Content Marketing Strategy

5 ways to create a killer content marketing strategy in 2020

As 2019 comes to a close there’s at least one thing we can say with certainty for 2020 – content marketing will continue to grow in importance.

Content marketing costs 62% less than traditional marketing but generates 3 times more leads.

Is it any wonder that 78% of marketing officers see content marketing as the future of marketing?

Whereas 30 years ago the average person was exposed to 2,000 ads per day, that figure now stands at around 5,000 ads per day.

With the constant bombardment of ads, more of us are becoming increasingly numb to them. Usher in the rise of content marketing.

All marketers know that content is king.

But the real questions is how to create a killer content marketing strategy that will return real results.

In this article, we’ll be exploring some of the top content marketing trends of 2019, exploring how they should go on to inform your 2020 content marketing strategy.

Ready to create a bulletproof content marketing strategy that will drive views, leads and conversions?

Lights, camera, action – it’s time to start filming

 

Unless you’ve been hiding under a rock you’ll know that throughout 2019 video content has continued to grow in popularity.

In fact, It’s estimated that by the end of the year 80% of all worldwide traffic will be video.

87% of business now use video as a key marketing tool, a significant rise from 63% in 2017.

It’s no surprise that a massive 51% of marketers plan on increasing their video budget going into 2020.

In 2019 78% of us watched online video every week whilst 55% of viewed online video content every single day. 68% of us say we’d prefer to learn about a product or service by watching a video, making it the more popular learning tool.

Yep, video is a hugely powerful content form for businesses.

Thankfully, it’s never been easier to create awesome video content.

You don’t need tons of specialist equipment and editing software. These days a good old smartphone and app will do the trick.

Some of our favourite apps to create killer video content include:

  • Ripl: free and easy to use, Ripl allows you to create short and snappy videos to be shared across your social networks. Add text, images and even track your engagement to optimise results.
  • Splice: this is a free and easy to use app from the guys behind GoPro. Crop footage, change speed, mix up your transition styles, add music, text and much more.
  • Camtasia: with Camtasia you can record and edit professional videos straight from your computer. This tool is easy to pick up, letting you record from your screen and webcam, add effects, music, audio, annotations, text, zoom, pan, transition, crop and so on.
  • Typito: this online drag-and-drop free online video editor is super simple to use. A great little feature of Typito is that it allows you to add a customised branded banner to your video which is great for brand awareness.

What’s more, video can be shared across tons of platforms, including:

  • YouTube
  • Facebook
  • Twitter
  • Instagram
  • TikTok
  • Snapchat
  • E-mail
  • Your own site

With over 80% of marketers stating that video has increased traffic to their site, helped them generate leads and increased dwell time, making video a key part of your content marketing strategy has never been so important going into 2020.

Consumers expect to see video content from their favourite brands and it has proven to keep audiences engaged longer than any other type of content.

Show your authority – build topic-focused content

 

Google changes its algorithm a mighty 600 times every single year.

In 2019 Google moved beyond looking merely at the quality of a single page when determining ranking.

The search engine now looks at the context of a page.

In essence, Google now considers the value of a page and the whole site from the perspective of the searcher.

Put in simple terms, let’s say we have two guides on social media marketing. Although both are high-value pieces of content, one exists on a website dedicated to digital marketing, the other exists on a fashion blogger’s site.

Although both pieces of content may rank for ‘social media marketing’, the first piece of content will rank higher than the latter. This is because of the context of the website which Google considers to provide more value to the searcher.

 

That’s why in 2020 your content marketing should focus on building topical authority.

An awesome way of creating topic authority will be to produce long-form pillar pages on a particular topic. This will act as the foundation of a topic which you can go on to build on with time.

