Content marketing has made huge strides in recent years. But in 2020, its evolution should be even faster. Marketers need to know what the content marketing landscape will look like in the coming year and how to prepare for it.
8 Trends That Will Impact Content Marketing Strategies
Every marketer knows that a content marketing strategy needs to be constantly updated in line with changing digital marketing trends. And that evolution is set to continue until 2020, which is the year that may see some of the biggest changes in content marketing to date.
What do marketers need to know to make their content more accessible, engaging and results-oriented in 2020?
In this blog, we take a look at the 8 content marketing trends we will see in 2020 and how they will affect marketers.
1. Augmented reality in your content marketing strategy
Throughout 2019, augmented reality (AR) has become increasingly popular, and this trend is expected to continue in 2020. This is particularly the case because social media channels, such as Snapchat and Instagram, have incorporated AR in their platforms.
What is particularly interesting is that many believed that virtual reality (VR) would be the next big revolution in content marketing – after all, VR is immersive and inclusive.
However, the biggest drawback to virtual reality is the cost of access – virtual reality requires special equipment like headsets to create virtual environments, which often cost a few hundred dollars.
On the other hand, AR can be used via an application on a smartphone to simulate digital elements. It’s an incredibly useful tool for marketers who want to interact with their audience.
2. Chatbots fuel funnel content marketing
The content marketing funnel is getting a boost with recent improvements in artificial intelligence and chatbots. In 2020, it will become an essential element of content marketing.
The use of chatbots in marketing has quickly become a must – thanks to sophisticated artificial intelligence and machine learning software that have made chatbots more intuitive and effective.
Most small and large businesses use chatbots to generate leads through content marketing and to assist them in their customer service.
3. Build on data for your content marketing strategy
Data has proven to be indispensable in the past few years and must always be taken into account strongly throughout the content marketing strategy in 2020.
Almost all content can be created based on data and parameters determined in recent years and content audits. Marketers will find that their digital marketing strategy is powered by the type of data they get from search results, social statistics and web traffic.
But what will also become clear is not just the metrics and data on social media – likes and views have played their part in content marketing.
In 2020, data on engagement and view quality will become more important, which marketers will need to keep in mind when creating a pitch deck. The content must drive your audience to interact with it to produce complete results.
4. Interactivity in content marketing
We’ve mentioned the importance of engaging in content marketing in 2020. Small businesses will find interactive media to be especially useful.
How do you keep visitors interested when they already open multiple tabs and don’t have time to view them all? By making your content interactive.
On social networks, marketers have generally opted for an interactive quiz of contests, mainly to increase funnel content marketing, but also to increase the number of subscribers.
But that will change, promotional marketing will enter the sphere of content marketing and produce good results. The interactivity will add a level of gamification to the content, which will simultaneously stimulate the competitive spirit among visitors, while making them more engaged with the content.
5. Marketing live videos and webinars
If you’ve ever been interested in content marketing, you should know that videos have become an increasingly popular medium. Videos have been used in several marketing strategies such as Kickstarter videos and certain product ads, but live video is slowly gaining the upper hand.
This is due to the popularity of Facebook Live, Instagram Live and Snapchat – live videos have shown better user engagement in the content marketing world.
Live video can play an extremely useful role in webinar marketing – it will give users / visitors the real, direct experience they need with their teachers or tutors in the case of training or online courses, without as much require that a teacher be physically present.
6. Integrate micro-moments into content marketing strategies
In the content marketing arena, micro-moments are becoming more important than many would have imagined. Global content marketing was seen as a less effective way to create enough engaging brand awareness content to improve sales and return on investment. But this is no longer the case in content marketing 2020. For this, marketers need to focus more on the micro moments in a user’s journey.
Customer success can be achieved not only by giving your customers what they need, but also by being there when they need you.
This requires an extraordinary level of understanding of the customer and the context in which he interacts with his product. To do this, the data guides the content marketing plans that small businesses will create.
For example, in the world of eLearning, understanding what your learners need – their micro moments – will be imperative to enhance their experience and increase engagement between the learner and the learning center.
7. Customize content marketing services
Collecting data and establishing customer micro-moments involves personalizing your content marketing services. Personalization has slowly become an important factor in content marketing and will be at the forefront of content marketing plans in 2020.
We’ve already discussed how well personalization has worked in the areas of email marketing and social media – audience segmentation has helped deliver more specific content to good audiences, rather than more general content that is shared everywhere on the internet.
Segment your audience, understand their needs and you can create a personalized experience that will keep your visitors and your audience more interested, longer.
To create unique content, marketers use visuals not only as an accompaniment but also as a means of illustrating the text they publish.
But the type of visuals used and what helps the content reach a wider audience depend on design trends and imagery. In recent years, there has been a constant change in colors and images that work best in design trends.
In 2020, however, this trend is expected to change further and this will have an impact on the way content marketers create visuals for their content.
For example, color palettes will come back into fashion and gradients will become more than just backgrounds, they will serve as decor elements or even images.
Image banks will continue to be used by content creators, but images to be used in 2020 will need to have more neutral tones with authentic touches.
On the other hand, abstract illustrations and infographics should become the popular choice of imagery for content creators.
For blogs and sites, it will be important to keep these visual trends in mind when creating content in 2020. This will help you stand out from the competition while still being fashionable.
Prepare for content marketing changes in 2020
In 2020, content marketing will take a big place this year and is likely to evolve unexpectedly.
Content marketing will evolve with increased use of AR and chatbots, interest in data, micro-moments or personalization. The marketers who follow these trends are the ones who will reach the right audience and get optimal visibility in 2020.