The 5 New Content Marketing Trends
With the impact of the pandemic process, marketing activities, and innovations that will come to the fore in the second half of 2020 is also a matter of curiosity. Content marketing is one of these marketing activities. In this article, we'll cover the trends and tendencies in content marketing.
One of the most important features of the digital marketing world, in which the content marketing area is also taking part, is its dynamic structure that is constantly changing, creating different trends depending on new technologies and world conditions. Brands should follow the trends of this dynamic structure and shape their strategies according to these trends in order to ensure high customer interaction, sell products, and retain customers.
Content Marketing Trends
Content marketing is an important marketing technique to reach the target audience and raise awareness. By exhibiting a sustainable and holistic way of communication in content marketing, brands can establish an emotional bond with their consumers and increase their brand loyalty. For this reason, in the digitalized world, especially with the pandemic period, since the use of digital media has increased and the marketing activities of brands tend to focus on digital platforms, content marketing strategies become very important in order to achieve customer action.
The sensitivity of brands to social issues has become an important reason for the preference of consumers who have become more sensitive with to pandemic process. The effects of increased awareness of sustainable products, the environment, and diversity play a big part in the emergence of this situation.
In today's world where social responsibility awareness has become a trend, brands have become aware of the need to create a sensitive brand image in order for the sensitive consumer to connect with the brand. With this awareness, they started to work more in their content under the theme of social responsibility, from environmentally friendly products to environmentally friendly delivery conditions or social aid campaigns which they are a part of. In this context, it is clear that we will see more compatible content with current events this year and in the coming years.
User Generated Content
One of the trendiest types of content in recent years was user-generated content. Studies show that 85% of consumers still see this type of content among the most influential content trends. The biggest advantage of this type of content is that it both promotes the brand and reflects the opinion of the consumer. For this reason, it is a content type that always comes closer to the target audience and has higher credibility. If we exemplify user-generated content; We can talk about consumers visiting the store, explaining the quality of the products they bought, or moving the posts they shared in their profile to the brand page.
One of the timeless elements of content marketing trends is video content. What makes video content popular is that not only it appeals to the eyes and ears at the same time but also delivers more messages and emotions in a single content. In addition, the high video conversion rates in social media and video sharing platforms are other factors that led brands to this type of content. On top of that, studies show how much consumers pay attention to video content. More than 50% of consumers state that online videos have helped them decide which specific brand or product to buy and over 55% of shoppers say they used online videos when shopping at the store.