future of content marketing

In the Spotlight: 5 Promising Content Marketing Trends for 2020

March 24, 2022January 21, 2020 by Adam Oakley

It’s 2020 already! Are you ready to seize the new decade by the horns? I sure am! We’re just a few short weeks into the year, and it’s already shaping up to be an exciting one in the world of writing. If you’ve been paying attention to what’s happening in content marketing, then you’re already a step ahead of the curve. Several ideas and innovations are maturing, bringing us more possibilities when it comes to writing and distributing our most magnetic content. Wondering what the future of content marketing looks like? Check it out. I’ve rounded up my best predictions for the 2020 trends in content marketing. This year is already roaring along at full speed, so we’d better get started! The 5 Biggest Content Marketing Trends for 2020 You Must Embrace 1. “Good” Is Not Enough! Readers E-A-T Only the Best Content Topic-Focused Content Builds Authority Results-Focused Copy Builds Relevance Customer-Focused Marketing Builds Trust 2. Pictures Become Worth 1 Million Words – If They’re Living Visual Media Is Becoming Interactive 3. An Emphasis on Lasting Relationships 4. Brand Authenticity Approaches New Dimensions Authenticity, Storytelling, and Story Creation Conversational Marketing 5. We Cannot Ignore the New Ways to Search [bctt tweet=”Excited to start the new year with fresh ideas to boost your content marketing to the next level? @JuliaEMcCoy shares the best content marketing trends in 2020 you should start following right now. ” username=”ExpWriters”] The 5 Biggest Content Marketing Trends for 2020 You Must Embrace While 2019 was all about refining what worked, the energy of 2020 signals that it’s all about seizing the day – or year. We’ve practiced, honed, experimented… Now it’s time to put all that newfound knowledge to work to build those dreams as you’ve never built before. Without further ado, here are the five content marketing trends for 2020 you must absolutely watch. 1. “Good” Is Not Enough! Readers E-A-T Only the BEST Content The phrase “content is king” has been floating around the internet now for almost a quarter of a century. (Thanks, Bill.) It’s a deceptively simple statement. Yet, 24 years later, we’re still discovering exactly what it means. 2020 may be the year that we (collectively) finally get it. An emphasis on good content has existed for a while now, largely spurred on by Google’s constant (and often revolutionary) updates to its search engine algorithms. Last decade, we saw several seismic updates that completely altered the nature of search. Google has a knack for doing that. However, the last several core updates such as Google BERT and the January Core Update have been relatively unique. Not only have they continued to tailor their algorithms to the human element, but they’ve now begun sending a pretty clear message to the content creation (and SEO) community with every update: Google really, really, REALLY wants you to stop overanalyzing the SEO situation every time it updates its algorithms. Why? Because in 2020 SEO has ONE main rule: Focus on delivering the best possible content to your readers. Oh look, another deceptively simple statement. In 2020, content and search engine ranking are fusing. It’s no longer going to be about either optimizing for people or optimizing for search engines. By crafting exceptional content, you’re now doing both. If there’s anything you take away, it’s these three points for content trends in 2020. (Which are so important, we made an image for you.) 1. Topic-Focused Content Builds Authority To establish authority in the search engines, you’ll need to prove to Google that you know something about a topic. That doesn’t mean posting one or two articles on the subject and calling it good. The average content pillar has been 2,000 and 10,000 words with 6-8 sub-topics (or pages) linked. 2. Results-Focused Copy Builds Relevance Craft content with a purpose. People use search engines to find answers to problems, but only 21% of searches lead to more than one result getting clicked. If your copy isn’t laser-focused on achieving a specific result (like solving the problem that person searched for), you won’t make it to the top of the list. 3. Customer-Focused Marketing Builds Trust In 2020, the primary means you’ll build trust with your readers is by delivering helpful, useful content. Such content indicates a willingness to be helpful, to give without expectation of monetary returns. Turns out it works. According to research by Conductor, customers are up to 131% more likely to purchase from brands that provide early-stage, educational content. [bctt tweet=”Don’t settle for good this 2020, go for GREAT! How? Focus on these three important points: the right topics (to build authority), ️ results (to build relevance), and customers (to build trust).” username=”ExpWriters”] Take a moment to absorb these three points. They’re what underlie the rest of the content marketing trends for 2020. BTW – Google is setting a high bar for what is considered quality content. And unsurprisingly, Content Marketing Institute found that 84% of brands outsource their content creation to pros. If you’re concerned about quality, this is the route to take. [bctt tweet=”Did you know? @cmicontent found that 84% of brands outsource their content creation to pros. Stressed for time? Maybe it’s time to trust a pro writing partner. ✍️” username=”ExpWriters”] 2. Visuals Become Worth 1 Million Words – If They’re Live Remember the first infographic ever made? (Probably not – it was published in 1821.) It rocked everyone’s world. Today, infographics and visuals remain incredibly powerful. We’re going to keep seeing them – but they’re getting a refresh. How? Visual Media Is Becoming Interactive Infographics are neat, but unless they’re designed and optimized for social media sharing (like Pinterest, Instagram, or Facebook), they’re surprisingly limited. They can pique our interest for a few minutes or flash across our social media feed… but they can’t do much else. In contrast, live video content is an experience. When something is real-time, we’re primed to think it’s unique. Plus, the real-time nature of the media amplifies the exclusivity and sense of connection with the … Read more

