What are the trends in the content marketing space in 2020? How do you align your content strategy to include these trends?
Elizabeth Taylor, Senior Trainer at ClickAcademy Asia, shares key trends in content marketing strategy and why you need them.
Highlights:
Voice search:
Consumers are using devices such as Google Home, Alexa and Siri, to search for information about brands so marketers need to adapt their approach.
We really need to understand the motivation and more importantly, the keywords that our customers are using when they are searching for products and brands with voice. It is more conversational and they'll be using different words to perform those searches compared to using a search engine.
Video and live streaming:
Video, and especially live streaming, is a good way to get that 1 to 1 conversation. Take a calculated risk and just give it a go. You can use services provided by Facebook and Instagram to host a Q&A, where you can ask questions in real-time to your customers or be asked questions, and you can address queries or issues live.
Conversational marketing
Conversational marketing can be used to nurture your leads through the conversion funnel. There are many platforms to do this like live streaming, email, and a growing trend of using Facebook Messenger and Whatsapp.
Singapore Airlines does conversational marketing very effectively with Whatsapp,
with not just notifications from the customer service angle of marketing, but also research, where they ask how they can help you and gain intelligence about their customers so they can provide better marketing in the future.
Get hands-on guided training on Content Marketing at ClickAcademy Asia's Content Marketing for Web, Mobile & Social Media. The 2-day course covers world-class frameworks, templates and case studies on content marketing strategies. The course is accredited by Skillsfuture Singapore and is Skillsfuture credit-claimable. Find out more here.
If you are experienced in content marketing and would like to align your current content with your brand positioning using a content marketing audit, as well as build a business case for content marketing, check out our Advanced Content Marketing Masterclass.