Content is still queen!
In 2020, content is still going to rule the internet. That’s not going to change anytime soon, but it doesn’t mean that content will always be static.
It is highly dynamic and that’s one of the reasons why content marketing can be difficult for some. It’s not easy to cope with all of the changes happening in the realm of content marketing.
How to win with content in 2020
Content marketing is constantly evolving but don’t forget that your audience is also changing. It’s essential that you keep up with what your audience is looking for, so your content will stay relevant, engaging, and effective.
Here are 10 ways that you can win with content in 2020:
1. Use Video/ Livestreaming
Video is still going to be the dominant content form. If you haven’t been using video content before, then you’ve probably lost a billion dollars in missed revenue. Okay, maybe not that much, but you can bet that video content could’ve made you more money than what you have earned. That’s because 54% of consumers want to see video content from businesses and brands that they like.
So, don’t just stick to traditional product or explainer videos. You can also do live streaming on platforms like Facebook Live and Instagram Live to help your brand to become more personal.
2. User-Generated Content
User-generated content is exactly what it sounds like. It’s content made by your users, which you can use for your own marketing. Sounds perfect, right? Get other people to create content for you—for free!
User-generated content can be photos of people using your product, or them writing about their experience with your business, or videos of them. It can be any type of content.
So, how do you trick people into creating content for your brand?
Well, first of all, you don’t really trick them. You just have to build your brand to the point where people will love it enough to share their experience with it. You can then ask them to share their content on social media, using a specific hashtag or to send it to you directly.
3. Dynamic Content
Personalization is the name of the game. Consumers expect brands and businesses to cater to their personal needs at an ever-increasing rate.
In fact, more than 50% of shoppers expect to get a personalized discount within the same day that they have shared their info with a brand! Talk about being demanding.
Now, one way you can take advantage of this demand for personalization is to use dynamic content. This is the kind of content that changes depending on the demographics of the recipient.
4. One-on-One Conversations
People like having one-on-one conversations and you should use that to your advantage. Conversational marketing makes your brand more personal and makes the buying experience more unique for consumers.
You can do conversational marketing through email, chat, or even live video calls. The main thing is that you should be focused on making your customer feel that you are paying attention to them.
5. AR-Powered Visuals
Platforms like Snapchat are offering Augmented Reality (AR) filters and lenses. Unsurprisingly, people have been loving them!
Now, AR-powered visuals are not that common in content marketing yet, but it’s always a good idea for you to stay ahead. Start creating your own branded lenses and filters that your customers can share and view on social media.
It’s a unique way for your brand to turn your customers’ heads (albeit digitally!)
6. Optimizing for Voice Search
Siri and Alexa are going to play bigger roles in our lives in the coming years. It’s not surprising that the market for voice search devices grew by more than 180% during the second quarter of 2018.
More people are using their voices to search the web and so you need to optimize your content for that. Take note though that optimizing for voice is a bit different from optimizing for traditional search.
Podcasting is still big and getting bigger. Now, this might not be for everyone. However, if you know that there’s a demand for this type of content in your industry, then it’s a huge mistake to underestimate podcasting.
That being said, you shouldn’t just do a podcast for the sake of having one. You’re just going to waste your time and money. You don’t have to be Joe Rogan, but you have to make it interesting and educational for your listeners!
8. Topic Focused
To build your brand, you have to be perceived as an authority within your industry. How can you do that?
One thing that you can try is a topic-focused content strategy. That means publishing several types of content about a single topic.
You can explore the different aspects of one topic so you can establish the authority of your site regarding it. You can also publish different types of content about a single topic like you can have a video version of an article or infographics.
9. Create a Content Strategy
This may not be as sexy as the other tactics, but it’s just as important. 39% of B2B content marketers who were surveyed said that they have a documented content marketing strategy. The rest it seems are just winging it.
Having a documented or written strategy makes everything clear for everyone within your team or your client. You don’t end up getting confused or guessing what your next move should be.
10. Understand How Google Raters Work
Google uses rater feedback to check if their search system is working and making sense. Last year, Google published a blog about their updates which included a section as to how raters worked.
Raters are asked to check if the content has strong E-A-T (Expertise, Authoritativeness, and Trustworthiness). You shouldn’t waste the fact that Google gave away clues as to how your site can do better.
These are just 10 ways that you can win with content marketing in 2020. Now, using these methods is not a guarantee of success. How you do things will matter a lot.
As always, the quality of the content that you are going to create and publish will be the deal-breaker.
Therefore, don’t just create content for the sake of creating content. The internet is already full of garbage articles, pointless videos, and podcasts that even their creators don’t want to listen to. Spend time in creating relevant and informative content and you’ll be rewarded.