Predictions That Will Shape Content Marketing in 2020
Hold on a minute, isn’t it still 2018? You’re right, and already the year has been shaping to be a major year for content marketing. Although technology has been developing fast, it can still take a few years for trends to really take form. Smartwatches seemed like a big deal at the time – until they weren’t, and Google Glass never became what many forecasted it to be.
Similarly, there had been numerous blogs and articles that predicted the death of SEO once the Panda and Penguin updates for Google arrived, yet it never came close to that.
So instead of talking about the changes that you might want to fix for this year’s content marketing strategy, let’s instead take a look two years into the future to prepare for the bigger disruptions that will arrive.
1. Interactions via Augmented Reality
Among the tech developments in 2016 such as Oculus Rift, Snapchat Spectacles and Pokemon Go augmented reality had a big year to showcase itself. Although not yet as widespread for it to be categorized as an ideal medium for content marketing, all doubts on this technology’s future had already been squashed. Brands will rush to be the first to leverage this new medium in their own industries, whether in the form of new experiences or interactive advertising.
2. SEO Will be Reshaped
Unless your main business has been focused on an Amazon store or a similar platform, the majority of your SEO efforts revolve around your site. This may seem both intuitive yet obvious since SERPs or search engine results pages are like huge lists of web pages, the more visibility you have here, the better.
However, different types of entries have been observed in SERPs; websites had less exposure in general. We’ve seen knowledge graph entries and rich answers replacing traditional website entries, and digital assistants have been parroting our answers to us, eliminating the need for SERP review.
As these trends continue to develop, users will still be relying on search, yet they will start using it in entirely different and new ways. The optimization that is website-specific will start to decline, giving way to things like optimization for rich answers and app SEO.
3. Dominance of Live Video
The popularity of live videos isn’t a secret, yet there’s one thing that holds it back from being dominant regarding content on the web – participation. These live videos have the potential to attract a lot of user attention, but not many brands have jumped on this trend yet. However, it is predicted that by 2020, live videos will stabilize as a means of communication and we will start seeing it in higher demand and in more places.
4. A Surge in Native Advertising
People hate being bombarded with ad messages and they don’t like the idea of being forced to buy something. This is why native advertising, a hybrid of traditional and content advertising, would likely make up the majority of the ad revenue online by the year 2020. Even the traditional methods of advertising will try catching up with the type of content users expect to see.
5. Web Content Extremes
At this time, there is a wide range of content lengths capable of being popular. There are short, medium and long posts, which have their own pros and cons. Longer posts attract more links while the shorter posts spread faster and require less attention.
But by the year 2020, it is predicted that people will want to see content that is either really deep or short but packed with information. This is going to force many of the content marketers to rethink their strategies, optimizing for one style or the other.