traffic and sales.
Opined Isaac Hammelburger of SearchPros.co.
#6. Video and Live-Stream Content
The modern customer increasingly expects to receive video content from a common brand. Video content also tends to keep users engaged for a longer time than written content.
Posting videos on YouTube, Vimeo, Facebook, LinkedIn, as well as your own web site is a great means of engaging clients for longer periods. While you do have their attention, marketing products and services shouldn’t be too difficult anymore.
On the other hand, you can upload short videos on platforms like Snapchat, TikTok, and Instagram and offer snack-sized pleased with high potential to go viral.
You also can leverage these platforms to create user-generated content. Sending your services and products to reviewers and having them develop a video is a superb tactic that almost always brings in more customers.
You also can leverage live-streaming platforms in your content advertising campaign. Now, more consumers prefer to watch long-form video streams than read a blog post.
Holding Q&A sessions, webinars, product demos, or interviews are some of the best ways to create engaging long-form content.
Regardless of what platform or video style you select to leverage, remember that more exposure translates to increased sales.
Opined James Norquay – Content Marketing Director Prosperity Media.
#7. Google Snippets
About 62.5% of Google searches on mobile now end without a click.
Ever since Google (and other search engines) introduced the SERP snippet that has featured content, users tend perhaps not to select links since they’ve already found what they were searching for.
If you would like your web page to stick out from your competition and be featured in the snippet, you need to create content that sticks out.
Users now understand that using long-tail keywords will almost always cause Google to answer their questions in the form of the snippet. Therefore, you need to focus on creating solution-focused, long-form content that will answer the audience’s questions.
Targeting “How do I…” questions in your niche is amongst the easiest ways to get your content featured on the snippet. Also, you must make sure your content is easy and that you’re perhaps not rambling. If you must select from straightforwardness and cleverness, always go the straightforward route.
Another important characteristic of quality content is that it attracts both “no-click” and “click-happy” users. If you write engaging content, there’s a good chance that you will drive more clicks.
Regardless of which trend you decide to hop on and take advantage of, you need to remember that analytics is just as crucial as the content in content marketing.
You must aim to deliver content on the basis of your analysis of search intent. Furnishing quality content that’s already in demand will allow you to drive more clicks to your site, that may translate to more sales.