I bet you have asked yourself one of the following questions: “How do I get higher in Google?” “How do I bind customers to my brand?” “How do I generate more traffic to my website?” “How do I ensure more leads?” Content marketing is the answer to many of these questions. In recent years – and still today – companies have focused on creating content, in whatever form. But … do you shoot with loose pieces or do you create content based on a solid content marketing strategy? That makes quite a difference in terms of the impact you make with content marketing. Either way: content marketing is an essential part of a serious marketing strategy. Every day an enormous amount of content is added, in which every organization fights for the most attention. How do you still stand out with your own story within all that new content? And in addition: many strategies that still worked well a few years ago will no longer suffice in 2020. Prepare for all kinds of new technologies, tools and trends. Do you still see the wood for the trees? Reason enough for us to ask 13 experts in the field from all over the Netherlands about the content marketing trends that they believe will make a real difference in 2020. Joep Franssen , Edwin Vlems , Matthijs van der Hurk , Joran Hofman , Niels Tukker , Kathrin Beck , Steven van Vessum , Wouter Wiersma , Sirkka van Loon , Wilco Verdoold , Chantal Smink , Ben van Bokhoven and Patrick Petersen give us their vision on content marketing anno 2020 in 11 trends, packed with tips. This way you will stay ahead of the competition in the coming year. Use it to your advantage! Content: Trend # 1: Video and more attention for visuals Trend # 2: Reach Generation Z via (messaging) apps Trend # 3: Create interactive content Trend # 4: Personalize! Less brand, more person Trend # 5: Higher quality authentic content Trend # 6: Expert Content: who’s talking? Trend # 7: Customer-first content: pull, don’t push Trend # 8: Taking the time to create valuable content Trend # 9: Create in-depth and distinctive content Trend # 10: Help you sell your persona internally Trend # 11: Data driven content Trend # 12: User generated content Trend # 13: Voice activated content and chatbots Trend # 14: Measuring is knowing Make sure you have the basics in order Conclusion Trend # 1: Video and more attention for visuals In content marketing, do you mainly think of writing long articles? Think again, because the majority of our experts see video and more attention to visuals as the trend for 2020. Joep Franssen summarizes it in one powerful quote: “visuals are king, content is queen!” Visuals are king, content is queen? Joep Franssen explains: “In the past few years, the focus has increasingly been on writing high-quality content, under the well-known motto ‘content is king’. I think that the content of a website indeed remains an important point of attention, but that more attention is paid to visual content. Eventually it will become even more meaningful than static content. Wilco Verdoold sees it a little different than Joep Franssen: “Bill Gates said it in 1996: content is king. That is still the case in 2020, but times are also changing. Where Bill Gates mainly talked about making money with the content itself, nowadays content is increasingly the fixed basis for making money as a person and / or brand with your products and services. In short: content marketing is king. Source: Unsplash The enormous power of videos The power of videos is enormous. It extends the time visitors spend on a page, but a video or visual often also takes your visitor by the hand. A video or other visual informs, without the visitor having to be very involved with the content to record the information. Another continuing trend is our ever-shorter attention span. Content marketing focused on visuals will therefore become of great importance in 2020 (and beyond). ” “The power of videos is enormous. It extends the time visitors spend on a page, but a video or visual often also takes your visitor by the hand. ” Joep Franssen Content as a means, not as a goal Wilco Verdoold sees content not as a goal, but as a means: “No, not just as a means to make more sales as quickly as possible. Sure that is the ultimate goal for many, but content marketing is also used to reach the right people. Or rather: to make a connection with them. ” And how do you connect with the right people? Wilco Verdoold continues: “You do that by thinking. About your goals, but especially about the goals of the people you want to reach. Who are they, what are they looking for, what can you help or inspire them with? What do they like and what do they find annoying? In short: a large (re) focus on the actual reader (or viewer / listener) of the content. ” Customer experience “With of course the entire set of tools of the modern marketer. From personas to customer journeys. While some oldschool advertising agencies rename themselves as content marketing agencies, there are also agencies that focus entirely on CX (customer experience). ” Give the content consumer the choice Kathrin Beck also sees multimedia content as a clear trend: “In 2020, everyone will have a device that can display any type of media at high resolution and with perfect sound. Whether it is smartphones, tablets or laptops, the screen on which your content ultimately ends up has no more limitations. Do something with it! Have you written a long article that is insanely interesting, but that actually works better in a two-minute video? Then go for that. Or better yet: just go for both versions, give the content consumer the choice. They are not all the same either. ” Sirkka van Loon also agrees: “Video is becoming an important trend in the field of content in even more forms. Both within B2C and B2B, video has proven itself as a versatile and effective channel. We will certainly continue this in 2020. Moreover, thanks to the many different video tools, it is becoming increasingly easier to get started with video. ” The trend of ultra-short videos At the same time, according to Ben van Bokhoven , the popularity of videos is only increasing. In fact: video continues to grow and gains even more ground in 2020! The emerging trend of ultra-short videos is striking. So will we soon see a complete recipe in 10 seconds? Or change a complete course of car tires of 8 seconds? According to expert Ben van Bokhoven , it can all be even shorter: “Yes, I think you come across ultra-short videos more often.” And what should we think about? Ben says: “To videos of a maximum of 3 to 5 seconds. Admittedly, it is quite a challenge to catch your message, but are you succeeding? Then you really make the difference. ” Joran Hofman also agrees with Ben van Bokhoven ‘s opinion: “Video was already a clear trend in 2019, but will become even bigger in 2020. I am thinking in particular of short, high-value videos that are shared via existing social media channels such as LinkedIn and Facebook. New channels such as TikTok with shorter, fast content are also becoming increasingly interesting for the new generation. ” TikTok in 2020 Yes, now that you say it … We hear the word “TikTok” drop more and more, but what is it anyway? TikTok is an app and the hit of 2019 in Asia and the United States. In the meantime, the use of the app is also moving to the Netherlands. More than half a billion (!) Teenagers log in to this app every day to make short videos on music. They love it! The great thing about TikTok is that you as a user can reach a huge number of people even without many followers, thanks to the so-called ‘discovery feed’. TikTok inspires the ‘young youth’ to bring short, creative video concepts that fascinate. It will be the way to reach Generation Z. Patrick Petersen. Sounds interesting, but do we as content marketers have to get started with TikTok in 2020? Certainly according to Patrick Petersen : “Cross-channel extreme formats and silly concepts are catching on. TikTok inspires the ‘young youth’ to bring short, creative video concepts that fascinate. It will be the way to reach Generation Z. ” Show. Don’t tell Patrick Petersen continues: “It will be a real ‘Show in 2020. Don’t tell. ” Content marketing has been an established tool in the mix for many years. We have seen a lot, maybe too much. Organically captivating and binding is done by offering a surprising concept at the right time that keeps crossing the border. A nice item about drug use? Show it in a (live) video in which you are under the influence behind the wheel (of course with all the warnings that are necessary and not on public roads). https://www.youtube.com/watch?v=XOLYq6tl-js That entire channel now has more than one million subscribers! ” Source: Unsplash Trend # 2: Reach Generation Z via (messaging) apps Generation Z is generally difficult to capture, but still a whole new generation entering the labor market in 2020. According to Sirkka van Loon , a different focus and approach is needed for this group in terms of content: “This enterprising, online generation can be captured in other ways than Millennials or older generations. For example, Generation Z is very active on messaging apps such as Facebook Messenger, Snapchat and WhatsApp and this is the way to reach them. ” So does TikTok also play an important role in this? “Certainly, TikTok is now mainly used by teenagers, but there is a good chance that the average age will slowly increase. You also saw that happen with Facebook, Instagram and Snapchat. ” A bleeding eye too? Will your eyes always bleed a little when you come across the umpteenth obvious stock photo? In any case, the eyes of Ben van Bokhoven : “Auw! There you have another conference table full of people who are smiling just a little too wide. We simply no longer believe in it. ”So make sure your content is credible, which is good for your authenticity. Reading tip: Images for your website or blog: the ultimate list Trend # 3: Create interactive content We were already talking about the trend of video, but Ben van Bokhoven is even better. He sees interactive content reflected in the trends for 2020: “This includes quizzes, surveys, and augmented and virtual reality. This interactive content offers possibilities to really interact with your target group, without you being directly involved. That greatly contributes to your brand