Well, B2B marketers, it’s a time of year again. The holiday season is in full swing. Countdown to a New Year And A new decade has begun. And, of course, we’re all harnessing our psychological powers, hoping to capture what we have by 2020 so we can take advantage of opportunities, prepare for challenges, and ultimately market our content. Improve the effectiveness of our efforts
2019 was a bonding year for many experiences, with many B2B marketers investing significantly in it. Interactive ContentCYNDI WANG LOVES YOU DOWNLOAD In collaboration with influencer content, And multi-dimensional campaigns. 2020 will be the year where there will be many brands Cement Experience as a strategy.
So, what does it look like in 2020? Below we delve into our top 10 trends and forecasts for 2020, each of which is beyond experience or core relationships.
Top Rank Marketing Top B2B Content Marketing Trends and Predictions for 2020
# 1 – Evolution of Experimental Content
If you missed my opening opportunity: It’s the age of experience, marketers. Research shows that marketing leaders Expect Compete on experience Long now and in the future
“Customers don’t compete with your competitors anymore. They compare you to other positive experiences they’ve had.” Sheep hiken, Experienced customer service and experienced specialist, Didn’t tell me a while agoGeneral Chat Chat Lounge “Satisfaction is a rating. Loyalty is an emotion. So, you need to know how to create a lasting emotional connection.”
Of course, creating incredible experiences doesn’t start and end with the marketing department. But marketing chiefs and their teams have the opportunity to rise as CX leaders in 2020. How? with Experimental contentGeneral Chat Chat Lounge
Dynamic, infotaining infographicGeneral Chat Chat Lounge Audio Guide eBooks Animated Power PagesGeneral Chat Chat Lounge Quirky Quiz. ROI Calculator Catalog of published fact productsGeneral Chat Chat Lounge Experience virtual reality in live events. AI powered chat bots. From simple, stand-alone assets to real-time, on-site engagement techniques, surface marketers can design sophisticated interactive content. Interactive experiences that encourage interaction and engagement With the audience who buys them Internal stakeholdersGeneral Chat Chat Lounge
However, when we say experimental content, we don’t just talk about the conversation or the fun elements. Integrated with interactive data and powerful voices, Something that will become increasingly important in 2020.
“The sheer volume of information and media contradicting people in the business world is heavy and often very boring,” Lee Oden, Says CEO of Top Rank Marketing. “Creating compelling Creator experiences with interactive content is one way to create impact, clear, varied, and optimize. At the same time, buyers don’t rely on advertising or brand marketing messages. Content with trusted experts. Creating brings credibility and interest to the brand message.
Check out our latest interactive asset with influential voices.
# 2 – Confidence 2.0
Confidence in marketing Top of our list 2019 Content Marketing Trends and PredictionsGeneral Chat Chat Lounge Security breaches, privacy concerns, political scams, and prolonged mistrust of advertising messages have worked together to create a multi-year hurdle. Consumer confidence is falling worldwideGeneral Chat Chat Lounge
But consumer confidence has resumed. 2019 Adeleman Trust Barometer Showed that global confidence in business increased in 21 of 26 countries, including the United States, where 54% of respondents expressed confidence. When we go into 2020, we need to keep our way.
Number 1: Get acquainted with California Consumer Privacy Act (CCPA) As my partner Nick Nelson Not too long ago: “Whether through the spread of state-level laws such as the CCPA, or the result of similar federal legislation, the implementation of data privacy regulations in the United States is only timely. It will be. ”
Number 2: Try to answer the best. For years, it’s been the top-ranked marketing mantra and vision, and combines art and science to create quality content that informs, educates, and inspires audiences whenever and wherever they look. ۔
“Nick Nelson once wrote,” The best content of the answer is the basics. “When done right, the only thing we need to do is to provide value and gain confidence.”
But don’t take our word for it. In August 2019, Google published one Reminders and primers on its basic updatesSpecifically a little thing called “E-A-T”, which means “skill, authority and ability to trust.”
This is a great gesture, marketers. Eat.
“Your brand needs to be trusted Permanently So that people trust you, ” Margaret MagnarelliMorgan Stanley, Executive Director for Growth Marketing, Social Media, and SEO, Told us earlier this yearGeneral Chat Chat Lounge “[With content created for organic search] You have the opportunity to entice someone with a special intention and zero brand awareness. Your answer to their question will have a big impact on whether you can be trusted in the resulting issues.
Number 3: Align yourself with credible, influential voices. As Lee Odon puts it: “For any kind of content that builds a business and publishes the world, there is an opportunity to collaborate with trusted voices that have active networks that call these voices Are interested in it. “
Read more on this topic:
# 3 – Video Continuity
Last year’s Annual B2B Content Marketing Benchmarking Report of the Content Marketing Institute and MarketingProfs revealed 64% of marketers increased production of audio and visual contentGeneral Chat Chat Lounge In this year’s report, a complete 71% of the respondents He said he used video content in the past year. To put this in perspective, Case studies, infographics, webinars, white papers, moving beyond video content, And EBooks
Video content production will undoubtedly increase in B2B marketers in 2020. And from our point of view, the biggest change here will be diversity in terms of strategy and storytelling.
Currently, video is often used as the best strategy. But The video can be useful at every stage of the buyer’s journeyGeneral Chat Chat Lounge Therefore, as marketers become more comfortable and sophisticated in the realm of video, they reach out to prospects by expanding their video marketing strategies. And Nurturing customers and as video becomes more and more common, building the right visual statement will be the key to success.
“If you want to make the best impact and see the maximum return on your video investment, you don’t have to,” Andrew Davis, Says the lead speaker and sales author. “Instead of a talking head or any other interview, how can you show me? Just spend more time shooting the rest of the story and immediately, you’ll be dropping your videos from shopping to shopping.
# 4 – “Marketer, Play Audio contents“
Today’s easy-to-listen radio comes in the form of a serialized story story: PodcastGeneral Chat Chat Lounge
Podcast listeners have grown rapidly over the past two years. Almost all podcast listeners. One-fourth Has started in the last six months. What’s more, 51% of the American population over the age of 12 have listened to a podcast.
In the B2B realm, the full potential of podcasting is still unlocked – but more marketers will try in 2020.
“Today B2B Podcasting is where content marketing was a decade ago.” Joshua Knight, Says Senior Content Marketing Manager at Top Rank Marketing. “It’s emerging as a marketing discipline. People are starting to get complicated about deploying and measuring podcasts. We’re seeing new tools to launch, advertise and monetize. And with thousands of hours of audio out already, there is no sign that the market is skate. “
People are starting to get complicated about deploying and measuring podcasts … and even with thousands of hours of audio already out, there is no sign that the market is sound. NiteWrites # B2B Podcasting # B2BonantMarketing Click Tweet
That said, podcasts aren’t the only audio medium that comes to the minds of marketers who fall into the new year. According to Recent research by Edison Research, Now more than 53 million Americans have a smart speaker, an increase of 36% in just one year.
so if Improved content search for Voice SearchAs kids these days are calling it, sound-driven content – not included in your 2019 strategy, is 2020 years old.
Read: B2B Podcasting: 20 Stats That Make Marketing Matter
# 5 – Collaborative Content Before Adoption
The evolution of consumer expectations and the spread of content, along with the rise of skepticism and mistrust, have created a highly competitive landscape. It is known.
A personalized content marketing savior is born, which aims to enhance the experience by providing relevant, one-to-one messaging to current or potential buyers. But the next step in the 2020 privatization game is co-operation.
Partnering with industry-leading influence and thinking leaders, employees, and existing customers or prospects can help you create unique, level-relevant content for your (mutual) target audience.
When it comes to influencers, consider this tidbit by Top Rank Marketing founder Lee Odden:
“Individuals with complementary domain expertise and networks that combine forces can deliver a great publishing to the B2B brand, but with the credibility and confidence of a respected influence.”
As far as the benefit users and prospects are concerned, see what my colleague Nick Nelson has to say. User Generated Content*
Storytelling is one of the most important tactics for content marketing, and one of the central principles of discipline is customer centricity. UGC really offers a way to integrate these two by transforming your customer into a storyteller. Not only is this a very engaging role for the individual whose content is featured, but it also makes the content more relevant to the users.
Finally, consider what? Jay Beer, The founder of Convince & Convers Employee Advocacy*
“If you have a truly differentiated user experience that creates such a conversation, your employees will naturally echo and enhance it and add dots for potential customers. They will be part of the marketing tool.
# 6. A renewed commitment to consistency and integration
Integrated Marketing Multi-Channel Marketing. Omnichannel Marketing. Scope and definitions are different, but the general cover of each approach is the same: Constantly create positive brand experiences whenever and wherever your audience is looking.
Marketers have been following this directive for many years, regardless of priority. We know that consistency and integration are the key to effectively telling the stories of our brands and connecting with our audience. However, in the quest for perfection, the complications – and even some fortunes – were born.
We’ve added the steps. We’ve added the channels. We’ve added the tools. But in the midst of all these additions, have we made extensive improvements to the content experience provided? Have we fallen into set and furlough mode?
The above CMI and marketing proof study illustrates this 93% of the Most Successful B2B Content Marketers Prioritize delivery of relevant content when it’s most likely to see where and where.Only 37% of the least successful marketers focus hereGeneral Chat Chat Lounge Therefore, as the experience continues to rise as a competitive differentiator, brands and marketers will do well to analyze and renew their commitment to the integration of smart marketing in 2020.
As the experience continues to rise as a competitive differentiator, brands and marketers will improve and analyze their commitment to the integration of smart marketing in 2020. @Kettleton M. Burgess # B2Bennet Marketing Click Tweet
# 7. Data-Aware Content
Every B2B marketer understands the role of statistics in the marketing of innovative content. However, many people still make marketing decisions based on that Gut feelingGeneral Chat Chat Lounge Whether they’re overwhelmed by the sheer volume of data available or they don’t have the tools to properly collect and analyze it, marketers often use just one Deficit Of the data they have.
In 2020, those who are able to focus on their data lenses will be able to produce data-driven content that drives better experience.
If you are struggling with data quality, take advantage of this six principles framework Christopher Pan, Co-founder and chief data scientist at Trust Insights:
- Clear: Error free
- Full: Important sections are missing
- Wide: Answers to the questions asked
- Selected: Does not contain irrelevant information
- Trusted: Compiled with minimal bias from reliable sources
- Accountable: Able to use both people and machines
Christopher says that “the data that follows these six principles can be used to maximize impact as a beta marketer, which is equivalent to a healthy diet.” “The data that breaks these principles is the equivalent of junk food, food that is stolen from your well-being.”
If you are struggling to identify the “correct” data to focus on, we recommend focusing on the following user data types:
- Discovery: Where, when, and how buyers search and search for information that helps them identify the solution.
- Consumption: Use channels, content types, titles, formats, devices and experiences that your users and prospects prefer.
- the process: Triggers that will and will inspire the desired action.
“With buyer discovery, consumption and action metrics, you know that generating awareness, excellent customer engagement, and strong customer service offerings,” says Lee Oden. “And you always know what method to use to improve your marketing because it will be customer driven.”
With shoppers’ discoveries, consumption and action metrics, you know that generating awareness, excellent customer engagement, and compelling offers are important to your customers. @ Leyden # B2bentonmarking Click Tweet
# 8. Visually rich content to tell a story
It is no longer enough to inform buyers. Instead, you need to provide story-based, visual content that connects the intellectual. And Emotional level This is important in the experienceGeneral Chat Chat Lounge
Visual platforms are where we spend our time. A trend that will continue in 2020. In fact, YouTube is the most used online platform for American adults, According to the Pew Research CenterGeneral Chat Chat Lounge Facebook, which has made changes to the platform to make visual content easily accessible, is second.
