Between Google BERT (a natural language processing engine), voice search and omnichannel marketing becoming necessary for relevance, brands need to evaluate the long-term resilience of their content strategy as they enter 2020.
The Content Marketing Institute in its research found that nearly half of B2B marketers intend to increase their content marketing budgets in the coming financial year, so it’s even more critical to have good strategy in place for when that comes into play. Specifically, industry leaders maintain that there are three content marketing trends you should pay attention to in 2020.
1. Content Repurposing
Regular new content is essential, but using an idea just once before discarding it is just wasteful. “Use data and input from sales, staff, customers and focus groups to inform customer needs before creating content, then create a single foundational piece of content that can be repurposed,” says Linda Emma, director of digital content at ESM Digital. She insists that you should be thinking about how you’ll be repurposing content even before you gather input and create the first iteration.
And again, that doesn’t mean just publishing he same content on a different platform. “Repurpose your content not just by posting it across different channels and platforms, but by creating new ways for your audience to digest the information,” says Angie Quigley, social media & creative content specialist at Red Egg Marketing. That way, not only do consumers that missed your message the last time patch in, but recurring viewers have something new to latch on to. Turn blog posts an e-book or a how-to guide, an article into an infographic or flowchart, and more.
2. Aligning Sales and Content Teams
“Only your sales team really understands what motivates that person who clicked on an ad, filled out a form or downloaded your eBook and then turned from a lead to a sale,” says Emma. Sales know what your customers need and what their biggest pain points are. And when they share this with the creative team, the collaboration leads to content that’s both novel and relevant. “Moreover,” Emma continues, “you can build a repository of relevant content from which the sales team can pull, increasing efficiencies as they nurture leads and turn them into customers.”
“A quick and easy way to align sales and content teams is to create a seamless way to communicate client needs and wants between the two — something that can often cause information to get lost in the shuffle,” Quigley says. She recommends shared documents where both teams can add inputs and refer to leads or existing customer data
“This is something we are trying to achieve right now with automation, and is almost all about how content can support sales,” explains Quincy Smith, head of content & SEO at Ampjar.
3. Getting the Basics Right
Aside from the other two points, experts agree that some gold old standards of content marketing should hold true. For one, marketers need to regularly review their old content and update it. “Often content marketers forget to audit and update their own past work,” says Quigley. Dead links, outdated information, and old content can end up hurting your SEO more than helping. “By spending 15-30 minutes on this you can avoid common SEO blunders that could prove to be costly for your rankings,” she says. You should also be sure to constantly review your analytics and optimize your content accordingly.
“Yes, content can be successful if you ignore the basics,” concluded Smith, “but for the longevity of your business and ROI of your content it’s better to create a process driven approach that gets results.”