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Six content marketing predictions for 2020

4 minute read

The UK Domain
hand holding crystal ball

You don’t need us to tell you that the world of content marketing moves fast. With the first YouTube video uploaded in 2005, the platform now has over 1.9 billion logged in monthly users. It doesn’t seem too long ago that marketing was focused on campaigns and broad advertising rather than content production.

We’ve compiled six of our top content marketing predictions for 2020, enrolling the help of some of our team members to share theirs. Using these to help shape your content marketing strategy for the New Year and beyond will help give your brand a head start. In short, our predictions include:

  1. Importance of rich snippets, answer boxes, and no click searches
  2. Using data to create content
  3. Increase in brands using influencers
  4. Talking “to” customers rather than “at” them
  5. Evolution of personalisation
  6. Rise of visual elements

1. Importance of rich snippets, answer boxes, and no click searches in the SEO world

The way people search online has continued to involve throughout 2019 with features such as voice search rising to the forefront of search marketing. In fact, it’s been reported that 41% of adults use voice search at least once a day, with predictions that by 2020, at least 50% of online searches will be performed through listening devices. 

Sam Jefferies, Search Marketing Lead at The UK Domain, shares his predictions around the rise in rich snippets, answer boxes and no click searches for 2020:

2. Using data to create content

With over 4 million blog posts published online every day, brands are going to need to become even smarter when it comes to producing content in 2020. Producing high quality, relevant and interesting content will be key, although this is easier said than done.

In 2020 we can expect to see brands using data to inform and deliver personalised content depending on what stage of the buyer journey customers are in. From highly targeted email nurture programmes which use data from previous emails and content consumed by customers, to high end user experience on websites that use preferences to deliver highly relevant content.

Utilising your data can also help produce more unique content which can help you stand out in the crowded marketplace. Using analytics through platforms such as Google Analytics to analyse the performance of previous content and delve into your customer’s behaviour and journey on your website can help inform the production of future content which is therefore more likely to produce results. 

3. Increase in brands using influencers

Influencer marketing is growing, fast. With 17% of companies spending over half their marketing budget on influencers this year, the industry was already a $1bn industry in 2018 according to Econsultancy’s Influencer Marketing Report.

Natalie Wood, Content and Communications Lead at The UK Domain, shares her predictions for how she thinks brands will start to use influencers as an ad hoc part of their team in 2020:

4. Talking “to” customers rather than “at” them

Following the rise of personalisation that we’re expecting to see in 2020 comes the evolution of customer communication channels. Consumers are going to keep expecting more personalised levels of communication and tailored messaging and content.

Coupled with the rise of online channels used to communicate with brands in a matter of seconds, take Twitter or Facebook Chat as examples, customers are going to keep moving away from the more traditional channels such as phone or email.

Chatbots is an area that we could see grow in 2020, not only to improve the speed of which even smaller brands can communicate with customers but to help support lead generation and customer engagement. It’s predicted that by 2020, around 85% of interactions made with businesses will be through chatbots.

Could chatbots work for your business? Have a read of our “Live chat vs chat bots” article to learn more.

5. Evolution of personalisation

The personalisation of content has been around for years but has grown substantially from a simple name personalisation in an email to more advanced messaging tailored to specific consumer interests and needs.

With 72% of consumers only engaging with content which is customised to their specific interests, Zoe Brown, Content Marketing Executive at The UK Domain, shares her predictions for higher levels of personalisation in 2020:

6. Rise of visual elements being used in content

Content has moved on from the era of written blogs with people now consuming content through videos, infographics, and podcasts on a daily basis. In a digital world where masses of content is available at the touch of a button, keeping the attention of customers is set to become an even bigger challenge in 2020.

The human brain only needs 400 milliseconds to engage with mobile advertising. According to the Guardian, the average Twitter global trend would last an average of 17.5 hours in 2013, compared with only 11.9 hours in 2016. If that was three years ago, think about how long viral campaigns last now.  

More and more people want to consume content quickly and easily, and mediums such as video, podcasts, and infographics allow them to do so. In 2020, we can expect to see brands needing to produce more content in these formats to engage with consumers, and hence we’ll most likely see the volume of written content online decrease.

Although it might sound daunting to many small businesses, producing content in these formats doesn’t need big investments or design experts. Thanks to online programmes (many of which are free), you can produce professional podcasts, videos, and infographics without needing big budgets.

In summary

There’s lots to watch out for in 2020, but one of the strongest themes between most content predictions for the next year is the expectation of highly personalised content delivered in a timely and easy to consume format.

From videos to chatbots and utilising data to help produce some strong content, it’s time to see how your business could evolve your own content marketing strategy in 2020.

A collection of articles written collaboratively by members of the UK Domain Team.

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