The world of content marketing and SEO is constantly evolving and 2020 looks set to deliver on a bright future. As the technology improves we will see more advanced, beneficial and creative content that fits with changing user preferences and needs. As content continues to improve so to will users’ level of understanding about how best to plan, research, utilise and create the content.
Content marketing is no longer seen as an experimental strategy, but has become a critical and established strategy that can help improve a businesses success exponentially, regardless of size or industry.
So what trends exactly can we expect to see for 2020? Let’s take a look
1. Outstanding visual content
Visual content and platforms are constantly seeing innovation and 2020 is set to continue this trend. Amongst the younger generations especially visual social media is the dominant source of content marketing. According to Pew Research, Instagram, Snapchat and YouTube are the most popular platforms for teens, whilst for adults YouTube and Facebook continue to be by far the most dominant platforms.
There is also expected to be a continuing uptake in the use of technologies such as AR (Augmented Reality). For example you can now create your own AR filter and lenses for Snapchat to help advertise your business.
Another trend is an increasing use in creating custom GIFs, although the use of GIFs are not a recent trend the ability to create your own ones relevant to your business is becoming increasingly prevalent and easier to create via platforms such as Giphy.
Other forms of visual media expected to see an increase in prevalence include 360° photos and Canvas for Facebook.
In 2020 we will certainly see new and inventive ways for marketers to utilise custom and branded imagery to connect with users, with further potential for unexpected changes.
2. Content and Storytelling in Videos
Video content is an increasingly popular form of content advertising, with advances in areas such as video editing, animation and VR, the level of quality and diversity of content will improve dramatically.
According to a HubSpot survey, 56% of 25-34 year-olds and 54% of 35-44 year-olds wish to see more video content from the brands and businesses that they support.
Consumers pay more attention to videos and consume information from it more thoroughly than other forms of media, however it is still important to make the videos relevant and interesting to prevent consumers from losing interest.
An aspect that helps to separate popular videos from unsuccessful ones is with quality storytelling. You have to engage readers, particularly with an engaging opening and clear message. If you are able to tell a strong story then you have a strong footing on which to create a successful video.
If you are requiring a story video for your business you can contact us here
3. Voice Search Technologies
A key developing technology is voice search and voice assistants such as Siri, Alexa and Google Assistant. It is estimated that in 2020 30% of all online searches will be conducted without a screen being used at all. It is for this reason that brands need to optimise for voice search to ensure that their content is not lost when people use this technology.
To achieve this your content needs to be written in a conversational manner similar to how your customers would talk. Additionally factors such as long keyword, key phrases related to your location and that “near-me” appears in sections such as title tags, anchor text and other similar content.
Although this strategy can involve a significant change in content style, being an early mover in voice search can prove extremely useful as the technology becomes more and more prevalent in the future
4. Upping Your E-A-T
Recently Google published an update on their Webmaster Central blog that stressed the importance of thoroughly understanding the EAT (Expertise, Authoritativeness, Trustworthiness) and the Search Quality Rater Guidelines. It is important to take note that when Google specifically outlines something such as EAT it must be especially important.
The importance of focusing on proving the 3 aspects of EAT applies to both the individual authors producing the content and the organisation in which the content was produced for.
Tips for proving your EAT
- Providing links to external authoritative sources for supporting content, statistics and data.
- By receiving mentions and links from external websites.
- Providing relevant EAT information, including details such as a bio and applicable credentials on areas such as your about and author page.
- Ensuring that you regularly update your website with content that is both accurate and relevant.
However simply posting basic content en-masse will not yield great returns. It is still important to ensure that your content is of a high quality and is useful to the user. If this is followed then content with EAT in mind will yield fantastic results and returns.
5. Higher quality and more relevant content.
As advertisers and users grow more accustomed and experienced with content marketing, the need for maintaining excellent quality and continuing improvement is imperative. Content in 2020 will continue this trend.
It is important to note that approximately 90% of the most successful marketers of content place a greater emphasis on audience information and targeting their needs before the brands promotional message. This is according to a report by the Content Marketing Institute.
Marketers are beginning to understand the need for continual improvement of content to win over readers. This is evidenced by the fact that the largest spending increase in content marketing for 2018-2019 was in content creation.
Throughout 2020 we can expect to see the following trends in content creation
- Writing that is tailored more heavily to audiences whilst maintaining consistent tone that aligns with the brand message.
- Greater level of information and in-depth exploration of themes and topics.
- Stronger understanding of audience needs and wants based upon search results and keyword analysis.
- Continuing improvement and interactivity from visual content such as infographics and custom blog visuals.
- Increasing need for up-to-date research, data and statistics from reliable sources.
With the competition continuing to be fiercer the overall quality level of content will rise. This will help to filter out and reduce the level of sub-bar and factually incorrect content, which is a benefit to all parties.
6. Focus on customer first
As we saw in CMI’s B2B Report 2019, 90% of content marketers put their customers informational needs before their brand and promotional message. Building trust with the audience is critical and providing them with relevant information, entertainment and guidance without a hidden catch is the best way to achieve this.
However how do you best identify what it is that your audience desires from your content? The key is research. The best way to conduct research is through community engagement, asking questions and listening to all relevant feedback. Having a clear understanding of your audience is more crucial now than ever before.
Once you have a clear understanding of your target audience you can create content that resonates with their needs and values. Putting your audience first, no matter how niche, and targeting their information needs will yield fantastic results for you and your business.
Information need content is what Google identifies as the #1 content factor and as a result this is where your focus should be too.
Content into the future
In summary it is imperative to target quality and the information needs of your audience over promotion of the sales message. Proving your EAT is the priority over sales tricks and hidden costs.
In conjunction with information needs, the use of visual media is a fantastic way to convey this in an interesting and easy to process manner. The future of visual content is constantly improving and 2020 will continue to excite us with new possibilities.
Content in 2020 is expected to be highly targeted, customer-first orientated, higher calibre and presented with fantastic visual content.
The future of content is certainly proving to be exciting.