Content Marketing continues to increase in its prominence. It effectively guides branding, lead generation, and even sales campaigns through marketing channels. With an ever-changing digital landscape, it is important to keep up with trends and ensure you are staying ahead of your competition.

Influencer Marketing

Influencer marketing has already been a trend for a while and the trend is not going anywhere. Working with influencers can produce high-quality content that meets online marketing goals. However, what will change with regards to influencer marketing is the way brands approach it, with a shift in focus from quantity to quality. It is no longer about having loads of influencers showcasing your brand or product, rather having less but higher quality influencers that have a more direct influence over their audience and that ultimately generate direct conversions. This requires spending time researching influencers that are RIGHT for your brand, otherwise, the investment may not be worthwhile.

Interactive Content

With so much content being posted daily, it is becoming harder and harder to grab the attention of the online audience. A lot of brands are therefore turning to interactive content to keep users engaged. This is because by nature interactive content requires more user attention than just scrolling through social media or liking a photo. Interactive content includes quizzes, tests, polls, or surveys. For example Instagram ‘this or that’ stories that encourage people to showcase their opinions on certain topics. This can also be a great way to understand user preferences.

Voice Search Marketing

Voice search accounts for at least 20% of all  Google searching. It will continue to rise as people every day find themselves talking to their phones or PC’s to find something they are interested in. What does this mean for content marketing? This means that content will be tailored for ‘natural searches’ related to how we speak. This is because how we speak and how we write are very different, and this should be taken into consideration. For example, we may type “2020 Social Media Trends” into our phone, but when speaking to it we may say “What are the Social Media Trends for 2020”. This means that search phrases should be more specific and should consider long sentences, and longtail keywords should be in place in titles and headers.

Personalisation

80% of consumers are more likely to make a purchase when brands offer personalised experiences. Personalisation is crucial in creating loyal brand advocates through tailored ‘moments’ for potential customers. Personalisation relies heavily on data. The more data you have, the more personalised you can be in your messaging. This is where ‘context’ and ‘content’ come together. You’ll need to use data insights such as demographics and psychographics to create a buyer persona that can guide what content to offer. An example could be sending personalised emails based on a buyer’s past purchases.

Video Content

Video is now an integral part of marketing strategy as 83% of marketeers believe video marketing is becoming increasingly important and research shows that on average in 2021 users will spend 100 minutes a day watching online videos. It is now recommended for companies to work on a video content strategy to push via their channels. Examples include Youtube, live videos, reels, IGTV.

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