Chatbots, podcasts and more – the digital content trends to watch out for in 2020

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21-10-2019

The digital marketing world is ever-changing, so it can be hard to keep up with what you should be considering for integration into your digital content strategy and publishing via your website. As one of the first touch points for potential customers or clients, it’s vital that your website content remains relevant and helps you to stand out from the crowd.

Which is why we’ve made it easy by putting together an overview of 5 of the most popular digital content trends that are set to dominate in 2020.

1. Long-form written content

Although digital marketing has recently seen a huge spike in the use of video, infographics and other forms of visual content, and in the era of short attention spans, tweets and texts, it seems contradictory to mention longer pieces. But traditional text-based content remains relevant. A 2016 study revealed that most articles that appear on page one of Google are around 1,900 words, suggesting that long-form content ranks better than short content. When putting your content marketing strategy together, consider that most people value quality over quantity – so make sure that you get the balance right and find the right copywriter.

2. Voice-friendly content

With the rise of smart assistants like the Amazon Echo and Google Home, it’s inevitable that devices controlled by our voices are starting to influence content marketing. Speaking queries or questions can be very different and much more natural to the way they are typed, so it’s important that you consider how this will influence your digital content and SEO strategies. For example, in verbal communication it’s not unusual to use ‘and’ two or three times in one sentence, or to use it to join sentences together as one. It may not look right when written, but sounds perfectly normal. So a balance needs to be struck.

3. 360 & VR-ready video

Wyzowl’s State of Video Marketing Survey revealed that 81% of companies used video for marketing purposes in 2018, compared to 63% in 2017 – demonstrating a continual rise in popularity.

But the traditional explainer-style video is no longer cutting it. More unique and immersive experiences are taking over. Branex state that 360 and VR-ready video are two of the most predominant types of video that have led so far in 2019 – and that this trend will only continue throughout the rest of the year and into 2020.

Many big brands have utilised 360 and VR video experiences in their advertising campaigns. Oreo gave viewers a behind-the-scenes look at the inspiration for their new cookie flavour, with Adidas teaming up with tech company Somewhere Else for a fully-immersive VR mountain climbing experience to advertise their line of outdoor apparel & accessories Terrex.

Oreo cookie flavour VR

4. Podcasts

“Podcasts? In our marketing strategy?” we hear you cry – but don’t write them off just yet. Last year, Ofcom reported that the number of podcast listeners in the UK almost doubled between 2013 (3.2m) and 2018 (5.9m).

What’s more, there is a better chance that your message will be heard in audio format when compared to a video. You can listen to a podcast whilst running, driving, walking the dog – the opportunities are endless.

Podcasts can also act as a ‘Christmas turkey’ – not just for one-time consumption – they can be repurposed as a blog, video, or even a newsletter, meaning better value for money.

5. AI & Chatbots

Perhaps the most unconventional trend in this list, chatbots (accessed via a messenger app) provide a smart way to communicate with your audience, and also
provide a better chance of ensuring that your messaging gets seen. It can also be a more cost-effective route than human-based customer service.

Believe it or not, Facebook Messenger has more users than Snapchat, Twitter and Instagram combined – and users are 80% more likely to open communication from brands if it comes via messenger. Whether utilised in the form of a simple “How can we help?” message when users visit your Facebook page, or as part of a more sophisticated advertising campaign, chatbots will undoubtedly play a major role in the future of digital marketing.

We think that these trends are definitely worth paying attention to – so we’ll be thinking about how we can incorporate them into forthcoming client projects. Why not get in touch with us today on 01884 255999 to find out more about how we can help.