Why You Should Choose Content Marketing in 2017 & The Best Forms of Content to Invest In Today

December 31, 2020January 19, 2017 by Adam Oakley

Today, content marketing is one of the lowest-cost, highest return marketing efforts. But don’t take my word for it – for example, listen to Kraft, who publicly revealed at Content Marketing World last year that their content marketing ROI was four times higher than that of their most targeted advertising! Or, check out our own case study that reveals how content marketing is responsible for 95% of our business revenue. Right now, marketers are creating more content than ever to see return, and inbound marketers are spending more time than ever before creating content. In fact, 93% of inbound marketers are now creating content on a weekly basis. What’s more, more than half of the surveyed marketers say they spend more than six hours a week doing so. That’s a lot of time and commitment! It’s clear that content is the way of the future for 2017 and beyond and that if you want to succeed in the coming year, you need to invest in it. Read on to learn more about the upward trajectory of content marketing, and how it can boost your business this year. Will Investing in Content Make Your Brand More Successful this Year? The simple answer is, YES! Today, most marketers understand that there’s no way around content. After all, it’s the only reliable way to get around the influence of ad blockers, the best way to connect with audiences, and the longest-lasting way to build relationships that last with customers. Just because most marketers understand they should be creating content, however, doesn’t mean most marketers have invested adequately in doing it. In fact, many marketers halfway it, pumping out cheap, poorly written content that does little but clog up the search engines, and fails at meeting readers’ needs entirely. Contently calls this: “the zombification of content marketing.” Sound terrifying? It is, and it’s a growing epidemic. Fortunately, there’s a whole host of things you can do to combat it. When you pour your best into your content marketing – in creating engaging, valuable, authentic content, that you’re tremendously proud of – you break the growing zombie mold of typical content, and your brand will stand out online. 5 Content Marketing Pillars to Focus on Right Now Before we talk about which types of content you should be investing in, let’s talk about which content traits you’ll need to focus on to be successful in 2017. Here are the top five. 1. Storytelling We’ve touted the importance of storytelling before, and we’re not planning on stopping anytime soon. There are a few great things about storytelling in content marketing. Namely, storytelling works with all types of content – ranging from video to written material, which makes it the ideal foundation strategy for your various content pursuits. What’s more, it appeals to readers on a universal level. Think about it for a moment: Didn’t you love hearing stories as a kid? Don’t you still love commercials that make you laugh, riveting travel tales that make you gasp, or a great novel that sucks you in and won’t let you go? Of course, you do, and it’s all because these things are stories! The appeal of storytelling is broad and universal. Include it in your content marketing and you’ll immediately see your audience transform from “ho-hum,” to engaged, compelled, and genuinely interested. 2. User-Focused Content Nobody likes a narcissistic company that just tells everyone how awesome they are all the time. In fact, this is a recipe for failure! Instead, a critical foundation of modern content is that it be user-focused. The more you can involve your customers in your online content, tailor it toward their experiences, and ensure it reflects their voices, concerns, and passions, the more successful they’ll be. In fact, if you look around at modern content, you’ll find that many of the most successful companies out there barely enter their digital content. Sure, they’re in there as supporting cast members, but the target audience is the star – always the star. This is as it should be, and it’s a wise thing to consider as you think about how to invest in content for a more profitable 2017. 3. Mobile-Friendly Content No matter what you choose to invest in, make it mobile friendly. On the same level of importance as story-dense, user-focused material, mobile-friendly content is everything right now, and you can’t expect your brand to make much progress online if you’re not catering to your share of the more than 50% of Google search queries that come from mobile platforms. 4. Strategic Content All the content you create should be strategic and intentional. While it’s one thing to put out short-form content or funny, original videos, everything you do should be supporting a larger content or marketing goal. If it’s not, you’re wasting your marketing budget and your team’s time. 5. Helpful, Relevant Content Regardless of whether it’s a video, blog post, meme, or infographic, your top priority in all of your content creation efforts should be to make everything you create relevant, helpful, and quality. Without these three pillars, your content will fall short, and you won’t enjoy the massive ROI content is so capable of producing. Successful Growth in Content Marketing: What Kind of Hot Content Should You Invest in? If you want to succeed in content marketing, you need to invest in the RIGHT content. Otherwise, you could risk adding to the fluff that’s already clogging up the content sea. Here are the top 5 types of content to focus on in 2017 and beyond: 1. Expert Content Expert content is no secret. Google demanded it in its 2015 Search Quality Evaluator guidelines, and influencers in virtually all industries have touted its importance since then. In addition to helping you rank better (Google may punish sites that feature poorly written content, or content that doesn’t possess the level of expertise the subject requires), expert content is the only real way to build your business. By positioning you as an authority in your industry, giving you a platform to showcase your knowledge, and helping you gain more qualified leads, expert content can go … Read more

