7 trends to incorporate in your content marketing strategy for 2020
As 2019 pulls a valedictory and we move to a new decade, content gains more prominence, bringing web traffic by almost eight times singlehandedly. With people wanting well-researched content to solve their problems, the content has gained a status of ubiquity. Today, every business house has a running content marketing strategy to build trust, generate quality leads, and cultivate customer loyalty. And yet some brands cut the mark while others land up at the bottom of the funnel. So why does this happen?
The world of marketing, especially content, is dynamic and ever-changing. Every day a new trend usurps an old one, thus leading to obsolescence. Therefore, just creating content without a sorted vision cannot fetch the desired results. You need the right plan that incorporates the latest trends to take your company to unimaginable heights.
To make 2020 your year, I have brought together every significant trend shift that the content marketing scenario is going through. Go through the following numbers and statistics to build an effective content marketing strategy.
7 Must-Haves for Your 2020 Content Marketing Strategy
If you want undisputed success for the start of the new decade, here are the core components that you should capitalize on.
More than 90% of traffic comes from search engines, says HubSpot.
On average, Google accounts for more than 4.5 billion searches over the globe. In cahoots with Bing and Yahoo, the number only increases. Therefore, you need to optimize your content for search engines. And for that, you need an SEO team to work in tandem with the content creation team to target the right audience.
Since no two consumers are the same, their content absorption patterns are bound to differ too. Have your SEO team go through search queries, reviews, and user-generated content for relevant keywords and ask your content team to align their creativity around those phrases. This will ensure that your content resonates with your audience.
46% of users connect a brand with its content theme, says Forbes.
A thematic layout creates an omnichannel for your content, and additionally, helps you build better brand visibility. Let us take BuzzFeed, for instance. The brand uses the same layout (with the same font, same structure, and their signature GIFs) in their content – be it articles, listicles or vlogs. Following suit, most prominent brands have developed a theme as a part of their identity now.
A theme establishes your company’s position as a thought leader. Moreover, with the rising importance of evergreen content, your content theme can fetch you the badge of relevance for years to come. You can include Q&A sessions, video snippets, webinars or infographics to add more originality to your brand’s content.
66% of users hit ‘unfollow’ if the content gives no solution, says Delloite.
Just like the advertising world went through a metamorphosis of commercials to infomercials, content should be all about offering solutions to the queries of your customers. None of us has time to spare, thanks to the hamster wheel of a world that we are stuck in. If your users find out that you are just recycling old information, they will stop coming to your page, thus ushering in a high bounce rate – every marketer’s nightmare.
So you need to craft content that offers value and relevant answers. The key is to keep it simple but highly informative. That means using high-end words is a big NO-NO. You would not want your readers to leave your page and go hunt for a dictionary, would you?
43% of consumers respond to a good Call To Action, says Moz.
You need to understand that your readers are not Know-it-Alls. Always consider your users to be unaware and forgetful. Guide them and tell them what they need to do via a clear call-to-action in your published content. For example, you could ask your consumers to subscribe to your newsletters at the end of an email thread. If you are hosting a product launch or a press release, you could ask the readers to RSVP for the event.
Having said that, make sure that your CTAs are not too pushy. They should not be the kernel of attention. The focus should always be on the content, but a smart and crisp CTA at the end could serve as a silent sentry to show the way to your users.
The ideal content marketing plan should be multidimensional, says Neil Patel.
Content gives you the scope to become your personal media channel and do your PR. To take things up by a notch, start thinking from a strategic perspective. The first step towards turning this into reality is to adopt a multidimensional approach for the content you publish. “Look into the overlays and influences, key angles, format lead times, etc. and then map out your content calendar”, says Emily Jones, the head of the content marketing team of Allessaywriter.com, an online assignment help provider.
While at it, make sure that you are consistent. While over-positing can take you to Spam folders, not posting often would imply that your business has gone MIA. So you need to determine the right frequency to strike a balance between over-posting and not posting at all.
Infographics increase a website’s traffic by 12 percent, says Sumo
2019 ushered in the trend of visual content and 2020 is going to take it a step ahead. Eye-catching visuals go beyond just being appealing and captivating. Infographics and GIFs lend a better understanding of the content by explaining the intent of the piece efficiently and also help readers stay on the same page as you are.
So, develop a plan to create compelling visual content right from the very beginning. Decide the kind of images, infographics, and animations you would use to enhance your content’s message and ensure that it resonates with the users. And considering how our attention spans get shorter with every passing day, engaging videos can make content consumption less of an ordeal.
89% of marketers have achieved better results via storytelling, says MarketingProfs.
With Instagram stealing the limelight with inspiring stories, storytelling has gained ground in the realm of content marketing. While every user is dynamic, there is one thing common with everyone. People of all ages relate to good stories. Therefore, you should consider storytelling as a core component of your content strategy.
Moreover, storytelling can help you develop better brand affinity by making way for better user engagement. Just apply the basic tenets of storytelling – drama, humor, and anecdotes – to enhance human connection. You can also ask your readers to share their stories to make it a two-way thing.
Content marketing is all about trial and error; so you cannot expect to strike all the right chords at one go. Measure the relevant metrics and track how your content marketing plan is doing. If the predictions based on the stats are right, then 2020 will be witness to the most disruptive changes in the content marketing scenario. So wait no more, and get your content team to work right away to put your best foot forward in 2020.
Here’s to the hope that 2020 brings you the success that your efforts deserve! All the best!
Author Bio: Frank is a content marketing strategist for the assignment help brand Assignmenthelp.us. He also acts as a business keynote speaker. In her free time, you are likely to find her with her favorite book and a cup of coffee.