Written by: Vickie Sullivan | September 17, 2020
Content Marketing Trends for 2020
Given the tsunami of educational material out there, it’s easy to assume everyone knows the value of content marketing. That’s not always the case, plus we can all learn more about this strategy. In fact, a recent study from virtual event producer BrightTALK uncovered some interesting information we all need to be aware of.
Yes, the data is from last year, but check out the special COVID-19-focused information starting on page 34. It’s important information that I will analyze further in my next blog post. I also like that the sample size is decent (2,400 people), and respondents are involved in business decisions for both large and small companies.
2 Important Content Marketing Trends
If you are in the B2B market, these two findings should be on your radar:
• Topics: There’s an interesting dynamic here. The top reasons why people read content is to learn about industry issues (76%) and to improve the quality of their work (70%). A lot less popular: to innovate (45%), to solve an organization problem (40%), and for inspiration (38%). Page 14 gets more specific with content preferences by job title. The odds-on favorite type of content across all roles: tips and tricks, and industry trends/predictions. So, be sure to include crystal-ball gazing and handy tools in your content.
Listen: User Pet Peeves
• Timelines: This report has great information about distribution and promotion, something I don’t usually see. Check out page 20, which details when to send out promotional emails for speaking/event sessions. Key finding: 42% will register the final week, and 10% on the “live” day. Short time frames are the norm now.
Given that COVID-19 has many of us grounded, it’s a good time to strategize your content marketing plans. This report has a lot of food for thought. Highly recommend.
Now Read This:
- Content Strategy to Make Your Predictions Stand Out
- Competitive Branding for B2B Professional Service Firms