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Top 5 trends in Content Marketing

Digital World Published on 02 June 2020

Content Marketing is a form of digital marketing focused on creating, distributing and publishing content for a targeted group of audience, online. It has always been an integral part of digital marketing, although there's an increasing emphasis on variations in content.

The quality of the content is always going to matter, but now, it’s even more important to see how well you target your audience. It’s also very important for your users to understand the context that you’re referring to. Google is constantly updating its algorithms to develop  a deeper and more sophisticated understanding of online content. Therefore marketers must think carefully about their target audience and how they can tailor content more precisely in 2020.

A lot of this indicates towards the BERT update, released by Google in November 2019. This new algorithm helps Google to get a better understanding of the natural language in user search queries. According to Google is that “It’s more important to ensure a site has fast speeds, useful links, and well-written content, than to chase the latest SEO trends.”

Therefore, we all need to understand that Google is getting smarter, and it gives preference to accurate, current and in-depth, content that is closely aligned with the intent of the users. Marketers must keep this in mind while they create new content in 2020. Read on to find out the latest trends in Content Marketing in 2020.

1. Want more engagement? - Make your Content more Interactive

Interactive content can be any content that people can click on, swipe, interact and engage with, online. In one of its surveys Outgrow found that 93% marketers rate interactive content as highly effective at educating and engaging the buyer.

In 2020, more companies will experiment with interactive content types, like:

·     Quizzes and polls

·     Augmented reality ads

·     Game Ads – (Ads in form of a Game that the users can play)

·     360-degree videos

These kinds of formats showcase cutting-edge marketing technology, such as AR (augmented reality) and video content, to offer users a more immersive, engaging experience. Nowadays, users really appreciate this type of memorable, fun content from brands, as it helps them feel more connected to the brand.

Such kinds of content enables more customers as compared to just plain and simple text. This also a great way to keep your users busy so that stay on your site for a longer period of time and explore other pages of your site. This will ensure that your customers will not get bored soon, and ultimately your site will have lower bounce rates.

2. Using Visual Aids

Content that creates visual interest for the viewer will always have an edge over the others. Charts and graphs are a great way to achieve this. They can convey a lot of information about the company or the brand in a visually appealing and attractive manner. charts and graphs can either summarise the company’s performance or show how well a company is doing in a particular field.

Using Infographics is another way in which you can engage your users. They are basically visual representation of information and data. They are a great way in which you can summaries your data and show them in a visually appealing way. Flowcharts are also a great way to keep users engaged as they can provide a lot of information which the users can interact with.

You can also device new ways in which you can engage your customer so that they invest time browsing your website. Continue reading to find out more…

3. Engaging viewers with Video

Video is a great way to engage your users. Having just texts and plain information in your blogs or websites will bore the people who visit your site and they will eventually leave and probably never return to your site. If you aren’t already using videos on your website or other social media platforms, you should start with it now. Text-based content simply can’t compete with the power of video, especially when it comes to trying to sell products and services online.

In a mobile-mad-world, people are watching more video than ever before. They are using smartphones to watch and share videos about everything, learning more about brands, and what these brands have to offer. To get a clearer picture have a look at these statistics:

  1. 70% of consumers have shared a brand’s video.
  2. 52% of consumers claim that watching product videos makes them more confident and guides their online purchasing decisions.
  3. 72% of businesses believe video content has improved their conversion rates.

Video marketing is highly-engaging, especially if it's live video. Live streaming is a powerful method of digital marketing and becomes even more powerful when an influencer addresses his audience. Whether it's the new generation of social media influencers or traditional sources, such as celebrities, athletes, and musicians, having a live stream with an influencer who is interacting directly with comments is a huge draw for an audience.

4. Using Content Personalisation

Content Personalisation is another widely adopted content marketing trend in todays time. People appreciate content which caters to their needs specifically. According to Evergage, 93% of marketers use personalisation for at least one of the channels in their digital marketing strategy.

Levels of personalisation across various Digital Marketing Channels

This practice of Personalisation focuses on tailoring the content your site serves to different users based on the buyer persona. You could also have readily available personal data like demographics, preferences, and search/browsing history. One the basis of such data you can connect and serve your customers in a very personalized manner.

After various surveys, a lot of marketers agree that this tactic:

·     Helps deliver better customer experiences.

·     Increases customer loyalty.

·     Generates measurable ROI (Returns on Investments).

Marketers must understand that - the content that appeals to one type of user might not appeal to the other. For Example: A first-time visitor to your website/page has different needs than a visitor on their 20th visit. Therefore, content personalization gives each of them slightly different pages filled with content that will appeal to their personal needs.

5.    Expand Your Horizons beyond Blogging

Blogging is one of the most important aspects of content marketing, but it isn’t the end of all things in content marketing. Blogging is awesome, don’t get me wrong. Surveys show that around 55% of website traffic comes from organic search results.

We are living in a dynamic, omnichannel, multi-experience digital world. If you only target people who read blogs and articles, you’ll miss out on all the people who prefer only video, only audio, or a mix of two or all the three in their browsing adventures.

Moreover, it is also very important to have your brand presence in various social media platforms. Use backlinks which bring traffic from other sites to your site. This helps you get noticed by people who otherwise wouldn’t know about you.

Keep yourself updated

It is very important to keep yourself updated and aware of the things happening in the digital marketing space. Therefore, it is essential to identify your buyer persona and target the right audience using all possible channels and mediums. So that your brand gets recognised by potential customers and you make a lasting impression in your customers minds.

Which of these content marketing trends did you find to be interesting?

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