Content Marketing Blog mint

Content Marketing Blog

What Will Content Marketing Look Like in 2020?

Hint: It’s Not More Content

As the 4th quarter of 2019 rushes by, our thoughts naturally turn to the coming year. You’ve likely read about 2020 predictions for content marketing that talk about voice assistants, video proliferation, longtail keywords, chatbots, and the changing world of search.  Trend-based insights are useful – and tactical.

Let’s take a step back and review the role of content marketing. According to the Content Marketing Institute,
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Many content marketers create and distribute content; well, lots of content. Some measure results to ensure they are attracting and keeping target audiences.

But are content marketers focused on “driving profitable action?” With 2020 just around the corner, it’s time to focus on content experience.

Why Content Experience Should Lead in 2020

While experience, in general, is a single event, we think of the content experience as the overall impact of our engagement with a customer. A positive content experience might occur like this:

  • a prospective customer starts with a need
  • he or she finds our content relevant and useful
  • the customer's response triggers a more profound connection, including content that addresses additional needs
  • with enough positive interactions, the relationship tips into positive action

We expect the content experience to take center-stage in 2020 because, without results, content marketing will erode from 'marketing' into just ‘content’. Facilitating positive interactions adds value and builds businesses.

MarTech Advisor (MTA) defines content experiences as:

“The overall experience of accessing, consuming, engaging with, and responding to a stream of brand content; across diverse devices, platforms, and channels; through the journey from prospect to customer. Successful content experiences deliver a high degree of relevance, personalization, timeliness, consistency, and convenience; by focusing on a holistic approach that is greater than the sum of its parts.”

For us, the word ‘journey’ stands out in the above perspective. Most journeys start with a plan that includes a destination and a timetable for arrival.  You choose your route and decide on your mode of transportation. When all goes well, your journey is enjoyable and successful. The content experience is similar – starting with a strategy or plan for delivering results.

Developing Content Experience

Your content experience strategy will harness valuable content from your team and transform it into a roadmap to guide prospective customers to their destination: buying from you. The plan ensures you’re with customers on their journeys – at the right time, with relevant resources that help them along the way to a decision. Each interaction builds on the last, logically aligned with the customers’ needs.

  • Take time to review content you have available, including your website pages, blogs, sell sheets, white papers, case studies, infographics, and videos. Organize by topic such as introduction to our product, using our product, benefits, and next steps. Some of your content may cover multiple issues; try to focus on the primary point. If you have duplication, choose your most engaging (i.e., best performing) work.
  • You’ll likely have a few gaps in the content needed to support the customer’s journey. Create additional material that addresses unanswered questions.
  • Now, reshuffle the content to match up with your business and your customer's requirements. You may decide to create content streams that align with industry segments, customer personas such as R&D or purchasing, or by place in the journey, like ‘discovery’, ‘evaluating’, and ‘selection’.
  • After the first connection with a prospective customer, be sure to personalize subsequent outreach to fit with his or her identity and stage in the process. Pull from your cache of content to deliver a positive experience. Your goal is to have a digital ‘conversation’ that is rich with detail and relevant information.

When you nurture customer relationships effectively over time by focusing on content experience, you’ll see a higher level of conversion. Importantly, you’ll be able to report an outstanding marketing ROI to your CEO.

Are you interested in delivering content experiences in 2020? MintCopy, a content agency in Mississauga, Canada, is ready to help. Our team of strategists and content creators will talk with you about your customer journeys, support your strategy development, and provide engaging content across mediums. A new decade requires a fresh look at content marketing. Let’s get together and plan for a great year.

Use our online form to reach us. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with content marketing trends.

Share


Recent Posts

Sheetal Pinto - 10/17/2019 06:00

Power Your Content Marketing with Organic Search Optimization

A robust content marketing strategy can take your business to new heights. Content marketing helps you stand out from the competition and highlight your expertise in a field. When done right, your strategy doesn’t just help you retain customers, it brings you new ones. In your marketing toolkit, there are many tools you can leverage to make your strategy work successfully. The sledgehammer in your toolkit is organic search.

