With Google now updating its algorithm nine times a day on average, it can be a struggle to accurately judge how solid your content marketing strategy is in 2020 - what might place on you on the first page today could get you ranked into oblivion the next. We’ve rounded up five content trends for the upcoming year that can provide a strong foundation for your strategy and protect your content from unexpected algorithm changes.
If you’re struggling to come up with content ideas, then pillar content might be the solution to all your content problems! One strong piece of quality long-form content (the ‘pillar’) can be branched out into many smaller pieces of content around the same topic, exploring different areas or questions.
Another advantage of using pillar content as part of your 2020 content strategy is that it’s very algorithm-friendly. By populating your site with content about a specific topic, you’re also building topical authority, which Google’s recent algorithm update now heavily favours; so not only will pillar content make your life easier by instantly generating content ideas, it will also boost your search engine rankings!
If you don’t already know what A/B testing (also known as ‘split testing’) is, get a crash course from our blog here. Using A/B testing takes the guesswork out of content optimisation because you’ll be getting real feedback from your audience about which kind of content engages them best. There are so many elements of your content you can tweak that it’s important to know which ones work, and which you need to change -- whether it’s the entire layout of your landing page or just the colour of your CTA button!
TARGETED LANDING PAGES
It’s almost 2020, so by now you’re probably already using landing pages as part of your digital strategy - but targeted landing pages are the next step in boosting your conversions. Having a single landing page really isn’t enough anymore; instead, you should be creating a dedicated landing page for each campaign to offer more specific, in-depth content about your products.
As technology improves, personalisation is moving beyond first names after email greetings. You have access to machine learning technology offering you valuable insights into the personality type and behavioural traits of your audience by analysing passages of text they have published. Combine this with an understanding of Disc and Devine profiles and you can create highly effective campaigns that speak the language of your audience from advert through to landing page.
Not only are targeted landing pages more personalised and informative, which will be more effective in converting prospects by speaking their language, but they also make attributing conversions to your marketing a simpler task. This allows you to track which campaigns are most engaging, best at converting and even allows you to try out some A/B testing so you can continuously improve!
Video content is here to stay and is becoming increasingly popular among both marketers and consumers. According to Hubspot, 54% of consumers wanted to see more video content produced from brands they support, more than any other type of content. Not only is video content engaging for your audiences, but it’s also a versatile medium and extremely shareable on social channels -- it basically does its own marketing for you! We’ve written a blog about how social channels are prioritizing video content, and why video is so essential to your content marketing strategy.
It may seem counterintuitive to produce content for a very small audience, but putting out niche content can actually be surprisingly beneficial for your content strategy. Because of its smaller scope, this type of content is more likely to cover the topic in significantly more depth for the first time. This puts you in a strong position if the subject has a large increase in interest over a short period of time, something you can also measure by tracking keywords related to your key services using Google Trends.
Additionally, find a niche within a well-discussed topic and explore it in a more informative or creative way and your users will spend more time on your site (and by thoroughly answering users’ queries you’ll be decreasing your bounce rate too!). In the same vein, having video content options available for your blogs will keep people on your page for longer, helping your SEO. You’ll seem more authentic and in-touch with your audience, and the focus of your content will make your site appear more authoritative overall to Google’s algorithm, which is always a big plus!