22 Tips To Boost Your Content Marketing Strategy in 2020


By Jerry Wallis
9 min read

Your content might be awesome, but if you’re not marketing it in the correct way, there is a high chance that it won’t get the attention it needs to attract your targeted leads.

The core of content marketing is to build audiences that trust and like you in a continuous process, and it should never be planned to become idle no matter where it gets.

After you build a loyal relationship with your audience, you can measure how that audience can benefit your company whether it be in terms of revenue, honest referrals, or both.

As the digital world keeps changing fast with new ideas and innovations, you must, with time, adapt new techniques for content marketing in your plan to help your leads spot your brand among millions of websites around the world.

Whether you have been practising content marketing for years or you have just planned to assemble it in your marketing strategy, it is vital to examine the latest trends of successful ideas to get the best return from your content investment.

To ensure that you’re able to cultivate a valuable content marketing strategy, we’ve created a list of content marketing tips for you to catch up with the latest trends in content marketing that you will need in order to stay in your lane in 2020.

Listed below are 22 content marketing tips you would want to apply in your marketing strategy in 2020.

#1 – Document Your Content Marketing Strategy

The latest study of CMI shows just 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan.

Marketers who plan their content strategy are more likely to follow through on it and achieve their marketing goals.

Most marketers are in such a rush to create content that they fail to tie the content to generating revenue and attracting new customers.

Companies that do not prioritise strategy won’t see progress in the long run. The brands that create a plan, review it with their team and adapt as they go reap the highest benefits.

Stop creating your content in a hurry that no one is asking for and start documenting your content marketing strategy. Then come back to create more goal-focused content.

#2 – Talk To Your Target Audience 👨

Audience’s informational needs are more important than your company’s promotional message in your content. People read your content to solve their problem, not to learn how great you are.

You would want your content to get found, discussed, shared and your audiences to take action. You would also want people to find value in your content, and that is the only reason they will subscribe to it.  

Creating  personas based on real people are proven to have made content effective. Personas help access your customer’s needs and preferences. Well-researched personas can help teams create successful content, but only 42% of content marketers talk with customers to understand their needs. 

To make this effective, attend different events and conferences where your clients/customers are likely to hang out. Some content marketers accompany sales reps on their calls to learn about customers. 

#3 – Create Interactive Content

Buyers look for content that helps them accomplish their goals. As many written words are spread in the web, it’s vital to have interactive content to enhance retention of brand messaging.

Interactive content works better than regular ones because it is  more engaging. It encourages consumers to compete, compare, consume information faster, and achieve results quicker. Try different interactive content such as calculators, assessments, and tests to see what your audience interacts with the most. 

#4 – Measure ROI from Content Marketing 📈

How would you know about the effectiveness of your content if you don’t measure it?

Always implement measurement techniques to discover areas for improvement and create impactful results. Areas you can measure performance:

  • Website traffic growth?
  • Brand awareness?
  • The number of lead conversions as customers?
  • Gains in brand awareness among potential customers?

#5 – Find Content Topics with Topic Research 🔍

If you are creating an engaging blog post, an e-book, or a podcast, you will need to find an exciting topic and an eye-catching headline. Topic Research will streamline your research and content creation processes.

At WEBO Digital, we use two awesome tools to do topic research: 

1. SEMRush

2. Answer The Public

#6 – Analyse Your Competitors’ Tactics 🕵️‍♀️

A high-level of competitive analysis is crucial to your marketing strategy. Most significant opportunities come from competitor’s data. Keeping up with your competitors’ marketing strategies is a great way to identify their strengths and weaknesses. This data can be a valuable gem in your content marketing strategy in the future.

#7 – Analyse User Experience 🖱

Content should adapt to the user’s device, meet informational or entertainment needs, and create smooth information flow. 

Find areas of improvement in the website’s user experience. Areas of user experience include content flow, page load speed, and accessibility for devices.

#8 – Match Content With Each Stage Of Customer Journey

A journey map clarifies your customers’ specific needs and how you can meet them. 

An effective journey map draws the story of potential customers as they progress and interact with your brand from their perspective. A customer can jump from one device to another based on several factors, and they may interact with your channels. For example, some customers want to purchase an item, while some want to educate themselves before making any purchase. 