But the visually rich story doesn’t begin and end with the video on social platforms.
“Contrary to popular belief, people still do not read traditional content forms such as white papers, eBooks and case studies.” Michelle LeRoy, Says Vice President of Demand Generation at PTC. “But first you need to draw with the attention-grabbing visuals that tell you what they’ll get before they tell you what they’ll get.”
Contrary to popular belief, people still read traditional content forms such as white papers, eBooks, and case studies. But first you will need to draw them in with attractive patterns. Embed Tweet Replying to @Andrea_ Click Tweet
Take a look at this insider marketing example from Anthea Group *.
With the goal of educating and advancing their team of advisors around resuming core service offerings, the firm tapped our team to develop a vibrant eBook that would The statement is immersed in
# 9. Return email newsletters
Email marketing is not overGeneral Chat Chat Lounge As we recently reported, open rates are not in a steady, steady decline. in fact, According to the Super Office, The average rate has generally been increasing year over year (or at least stable) over the past decade.
That said, email marketing strategies should definitely be refreshing. And from our point of view, the email newsletter can make a comeback in 2020.
“My feelings about newsletters are strong,” Anne Handley, Chief Content Officer at MarketingProfs and Complete email newsletter purveyorCYNDI WANG LOVES YOU DOWNLOAD Once told WeberGeneral Chat Chat Lounge “This is the most sustainable place we have as a marketer, and this is where dialogues are closest. Newsletters are 100% effective and they are still the backbone of many content marketing efforts. ۔
My feelings about the newsletter are strong. This is the lasting place we have as a marketer, and this is the place where communication is closest. Anne Handley, @ MarketingProofs # B2bContentMarketing Click Tweet
However, marketers need to be prepared to ensure these intimate interactions. Build relationships next year, instead of just doing a sales pitchGeneral Chat Chat Lounge
“When someone picks up your newsletter and starts to feel good right away, it can feel like a betrayal of confidence,” Nick Nelson wrote long ago. “مارکیٹنگ مواصلات کی نسبتا direct براہ راست اور ذاتی شکل کے طور پر ، ای میل کو قیمت کی فراہمی اور برانڈ کی وابستگی بڑھانے کے لئے استعمال کیا جانا چاہئے۔ اس کا مطلب یہ نہیں ہے کہ آپ کو اپنے پیغامات میں کسی بھی قسم کے لیڈ جنریشن عناصر سے گریز کرنا چاہئے ، لیکن ان کو لطیف اور کم تر کردیں۔
3. 2. 1… 2020 دیکھیں ، ہم یہاں آتے ہیں!
نئے میڈیم جیسے تجربات سے پوڈ کاسٹ یا انٹرایکٹو مواد کرنے کے لئے جدید کہانی کہانی، مارکیٹرز کر سکتے ہیں اور اپنے برانڈز کے ساتھ سامعین کے مثبت تجربات کو آگے بڑھانے میں ایک لازمی کردار ادا کر سکتے ہیں۔
لہذا ، جیسے ہی ہم 2020 کی طرف جارہے ہیں ، اپنے آپ سے پوچھیں: کیا میرا برانڈ مستقل تاثر چھوڑنے والے ایسے تجربات پیش کرنے کے لئے تیار ہے؟
نیا سال مبارک ہو ، B2B مارکیٹرز۔
آپ کے 2020 کے لئے B2B مواد کی مارکیٹنگ کی پیش گوئی کیا ہے؟ آپ کیا رجحانات دیکھ رہے ہیں؟ ذیل میں تبصرے کے سیکشن میں ہمیں بتائیں۔