Every marketing campaign stands or falls by content. In a world in which - mainly digital - content seems to be passing by faster and faster, the content marketer has to become more and more creative in order to make a difference. That fact also guarantees a number of trends in 2020 that will influence content marketing.
1. Quality comes first
Where you might have gotten away with moderate content a few years ago, this is no longer possible in 2020 (it is not 2015 more). It must be right and it must be right in one go. Not only because you will be called to order immediately on countless social media by consumers, who are more critical than ever, but also because Google is nowadays perfectly capable of showing bad content considerably later in search results. And then your marketing campaign becomes a headache file. Two things to you like content marketer to think: once clicked away is lost forever, and a high ranking in Google is wasted faster than earned.
2. No story = no message
No matter how tired some content marketers get from the concept of 'storyline', time and time again it appears that a good story about your marketing campaign is simply indispensable and also increases in importance. Social media is nowadays focused on stories and as a company you simply have to participate. Your story must convey emotion and it must be recognizable to your target group. There are a thousand and one videos, vlogs or stories available, why should consumers choose yours? For comparison: you were still ten years ago mobile internet routers sell with a 'good mum' gimmick. That kind of frills will no longer work in 2020.
3. Interaction works
One way to make your content more interesting is interaction. There are already companies that use campaign material in which consumers themselves click the story further. Compare it to a photo series on a news site that you click through. If you have seen the first two or three, there is a good chance that you will also pick up the other seven. It is a simple psychological phenomenon ("I invested some effort") that causes people to read the game for a while, while they might otherwise have clicked away a long time ago. Moreover, it also works particularly well for your findability: Google <3 websites that create interaction.
4. Experience (still)
Why does virtually no one leave a Xenos or an Ikea without buying anything, no matter how small or trivial? And why does this happen so often in web shops? There are all kinds of reasons for this, and one of them is experience, as described by Pine & Gilmore in their book The Experience Economy. Those who experience a product in a store can simply decide to make a purchase. Hold on, look on all sides, decide that you like it and take it with you. In a webshop that is simply more difficult to experience, but there are ways to lower the threshold. For example, by making product-specific content lively and supplemented with 3D photography. A story that appeals to the imagination of a product. The shopping experience must be approached as much as possible, in order to get visitors to make just one purchase. Do not simply refer customers to your (potential) physical store, but do everything to close the deal through the channel that your customer has chosen.
5. Social selling requires content
Finally, a good social strategy is essential in 2020. Social media are increasingly being used as a sales channel (being able to order a product directly from the social expression), either by companies themselves or by influencers. But don't forget that social channels are primarily used to get inspired, entertained or just to kill time. Anyone who thrashes like a market vendor can be disappointed. You are therefore on a thin line, but anyone who knows how to walk on it can win countless sales and leads via social channels - provided that the content used is in balance and of good quality.
Want to see more content marketing trends from 2020? See Neil Patel's short video: