This is the first of a three-part series about content marketing in 2020.
As we are getting closer to the end of the year, we should all be gearing up our content in 2020 with a fresh perspective. We’ve put together this handy guide to make sure you can stay on top of the trends and stay on top of the list with Google.
What Type of Content in 2020 Should You Create?
To get the obvious out of the way, you should create content that promotes your service or product. In general, you want to remove as many barriers that convert a visitor into a client.
However, to build awareness for your brand and company, you will need to produce content that your potential audience wants to engage with. This is when you need to actively work towards ranking better on Google.
One way to make your content appear that it’s coming from an authority is to create ‘evergreen content’. Evergreen content is material that doesn’t have an expiration date. While the news cycle might blow past a recent event within days or weeks, evergreen content is always relevant and sought after. Evergreen content is so named after evergreen trees that retain their color no matter the season.
If you’re a tech reviewer, you can still write about the latest gadget, but to make sure that your brand can be easily found between models, you may want to publish articles ranging from guides to case studies.
By producing evergreen content, it will help you with SERPs (Search Engine Page Results) thereby making it more enticing for other websites to create links back to your page. The more websites that link to your page, the more it will help with your SERP, making a nice marketing loop.
What Type of Content in 2020 Will Get Noticed?
Solve a Problem
The easiest way to draw in an audience is to present the solution to a problem. Despite how niche a question might be, there’s a good chance that there is a decent-sized following looking for the answer. If the answer you provide is really helpful then you may even find it being back linked by other sites.
One of the easiest ways to give your answer credibility is to present it as a personal anecdote. Brand loyalty is becoming increasingly stronger with the younger generations, and by giving them a human experience with the answer, they will start building a personal connection with you.
When composing your answer, try applying the components of a story: the characters, setting, plot, conflict, and resolution. As long as you give the audience an honest answer, they can appreciate the journey it took them to get to it.
This is what will help you become an authority.
Create Multimedia Content
If you want to make sure you get user engagement, make sure to publish videos. Over 80% of consumer internet traffic is comprised of video consumption. While video creation used to be limited to those that had invested hours upon hours into learning video editing, the tools today have made it incredibly easy to produce a short video.
It’s no longer the case where you need to fork over hundreds of dollars for video editing, for most users, you can actually manage to edit a video entirely from your smartphone.
If you’re still shy of doing any camera work, then you may want to consider taking the audio route. The number of podcast consumers is growing by the millions every year, however, this is surprisingly trickier than making videos, because poor audio equipment is much quicker to recognize than poor video capturing.
If you’re feeling adventurous, then you may want to tackle all three for a single story. Write a blog, make a video covering the highlights of the blog, and then produce a podcast expounding the blog.
Create Modular Content
To remain relevant, you need to produce content, otherwise, you’ll lose the authority that you’ve built up with Google. However, creating original content can become increasingly taxing, so here is a clever workaround.
This is basically recycling your original content to be reused in a new manner.
Let’s say that you have a nice 2,000-word article, it would be a shame to let that fade into history. Instead, you can reuse that hefty article by breaking it down into smaller components that can be used for a variety of purposes.
You can use that 2,000-word article and turn it into three smaller articles, and then turn components of those three articles into snippets for social media.
Modular content is a method of restructuring larger pieces into smaller ones that can be used for a variety of purposes.
While it would be nice to release long-format articles daily, this can be challenging for even the most experienced writer.
This method can be worked both ways as well.
You can take smaller snippets and combine them into a larger article.
Modular content isn’t limited to deconstructing or reforming content, it can also be applied to updating some of your out-of-date content. Updating your content in 2020 is a great way to save time and energy while still building authority and trust with Google.
Remember to check back for part two of the three-part series about content marketing in 2020.
The second of a three-part series about content marketing in 2020 will cover conversions.