Sheetal Pinto - 10/10/2019 06:00

The Move from Traditional to Digital Content Marketing

You’ve worked hard to build your business. You’ve put in the hours and checked all the right boxes. You’ve spread the word and spent money on traditional advertising. Why pivot to content marketing, when the old ways seem to be working fine?

Sheetal Pinto - 10/3/2019 06:00

Hint: It’s Not More Content

As the 4th quarter of 2019 rushes by, our thoughts naturally turn to the coming year. You’ve likely read about 2020 predictions for content marketing that talk about voice assistants, video proliferation, longtail keywords, chatbots, and the changing world of search.  Trend-based insights are useful – and tactical.

Sheetal Pinto - 9/26/2019 06:00

What Content Marketers Need to Know

A recent post on Google’s blog outlines the company's shifting perspective on how consumers search. The future of Search will evolve to reflect how consumers are now:

Sheetal Pinto - 9/19/2019 06:00

Marrying Technology and Creativity Gets Results

Keeping up with how Google’s search and ranking algorithms work is akin to the arcade game “Whack-a-Mole.” Just when you think you’ve conquered the challenge, another change pops up, and you're struggling to get your website and your content to rank on SERPs again.

Sheetal Pinto - 9/12/2019 06:00

No! And Here’s Why

Artificial Intelligence (AI) is ubiquitous. It’s the underpinning of the robotic vacuum whirring around your living room, helping it choose the most efficient cleaning paths. It’s in the offices of wealth management advisors who rely on it to scour big data and find opportunities in the stock market. And the online travel agent who helped you plan your next trip to Europe? Yes, an AI-driven examination of your past preferences likely led that chatbot to make specific recommendations for your upcoming itinerary. Artificial intelligence can improve responsiveness, speed up decision-making, and personalize interactions.

Sheetal Pinto - 8/29/2019 06:00

With Only Seconds to Stand Out!

We have some sobering news for marketers trying to connect using emails: the average attention span for adults is 8 seconds. But wait! All is not lost. Here are a few examples of activities that take 8 seconds or less. You can:

Sheetal Pinto - 8/22/2019 06:00

Craft a Plan and Create Quality Content to Wake Up Your Audience

Do you watch talent shows on television? You’ve heard the panel of judges ask a contestant, “What are you doing this week to take it to the next level?” The camera pans to the singer or dancer whose face often reflects the stress of the challenge. The performance may include strobe lights, backup dancers, or pyrotechnics. It's big and bright, but can you remember the song the next day? Did it stand out from any of the dozen other 'big' performances? Unfortunately, the answer is probably 'no,' since the performances seem blurringly alike in your memory. If you're lucky, one of the performances was memorable, perhaps because it resonated with you in some way.

Sheetal Pinto - 8/15/2019 06:00

In the early days of social media marketing, big numbers were a big deal. Brand marketers were hankering after more likes, more shares, more followers, and just more love in general. Today, that craving hasn’t gone away entirely, but here’s a fun fact: 196% of social media users that engage in online conversations about a brand, are not even following the brand. 2Internet users spend a lifetime average of 5 years and 3 months on social media.

Sheetal Pinto - 7/25/2019 06:00

Better Content = Stronger Connections!

Have you ever been intrigued by the title of a webinar or conference seminar? “9 Breakthrough Strategies to Build Your Business in ’19!” screams one headline. “Everything You Need to Know About Attracting New Customers!" says another.  The promise of insights often leads you to register for the session quickly. But how often is the headline the best part of the presentation? Are you sometimes disappointed with the scarcity of useful content and left wondering why you wasted your time?  Weeks later, you start receiving multiple emails' pitching' you the presenter's services. You realize the event was a fishing expedition designed to get your contact information. Instead of building your trust, the sponsors have disappointed you and may have inadvertently alienated any future relationship.