It is hard to imagine a company without content marketing. The big companies care about delivering good content to their customers, but the small and medium-sized companies are attaching increasing importance to this area of marketing.
And rightly so: in 2020 there are again many trends that will play a major role this year. We present to you the 7 most relevant content marketing trends for 2020.
7 most relevant content marketing trends for 2020
1. Personality and human influences
The developments show that the Internet is becoming more and more personal. If the content and advertising are too aimed at a broad mass, and the user is no longer picked up personally, he will notice this very well. The understanding of such flat content is getting better and better among users. As an entrepreneur, you have to be aware of this and take appropriate countermeasures.
In order to be able to continue to achieve success with your marketing, authenticity, and the associated trust are extremely important for the content marketing trends 2020. The best way to gain trust is to have evidence of performance. Testimonials or influencers are good ways to build trust with customers. It is important, however, that they are real testimonials and real reviews. If that is not the case and the customers find out, you will achieve the opposite: Your customers will turn away.
It can also help if you appear as the managing director. People prefer to trust people and not just any products. After all, trust is something interpersonal, something emotional. To stand for the brand as a founder, of course, requires that you stand behind it – otherwise, you will achieve the opposite again.
But let’s be honest: if you don’t stand behind the brand, you can leave it alone. Well-known examples such as Apple, Tesla, and Microsoft show that building a personal brand can work. After all, you know Steve Jobs, Elon Musk, and Bill Gates, too, right?
2. User-generated content
User-generated content is the content that users produce themselves. They then distribute this via various social networks, whereby other people react to this content and interact with it. As a company, if you make user content available, more content can be created in less time with fewer resources. Sounds great, but you also need the right strategy. After all, users also have to be motivated to create their own content and share it on other platforms.
Platforms like Instagram and Pinterest have done this very well. Countless people post their everyday experiences and stories on Instagram every day, and they compile their own content on Pinterest.
As an entrepreneur, you can produce this type of content, for example, in the form of competitions. Here you can give your customers a task, such as taking a certain photo and posting it on Instagram. The motivation for the customer: He can win one of your products.
Influencer marketing in itself is nothing new. For years it has been a very good way to bring your products to customers through the presence and advertising of well-known social media personalities. However, studies have shown that large influencers with hundreds of thousands or even millions of followers lose credibility.
Of course, Instagram and Youtube remain interesting and relevant platforms for content marketing. However, the content marketing trends 2020 this year do not include the big influencers, but the micro-influencers. These have significantly fewer followers, around 1,000 to 10,000. However, they have the great advantage that they appear much more authentic and credible. This is mainly due to the fact that they built their reach with the help of family, acquaintances, and friends – with whom they have a close relationship of trust.
By working with Mirco influencers, you, as an entrepreneur, can benefit from this trust, as these recommendations are often worth much more than those from big influencers.
4. Video and audio content
Video content has also been around for years and is still very popular. However, what is particularly reflected in the 2020 content marketing trends are the live videos on various social media platforms such as Facebook or Instagram.
These convey a particularly authentic impression that is very difficult to achieve with texts. The user sees a video that is being recorded at this moment and cannot be edited again. This makes companies appear more approachable, promotes trust, and binds customers to the company in the long term.
Audio content in the form of podcasts, audiobooks, and voice assistants is also becoming increasingly important. Audio content increases usability for customers in many areas. The contents can easily be listened to on the side and save the customer a lot of time. And that also has a positive effect on the user experience, which is rated particularly well by Google.
5. Artificial intelligence
Artificial intelligence, or AI for short, is still a phenomenon for most people that will take place in the future and is still irrelevant for our current marketing. But that’s not right. Many AIs are now so well developed that they are used by some companies in marketing. For example, as chatbots, as support for the optimal placement of advertising messages or for optimized price determination.
So you shouldn’t be put off by the term AI. It is usually not about any futuristic topic, but rather about mechanisms that are now simply part of marketing. And where there is still room for improvement. Although some AIs can already write texts themselves, they often fail because of the more complex sentence structure. Nevertheless, many companies can already benefit from artificial intelligence.
6. Voice apps
Content marketing will not be limited to text in the future. Voice assistants such as those from Amazon and Google are becoming more and more popular and are increasingly found in many people’s daily lives.
Communication takes place only via spoken language, which makes everyday things easier for many people. But voice apps are also becoming increasingly popular. Text-to-speech technologies are often used here, with which texts can be converted into voices that sound deceptively real.
Companies can use voice assistants such as Alexa or Google Assistant to bring their brand names into contact with users. However, companies should identify the user’s search intentions to deliver the right content to the customer. In addition, fewer, but relevant, keywords should be specified, and here, too, the content must meet customer needs.
7. Social commerce
Social commerce means that customers can purchase products from companies directly via common social media platforms. Some online shops offer “Shoppable Posts” for this purpose in order to shorten the customer journey.
For many users, this function makes the shopping experience easier. This means that you don’t have to click your way through an online shop for a long time, but can go straight to the product that you are interested in.
In addition, the number of spontaneous purchases grows as users see a product on a social media platform and access the website directly with one click. Of course, the content must not be neglected here either. Because only if a product is presented in an appealing and interesting way can the user click on the product in the shop.