Can you believe it? We are now in the 2020s. How is time passing that quickly? I’m not sure, but I know that we have to make the most of every second we have. And this includes making the most of your business — and a big part of this is making sure your content marketing strategies in 2020 are on point.
In this article, we’re going to talk you through four trends that will help you make the most of your content marketing strategy this year. By the end of this article, you’ll have 20/20 vision about the future of content marketing.
1: Brand Positioning
Brand positioning is all about making sure your business occupies a distinct space in your relevant target market/s. You have to differentiate yourself from the competition within your industry.
For example, a printer might want to occupy a niche position within the printing industry by appealing specifically to marketers and not to the general public. Yet, this could be difficult within the printing industry because it is a parity industry, meaning that most businesses within the industry are equal. Parity sectors can make it difficult for you to differentiate from the competition, but the key is to find what you do best, why your customers love you — and make this your USP!
The point is that regardless of your business, you have to make sure that you get your brand positioning right. It will enable you to identify where online you’re most likely to find an audience who wants to buy your products and services. To achieve this, you must have an excellent grasp of your business. You need to know why your product appeals to people and how to capitalise on this appeal.
To determine your brand position ask the questions:
- Who am I creating this product for?
- How does it appeal to them?
- Where can I find them?
Finding out this information will then help you work out how to reach and how to talk to your customer
Understanding your business and its aims will help you establish your brand position because you’ll understand where in the market to focus your attention.
So, how can we maximise our brand positioning in 2020?
Video marketing is one of the fastest-growing mediums online. In 2019, the average daily time spent watching videos online was 84 minutes. In 2021, it will be 100 minutes (source: Zenith).
Live videos and 360-degree videos will be particularly popular in 2020. If you’re serious about getting ahead in 2020, get to know these new technologies. Schedule some time in your content calendar to delve into learning how you can use these in your industry.
Influencer marketing is a trend that really came into its own in 2018. Around the globe, it has caught some bad press lately, but not all is lost. Instead, you need to adopt some authenticity in your choice of social media influencer.
When you choose to work with someone collaboratively to promote your product or service, you must do it in a way that isn’t overly contrived.
2020 is all about micro-influencers. Micro-influencers are not your Kim Kardashians or Gemma Collins. These are people that occupy a very niche market and have between 10K and 50k followers. Look to work collaboratively with interesting people that have a decent social media following and that operate in a niche relevant to your product.
In the same way that for influencer marketing to work in 2020, the influencer needs to be niche and operating in smaller markets, rather than being the huge influencers of last year, tribal marketing will see a hike in adoption rates than traditional marketing for the same reasons.
Instead of talking to broad groups of people, you need to be talking to smaller groups. Tribal marketing is all about finding the niche markets that are relevant to your products and services. These are the closed, smaller or tight-knit communities that you find online. They may be the audience on specific pages on Facebook, the followers of specific accounts on Instagram or belong to a specific subreddit on Reddit, etc.
You’re going in there as a representative of your business, to join in, and not simply to sell a specific product or service (you have the influencers for that).
You must be careful when trying to enter a tribal market. You need to prove that you can add value in the community and that you’re interested in it beyond simply making money. Again, we’re harking back to the need for authenticity and the human touch in your content marketing efforts. You aren’t doing the hard sell. Instead, you’re writing interesting blogs, joining in discussions, posting relevant videos, etc.
If you fail in these niche markets, it can spell disaster — word spreads fast and people are more trusting of each other’s opinions. They’re on a more personal level, so feel they know each other better. Contrast this with the large review sites, where people are wary of fake reviews.
So, if you can crack a tribal market and gain their trust (because you deserve it, not by using trickery), you can imagine how fast the positive word can spread and, therefore, how much more profitable it becomes for you.
2: Target Audience
As we move through this article, you’ll find that the different sections are interwoven. In this section, we are going to talk about your target audience and it is very much intertwined with brand positioning. The better you know your target audience, the better you can to talk to them and know where they hang out online.
In 2020, we’re drilling right down into our target audiences. Ads will become more targeted and marketers will be spending a great amount of time discovering as much as they can about their active audiences.
How will we focus on the target audience as part of our content marketing strategies in 2020?
Predictive Advertising: One technique we’re seeing is predictive advertising. This is the use of specialist tools such as Google’s similar audience and Facebook’s Lookalike Audience. These tools allow us to study past customers to make predictions about the type of person who will buy our products and services in future. These tools help us research things like online behaviour, purchasing patterns, demographic information, and much more.
Research of this nature gives us a much better understanding of the specific characteristics we should be targeting online. In other words, they enable us to create better buyer personas to use in our marketing efforts.
Targeted Email Marketing: Email marketing will continue to be a favourite among digital marketers. One of the key themes you will notice running throughout the entire sphere of digital marketing is to minimise B2B and B2C and instead focus on human-to-human. And that’s what we’re all about at Lion Spirit Media. Email marketing will become more personable. We’ll be addressing people directly through better segmentation of the target audience via the use of AI technology.
3: Social Media Platforms
We all know about the big social media platforms: Facebook, Twitter, LinkedIn, Instagram, and Pinterest…to name but a few. Your task as the person responsible for your business’s content marketing strategies in 2020 is to understand how your brand can make the most of these different platforms as they each have varying roles in terms of your marketing.
LinkedIn is the place to go for B2B marketing. There’s little point trying to target people on LinkedIn if you sell something hobby-related — people check in on work-related tasks, not leisure tasks. People don’t go on Twitter to be reminded of work so you wouldn’t target B2B so much on Twitter.
This is all old hat, though. As Marketers, you will already be aware of the differences between these main platforms…
…but what’s the newest go-to platform for 2020?
TikTok: If you spend a lot of time online, you might already have heard of TikTok; it’s “the destination for short-form mobile videos“. It’s become super popular and ties in very nicely with our previous section about the rise of video marketing.
It’s a fantastic platform to get your short videos out to your customers. Because it’s relatively new, it does tend to have a younger demographic than some of the other platforms have. For this reason, it’s perceived to be particularly profitable for up-and-coming startups and businesses deemed cool by today’s youth. As it hits our daily social activity though, expect more and more people to flock there.
Content marketing strategies in 2020 will continue to be all about talking to us as humans! In communication, there’s nothing more human than storytelling. And what is digital marketing if it’s not a form of communication?
Storytelling has been a big deal in online marketing for a long time. It’s also been a huge theme offline too. If you read any of the books by the copywriting experts of the 60s, 70s and 80s, you’ll find that they prize storytelling highly. The best copy tells a story.
Facebook and Instagram stories continue to be hugely popular. Instagram even has a new business feature called, “Stories About You“. This speaks volumes of the importance of storytelling in your content marketing.
We’re going into this decade with some excellent options to help us reach our business goals by using the latest trends in content marketing. The important theme to take away is the need to be genuine with your audience. Get to know them on a personal level and talk to them where they hang out.
If you need help with your content marketing strategies in 2020, just get in touch with Lion Spirit Media today. With us, it really will be the ROARING 20s.