experience. An additional advantage is that a well-executed quiz or augmented reality filter is also perfectly divisible. https://www.youtube.com/watch?v=LDbmH8pyjjY Visual content offers more and more possibilities. How about interactive advertisements and the increase in augmented-reality functionalities such as Snapchat filters? The possibilities are endless in 2020. ” Trend # 4: Personalize! Less brand, more person A clear trend in 2020 is the personalization of content. Edwin Vlems explains: “In 2020, content will be linked less to brands and more to people. According to the Trust Barometer from Bureau Edelman, people no longer trust brands, companies or other institutions. They trust each other. ” According to Edwin Vlems , this personalization trend will also lead to a lot of changes within companies themselves in 2020: “In 2020, the synergy between marketing content and HR content will increase. At some companies, these departments even merge. ” Mathijs van der Hurk also sees that we are increasingly adapting content to the individual needs of the user. But how do you do that best? Mathijs explains: “We will do that in 2020 based on data. Based on that data, you make analyzes with which you tailor content to the individual. And that goes quite far! Thanks to the development of AI and automation tools, among others. That way you predict what your visitor needs. This way you quickly build up a customer profile based on click and viewing behavior. ” Marketing automation Sirkka van Loon sees marketing automation playing an important role in 2020: “In an increasingly busier and fast-paced marketing climate, we increasingly offer content in bite-sized chunks. Quality is always paramount here. Stop blogging for blogging, but address prospects with topics that are relevant to them. Marketing automation software plays an important role in this. It helps you to guide prospects with personalized content through the customer journey, until they make a purchase. In short, you target visitors by personalizing content. ” Tip: The article Marketing Automation Trends 2020 will appear in this series on trends for 2020 on January 23, 2020. Do you want to receive an email notification in time? Sign up for our newsletter . The “I-am-only-a-number” effect Ben van Bokhoven calls this personalization the reduction of the ‘I-am-only-a-number’ effect: “You reduce this effect by presenting your visitors with content that meets their wishes. It therefore feels personal and fulfills a need. According to Hubspot, content with personalized call to actions works no less than 202% better! ” Trend # 5: Higher quality authentic content Not only is personalization a hot topic in 2020, but quality and authenticity are also becoming increasingly important. Niels Tukker explains: “Definitely go for higher quality! Keyword insertion is of course a thing of the past. The algorithms are now so smart that they recognize whether the story is really good or is just written as a source for more traffic. I think that as marketers we are being punished faster than we think for generating non-relevant, low-quality content. ” Kathrin Beck also shares this opinion: “There is enough content online and offline. Authentic content created to really tell an honest story scores. That is the content that sticks out and sticks. Funny that we have forgotten this, because what is easier than telling a real and honest story on behalf of someone who really knows the subject? No longer create content to force up certain numbers in Google Analytics. I believe that we have optimized too long for our own figures, instead of for our visitors. A figure such as ‘CTR’ or ‘Time on Page’ is nothing more than a number that had to be raised by means of content. Let’s turn around in 2020 and look at these numbers as red flags that can tell us that we need to be more exciting, exciting, relevant and authentic! ” The algorithms are now so smart that they recognize whether the story is really good, or is only written as a source for more traffic. Niels Tukker Search intent Steven van Vessum mentions ‘search intent’ as an important trend for 2020: “We will see in 2020 that people realize that indiscriminately producing content without a plan no longer works. To be successful with content marketing you have to do really good research for the piece you are working with. To be successful you must understand the “search intent”. In other words: create the right type of content and answer the search query as well as possible as quickly as possible. For more information, see https://www.contentking.nl/academy/ux-seo/ and http://www.blindfiveyearold.com/query-syntax . Quality is no longer a choice Here too, Ben van Bokhoven summarizes it nicely: “We have seen this trend come back for a few years: the quality of your published content must simply be strong. Online visitors are already busy and stimulated enough to spend time on moderate content. In addition, we also see that Google has stricter requirements for this. This year’s EAT update is a good example of this and focuses even more on elements such as reliability and expertise. In fact, many sites with content that does not meet the guidelines suddenly saw their positions plummet . According to Sirkka van Loon, a good way to create authenticity is to show more of ourselves: “We are becoming more personal and transparent. Show why you do what you do. What story do you have to tell and what goals do you pursue? People are becoming increasingly critical and aware. That is why they prefer honest and authentic organizations. ” Show why you do what you do. What story do you have to tell and what goals do you pursue? Sirkka van Loon Source: Unsplash Trend # 6: Expert Content: who’s talking? Quality often means that you have to have content written by someone who is involved in the subject and knows how to cast it in the right form and tone of voice. Kathrin : “You can let your intern write ten blogs a week on a number of topics. With a bit of internet research, everyone can figure it out, but you don’t make any impact with that. You then drown in an ocean of meaningless content that doesn’t linger on anyone. Therefore ask yourself the question: “Who is the most suitable person to talk about?” Put some time into research and approach the person who really has something to say about a topic and then work with them. That takes time, so maybe you produce less content. With what you produce, you are relevant. Or better summarized: as in real life, the same applies here, it is better to talk a little less, but when you open your mouth, it makes sense. ” Tip: produce expert roundups such as this. The employee as a content marketer Wilco Verdoold also sees the organisation’s own employees as experts who can work excellently as a content marketer: “The really good content is often with employees. No, not with the marketer, but with production, in the factory, on the road and especially: with the service department. They see, hear and experience like no other what customers really do with your products. There has been written before about deploying employees to achieve your (content) marketing goals. Paying for visibility on social media, for example, is increasingly required to actually reach your desired target group, so employees are also an interesting way to deploy your content in terms of business economics. But that’s just a fraction of the real opportunity. ” In short, you see employees in the workplace that way as a content marketer ” Source: Unsplash Trend # 7: customer-first content: pull, don’t push Kathrin Beck also sees customer-first content as an important trend in 2020: “We are daily thrown to death with sales pitch and content in an informative jacket. Only nobody is waiting for a sales pitch, no matter how good it is. People are sensitive to strong stories, compelling storylines and like it when someone listens. ” “Good advice, knowledge sharing and inspiration add value to people. You don’t have to say at the end “buy my product NOW with a 20% discount, only today!”. You thereby destroy what you have achieved with difficulty, namely the attention of a person. When your content is relevant and good enough, the need to purchase something from your company or service often arises naturally in the mind of the consumer. Pull, don’t push. ” Podcasts Wilco Verdoold sees podcasts as a good example of overestimation in the short term and underestimation in the long term: “Podcasts were once a minimal part of media consumption, but have since become an underestimable factor. Although it is often more difficult from a podcast to stimulate certain (online) behavior, people do pay full attention to your story while listening to your podcast. That makes them very interesting! Many listeners are working out, sitting on bicycles or in the car or on public transport and listening with concentration. ”A good example of pull, don’t push. Trend # 8: Taking the time to create valuable content According to Kathrin , creating good and valuable content takes time: “Don’t let your content team become a sweatshop. Give it time. Let the people who have produced the content sleep on it for another night. Ask the questions: Can anything else be added? What could make it better? Do you find it interesting? Where did you drop out? Is this a strong introduction? Have we built it well? Let the team edit each other’s work and create an opportunity to give feedback. This way the people in your team grow and you ultimately have valuable content. Unless you happen to work in a newsroom, you really have the time! ” Sources: https://www.columnfivemedia.com/5-ways-create-bullshit-free-content-marketing https://expresswriters.com/meaningful-relevant-content-effective-marketing-in-2018/ Reading tip: Readability: this is how you hold the attention of your readers From doing it yourself or outsourcing to working together! Wilco Verdoold : “Creating good content in which you incorporate the real knowledge is not as easy as it sometimes seems. The technique does not stop anyone from making texts, photos or videos. Of course you can buy an 8K HD ultra XL camera for a good price, but with a cheaper camera and make-up you might achieve a better result and: a good idea, script, plan and clear goal really remain the basis. Trend (or hidden advice ;-)): do not choose between doing it yourself or outsourcing, but opt ​​for collaboration. Get the best out of your own possibilities and employees, but make it easier and better by working together with people who are good at converting knowledge and skills into content. From editor to director and from ghostwriter to trainer. ” Reading tip: Creating a blog: doing it yourself or outsourcing? Create good content together with a professional copywriter? Ask for the possibilities: CopyRobin.nl Trend # 9: Create in-depth and distinctive content So when you take more time, you see that your content naturally becomes more in-depth and distinctive? Not automatically, but Wouter Wiersma has a good way to make that deepening: “We are all creating more and more content. That is why in 2020 it is most important to create content that is distinctive and thereby really contributes to the challenges of your target group. You make that deepening by coming into contact with your customer. What are their biggest challenges? If you know this, you can create content that meets these challenges and really helps them here. ” “People are also becoming more and more suspicious about leaving their personal details or even just an e-mail address. When you offer quality content, people are more likely to trust you and still enter their details. The in-depth approach is also important to prevent you from creating content based on assumptions you have about a target group. Observe and talk to your target group. By asking the right questions you will find out where someone is awake and how you can help him or her with this. ” Trend # 10: Help you sell your persona internally Wouter Wiersma thinks one step further when creating in-depth and distinctive content: “Another trend in content marketing that I believe will become very important in 2020: not only betting on lead generation, but also helping your persona internally in his organization or service. ” Why? Wouter Wiersma continues: “According to Harvard Business Review, an average DMU (Decision Making Unit) consists of 6.8 people.” That is indeed quite a lot of people who are part of the decision-making process regarding certain purchases. That probably also plays a role with families? “Absolutely, but what I think is the point: you can keep in touch with a decision maker, but he or she almost always has to sell your product or service internally, have to get people involved. Do you create content that helps these people with this? And do you also offer this content in a later phase of the customer journey? Then you often speed up the sales process. That is sales enablement. ” Trend # 11: Data driven content Ben van Bokhoven believes that 2020 will finally be the year in which we throw assumptions overboard and replace them with data: “Yes, that actually looks like it. And let’s face it, the internet is far too saturated to arrive with content based on poor – or even completely missing – knowledge of the target audience. Responding to the search intent of visitors is nowadays essential to get the fiercely fought place in the first 10 results of Google and to immediately create a positive visitor experience. ” According to Ben van Bokhoven, data-driven is going to ensure more truth and trust in content. But what about content that is created by users themselves, or ‘user generated content’? Source: Unsplash Trend # 12: User generated content According to Sirkka van Loon , user-generated content will actually score in 2020: “User-generated content does well when it comes to relevance. Research by Adweek even showed that 85% of consumers find user generated content more influential than content published by a brand! We will therefore see this type of content (even) more in 2020, especially on social media. ” Research shows that 85% of consumers find user generated content more influential than content published by a brand itself. Sirkka van Loon Trend # 13: Voice activated content and chatbots Sirkka van Loon sees that the number of searches based on voice search has increased considerably over the past year: “In 2020 we will see more and more of trends such as voice-activated content, but also chat bots. Thanks to artificial intelligence, chatbots can do more and more. In my opinion, this means a new approach to content creation, since these new channels deal with content in a different way. Questions and the specific answers that go with them do particularly well in this, because people often ask a specific question about a chat or voicebot. ” Reading tip: Copywriting for conversational interfaces – a handy introduction Source: Unplash Trend # 14: Measuring is knowing Ben van Bokhoven sees a new benchmark in 2020 for the result from content: the ROX, or the ‘Return on Experience’. He thinks that he has found the solution for the eternal search for the measurability of the effectiveness of content marketing: “Measurability is a difficult topic within content marketing. The main reason for this is, in my opinion, that many KPIs used are still very much based on the traditional online marketing approach, with a focus on direct sales. And that is difficult, because you often only see