Why the Future of Content Marketing is Bright

December 31, 2020January 29, 2015 by Adam Oakley

As a small business owner, the concept of content marketing makes you raise an eyebrow and ask yourself lots of questions that might include: Do I really need a content strategy to speak my mind and bond with my clients? Couldn’t I just let the words flow freely? Don’t let your upcoming experiences provide the answers to these questions. Trying to convey your messages without a well-researched, documented content marketing strategy would be like trying to steer a ship without a helm. In this case you would probably drown in a sea of disparate content pieces that do not actually add value to your audience and don’t do a great job at representing your business. 6 Reasons Why Content Marketing Is Here to Stay The good news is that it’s never too late to see what successful content marketing is all about. According to a Forbes article, the content marketing industry was worth no less than $44 billion dollars in 2013. Aren’t you curious to find out what’s behind the strategies that have filled the pockets of so many individuals and corporations? Some see content marketing as an elaborated soft-sell advertising tactic, while others interpret it as a method of telling a company’s story in a unique manner. Regardless of your take on this matter, we give you six reasons why content marketing won’t be going anywhere in the near future. Give The Man Premium Content, and He Will Come Back for More. Addictive content enables you and your readers to become close. Original, palatable and relevant writing with a substance always triggers feedback from one’s audience. Naturally, in this case the key to success is consistency. Those who like to consume your stellar food for thought on a regular basis will always be hungry for your fresh topics. They will land on your page repeatedly and advise their friends, colleagues, parents and grandparents to do the same. On top of that, a constant flow of content allows you to build and maintain a solid community around your brand, product or service. According to an article published by Search Engine Journal, exceptional content facilitates a stimulating conversation between you and your public, while a strong community amplifies the message that you are trying to send through your writing. Having a Solid Content Strategy Is Like Having Money in the Bank. Some inexperienced business owners who are not familiar with the mechanism of online markets may tend to think that crafting and implementing a content strategy is a tiresome process that doesn’t actually deliver major benefits. The numbers reflected by recent stats debunk this misconception, proving that content marketing is one of the most powerful moneymaking tools that all companies can and should rely on, regardless of their size and goals, in order to increase their revenues. The fact that 90% of B2C brands rely on content marketing to inform and educate their consumers definitely proves a point in this context. Content Marketers Sharpen Their Pens and Broaden Their Horizons. According to a white paper entitled 2015 Benchmarks, Budgets and Trends- North America, published by Content Marketing Institute, this year 35% of all B2B marketers affirm that they count on a documented content marketing strategy, while 48% say that they have a content marketing strategy set in place, but in this case we are talking about an undocumented version. The same source reveals other interesting aspects, including the following ones: Content marketers now use separate content marketing strategies to target 4 audiences, on average 42% of all surveyed marketers publish fresh content daily or “multiple times per week” to fuel their content marketing program In 2015, marketers are currently working on 13 content marketing initiatives, on average The new trends identified by this source indicate that content marketing has evolved a great deal throughout time, expanding its influence and its inherent series of benefit. At this point, skilled marketers can develop, test, revise and monitor not one but four (or more) distinctive content marketing strategies designed according to the particularities of their segments of public. Another important aspect underlined by this white paper is that 70% of the B2B marketers employed by companies of all sizes are creating more content than they did one year ago. They use on average six channels to distribute their pieces of content and are always keeping an eye open for new opportunities that may take their content marketing program to a whole new level. The increased enthusiasm and determination manifested by marketers show that content is a mighty king that will never be dethroned and also suggests that a little bit of strategic thinking and in-depth research can take you a long way. All the Big Players Are Investing Big Bucks in Content Marketing. If you want to keep up with the Joneses in any field of activity, you have to identify your own role models and follow in the footsteps of the most successful giants. This doesn’t mean that you have to turn yourself into a copycat; chances are that you don’t have the resources that a major corporation relies on anyway. In this case, the key is to borrow, steal and reinterpret in a clever manner, while adapting every single idea that inspires you to your own strategy, developed according to your budget, audience and goals. Brands that we all know and love show us that content marketing is the key to reaching audiences, creating communities and achieving bigger goals on a daily basis. Let’s take a quick look at some awesome examples: Colgate has made a name for itself as an expert in its field not necessarily by talking like one, but by keeping its prospects close through its Oral and Dental Health Resource This online resource provides useful, punctual tips on a great variety of topics, all related to the mission, vision and purpose in business of this giant company that has established itself as a promoter of a correct oral hygiene. Here one could stumble across more than 400 instructional … Read more