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When it comes to establishing your brand and spreading the word about your company, content is still king. Content marketing is as potent as ever because it offers a genuine way to share your brand story, it’s more authentic than traditional advertising and it helps you establish authority in your industry.
But like all things in the attention economy, the most popular types of content — and the best ways to execute them — are changing rapidly. For success in 2020, there are four key trends you should work into your content marketing strategy:
1. Capitalize on video’s ever-growing popularity
Video is wildly popular, and mobile video consumption increases every year. In fact, six out of 10 people would rather watch online video than TV. So, video should definitely be a part of your content strategy — but not just any video.
When you work video into your marketing plans, it should accomplish two main objectives: Sell your products or services in a compelling way, and share your brand story.
In 2020, this means creating content for video-first platforms like TikTok and competitors like Lasso and Byte. These videos are short and low-budget but have a more organic feel than a slick TV commercial. They also have the potential to go viral. For proof, look to one of 2019’s most popular songs, “Old Town Road” by Lil Nas X. The song started on TikTok and exploded into a viral dance challenge. And it went on to break the all-time record for the most weeks at No. 1 on the Billboard Hot 100 chart.
In addition to short-form video, it’s also important to ensure your videos are properly formatted for each platform. For example, square videos work best on Facebook, while Instagram favors vertical videos. A one-size-fits-all approach won’t work across multiple social media networks.
Also, you need the availability to scale your video production, whether that means building out an internal team or bringing on a third-party partner. Properly scaling your production capability means your videos will have a consistent look and feel, regardless of where you share them. Plus, you’ll be able to make videos quickly and capitalize on trending topics in your industry.
2. Focus on value-added content
While it’s important to entertain, the content you produce should educate the viewer or reader, and it should serve a specific purpose. A great way to accomplish this is through value-added content, or content that’s exclusive to your brand. It’s original and informative, and your customers can’t find it anywhere else.
For an effective example, look to Moz’s “Whiteboard Friday” videos. Each week, a Moz team member walks viewers through a complex SEO tactic or tech topic (e.g., intro to Python or the value of podcast transcripts) using a detailed whiteboard. The videos are distinct and engaging, but they also provide a high degree of value by breaking down expansive topics into accessible chunks of information.
Whether you’re churning out videos, blog posts or newsletters, make sure your content is designed to share knowledge and enhance your customers’ lives.
3. Personalize the experience
On one hand, the reins are being tightened on data sharing thanks to more expansive domestic and global regulations about privacy. However, when data is gathered and analyzed responsibly, it can be used to create a more intuitive online experience for customers. The result is personalized content.
With personalized content, you can ensure that customers are only receiving the content they care about. Instead of sending every customer on your list the same email, you can use their online behavior and preferences to segment the messages you send.
What does this look like in action? You can start small by removing generic greetings from emails and inserting the customer’s name. Instead of “Hello, Subscriber,” it’s “Hello, James.” This might seem minor, but 90% of marketers who used personalization techniques saw an increase in their results.
You can also personalize calls to action (CTAs) in your communication. Or you can operate different versions of your site so that new and returning visitors see different messages. A first-time visitor might see a prompt to sign up for your email list, while a returning visitor might see a prompt to check out a new product.
4. Use the power of podcasts
Twenty-two percent of Americans listen to podcasts regularly, and an estimated 70% of Americans have heard at least one show. Podcasts are growing steadily in popularity because they appeal to just about everyone. There are thousands upon thousands of shows that cater to all sorts of interests, both niche and popular. But marketers love podcasts because they present an unprecedented advertising opportunity.
A 2019 Nielsen study showed that podcast ads are more effective than digital ads. Among the many reasons, podcast listeners form personal relationships with podcast hosts, and many podcast ads are read by these hosts. So, even though it’s advertising, it feels more like a friend is recommending their new favorite product rather than a company forcing it on them. Including podcast ads in your 2020 content strategy could give you access to your core audience in a way that’s both engaging and effective.
In 2020, content strategy is all about meeting customers where they are. It’s about telling compelling stories on the platforms they’re already using, tailoring the content they see to their individual tastes and inviting them to experience your brand in ways that are less overt than traditional advertising. Embrace these trends, and you’ll be ahead of the game — and in your customers’ inboxes and podcast feeds.