the clear financial benefits of content marketing in the longer term. Although in the meantime you can already happily measure effects with so-called ‘soft KPIs’, such as the time a visitor spends on a page, impressions, clicks and rankings in Google. ” Return on Experience (ROX) Ben van Bokhoven continues: ‘As the name’ Return on Experience ‘already reveals, you look here much more at the experience of visitors. So that also means looking at elements such as employee and customer experience. And let both written and visual content have a major impact on that. This new ROX fits in with the bigger picture, where the demand for a personal experience increases and the differences between target groups increase. That goes much further than just the financial return. As far as I am concerned, it is an interesting approach that will undoubtedly make everyone who is involved with content enthusiastic! ” Make sure you have the basics in order Chantal Smink points out that there are few companies that have their basis in order: “Think of something like ephemeral content (content that disappears after a while). Great fun and some companies are really applying it well ( Myjewellery on Instagram, for example). But if you make this because everyone is doing it by accident, then it is not ingrained in anything. Then you have stories on Instagram. And then? In short: you have to do something because it makes sense, because it contributes to achieving a goal. Not because everyone is doing it now. Why invest a lot of time and effort in disappearing content if the basis is not in place? ” What do you think of at the base, Chantal? “Basically I think of a stable layer of evergreen, helping content on your own platform. When we look at websites, I see parties all around me that are not at all concerned with the user or visitor, but only with themselves. For example, I recently started working in a new branch for me: the Belgian umbrella medicine. In a short time I have to understand everything about dietary supplements and I am digging through the websites of suppliers. But what do I find? Especially information about the product, but nothing about the disorders for which it was once developed. All manufacturers probably think: if you know the name of my product, then you already know what you should use for. But what if I am not yet in that phase? But do I suffer from joint pains on a daily basis and first want to see if I can help it with nutritional supplements? Then as a ‘patient’ I have to find my information on Wikipedia or with hobbyists who do explain which plants have which medical properties. Why do producers not have this in order themselves? Why do they pour out a range of 150 products over a customer and say: “so, find out for yourself.” That is possible when it comes to things such as colors or sizes, but not when there is an explanation associated with a product. ” Know your client and then set up a good content marketing strategy Chantal Smink continues: “Many companies don’t even know their customers! This is also a lot more difficult in the B2C than in the B2B, where customers already match faster have substantive profiles. But still. Take a step back and focus on your user: who is that; what is the person with; what does his or her world look like; what role do you want to play as a brand and why? Then you can see how you are going to do that. Then it will become clear which new techniques and trendy gadgets you can use. The customer journey as a source Chantal Smink concludes: “If you complete the customer journey in the right way, it must then be a piece of cake to outline the following steps. I think this is the right order, instead of first thinking that you need something with ephemeral content, AI or voice, and only then what you are actually going to do with it. ” Conclusion Where exactly will it go in 2020? Dat weet niemand, we hebben helaas geen glazen bol. Toch lijken de contentmarketingtrends in 2020 vooral te gaan om het blijven maken van echt kwalitatieve content, geschreven door experts en met veel authenticiteit. Personaliseer je content ook zoveel mogelijk en bied je bezoeker de mogelijkheid om zelf te kiezen via welk kanaal hij of zij je boodschap ontvangt. Sirkka van Loon en Kathrin Beck vatten de essentie mooi samen. Sirkka : “Content blijft ook in 2020 een belangrijke rol spelen in marketing en communicatie, zoals het dit altijd heeft gedaan. Hoe je het ook wendt of keert; in alle marketing en communicatie komt content in één van haar vele vormen terug. We moeten content dus ook in 2020 zeker niet onderschatten.” Kathrin Beck : ”Wat je ook doet, begin niet als een kip zonder kop content te creëren. Wat je maakt is een net zo belangrijke keuze als de keuze waar je content gaat leven en in welke vorm. Je wil je boodschap altijd zo goed mogelijk overbrengen.” Waarop leg jij de focus in 2020? Zie je een trend die we nog niet hebben behandeld? Laat het ons weten! Nog geen contentstrategie? Of nog geen contentplanning voor 2020? Ook daar helpt CopyRobin je graag mee! Neem contact op voor de mogelijkheden . Let’s block ads! (Why?)

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