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Content marketing predictions for 2020

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Content marketing predictions for 2020

With 2020 already upon us and your content marketing strategy (hopefully) in full swing, now is a great time to take stock and look at some of the key predictions for the year ahead.

Here we take a closer look at some of the top content marketing predictions for 2020, so you too can future-proof your content and achieve some impressive results. 

Diverse voices will start to be better represented 

Stephanie Stahl from the Content Marketing Institute believes that in 2020, we will start to bring more diverse voices into our conversations.

She says that “as brands try to improve the quality of their content and the ways they engage with their communities, they’ll work harder to represent diverse voices – both in their content and among the team members they hire to create that content.

“Whether written, visual, audio, or event-oriented, content thrives when it includes fresh, thoughtful, and compelling perspectives that reflect all the different communities they serve.”

However, it is important to understand that truly diverse content needs to be more than a stock image depicting a mix of men, women and racially diverse people.

Instead, diverse content needs to resonate both consciously and subconsciously with your audience, speaking to people of all backgrounds, race, ethnicity, gender identity, age, religion, ability and sexual orientation.

And to reiterate just how important the diverse content market is, Google discovered that 64% of people they surveyed said they took some sort of action after seeing an ad that they considered to be diverse or inclusive.

This percentage is higher among specific consumer groups including Latinx+ (85%), Black (79%), Asian/Pacific Islander (79%), LGBTQ (85%), millennial (77%), and teen (76%) consumers.

Conversational marketing will be even more significant in 2020

We have already seen a large shift in the way that brands speak to their audiences, with natural, friendly conversations now being a preferred way for many businesses to communicate with their consumers.

However, in 2020, brands will really need to get on board with this in order to stay in the content game.

Global research and advisory firm Gartner certainly thinks this will be the case, as it explains that “conversational marketing technologies enable interactions between companies and customers that mimic human dialogue and do so at scale”.

Lisa Dougherty from The Content Marketing Institute adds that “speaking to people from the heart online – with the same conversational language and tone they might use with a friend, or colleague – will help in search (think “how would I respond personally?”), as well as with building deeper, more trusting consumer relationships through the content they share”.

Therefore, in order to raise your brand’s profile in 2020, it is imperative that your content connects with your audience on a one-to-one level.

Understand your audience’s current mind-set by engaging with them directly through market research. Surveys and Facebook polls are a great way to achieve instant answers.

User-generated content will become a key marketing tool 

User-generated content refers to any kind of content (such as images, video or text) that has been created and shared on social media platforms by your customers.

User-generated content has already proven to be an effective marketing tool, and is set to become even more important in 2020, as consumers look to find ‘real’ content in order to accurately see how the service or product fits into their lifestyle. 

According to the latest statistics, 60% of consumers say content from friends or family influence their purchase decisions. And 86% of consumers say authenticity is important when deciding what brands they like and support.

As a brand, user-generated content can save you time, money and effort – as you don’t need to hire a content creator to do this kind of work. 

A great way to try and encourage user-generated content for your brand is to run a competition.

Offer a valuable prize to encourage your customers to share how they’re using your service or product.

Not only can other potential consumers see how the goods are being used by their peers, but you’ll receive even more eyes on your brand. 

Reactive content is on the rise

With 24/7 news at our fingertips, viral media and social channels giving us a huge platform for discussion, reactive content is a great way for brands to tap into what is trending in real-time. 

There are two types of reactive content that you can utilise:


This includes key dates in the calendar, including Black Friday, Christmas, Easter, etc. These can all form part of a wider marketing strategy. 

News and current events

If a breaking story is emerging, or something unique is going on in the world of current events, brands can piggyback onto them by creating quick-fire content that creates a meaningful discussion. 

While seasonal content can be planned well in advance, it is managing to react to breaking news that can really give your brand an edge over your competitors.

Keeping an eye on the news and trending stories is a smart thing to do, and when you identify the stories you can take advantage of, it is important to move as quickly as you can while the content is still fresh in your audience’s minds. 

Lidl did this really effectively in 2018 when they parodied John Lewis’ Elton John Christmas advert.

By sharing their advert (seen below) on Twitter, they earned nearly 10,000 retweets and 27,000 likes.

By comparison, the original John Lewis advert gained 29,000 retweets and 84,000 likes — but their advert reportedly cost £7 million to make, meaning Lidl did incredibly well off the back of it with minimum effort or money spent.

It’s this kind of reactive content that can really get you noticed!

Looking for support with your content marketing in 2020?

If you would like further help or advice on how best to plan a content marketing strategy in 2020, please don’t hesitate to get in touch with The Content Marketing Team.

We would be more than happy to show your how your business could benefit from our wide range of services and products.   

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