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5 Content Marketing Trends for 2020

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5 Content Marketing Trends for 2020

  1. 1. Five Content Marketing Trends that aren’t trendy Stephanie Mansueto Senior Director of Content Strategy stephanie.mansueto@rockcontent.com
  2. 2. Today We’ll Cover: ⬤ What is a Content Trend ⬤ What a Content Trend Can Help You Accomplish ⬤ How we Identified 2020 Trends ⬤ 5 Content Trends to Consider in 2020 ⬤ Q&A
  3. 3. Content trends... Friend or foe?
  4. 4. When it comes to fashion... it’s fun to follow the trends When it comes to marketing trends… we need to be a little more cautious
  5. 5. Would you follow this trend? Probably not.
  6. 6. What should a content trend help us do?
  7. 7. What should it not do?
  8. 8. What were the trends for 2019? VIDEO! VOICE OPTIMIZED SEARCH STRATEGY BRANDED STORYTELLING AUTHENTICITY FIRST
  9. 9. How Did We Identify these Trends WHERE OUR CUSTOMERS ARE FOCUSED DATA FROM OVER 1000 CONTENT EXPERIENCES LAUNCHED IN 2019 WHAT IS WORKING/WHAT ISN’T
  10. 10. Let’s Talk About Not Trendy Trends!
  11. 11. Trend #1 Data Focused Content Becomes a Priority
  12. 12. What is Data Focused Content? Data driven content marketing means knowing exactly what your audience is looking for using all the available web analytics tools, and then tailoring, formatting, and timing your content accordingly.
  13. 13. What Does Data Driven Content Help Us Do? ● Optimize your content for better performance - what does your audience really want? ● Develop new content that tells the right story and is impactful ● Align your content strategy across all departments - sales, marketing, and customer
  14. 14. More on this in a webinar next month!
  15. 15. Trend #2 Personalized Content in a way that is helpful, timely, and relevant
  16. 16. What is Personalized Content?
  17. 17. Personalization that is not impactful “First Name” “Company Name” inserted into the content does not tell the reader that you have an understanding of what they are looking to accomplish.
  18. 18. Relevant content that is delivered to the user at the right time in their journey and in the right context. Personalization that is impactful
  19. 19. 74% of customers feel frustrated when website content is not personalized.
  20. 20. Trend #3 Aligning Content with the Customer Journey
  21. 21. The Customer Journey Doesn’t End at Conversion Going in to 2020, we will see more marketers focused on creating content at every stage of the customer journey -- from the content that convinced them to make a purchase to the piece that keeps them committed to the relationship. Content is important at every stage of the customer journey.
  22. 22. What Does the Customer Content Journey Really Look Like?
  23. 23. Why Customer Journey Content ● Frictionless Onboarding ● Customer Advocacy ● Minimize Churn ● Upsell or Cross Sell Opportunities
  24. 24. Trend #4 Increased Usage in User Generated Content
  25. 25. What is User Generated Content? User-generated content, alternatively known as user- created content, is any form of content, such as images, videos, text and audio, that have been posted by users on online platforms such as social media.
  26. 26. How to Use UGC? ● Social Media ● Email Campaigns ● Case Studies ● Customer Testimonials ● and more...
  27. 27. A Larger Focus on Employee Generated Content
  28. 28. Employee Generated Content provides fresh perspectives and ideas and can boost trust and credibility for the brand.
  29. 29. 98% of employees use at least one social media site for personal use, of which 50% are already posting about their company.
  30. 30. Trend #5 Interactive Content for Internal Communication & Employee Retention
  31. 31. Interactive content is content that users actively engage with in order to receive personalized outcomes.
  32. 32. … and the primary goal for most interactive content experiences we launch here is increased engagement and learnings.
  33. 33. Interactive Content can tell you more about your employees too.
  34. 34. Interactive Content for Employee Engagement ● Resource Libraries with Educational Material ● Employee Surveys and Assessments ● Fun, light-hearted Quizzes ● Interactive Landing Pages for Requests, etc.
  35. 35. Types of Interactive Content Assessments Calculators eBooks Interactive Infographics Interactive White Papers Lookbooks & Tours Resource Library Solution Finders Quizzes
  36. 36. Content Trends for 2020: ⬤ Trend #1: Data Driven Content Becomes a Priority ⬤ Trend #2: Personalized Content Gains Traction ⬤ Trend #3: Aligning Customer Journey and Content Strategy ⬤ Trend #4: Focus on User-Generated Content ○ Employee Generated Content ⬤ Trend #5: Interactive Content for Internal Communication & Employee Retention To wrap us up:
  37. 37. Thank You! Any questions? You can find me at: Stephanie Mansueto Senior Director of Content Strategy stephanie.mansueto@rockcontent.com

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