Pillar pages drive tons of benefits, including:

  • Encouraging users to spend more time on your site: the more useful, in-depth content you provide on a particular topic, the more time users will spend consuming this content.
  • Boost your ranking: super valuable, long-form content covering an entire content adds value to the reader – these are all big green ticks from Google who will reward you with a higher ranking. Bear in mind that long-form content of around 2,000 words ranks better.
  • Lower bounce rate: if your site can provide a user with everything they need to know on a particular subject you’ll prevent them from bouncing back to Google to find the answer from another source.

We all know that blogging pays off – after all brands who blog receive a mighty 97% more backlinks to their site. But going into 2020 your focus needs to be about create blog content that is high-quality, covers an entire topic and is super valuable to your target audience.

A picture’s worth a thousand words – get creative with next-level visuals

 

We all know the importance of visual content. We process images a whopping 60,000 times faster than words. And the importance of creative imagery is forecast merely to rise going into 2020.

The next generation of consumers – Gen Z – are a group that have grown up fully immersed in the age of the internet. Over 50% of this group consider themselves to be more creative than older generations and a whopping 56% of them use social media to express themselves creatively.

As we head into 2020, if your business wants to meet the needs and capture the attention of this next group of consumers, you’ve got get creative. A generic cut and paste job won’t do it for these guys.

To be effective in 2020 your visual content has got to get interesting.

Whether you dabble in making your own GIFs, augmented reality filters for Snapchat,  or stickers on Instagram, now’s the time to get creative.

Check out this report by Shutterstock to find out what latest visual styles have reigned popular in 2019 to help drive the creative direction of your visuals for 2020.

Let’s get personal – the importance of personalised content

 

63% of consumers are frustrated with generic advertising. 80% claim they are more likely to do business with a company that offers personalised experiences.

Delivering personalised content to your audience isn’t just important in terms of customer experience, it also drives leads, conversions and sales.

After all, research has found that 44% of consumers will likely become repeat customers following a personalised shopping experience. What’s more, 49% have bought a product they didn’t intend to purchase having received a personalised recommendation from a brand.

Again, personalisation is hugely important going into 2020 in order to reach key consumer groups like Gen Z and millennials. Over a quarter of these groups expect a more personalised shopping experience. Tired of the same old sales tactics, these groups want to be communicated with in a real, meaningful way.

The great thing is that personalisation can be carried out across your marketing channels, on e-mail, social media posts to web copy. And it’s not as scary as it sounds. There’s tons of data out there, you just need to know how to use it.

Check out this comprehensive guide to personalising your content marketing here.

Levy the power of influencer marketing

 

Influencer marketing involves promoting your brand or products through an influencer in order to reach their engaged, highly targeted audience.

Influencer marketing is the fastest growing online customer acquisition method with a whopping 49% of consumers depending on influencer recommendations when making online purchases. It’s no surprise that 63% of marketers intend to increase their influencer marketing budget over the next year.

Influencer marketing can generate 11x the return on investment than traditional forms of advertising.

Influencer marketing is an industry that shows no signs of slowing down – in fact it is predicted that by 2020 ad spend for influencer marketing could reach $10 billion. So how better create killer content than through an influencer?

Influencer content is trusted by audiences. It is considered more authentic than messages directly from brands. In fact, 71% of influencers state that it is their honest and authentic voice that keeps their audience engaged.

Influencer marketing is the place to create original, authentic content delivered straight to your audience and this medium will merely grow in 2020.

For more help with influencer marketing check out our guide on acing your influencer marketing.

Next Steps – create kickass content in 2020

Content marketing continues to thrive as a very real way to reach your audience in 2020. But, like with everything in the world of digital, you’ve got to do a lot more than churn out low quality content after low quality content. In 2020, your content marketing strategy needs to centre around value, creativity and a personal touch.

Wave goodbye to poorly written blog posts and low-quality images. 2020 is the year of quality, high impact, original content that’s fresh, exciting and super valuable to your audience.

For more help with creating an epic content marketing strategy going into 2020 speak to the Report Central team today. We’re masters at creating content with real impact. We find the right ways to get your audience interacting with your business, publishing killer content that gets you noticed.

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