Content marketing is the most cost-effective way to deliver better leads and customers and to build trust and authority, but even foolproof methods need to change with the times to optimise and maximise results.
During the next 12 months, optimised strategies will stand above the rest. Marketing experts weigh in on what changes they expect to see in 2020.
Glass River Media’s Kirk Westwood believes that brands are missing out if they don’t have social media distribution and management in place. Content is “amazing,” he says, but stirring blog and article content may not deliver the expected results if it is only shared on a single, favoured channel. A multimodal approach can bring much-needed life to content marketing campaigns.
Optimised for voice
Executive Digital’s Chuck Kim says that content created with voice search queries in mind should be a prime consideration for companies in 2020. Consumers use different words and phrasing when searching by voice compared to text, and brands need to wake up to the fact that the vernacular will be responsible for almost half of all searches by the end of the year.
Rise of user-generated
Consumers want reviews, feedback and content from like-minded individuals. Supplement your content marketing campaigns by using authentic comments on blog posts and product copy to create visual snippets for social media. Cost-effective user-generated content can have an impact on the decisions of consumers, so use at the late-stage of the cycle for that extra push.
Content that supports SEO and speaks to the people is the aim of the game in 2020, according to marketing expert Jerry Kelly. If it is clear and readable and serves the needs of consumers this year, you will win out both in search and the minds of customers.
Be mature, be committed
Above all else, making a commitment to content marketing is the most important step to take in order to optimise your strategy. Mature and dedicated brands perform better than those just making tentative steps into this incredibly valuable activity. If you need help getting a strategy or campaign up and running, partnering with an agency could be the answer.