#9 – Perform A Content Audit

Taking an in-depth look at the content you have created enables you to fill the content gaps. WEBO Digital follows the basic steps to do content audits:

1. Generate a list of your content.

2. Retrieve metrics and categorise the content.

3. Create an in-depth reader/customer profile.

4. Conduct a gap analysis.

5. Create a new content strategy.

#10 – Content Calendar

Creating content without a plan is stressful and puts pressure on your team as they work on tight deadlines. It can also dampen their creativity when they are forced to create content only to get it done, not inspired to create.

A strategic approach to content makes a huge difference in delivering the best content. A content calendar will save you time and help improve content flow. Let everyone know in advance what content needs to be published, where and when.

#11 – Publish Research or Articles Based on Statistical Analysis

Publish articles featuring original research or industry-related statistics. Your customers want validation in your content. Showing your knowledge of the industry with evidence can help position your brand as an industry leader.

#12 – Publish Useful Guides

Many businesses offer value-added content, such as downloadable guides to potential customers. Guides are made on areas where your customers might have questions and want to learn more about. Publish the most comprehensive and helpful guide available in your industry to attract new leads.

#13 –Develop Additional Infographics and Illustrations

Consider adding more infographics and illustrations to your blog content or website. 

Rather than reading an entire article, readers can receive the information quickly by viewing an infographic. According to a survey by Venngage, 40% of online marketers stated infographics performed best and drove the most engagement out of their content assets.

#14 – Try Newsjacking

Newsjacking means leveraging trending and popular news stories to increase media mileage. This technique helps to reach the targeted audience. You don’t need to be a big brand with an in-house video studio to engage in this form of content marketing.

#15 – Repurpose Content For Multiple Uses

Give your content a new life by repurposing and presenting it differently.

WEBO Digital follows different ways to repurpose new content:

  • Webinars > Video Tutorials
  • Old blog posts > Guides
  • Internal data > Case Studies
  • Powerpoint Presentation > Slidedeck
  • Visual Content > Pinterest Board
  • Blog Posts > Podcasts

#16 – Leverage Micro-Influencers

Influencers are people with large, engaged fan bases. Organisations find influencers, who best reflect their company ideals, appealing to their target audience. While choosing an influencer, you should not only focus on the number of followers but also on the message they share on their posts. The right influencer will let you reach a smaller but more targeted group interested in your products.

#17 – Tailor Your Content For Mobile And Voice Search 

Voice search is the future of search marketing. ComScore reports 50% of all searches would be voice searches by 2020. Optimise your content for mobile devices and voice search features so future customers can find you.

#18 – Collaborate with Other Brands In A Joint Marketing Promotion 

Work with brands that share your goals and values and align with your industry. 

Using this partnership, you can run a giveaway or contest or develop interactive content for your audiences. 

#19 – Browse Forums To Find What Interests Your Customers

Browse forums to find new information about your audience. Look for industry or relevant forums your customers are active on and see what conversations they are engaging in. Use the insight into your content marketing strategy by analysing their pain points, motivators, and topics of discussion.

#20 – Speak With Customer Support To Find Client Problems

Customer support team deals with customers every day. They know customer queries and problems and can find helpful solutions. Make their day easier and keep customers happy by creating content that educates them and answers their biggest queries.

#21 – Create Short Videos For Facebook and Instagram

Users watch over 100 million hours of videos on Facebook on a single day. It is time to leverage the power of video on Facebook and Instagram if you haven’t considered it before.

Also, if you create long-form videos such as webinars or video recorded podcasts, use smaller segments on social media. By dividing longer videos into short clips, you can build your social media content library and distribute it to your audiences.

#22 – Promote Your Content

Most marketers spend time creating content without promoting it to their audiences through a variety of channels. A simple rule to follow is to spend 20% of resources on creation, and 80% on promotion. By applying these tips into practice, you can leverage your content to a new level.

As digital marketing experts, we have been helping companies soar their presence in the digital world. Since the trends in the digital market are always changing, we keep an eye on them every minute and successfully help our partners overcome new challenges. If you are stuck in a situation where your marketing activities do not seem to give you the results you desire, don’t hesitate to write to us at contact@webo.digital to get  FREE advice.

Published on February 17, 2020

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