Digital technologies are driving content marketing in 2020, just like every other aspect of the business. In the first part of the year, as everyday life was disrupted, digital became the only channel and inbound marketing the only way of marketing. As time passes, things have started going back to the way they were before. However, the prominence of the digital transformation will continue.
This article will discuss the top five content types that marketers and consumers are predominantly using to convince their customers. Once you have read the article, you will know what content types you can use to make maximum impact for your consumers.
Let’s see the top five content types that work in 2020.
The popularity of stories is continuously increasing. It should not surprise anyone, however. Since time immortal, humankind has used stories for entertainment, education, and enlightenment. Stories capture our imagination and provide impetus to our thought process. In that sense, stories address both the hemispheres of the human brain.
The popularity and the effectiveness of the stories can be gauged from the fact that LinkedIn, a professional social network, embraced it. Facebook already had, so was WhatsApp and Instagram. Twitter introduced it too.
The videos remain to be liked by the audience in the year 2020 too. The video itself is an excellent visual medium for storytelling. The videos make it easier to understand the subject matter as well as engage with the content.
The popularity of the video also has to do with mobiles. It is easier to view a video on mobile rather than read. As the audience continues to rely on mobile devices, the popularity of the video content will remain intact in 2020.
Videos can be used at any stage of the buyer’s journey. However, they are incredibly useful during the awareness and consideration stages before purchase. They can also be an excellent tool for continuous engagement and generating advocacy post-sales.
Audio, as in podcasts, is emerging as another effective medium to generate continuous engagement and outreach. Developing podcasts is easy and allows flexibility in terms of the content you can incorporate. However, ensuring engagement can be challenging.
On top of the meaningful and valuable content, the delivery of the podcast is critical. Since there is no visual aid, if the delivery is not done in an engaging, captivating manner, the podcasts cannot serve their purpose.
Discoverability is also an issue. Podcasts are not as visible as stories and video content on social media or otherwise. You will need to take proactive efforts to ensure that people are aware of your podcasts.
Despite the challenges, podcasts are in high demand due to its flexibility and lower barrier to product and distribution. When done right, they can reveal excellent, practical insights. And that’s why they tend to have a dedicated audience. This engagement means you can achieve higher conversion with podcasts.
While this is not a type of content, it needs a special mention because it has its own differences. The social content can be audio, video, image, or textual. But every social platform has its own quirks and peculiarities. Twitter is for short and quick expressions, while Instagram is for stories. Facebook is fast becoming a hotchpotch. LinkedIn is all about professionalism. Snapchat, Tiktok, and many others all have their own personality.
Chances are that your audience may be at one or multiple places. And your content format and language would change according to this personality. There is no point in putting Tiktok like videos on LinkedIn. Of course, these are general guidelines, and the real answer can come only through experimentation and creativity.
Blogs are and will remain the cornerstone of any content marketing effort for the foreseeable future. Both the discoverability through search engines and the engagement and education it can generate is simply unmatched. The text has always been powerful. It is the longest-used medium to convey just about everything, and it will remain so.
Till the time search can look for information inside video and audio data, the text will remain relevant. While the voice search is getting quite a lot of attention, it still depends on the pattern recognition and matching with the underlying text. But yes, how the content is written and presented matters a lot. People’s attention span has reduced. There is more desire for visual content. Hence, the written word will also need to change how it is presented. But the text as a format is still one most critical elements of any content marketing strategy.
We looked at the types of content you should keep in mind while defining your content marketing initiatives. Spending the right amount of money for producing the right kind and amount of content is the foundation of a successful content marketing project.