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5 Big Content Trends for 2020

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In 2020, content marketing and SEO are going to be hitting some awesome high notes.

We’re careening toward a bright future of more useful, helpful, technically amazing content that aligns with user habits, preferences, and search needs.

Content is getting better because we’re getting smarter about how we strategize, research, create, and publish it.

Content marketing as a whole is no longer a type of marketing experiment, but a proven strategy that can work wonders for any brand.

With that exciting news in hand, what’s next for 2020? Let’s dive in.

1. Next-Level Visuals in Content

Visual-forward platforms will continue to be trendy in 2020.

From entertainment to communication, people are going all-in on the power of dynamic or interactive imagery.

Among the next generation of soon-to-be-adults, visual social media reigns supreme.

Instagram, YouTube, and Snapchat are the most popular platforms where teens hang out, according to Pew Research.

For adults, YouTube is the most-used platform, topping even Facebook.

To this end, visuals in content are going to get more interesting in 2020.

For instance, did you know you can create your own augmented reality (AR) filters and lenses for Snapchat? (There are even creators you can hire to do it for you.)

5 Big Content Trends for 2020

Another trend: Creating your own GIFs from video clips via Giphy.

Instead of pulling a reaction GIF from your favorite movie, TV show, or character, now you can GIF yourself.

5 Big Content Trends for 2020

The possibilities are endless.

In 2020, we’ll definitely see more marketers taking advantage of dynamic, custom, branded imagery for their content.

2. Video Content & Visual Storytelling

In 2019, video was a big deal.

With the popularity of YouTube, dynamic imagery, and AR, it’s no wonder video content and visual storytelling will continue to rise in 2020.

  • For example, in 2018, 85% of internet users in the U.S. watched video content monthly on any of their devices.
  • Another 56% of 25-34-year-olds and 54% of 35-44-year-olds want to see more video content from brands they support, according to a HubSpot survey of over 3,000 consumers.
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5 Big Content Trends for 2020

Plus, video is the type of content 62% of consumers say they consume thoroughly. That means they pay attention more than their mind wanders off.

5 Big Content Trends for 2020

What does this all mean for marketers? As consumer habits and preferences continually move to video content, we have to keep up or get left in the dust.

Of course, what sets apart successful video content from the stuff that gets five total views is the quality of the storytelling. You have to be able to engage readers through any medium, including video.

If you can tell great stories, you’re halfway there.

3. Upping Your E-A-T

In August 2019, Google published a blog on Webmaster Central with reminders about its core updates and what to do about them.

5 Big Content Trends for 2020

Specifically, the blog recommended an action a lot of us have already been doing:

Reading/understanding the Search Quality Rater Guidelines and E-A-T (Expertise, Authoritativeness, Trustworthiness).

5 Big Content Trends for 2020

The fact that Google specifically pointed to this resource and singled out E-A-T is a huge hint. We all need to be focused on proving expertise, authority, and trust in our content.

That applies to both websites as entities representing a specific brand or organization, and individual authors writing content on those websites.

How do you prove your E-A-T?

  • By earning links or mentions from other authority websites.
  • By providing E-A-T information on your site, including a bio and credentials on your about page and author pages.
  • Linking out to authoritative sources for supporting stats, data, and facts in content.
  • Updating your site and content regularly with relevant, accurate, current information.

On top of that, your content must be exceptional. Well-crafted, user-beneficial, purposeful content backed by E-A-T can’t lose. (More on that in point #4.)

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P.S. For deeper reading on E-A-T, this article by Marie Haynes is a must-see.

4. Better, More Purposeful Content Than Ever Before

Continuing from 2019 trends, the need for stellar, purposeful content isn’t stopping as we head into 2020.

More and more creators and marketers understand the need for content of the highest quality:

  • 90% of the most successful content marketers put their audience’s information needs first over their promotional message, according to Content Marketing Institute’s B2B report.
  • The content marketing area where spending increased the most from 2018-2019 was content creation.

5 Big Content Trends for 2020

Marketers are understanding you need better content to win in the SERPs and with readers.

In fact, ranking for competitive key terms will only get harder when everyone is bringing their A-game.

That means we’ll see the following in 2020 from brands of all sizes:

  • A better understanding of what the target audience needs from search results for a given keyword.
  • Better writing tailored to audiences, with consistency for the brand’s tone and style.
  • Better research, including more current stats and data from reputable sources.
  • More depth and deep exploration of topics.
  • Better visuals, such as branded imagery, infographics, and custom blog images.

Although it’s going to be harder to rank, more people will be creating better content. That means fewer of us will be adding to the crap content garbage heap. I call that a win.

5. Ultra-Targeted, Customer-First Content

Prioritizing the customer’s informational needs above sales messages was one of the determining factors for successful marketers in 2018-2019, as we already saw from CMI’s 2019 B2B report.

90% of the most successful said they do this.

5 Big Content Trends for 2020

They understand that trust-building with audiences begins with offering guidance, help, information, or entertainment without a catch.

More than that, the very best content that hits the user’s needs in the bullseye is the type that will rank #1 with Google.

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This will be a trend in 2020, too, because it works.

How do you find out what your unique audience needs from your content?

Research.

Asking questions. Engaging with the community. Discovering who they are.

Once you know them intimately, you can create content that speaks to them on a deeper level. In a nutshell, that’s ultra-targeted content.

It puts the audience first – in some cases, the niche-niche audience. It nails their user search intent. It serves a purpose and fulfills an information need.

That’s the kind of content Google is prioritizing now, and it’s what we need to focus on for the future.

The Future of Content Is Here

Content’s future has arrived, and it has never looked so good.

More marketers than ever are prioritizing quality and the customer’s information needs over sales messages. We’re focused on building trust and authority with authenticity, not sales tricks.

On top of that, visual media is going in startlingly new and exciting directions. The possibilities for integration with content are crazy-good.

In 2020, watch for innovative marketers to push the boundaries of content creation.

Look for ultra-targeted content, more commitment to a customer-first approach, and overall, better content flooding the scene.

I don’t know about you, but I can’t wait.

MARKETING

5 Reasons You Should Start Using Influencers to Create Content for You

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5 Reasons You Should Start Using Influencers to Create Content for You


Imagine spending 3, 5, 7, 10 years creating content about topics you love out of pure passion. Working through decision fatigue on what to create, what platform to focus on building, and not knowing the latest marketing monetization strategies to actually make money. Only creating from a place of inspiration because you care and have a message to share for years before making a dime. The dedication and consistency is what builds audiences that LOVE your media channels, listening, watching, liking, and sharing your content on a regular basis. That’s what majority of influencers have done to build their channels. 

So why work with influencers to create content for you: 

Reason #1: Audience  

If you are looking to break into a new audience and build brand awareness working with an influencer is a good path to explore. An influencer knows it’s audience better than any SEO search so they know what content to create that will motivate, inspire, and trigger to get a response. They’ve built trust through years of content creation and testing out new ideas to engage their audience.    

Reason #2: Creative 

When you find the right influencer to work with they can be an extension to your business adding to the creative content department. Creative content is a pain point in a lot businesses and why organizations for years have paid big buck to marketing agencies to take this off their hands to make the commercial, promo video, and ads. When you have someone who’s outside of the organization, who’s built an audience, and can play in their strength it will be an added value to any brand and business.  

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Reason #3: Dynamic 

It’s not just any content that’s being created from influencers, it’s dynamic! Ideally, working with an influencer they are coming to the table with ideas for videos, social media, and ad content that will seamlessly incorporate the brand into their audience. Since they know their audience best let them lead this conversation and find a common working ground to let them move forward on their ideas. This type of content is the win-win-win for the brand, the audience, and the influencer’s media channels. 

