Content Marketing Trends for 2020: Are we ready?

User-Generated Content

It is no secret that consumers trust genuine reviews by real users when making a decision to shop for a product or service. They want to know what influencers or experts have to say about the product. Additionally, they care to know what others like them are saying about the product. Let’s face it, the consumer is also smart enough to know what is influenced and what is genuine content.

Video format

Storytelling or insight-led messaging? Are we touching the hearts of the consumer? And are we answering the key questions they have? There is and will be an increasing need to address search-optimized video content that addresses the consumer in whatever stage of the consumer journey they are in when they need to see it the most.

Brands that are addressing this are creating not just DVCs (the new age TVC that can say more, can belong format), but are also getting their products reviewed, creating explainer videos and making their brand visible in content that is relevant to the viewer, making the product play a key role in the story as opposed to building content around the product.

Data-Driven Content

Considering the omnichannel digital play, the ‘what, when and where’ is becoming increasingly important. Starting with something as simple as ‘find a store near me’ when the consumer is browsing from just about anywhere to ‘price of the product’ or ‘is this a good product’ right in front of the shelves at a store.

Data on when your consumer is most likely to be looking for you and what at the time do they want to know can and will shape the future of how much and where you invest in content.

Voice-content

Let’s face it—we would rather Google than stop for directions. Digitally mooted abbreviations such as ‘LOL’ have now become part of our vocabulary. And yes, now we just tell Siri or Google to dial a number for us.

And thanks to Alexa and voice-enabled Google, we can manage our music playlists, find online recipes, exercise routines or listen to the latest news. Creating content that Gen Z can consume is the big game-changer, thanks to the rapidly growing adoption of digital technologies and options for the easiest and laziest way to get things done.

Thanks

Purva Sonawane

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