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RESEARCH
ANALYSIS
TRENDS

Content Marketing Trends

that matter in 2020

What matters in content marketing this year is the • Relevant content that meets individual needs can
optimization of relevant content for the smartphone and be conveyed to a target group
an increased presence on social media channels and
voice assistants. This enables entrepreneurs to • Natural, fast and direct communication is made
maintain personal contact with users and promote fast possible
interactions, according to Fionn Kientzler, Managing
Partner of the content marketing agency suxeedo. • Higher interaction and click rates are achieved
Artificial intelligence is also increasingly being used in
Potential customers can expect a more pleasant user automated communication with the target group: e.g.,
experience in the future, since the customer journey will IBM offers the AI Watson, which not only grasps the
be more focused on building trust. For companies, this semantic meaning, but also recognizes and classifies
means on the other hand adapting to the use of keywords, and can understand emotions and concepts.
artificial intelligence (AI).
What’s holding marketers back to use this cognitive
performance for their strategies in the social media
1. Messenger marketing for personal channels, too?
communication
2. Facebook's relevance is decreasing
If you have not yet recognized the advantages of
messenger marketing as a content marketing strategy, Presence on digital communication channels is an
you should start soon, since communication via mobile undisputed trend for 2020. However, entrepreneurs
apps will increase in relevance this year, simply should think carefully about which platform is suitable
because the direct interaction not only enables you to for implementing content marketing strategies this year:
generate leads, but also to better understand customer e.g., posting a link on Facebook is the most used type
behavior. Companies often use chatbots for of post to bring multivalued content to the target group,
communication via messenger apps to ensure a but what many manufacturers ignore is the fact that
constant and immediate exchange with users. And as Facebook is irrelevant for increasing the interaction
you can imagine, automation is very important in this rate; hence, they should consider using other
context, achieving a high interaction rate due to three communication platforms. WhatsApp is becoming
fundamental advantages: increasingly important and became, in fact, already the

January 2020: Digital Marketing Trends & Predictions 8