Are you in the midst of planning your 2020 content marketing? Keep in mind the following trends.
Content Trend: User-Generated Content (Infographic)
According to a recent study, 85% of consumers find UGC more influential than brand content.
User-generated content not only engages consumers but also allows you to create more content with less resources and time by tapping into your community for ideas and pieces.
For 2020, you need to determine what inspires your audience to share content and how you can engage customers to create user-generated content.
Content Trend: Continued Rise of Video
Video is a critical part of every stage in the customer journey. Though people might not watch a video with the intention of buying, they’re open to discovery.
Fundamentally, people prefer video to all other forms of content when learning about new products and services.
In fact, 80% of people say they typically switch between online search and video when researching products to buy, more than 50% of shoppers say online video has helped them decide which specific brand or product to buy, and greater than 55% of shoppers say they used online video while actually shopping in store.
For 2020, consider how you can make video part of your content marketing strategy or contact us for a consultantion.
Content Trend: B2C Behaviors Continue to Impact B2B Expectations
According to Accenture, 61% of all B2B transactions start online, and 51% of customers turn to social media to do initial research.Even B2B decision-making is heavily affected by social media content.
From social media to chatbots to augmented reality to mobile and more, the touchpoints that are seen as traditionally B2C will be even more critical in B2B, considering the complexity of the purchase decision in B2B. By taking advantage of the opportunities at these touchpoints, B2B brands will gain a competitive advantage.
Content Trend: No More Random Acts of Content
Instead of continuously reinventing the wheel, create less content, but make each piece of content you create more effective.
What does this mean? You need to give your audience a chance to find your content in their preferred channel and format and deliver it to them in a steady stream over a period of time. You can’t simply post an article and expect leads to contact you.
The most effective marketing and advertisements are experienced over a period of time. It takes about 7 impressions for a display ad to sink in and about 5 drip emails to warm up leads. It’s also why you see the same commercials over and over again.
The rules of content are the same.