The network has a lot of content, more than users manage to consume. Partly because of independent authors and media, as well as brands create content. According to the Content Marketing Institute, 91% of B2B and 86% of B2C companies include content marketing in their strategies. Their competitors, who have not yet mastered this promotion method, plan to rectify the situation in the near future. This means that there will be more content.
What is Content Marketing?
Content Marketing Statistics
First, I’ll give you some interesting statistics: what formats and platforms do brands choose, what works for them now, and where will the main resources be directed in the coming year.
- 66% of companies blog on social networks.
- 51% of B2B brands primarily create visual content.
- The goal of content marketing for most companies is to increase recognition.
- 3/4 bloggers who earn a minimum of $ 50,000 a year create content for a niche audience.
- 60% of marketers reuse content two to five times.
- 51% of companies that are actively engaged in content marketing create materials every day.
- Stock photos and infographics are two types of visual content that brands use most often.
- On average, blog posts contain 1,151 words.
- Webinars, demos, and videos for social networks are the most popular video formats that companies create.
- Using video helps companies increase revenue by 49% faster than non-video colleagues.
- In 2019, 17% of marketers plan to include podcasts in their content marketing strategy.
- The most popular podcast genres are comedy, news, and educational content.
Content Marketing Trends 2020
Now let’s figure out what changes to expect and what approaches to test for promotion through content in the new decade.
Most often, the content does not require any action from the user, the maximum is to press the button with a call to action. Passive consumption is not remembered, no matter how unique the contents are. It is important that the information you offer becomes a part of the user’s experience, he contributes to it. Interactivity will help to stand out in 2020 and qualitatively engage the audience.
Social media specialists, sales managers, and content marketers speak of sincerity in the promotion. A new generation of users is growing up, who has managed to learn all the tricks that their parents came across. In the new decade, companies that are not afraid to reveal all the cards and will be able to build sincere and trusting relationships with consumers will win.
72% of users prefer to get acquainted with a product or service through video. It’s easier for them to see than to read. Marketers continue to adapt to this need of the audience: the video is getting bigger, its quality is growing, new platforms for promotion are being tested.
The format affects all areas: SEO – sites with video are 54 times more likely to get to the first page of Google’s output than resources without video; content marketing – video attracts 300% more traffic; sales – 50% of consumers are looking for product videos before going to the store; even email marketing – including video in an email increases conversions by 300%.
Statistics hints that the video will become even larger in social networks, on sites, in online stores, in blogs and newsletters. Perhaps new tools will appear that will allow you to create videos with a minimum budget. At the same time, companies that do not dare to introduce a new format will make it harder to breakthrough.
The official style of communication is a universal solution, which managed to get tired of the order. In order for the message to be remembered, it must have a highlight – a unique style of the author, manner of presentation, even company words. In 2020, more and more brands will cast aside doubts and begin to communicate with users in their language, as with friends, and not faceless consumers. Memes, jokes, jargon come into play. It will be interesting.
5. User Content
Your content may be infinitely perfect, but what is the point if it is not credible. And cause it, surprisingly, blurry photos on the smartphone, comments with errors and amateur videos. This is because they are created by the same users who share their personal, unbiased experience. And if the examples of Apple and CK have not yet inspired you to use more user-generated content, in 2020 it is worth changing your views. Draw quickly UGC will help draws, for example, on Instagram or Facebook.
An obvious fact that is still forgotten. Content for content does not work. Any blog post, video or graphic should offer value and/or evoke emotion.
7. Social networks
In the new decade, the role of social networks will continue to grow but Now, when users are oversaturated with information, those who generate useful and high-quality content will win. Social networks cease to be a platform only for communication. People come here to learn and read. But at the same time, do not forget that, first of all, people want to have fun on social networks, so there will be more interactive and gamification
8. Augmented Reality
Thanks to smartphones, augmented reality is available to most users. This technology opens up a new field for creative solutions for content marketers. Using AR, you can create interactive masks for social networks, talk in detail about the product when scanning packaging, complement the experience with gamification, and even implement a full-fledged online fitting. The solution will allow you to tell fascinating stories in the most modern format
Creating content with elements of augmented reality will require additional investment, but the result will distinguish the brand from competitors.
Every year, users get tired of reading more and more – it’s easier for them to perceive information in small portions and in an attractive design. Moreover, we are talking not only about complex data but also about the most common texts.
In 2020, the content will continue to adapt to changes in user habits – it will become more interactive and conversational, searchable through voice input. Which, in turn, will help assistants to grow wiser and faster.
Content marketing strategy
In order to bring tangible benefits to the business, you need to think through a strategy in advance. You can start preparing with the following steps:
- Define a goal
Write in numbers so that you can objectively evaluate its effectiveness. At the same time, focus on the average performance of the channels on which you are going to promote your creation.
- Link content
At different stages of the sales funnel, people need different information. The task of the content of the upper sector is to collect views and introduce the brand, the bottom – to sell.
- Choose your promotion options
In the age of informational noise, it’s not enough to just create quality content. You need to be able to promote it.
- Create content
You can start creating content after primary work of setting goals and objectives, KPI, binding to the client’s journey and choosing the promotion channels.
- Analyze the results
Optimize your efforts and redistribute resources to those areas that bring the best results.
- Update content
If you have published material on your website or in social networks, it is especially important to continue to monitor its relevance. Imagine that a user goes to your article from a search and sees outdated data for 2016. He will leave and will not even think about returning. If the material is well ranked and can be updated, do it. You will be surprised at the potential of this simple technique.
- Stick to the same style
Content marketing involves the use of several promotion channels. This means that people can familiarize themselves with your publications both on the corporate blog, and on social networks or on third-party sites. It is important at the same time to maintain brand style everywhere in order to be remembered and make the right impression.
Question Answer about Content Marketing
Different types of content are
4. Pictures (infographics);
5. Press Releases
6. Offline events (conferences, seminars);
7. Online training (recorded videos);
12. Electronic books;
14. Email letters.
Content distribution channels include
1. Own site
2. Email Newsletter
4. Base of partners
6. Q & A services
8. Social networks
9. Offline media
Content Marketing Examples
Coca-Cola Campaign “This is Your Coca-Cola” (Share a Coke)
The campaign started in Australia. There were selected 150 of the most popular names. All were printed on promo bottle labels. People just went crazy looking for a bottle with their name. Everyone was talking about Coca-Cola
Microsoft employees know how to tell a good story. And there is no better place for such stories than a blog. A blog called “Stories.”
Enjoying good stories is in your DNA. You are programmed to connect to them. When a story is told, the hormone of happiness, oxytocin, is produced. And if you can evoke emotions from readers through your story, then they will trust you, they will buy from you.
In fact, the whole marketing philosophy of the famous author and entrepreneur Seth Godin is built on this. The more interesting the story you tell, the stronger your connection with customers will be. Better communication is better.