Content is always evolving but is your brand keeping pace? In our next webinar, our Vice President, Mike Terry, will discuss the trends and evolution of content marketing to help you develop an effective content strategy for 2020 and beyond.

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Content Marketing Trends to Follow in 2020
June 26th, 2019
Anvil Media
Mike Terry
Vice President
@AnvilMedia
@PDXAdman

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About Me
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Agenda
—Content Marketing Ecosystem
—The ‘Why’ of Content Marketing
—Content Marketing Trends for 2020
—Future Trends
—Q&A
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Content Marketing Ecosystem

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The ‘Why’ of Content Marketing
— Increased brand awareness: Good content is informative but it also showcases a brand’s style and tone. An interested reader will share
content via social media or comment on it if it is engaging, further increasing awareness of your brand.
— Increase in leads and purchases: Shopping decisions are influenced by the content researched online. One study of consumers has
shown that blog content alone influenced 54% of household purchase decisions.
— Improved SEO: Google continues to emphasize that the roots of their algorithm remain firmly planted in high-quality content and
authoritative citations. A strong content strategy builds both.
— Improving your position in the industry: Content marketing goes beyond your website; it considers where your audience gets its
information, what information they are looking for and answers the questions only you and your company can answer.
— Long-tail results: As good content is curated, promoted and tracked, it can be expanded upon, refocused and fine-tuned to build
momentum. By analyzing how a content strategy is working on an on-going basis, you can get the most out of the work and establish
evergreen pieces that will provide value for years.
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Content Marketing Trends to Follow in 2020
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1. Develop a Plan
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1. Your content marketing plan will assist in reaching your marketing goals
2. Identify your content channels – social media, blog, podcasts, email, events, etc.
3. Develop a quarterly content calendar – map specific content to each channel – share and leverage across your
content landscape
https://blog.hubspot.com/marketing/marketing-tools#.XDv3y6tn4zU.twitter

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2. Original Content Maintains Engagement
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1. Relevant and original content will keep your audiences engaged – share your expertise
2. Refine your content development process – keep to a schedule
3. Ask your audience about type and topic of content they want

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Monthly
Content
Website
Blog
Social
Media
Newsletter
Email
Content Distribution – Minimum

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Email Marketing

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Social Media
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Social Media
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Social Media
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Social Media
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Social Media
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Social Media
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Reddit
— Reddit is a forum website where users post content into categorized pages and
other users can comment below.
— Targeting on Reddit can be done by showing ads on the “Front Page,” an endless
stream of mixed content much like a Facebook or Twitter feed, or by targeting
subreddits, very specific pages dedicated to a single topic
— Advertising on the front page will generate a lot of views, but they are not
likely to be quality leads
— Targeting subreddits offers the opportunity to show ads to a highly targeted
and engaged audience as long as the correct, relevant subreddit is found
— Ads on Reddit are simple and look similar to regular organic posts
— The ads are made up of a text description and a small image
— Ads should be kept simple and too the point as Reddit users are scanning
through the headlines of many posts
— Users can be wary of advertisers so headlines should focus more on the
product and less on the company or brand
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Quora
— Quora is a question-and-answer website where users can ask questions, answer
others, vote, or just read the content. Quora has a large engaged audience of
over 300 million unique monthly users.
— Much like Google, Quora users are actively seeking the answers to questions
rather than consuming unrelated content as on other social media sites.
— Advertisers can target users based on topic or location:
— Anvil will target audiences based on the location near available Building
Bits properties
— Audiences will also be targeted by topic so that users looking for
investment opportunities or investment-related questions will see the ads
— Quora ads are displayed as text ads in between the content of the answer. This
builds the credibility of the ad and makes it appear to be part of the answer to
the question.
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3. Wield Influencers – Cautiously
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— Google searches for Influencer Marketing grew 1500% over 3 years
— Influencer Marketing industry has grown from $1.7 billion in 2016 to $6.5 billion in 2018
— 69% use Influencer Marketing for B2C, 31% B2B
— Using Influencer Marketing has increased content output by 77% over the past 2 years
— 92% surveyed think Influencer Marketing is an effective form or marketing
— 63% plan to increase Influencer Marketing budget over the next 12 months
— 50% of respondents intend to spend 20% of their marketing budget on Influencer Marketing

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3. Wield Influencers – Cautiously
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https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/

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3. Wield Influencers – Cautiously
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4. Voice is Real
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— 1 in 6 Americans own a smart speaker
— 50% of travelers use voice search for part of their trip
— 40% of adults use voice search one per day
— By 2020, 50% of all searches will be voice searches
— Voice commerce was $1.8 Billion in 2017
— 20% of mobile queries are voice searches
— Mobile voice-related searches are 3x more likely to be local-
based than text based
— 72% of people who own a voice-activated speaker say their
devices are often used as part of daily routine

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Voice Search: Usage Trends
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5. Podcasting
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— 70% of Americans have heard of podcasts
— 51% of Americans have listened to a podcast
— 49% of podcast listening is done at home, 22% driving
— 80% listen to all or most of each podcast episode
— 32% of Americans listen to podcasts monthly
— 22% of Americans listen to podcasts weekly
— 56% of podcast listeners are male
— 45% of monthly podcast listeners have HHI over $75k
— 36% of podcast listeners are non-white
— 1/3 of Americans 25 – 54 listen to podcasts monthly
— 40% of adults use voice search one per day
— Over 525,000 active shows and 18.5 mm episodes
FULL STATS https://www.podcastinsights.com/podcast-statistics/

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5. Podcasting
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https://medium.com/anchor/how-people-listen-to-podcasts-ba0c57a5f952

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6. Follow the Data
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— Google Data Studio to visualize analytics
— Can’t manage content if you don’t measure it
— Identify your KPIs in the planning stage
— 89% of our engagement happens in LI, TW & FB

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7. Video Still Growing
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— 85% of US internet users watched video content
— 54% of consumers want to see more videos
— 87% of marketers use video as a marketing tool
— Videos are favorite brand social media content
— 88% of video marketers are satisfied with ROI
— Videos get 66% more qualified leads per year
— Average user spends 88% more time on a website with video
— 72% of people would rather learn from a video
FULL STATS https://www.oberlo.com/blog/video-marketing-statistics

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Emerging Content Trends – Augmented Reality
— Current AR market stands at $3.5 billion
— By 2020, there should be 1 billion AR users
— 70% of consumers believe AR can bring them benefits
— AR revenues will surpass VR revenues by 2020
— 67% of media professionals want AR/VR ads in digital marketing campaigns
— AR users are 16 – 34 years of age
— 2016 Pokemon Go started the AR hype
— Facebook as acquired 11 AR/VR companies
— https://techjury.net/stats-about/augmented-reality/

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Emerging Content Trends – AR

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Emerging Content Trends – Virtual Reality
— VR Software and service revenue in retail expected to
generate $1.8 billion by 2022
— $49.7 billion market by 2023
— 51% of Americans are aware of VR devices
— 22.4 mm Americans are VR users
— Almost 90% of all VR headsets are mobile phone based
— Facebook owns Oculus Rift

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April’s Webinar Topic :: Digital Ad Trends
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Presented by Madelyn Engel, Paid Media Specialist
Save the Date: April 24th

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Q & A
anvilmedia.com
Mike Terry
Vice President
@AnvilMedia
@PDXAdman
Amplifying You!