Reason #4: Consistency 

Consistent content with any media channel is key to creating brand awareness for a business. When you have an influencer who’s outside of the organization not distracted by the day to day operations of a company, leaving them to create consistent dynamic content is something most brands didn’t even know they needed. 

Reason #5: Strategic 

It’s a strategic move for an organization to outsource content creation to an influencer who’s put in the creative work to build an audience. It’s an immediate traffic source to tap into and create brand awareness. There’s an opportunity to put paid marketing dollars behind the content and boost it’s engagement creating more opportunity for a brand. 

On average it takes a person 5-7 impressions to link a brand’s logo to the company. Add in another 7 impressions for them to remember it in the abyss of brands that are being marketed to them daily. When you work with an influencer to create dynamic consistent content you’re increasing your odds of your brand being recognized faster and identified by a trusted source. Good luck on your road to content creation with influencers!   

Valerie Viramontes

Valerie Viramontes is a purpose-driven entrepreneur, women’s and girls empowerment leader, conscious marketing expert, media strategist, and founder of V2 Solutions & Girl Hacks.

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Valerie created her boutique agency specializing in product launches and sponsorships for health conscious podcasters, influencers, and wellness companies. She uses her experience to create win-win-win deals for her clients, brands, and audiences. This has put her behind launches of companies and products with sales into the millions working with brands like Spartan Races, Barbell Shurgged, The Strong Coach, Complete Human and so many more! 

In Valerie’s free time she is a catalyst to remind young women of their inherent wisdom, intuition and power, and guide them to access the confidence within to make healthy choices in their lives. Add in hiking, dancing, reading, exploring new places to eat and she’s in her happy place!



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Data and privacy concerns grow among consumers

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Data and privacy concerns grow among consumers


Consumers are showing greater concern over how data is gathered online and in apps and smart devices, according to a new study by GroupM, the media investment arm of WPP. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.

The findings indicated a decline in the number of consumers who feel comfortable sharing their data on health tracker apps or to allow smart home devices to automatically order refills for household items.

Sharing info. Over three quarters (77%) of respondents strongly or somewhat agreed with the statement: “I worry about how companies use my personal data online.” This was up from 72% in last year’s report.

Also, only a small percentage of consumers believe that the company who makes a device in the home, or its software, should have access to the data. That number is 5.4% in the current study, down from 6.9% in the previous one.

Read more: Predictions 2022: Data strategy and privacy

New tech. Consumers are less enamored with new technology in their house. Only 51% of respondents in the survey agreed with the statement: “It’s important my household is equipped with the latest technology.” The survey the previous year had 54% agree.

Also, 32% somewhat or completely agreed that new tech “confuses me,” up from 28% the year before.

Why we care. In this study, the numbers appear to be consistently in the 5% range for drop in consumer sentiment around privacy, data and new technology.

It’s not a massive drop, but it’s not nothing either. Individual brands can overcome this barrier by managing a better conversation with their customers about their privacy and data practices.

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Take, for instance, the wide disparity in the way email subscriptions are managed. Some brands offer a one-click unsubscribe, while others hide the option behind a number of additional screens and questions. Marketers can cut through with transparency, and the ones that do will be ahead of the game as privacy law catches up in the states.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Trending in Marketing: Content Marketing Trends to Carry You Through 2022

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Trending in Marketing: What Trends Are Coming in 2022


  1. We all know that women stereotypically shop more, but what about men? 75% of men are planning to spend more in 2022, Pinterest explains their study on why.
  2. Vertical scrolling is a feature on almost every social media platform, it’s what the common consumer is most familiar with. Instagram plans on taking their story feed vertical as well, giving the app a more “TikTok feel.”
  3. The graphic design niche isn’t for everyone, it’s hard to keep up with what’s what in the field. Here are 12 upcoming graphic design trends to keep you at the top of your game all 2022.
  4. The rules of SEO seem to change more than the Instagram algorithm, making it feel more like there are no rules at all. Could there be a “Best Word Count for SEO?”



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