How to step up your content for 2020

Written by Melanie Smith: Digital marketing manager.
· 4 minute read

The start of a new year (and a new decade!) is a perfect time to put plans into place for the year ahead. Towards the end of 2019, many marketers predicted that 2020 would be a huge year for content marketing – not only will content become even more important this year, but the content we create and distribute is set to change, too.

If you’re looking to step up your content this year, here are a few trends that are set to take over the content marketing world in 2020.

Featured Snippets

Featured snippets appear at the top of the search results, above the number one organic search result, which is why they are often referred to as ‘position zero’. Featured snippets are also the result that is usually relayed to those using voice search. 

Given their very desirable position in the search engine results pages, featured snippets are extremely competitive, and so optimising content for snippets will be a big trend in 2020. One way to do this is by producing content that answers search queries and common questions. A great way to discover the types of questions people are asking is using Answer the Public, a handy tool that provides an overview of the questions people are searching for based on your chosen keyword, and organises them into categories such as ‘what?’, ‘where?’ and ‘why?’.

To optimise for featured snippets, content will also become more concise. The most common length for content in a featured snippet is between 40 – 50 words, so each section of content should be around this length, with descriptive headers to break each section up.

Personalised Content

83% of marketers say that creating personalised content is one of their biggest challenges. Despite this, personalised content will continue to be a big trend through 2020. 

These days, consumers expect brands to provide a personalised experience, receiving content tailored to their interests.

For personalised content to work, it is essential to find out as much about your audience as possible, such as the products they have purchased, categories and pages viewed on the website. Data such as country and device can also be used to personalise content.

Content for Voice

The voice search market is expected to continue to grow through 2020, and therefore so will the need to create voice friendly content.

Voice queries tend to be using more conversational and natural keywords , and so providing content that is written to target longer tail keywords is a great way to optimise for voice search.

Ensuring content is simple and easy to read may also help with voice search. According to a study from backlinko, the average Google voice search result is written at a 9th grade level, and so the simpler your language is the higher the chance of appearing for a voice search result. Make your content easier to read by using the Hemingway App. This useful tool scores  your content based on its readability, and provides helpful ways to increase that score.

With so many emerging trends and technologies, 2020 is definitely an exciting time for content marketing. If you need any help with your content strategy this year, get in touch with our team.