There’s no question that content marketing is among the most viable methods for businesses to plan and execute their marketing strategies. It is the most cost-effective method for a company to reach out and engage its customers while building its brand presence.
Even small businesses can make an impact on their customers by using content marketing as their chosen strategy. In the coming year, a few content marketing strategies stand above the rest. Twelve associates of Forbes Agency Council explore the best of them and explain why any business should be aware of them in the new year.
1. Microcontent
Everything is content, from your future blog to the look of the restaurant chairs. Focus on microcontent — a different way of saying “hello” or “thank you.” A different approach to the images you upload, like a branded border or signature element. Embrace the content as a way to make your brand stand out. Give your content a unique approach — only then your content can be considered marketing. – Ally Spinu, USA Link System
2. Multimodal, Multichannel, Multivariant Content
Content marketing is amazing. The mistake being made by most isn’t a problem with their content strategy, it is with their channel strategy. Audiences are more diverse and divergent than ever. Releasing an amazing weekly blog/podcast/video on your favorite channel is great, but in just a few seconds of extra work, a single piece of content can become primed for a multichannel approach. – Kirk Westwood, Glass River Media
3. Rise Of Timeless Content
The biggest mistake in the pro services world is trying to be timely. Most of the challenges that clients struggle with do not come from the latest changes in the industry or markets. They come from latency in decision-making and execution on what people already know to do. So make sure your content speaks to the timeless wisdom that is obvious to you but not obvious to your ideal client. – Randy Shattuck, The Shattuck Group
4. Proprietary Data And A Unique POV
As media outlets continue to accept more and more unpaid contributors seeking to elevate their profiles through thought leadership articles, there is an increasing amount of “educational” content online — and a lot of it sounds the same now. As a result, to really stand out, your content needs to either include proprietary data, a hot take on an old issue or a truly unique point of view. – April White, Trust Relations
5. Short Videos Becoming The Norm
Videos have secured their spot on the mantle as the most engaging form of content over the past couple of years. In 2020, short videos are set to be the next mega-trend. With five- to 15-second short videos, brands will be able to connect with their audience on a very personal level. The idea isn’t about creating scalable content; rather, the goal is to build relationships on a deeper level. – Osama Khabab, MotionCue
6. Increased Live Streams
Live streaming allows a defined audience to feel special. It gives them a front-row seat and allows them a level of interaction and engagement higher than other traditional platforms. This, in turn, creates more brand advocates and loyalists. We will likely see many improvements in live streams over the next year as more and more brands adopt this content marketing strategy. – Ahmad Kareh, Twistlab Marketing
7. GIFs, AR Filters And Lenses
It’s no surprise that video continues to be a top content marketing trend. Every year, it becomes an increasingly critical component to running an effective campaign. Visual content is going to be even more critical in 2020. Augmented reality (AR) filters and lenses for social channels like Snapchat and custom GIFs from video clips are creative tactics brands can use to engage with their audiences. – Mary Ann O’Brien, OBI Creative
8. Content Built For Voice Search
According to ComScore, 50% of all searches will be voice searches in 2020. Voice search queries are not the same as a search typed into Google. For example, you may type on your smartphone: “digital marketing agency” but a voice search may be, “who is the best digital marketing agency?”. Creating content to target voice search queries should be a top priority for every agency. – Chuck Kim, Executive Digital
9. Renaissance Of User-Generated Content
Consumers want to hear from other consumers. 2020 will be the year that marketers supercharge user-generated content (UGC). According to Adweek, 85% say visual UGC is more influential in decisions than brand-generated photos or videos. Why? It’s authentic, it’s real and it’s wildly cost-effective to boot. You can also repurpose it in many creative ways. – Danica Kombol, Everywhere Agency
10. Growing Importance Of Context
Privacy and limiting personal consumer information will play an even greater role in 2020. Delivering relevant, high-value content can no longer be reliant on personal data and cookies alone; sophisticated tools like contextual targeting will become invaluable. Understanding that we have enough information without user information means we can face the future of the industry with far less fear. – Lon Otremba, Bidtellect
11. Partnership Of Brands And Influencers
A top content marketing trend will be in the partnerships between brands and influencers. However, it will be the influencers with true followings who will rise to the top, and those who were on the fringes or didn’t have a strong voice will fall away. – Jessica Hawthorne-Castro, Hawthorne LLC
12. A Return To People-Focused Content
With the rise of AI in technical SEO, we are on the verge of a new age of content creation. In the past, content creators have sacrificed readability and clear communication for keyword ranking and SEO manipulation. Content is moving away from speaking exclusively to the algorithm, and edging back to the people. 2020 is poised to kick off a renaissance of exceptional, relevant content. – Jerry Kelly, Marketing 360®
