Let's examine some more ways in which you can further your Content Marketing efforts in 2020. In part 1 of our look into 2020 content marketing trends we leveraged our CRM partner, HubSpot's expertise. Among other things, we took a look at the concept of the flywheel. The flywheel illustrates the process of excellent service as its own marketing strategy.
As HubSpot points out - new trends and techniques pop up and transform the way we attract, connect with, and market to our audiences. But keeping up with these changes isn’t always enough. To succeed in the fast-paced, marketing world, you have to stay ahead of the game. That’s why we're going to take a look into the guide they created. It is a favourite of our here at the Sandbox Centre, so we do advise you bookmark this so you too can return to some of the most important marketing trends of today, time and time again.
In part 2 of our look into 2020 marketing trends, we'll see what the pro's at HubSpot have to say about Content Marketing.
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CONTENT MARKETING TRENDS
ALL TYPES OF BUSINESS IN A VARIETY OF INDUSTRIES ARE FOCUSING ON CONTENT MARKETING — PUBLISHING BLOGS, INVESTING IN RESOURCES TO PRODUCE UNIQUE CONTENT, AND PAYING FOR CONTENT-RELATED ADS.
So, why should you also care about the current content marketing trends? Because 47% of buyers view three to five pieces of content prior to engaging with your business, and 70% of people say they'd rather learn about new products through content over traditional advertising.
To ensure your content marketing efforts are as effective and accessible as possible, pay attention to the type of content that resonates most with your buyer personas, target audience, and current customers.
Hubspot Featured Resources;
STay up to date on the changing face of business
1. CREATE AND SHARE VIDEO CONTENT
Video marketing isn’t a new idea, but its effectiveness and popularity have definitely skyrocketed in recent years. 83% of marketers now say that video gives them a good ROI and more than 50% of consumers say they want to see video content more than any other type of content from brands.
In the past, video was limited due to costly resources and production. Today, it’s much more accessible. With a lower cost barrier, video has become less intimidating to incorporate into your marketing efforts. You don’t have to hire a production team or marketing agency; all you need is a smartphone, tablet, DSLR and an editing software, as simple as native apps like iMovie all the way up to the usual suspects like Adobe Premiere Pro.
HubSpot Featured Resources
- The Ultimate Video Marketing Starter Pack
- YouTube for Business: A 30-Day Roadmap for Channel Growth
- How to Use Video in Every Stage of the Buyer's Journey
2. REACH NEW AUDIENCES WITH NATIVE ADVERTISING
When your brand pays to feature content on a third-party website, you’re investing in native advertising. Unlike traditional advertising, which is designed to interrupt and stand out, native advertising is designed to blend in and promote your brand to a new audience who might otherwise never learn about you.
Because native ads don’t “feel” like traditional ads, consumers are more likely to consume them — in fact, consumers view native ads over 50% more than banner ads. Examples of native advertising can be found on social media, through search engine results, content recommendation platforms (those links to various other content you can click at the bottom of the page to read more on or related to the topic), or in campaigns.
For example, Buzzfeed is a popular publication and blog that routinely partners with brands for native advertising. Google Home published content on back-to-school recipes and the only mention of the brand is in the byline. Google Home is advertising its product by incorporating their brand in otherwise native content.
To incorporate native advertising in your marketing efforts, look for publications relevant to your brand. Remember to sound natural and avoid coming off as pushy or blatantly promotional.
USE MARKETING TRENDS TO GROW BETTER
You’re up to speed … for now. If your current campaigns and advertising don’t align with these trends, don’t fret. Slowly apply these changes to your marketing efforts and ensure all of your activities are compliant and legal.
As long as you’re keeping a thumb on the pulse of current marketing trends — and always remain open to change — your business won't fall behind.
Original Article by Allie Decker updated March 2020