Voice search
Voice search will be responsible for 50% of all online searches in 2020, according to recent research by Campaign UK. Marketers will need to start making voice optimisation a top priority in their content and SEO campaigns during the next 12 months, especially as experts have stated that voice search is a winner-takes-all environment.
Forbes writer Lilach Bullock adds: “One of the most important aspects is that you need to get your content to be the featured snippet … and know which searches result in featured snippets.”
Content selling
The lines between sales and marketing are already blurred, but next year will see the rise of content selling and the idea that articles, blogs and videos absolutely need to be driving sales and delivering a return on investment (ROI), as well as adding value for the end user, to be worthwhile.
Creative experiences
Consumer demands are growing, and personalisation alone is not likely to be enough to satiate their desires, according to TopRank Marketing’s Caitlin Burgess, who expects content to play a major role in a new wave of digital marketing. Rather than merely being consumed, content supported by new AI tech and machine learning will evolve into real-time, exciting experiences.
Budgets will increase
Content is now the lifeblood of marketing, and the vast majority of B2B enterprises are “fully committed” to the practice, which means that everyone will have to invest more resources to keep ahead of the curve and remain competitive. 50% of organisations expect to see a budget increase for content during the next 12 months.
Content skills
The rise in budgets will also see a growing demand for content-specific skills. The recent FY19/20 Salary Guide from Hays found that content managers, producers and writers will be particularly sought after in the coming months.
Beyond marketing
Altimeter Group also expects content to take on a greater role, stating: “Companies are now using content to do more than create awareness or brand health. They’re using it to directly drive revenue, become more cost-efficient and personalize the customer experience. Which is to say, they’re using content marketing to do far more than marketing.”
