Written by: Guest | Best Company Editorial Team
Last Updated: December 10th, 2020
Guest Post by John Desyllas
Content marketing was more like a trending buzzword or an experimental strategy for digital marketers in the not so distant past. Now, things are entirely different.
Content marketing has evolved into the most profitable channel in every business’s digital marketing plan with an ROI of $54 for every $1 you spend. In fact, content has become the foundation for building your brand, generating leads as well as creating effective sales campaigns.
Companies around the globe now have dedicated teams for content creation with the aim to drive business growth and at the same time meet the rising consumer demand for content.
Consequently, content marketing spend is showing an increase. This can be clearly seen in the graph below.
However, content marketing is constantly changing, since it is people and their needs that are changing in the first place. That said, this blog post will explore the emerging B2C content marketing trends that you need to implement to your business in 2020.
Podcasts have become increasingly popular during the last decade and today they are one of the most prominent content marketing trends. Great podcasters understand that their value lies mostly in the convenience they offer and their informative character.
Now consider how mobile-friendly they are and how easy it is for someone to listen to one during his commute, for example, and it becomes apparent why they’re trending in 2020.
Podcasts are generally simple to create as you can see in this guide and don’t require a big budget. They can help a business establish a strong bond with its audience, which is essential if you want to have loyal customers. Last but not least, this content form helps businesses solidify their credibility and establish themselves as though leaders in their niche.
For example, that’s what McAfee does, informing people about cybersecurity and busting popular myths around the topic.
2. Video and the rise of live video
Video content marketing is still one of the most, if not the most, effective marketing methods today. While it is true that viewers don’t always watch a video with the intention of buying a product, they’re open to discovery, and it definitely incites their curiosity.
Videos may not be an innovation, but they allow people to get informed about products and services in an engaging way, avoiding monotonous walls of text. Specifically:
- More than half of the shoppers claim that online video has helped them decide which brand or product to buy.
- According to Hubspot, 54% of people tend to watch videos from brands they trust and support.
So, it’s certain that you need to incorporate videos into your marketing strategy in order to engage people and drive more conversions.
Now, if you add live streaming to the mix, you have an explosive combo. The uniqueness of live streaming lies in that it is unscripted, ORIGINAL! The fact that it happens in real-time adds authenticity, which people clearly prefer.
Companies can leverage live videos to host Q&As and interact with their audience in real-time or provide behind-the-scenes glimpses of the brand, such as how products are manufactured.
3. Sharing content on social media
This is hardly a surprise since social media platforms have seen immense growth over the years. According to surveys, an estimated 3.6 billion people were using social media globally as of 2020, while this number is expected to rise to almost 4.41 billion by 2025.
Regardless of the type of content you create, it is now vital to promote your content on social media. In this way not only do you interact with your existing followers but also you reach out to new ones.
Through the shares, reposts, etc you gain massive reach to new possible customers, while at the same time you establish a brand identity through your content.
It makes perfect sense to market your company’s products or services where your target audience is hanging out.
Pro tip: Before you share your content on social media, be sure to check whether your content is free of grammatical errors and inconsistencies to avoid making a bad impression on your audience.
4. Dynamic, personalized content
In 2020, if you want to stand out from the crowd and provide products or information that are relevant to your buyers’ interests, you’ll need to personalize your marketing. This is evident since 80 percent of consumers explain that they are more likely to do business with a company if it provides personalized experiences.
There are many ways to pursue personalization, but since 2019, the most personalized channel is email. Best of all, the whole process can even be automated. Email marketing platforms such as Moosend, MailChimp and Constant Contact can help you nail personalization through advanced automation. For example, you can create weather-based campaigns to target your subscribers based on their location’s weather conditions.
Personalization heavily depends on data, such as demographics, preferences and interests, so in 2020 we may see even the smaller B2Cs look at data as a central part of their content personalization strategy.
5. User-generated content (UGC)
User-generated content has become the pillar of e-commerce content marketing in 2020. According to recent studies, 85% of people trust content made by other users more than brand content. So, it is crucial for companies to encourage their customers to create their own content and share it.
UGC is hugely beneficial since it shows potential and existing customers how much a company values them. More than that, it helps create a community around the brand. When people share something and a discussion begins, it’s sure that they’ll be back to check how it progresses.
Furthermore, by tapping into UGC businesses can reach Millennials and Gen Z people, who are heavily engaged in social media. Implementing user-generated content into your marketing strategy can quickly boost brand engagement and improve conversion rates, as more people will be discovering your brand.
The cherry on top regarding UGC is its authenticity and the fact that it is free, engaging content that your team didn’t struggle to create.
Take a look at how Harley Davidson has leveraged UGC to promote their brand.
6. Voice search optimized content
Another content marketing trend on the rise is voice search. People have grown tired of typing and most importantly they are now more comfortable with using smart speakers like Alexa and Google Home. It is also estimated that by 2022 55% of all American homes will own a smart speaker, while voice shopping is bound to skyrocket to $40 billion in 2022, up from $2 billion today.
So, companies will want to take advantage of that, meaning that they’ll need to optimize their content for voice searching. How? By adapting their content in a more conversational manner and getting it into Google’s Featured Snippets.
To achieve this, one must use long-tail keywords and include full sentence questions that people are probably going to ask rather than write. Thus, ‘ultra-personalized’ content will be created in order to meet people’s needs.
So, voice search optimization of content can be a great way for businesses to spread brand awareness.
7. Interactive content
Consumers’ short attention span has made it more and more difficult for brands to reach and engage them. Therefore, brands have turned to interactive content and interactive marketing to make a strong impression on their target audience.
Interactive content provides users with an immersive experience instead of the classic passive consumption of static content. It can take the form of quizzes, polls, augmented reality ads, 360-degree videos, etc. Being able to offer interactive content is an easy way to personalize your content, which is something that customers expect in 2020.
Here is an interactive quiz example from Jarlsberg that leverages the power of contests.
There are obviously many other trends concerning content marketing in 2020 but in this blog post, we’ve discussed the seven most important ones. One thing is for sure. Implementing these tips and trends into your content marketing strategy will ensure both business growth and a competitive advantage over other brands.
John Desyllas works as a Content Writer for email marketing automation software Moosend. He is very passionate about marketing and business translation. In his free time, he enjoys searching for new technology gadgets to experiment with.