8 Content Trends for 2020

Content Trends 2020

Are you in the process of planning 2020 content marketing?

Here are the biggest content trends for 2020, according to content marketing consultancy Convince & Convert team.

Content Trend #1: User Generated Content

According to a recent study, 85% of consumers find UGC more influential than branded content 85% of consumers find UGC more influential than branded content .

in fact, our own research on Instagram about travel marketing shows that UGC posts are the most engaging post type on Instagram for travel marketers. This finding also applies to most other industries.

User-generated content not only engages consumers but also allows you to create more content with less resources and time by engaging with your community for ideas and pieces.

For 2020, you need to define what inspires your audience to share your content and how you can engage customers to create user-generated content . This step is part of the client content marketing planning process ours at Convince & Convert. Make sure that's part of your planning process for 2020 too.

Jay Baer, Founder & President

Content Trend #2: The Continuity of Video

Video is an important part of every stage of the customer journey. While people may not be watching videos with purchase intent, they're always open to discovery.

Basically, people prefer video over all other forms of content when learning about new products and services.

In fact, 80% of people say they often switch between online and video searches when researching products to buy more than 50% of shoppers said online video helped them decide which particular brand or product to buy and more than 55% of shoppers said they used online video while actually making a purchase shop at the store.

50% of shoppers said online video helped them decide which particular product or brand to buy. Click to Tweet

For 2020, see how you can make video part of your content marketing strategy. If you're intimidated by the prospect of making a video, don't be. Depending on your brand and audience, a personalized DIY video may be just the content you need to connect with your audience. Take a look at video tools This is for content marketers to get inspired.

Anna Hrach, Strategist

Content Trend #3: Voice

The voice content strategy is no longer optional: smart speaker usage has increased by 38.9% over the past year, and 26.2% of all US adults have smart speaker access.

Attractive and Youth-oriented presentation Voice-activated content for consumers to open up a whole new way to interact. It's an opportunity to move away from the expensive and often cumbersome website, as well as the social media playgrounds that increasingly require advertising budgets to reach customers.

consumer usage of smart speakers 2019

In 2019, most of the voice-activated content we create for our clients is rooted in information and usefulness. As consumers get more comfortable using smart speakers for more complex, API-driven interactions in 2020, we'll add layers of concreteness and nuance to what we're doing with content. content is voice-activated. Go deeper into voice with these voice content trends for 2020 .

Jenny Magic, Strategist

Content Trend #4: B2C Behavior Continues to Influence B2B Expectations

Based on Stress , 61% of all B2B transactions start online, and 51% of customers turn to social media to do initial research. B2C behaviors continue to impact B2B expectations. Even B2B decision making is heavily influenced by social media content. Even B2B decision making is heavily influenced by social media content.

61% of all B2B transactions start online, and 51% of customers use social to do their initial research. Click to Tweet

From social media to chatbots to mobile augmented reality and beyond, the traditional B2C touchpoints will be even more important in B2B, given the complexity of the decision. purchase intention in B2B. By leveraging the opportunities at these touchpoints, B2B brands will gain a competitive advantage.

Zontee Hou, Co-Leader, Consultant

Content Trend #5: Messaging Apps Keep Growing

Messaging apps will continue to grow in 2020, which will include many aspects of “content”.

Apps come with a host of new opportunities (and challenges) for marketers. The prize: billions of active monthly users, including coveted Millennial and Generation Z consumers.

Messaging Apps Users

With more than 3 billion consumers spending a lot of time and sharing emotions on messaging apps, consider how messaging apps will impact your content strategy and results with Rise of the Dark Society .

Anthony Helmstetter, Strategist

Content Trend #6: Augmented Reality

By 2022, there will be a 3.5B mobile device expected au virtual reality (AR) users worldwide (44% of the population) and expected revenue of nearly $15B generated by advertising AR reporting on social media.

Through 2022, it is expected that there will be a worldwide base of 3.5B mobile AR users (44% of the population). Click to Tweet

What exactly is augmented reality? Augmented reality is the overlay of information on the real world, allowing the user to see virtual items or information while looking at the real thing. If you have played with Snapchat's lens to take a selfie or watch a sci-fi movie where a soldier can see the information inside her visor, you get the general idea.

The prevalence of AR in our lives will only increase from here. For the smart marketer, the opportunity is already there. Dive deeper into AR with these three trends you should know.

Lauren Teague, Strategist

Content Trends #7: No More Content . Random Behavior

For 2020, think like a television network and STOP random actions of content that never work.

Instead of constantly renewing the wheel, create less content, but make each piece of content you create more effective. Our content marketing clients have already adopted this approach, and I think there will be many more in 2020.

What does this mean? You need to give your audience a chance to find your content in their preferred format and channel and deliver it to them in a steady stream over a period of time. You can't just post an article and expect potential clients to contact you.

Think about that. The most effective marketing and advertising is experienced over a period of time. It takes about 7 impressions for a display ad to capture, and about 5 email drips to warm up to a lead. That's also why you see the same ads over and over again.

The content rules are the same.

We have to stop content randomization and instead have a rich, nuanced plan to create less content and deliver it more often to your target audience.

Mary Nice, Co-Head, Consultant

Content Trend #8: Mapping the customer journey

One question I get more and more from prospects and new customers is about customer journey mapping: how to generate them, how to improve them, and how to link them up. they come back to you content strategy .

According to a Altimeter's research 73% of B2B companies said they have mapped the customer journey digitally, compared with 55% by B2C and 56% by B2G companies.

This is a trend we'll continue to grow in 2020, and, if you haven't already, here are some great tips to keep up. Start with customer journey mapping .