Every year looks to throw a new bunch of marketing tactics. The tactics or trends with “can’t miss” opportunities that instantly grab attention. If we start to look for every trend, we would undoubtedly grow dizzy and get exhausted. However, there are a few trends that would be foolish if we not recognize those.
As we start the last half of 2020, several companies are still working through the generation of a correct or bona fide content marketing strategy. If that’s you, we have some tips. Native advertising is still the gateway or path towards success, and the smartphone continues to be the flavor.
Having said that, “Smart Insights” suggests that content marketing is a single and most crucial technique for driving incremental sales. In an industry that is all about experimentation, some vital trends stand out.
Here are nine content marketing trends that you need to adopt.
Table of Contents
1 – Brands will Search for Original Content to Invest
It has become a public secret that technology giant Apple has planned to invest $1 billion in original content. However, some gossip suggests that Apple is taking this step to take on Netflix. We can believe there is more on Apple’s strategic chart than video streaming. As competition in the tech industry heats up, brands require content to stay relevant. Original and valuable programming can aid organizations in growing an audience and keep existing customers satisfied.
Google is also buying original content from brands and media agencies to fill in content gaps. On the other side, Facebook is investing in massive capital on the original video. Not behind in the race, eCommerce giant Amazon will perhaps be the massive investor of all. Though the outputs remain to be seen, one aspect in particular: content marketing is stealing the spotlight.
2- Transparency will be the King
Clients are increasingly becoming desensitized. We want and expect companies to be authentic, transparent, and dedicated to giving back. After all, is said and done, several consumers are reporting frustration with environmental claims, brand advertising, charitable contributions, and company support for different causes. Though efforts have been successful for a few brands, this kind of promotion has created a false or desperate perception.
Brands require a focus on disclosure and transparency to close the public gap as much as possible. Here comes Influence Marketing.
Operating with influence’s can be tricky. The Federal Trade Commission (FTC) continues to take steps to protect customers from organizations that are not transparent enough. Take the example of Machinima. In 2015, the FTC slapped Machinima, a popular YouTube gaming network, warning for not disclosing paid endorsements to YouTube influences.
A Google search shows that a lack of transparency and disclosure has triggered trouble for several brands. To build and maintain your audience’s trust, the next phase of branded content and influence marketing needs to ensure that every piece of content is transparently created.
3 – Budgets for Content Marketing will have an Upward Trend
Across the world, companies are allocating massive amounts on content marketing. What looks like a piece of good news for content marketers also poses challenges for businesses with limited staff. This is triggering the likelihood that companies are seeking freelance writers and others who can produce paid content.
4 – Content Marketing to Overlap
Sometimes, it is hard to determine who is in charge of content within an organization. Duties and roles shift within marketing departments and in other business areas. PR, along with communications, may contain separate social media managers, content creators, and other writers that are not joined with the official content team. That suggests no one is really in charge. Such disarray might lead to a strongly disintegrated content strategy.
5 – Internet of Thing (IoT) will throw Content Off-Screen
Customers are not further restricted to the screen in the way that they see the content. Although different content formats have been available, the IoT has structured it so that content is interwoven in a brand in new ways. Consider how we interact with technology, such as Apple’s Siri. When you speak, Siri responds with call-and-response content whenever and wherever they need it. Amazon’s voice service, “Alexa,” is becoming a digital pathway to content as well.
Several organizations, including glass protective film suppliers, are already using Alexa to share content with their followers beyond a tablet, laptop, or smartphone screen. For instance, the American Heart Association utilizes Alexa to give details about performing CPR, including step-by-step information on how to process in an emergency. The content is further polished with information about warning signs of a heart attack.
With IoT, a majority content is becoming digital. Sensors, beacon-led proximity marketing, device pairing, and other attributes boost marketers’ opportunity to invest in endless content interaction types. This highly targeted content can help you target your audience at the right time and in the right place.
6 – Live Video Recording
Perhaps it’s not time to write the obituary for pre-recorded video. However, live video has overshadowed pre-recorded video. According to Buffer, 80% of marketing respondents to a 2016 survey need more video content, with 42 percent selecting live videos as their preference.
The live video really exploded in 2017, and it will continue to remain more mainstream in 2020.
According to Facebook, users spend three times more time watching live videos than videos that are pre-recorded. More, they comment ten times as often during live videos.
A Livestream study confirmed this, with 80 percent of users showing a live video preference over reading the blog post. This presents current marketing experts with a unique, odd to hop on the live video bandwagon before competitors do.
7 – Blurred Lines
Content has changed over the past decade, and it has evolved outside of its original owned media “container.” As social media stretches, we interact and engage with audiences, the lines between earned, owned, and paid start to blur. They are indiscernible from one another.
With the complete buyer’s journey, the content shifts to take on the form of three approaches. This highlights the importance of each type operating seamlessly together to hold a company’s growth strategy. That means you ought to adjust your external and internal teams to handle content deployment, development, and promotion.
8 – Interactive Visual Content
We know that live video is responsive and engaging. However, another form of visual content permits you to curate an entirely different experience for your audience.
Virtual Reality (VR):
VR provides new opportunities for content marketing, along with customer engagement. For example, Shopify has taken content marketing by storm and developed a VR app that allows online shoppers to personalize clothing from home comfort.
International Data Corporation says, “Based on sales and forecast models, augmented reality revenue will grow from just over $5 billion in 2016 to more than $160 billion by 2020. Revenue forecasts from Digi-Capital are equally optimistic, reporting an estimated growth to $108 billion by 2021.”
While the chances of virtual reality may seem compelling, it will likely be worthy for anyone willing to give it a go. Forbes was expecting, pre-COVID-19, that up to 30 percent of consumer-facing brands will continue to go with virtual reality marketing. Don’t forget that it is not merely for consumer video marketing and advertising.
9 – Distribution
While most advertisers perceive how effective content is for organizations now, what stays unsure is the methods for which content is distributed. However, there are countless different websites, pamphlets, and email campaigns out there, the definite way you’ll have your message heard over the rest is via optimum content distribution.
If you need the consideration of the 2.789 billion dynamic social media clients, you have to embrace an essential distribution plan. Shrewd brands are going to make interests in gaining content, but in distributing it deliberately through multi-channel approaches as the second half of 2020 unrolls.