Here are some non-search related tactics we recommend implementing in 2020:
- Publish first-hand knowledge like surveys, research reports, or focus group results. (Take advantage of feedback software to simplify this process for you and your team.)
- Think about creative ways to share emerging industry trends that matter to your audience. For instance, you might share data through an infographic, which is the second most-common form of media marketers use in their content strategies today. Think Spotify’s Year Wrapped campaign.
- Prioritize building backlinks to boost authority and establish yourself as an industry thought leader.
- Identify poor-performing posts and share them via other distribution channels to see if they’re more successful among audience members there.
- Focus on the historical optimization of your content. For example, keep your blog content fresh by updating all topics, search intent, and statistics that aren’t relevant or accurate anymore.
- Tailor your content to your audience members’ interests, needs, and challenges. You can add smart content personalization tokens to your website to assist with this.
- Think about where you can share your content to better serve your audience and customers.
Now that we’ve reviewed what to continue as well as start doing in 2020, you may be wondering about which strategies to discontinue.
Stop Publishing Content for the Sake of It
Today, creating content for the sake of creating content, or simply to gain organic traffic, isn’t beneficial to anyone — not to your brand, prospects, or audience. It’s easy to get caught up in the race to publish as much content as possible with the goal of driving the greatest amount of traffic to your site.
But, churning out content for the sake of it is counterproductive. You may end up with loads of traffic but the chances of converting those visitors into customers for your video game when you’re producing a bunch of highly-searched cat videos are highly unlikely. Just because you have content that’s driving traffic doesn’t make it purposeful. To positively impact your audience and your bottom line, your content must be tied to your business.
Instead of publishing for the sake of it, apply this filter to determine whether or not your content is worth spending time on:
- Identify topics that align with your business, industry, and/or product.
- Determine which of those topics are relevant to your audience, then
- Filter by MSV or the topics that have the greatest traffic potential.
This framework will keep you on track to creating high-performing content that adds business value, every time.
My Recommended Content Marketing Tool
By now, you should have some ideas for your 2020 content marketing plan. How about a tool to help you implement these strategies?
There are countless resources available to help you with nearly every aspect of your content marketing strategy. One tool, in particular, I like and recommend is AnswerThePublic. It provides you with all the questions people are searching for around a specific topic. Not only will this help you build out your topic cluster, but it can also help you identify what’s relevant to your audience.
Build Your 2020 Content Marketing Strategy
Effective and impactful content marketing is vital to the success of your company and your ability to grow in 2020 (and beyond). It’s the foundation of your marketing strategy. That’s why you need to determine how to create and distribute your content in a way that makes people want to hear from your business.
After all, your audience is trusting you to share high-quality and valuable content with them. Instead of producing content for the sake of it, share purposeful and beneficial information that can be tied directly to your brand and products or services. This will allow you to resonate with the people who matter most — your customers.
If you’re looking for additional inspiration while developing your 2020 marketing strategy, take a look at 70+ data points and trends from over 3.4K global marketers here. Click the banner below to download the full report with the data.
Editor's note: This article was researched in December 2019 and January 2020, and was originally published in early February 2020. A lot has changed in the world since then, so keep that in mind as your process these trends and data.