Get the latest content marketing trends in this presentation by Rock Content, formerly ScribbleLive

1. Five Content Marketing
Trends that aren’t trendy
Stephanie Mansueto
Senior Director of Content Strategy
stephanie.mansueto@rockcontent.com

2. Today
We’ll Cover:
⬤ What is a Content Trend
⬤ What a Content Trend Can Help You
Accomplish
⬤ How we Identified 2020 Trends
⬤ 5 Content Trends to Consider in 2020
⬤ Q&A

3. Content trends...
Friend or foe?

4. When it comes to fashion...
it’s fun to follow the trends
When it comes to marketing
trends… we need to be a
little more cautious

5. Would you follow
this trend?
Probably not.

6. What should a
content trend
help us do?

7. What should
it not do?

8. What were the trends for 2019?
VIDEO! VOICE OPTIMIZED
SEARCH STRATEGY
BRANDED
STORYTELLING
AUTHENTICITY
FIRST

9. How Did We Identify these Trends
WHERE OUR
CUSTOMERS ARE
FOCUSED
DATA FROM OVER 1000
CONTENT EXPERIENCES
LAUNCHED IN 2019
WHAT IS
WORKING/WHAT
ISN’T

10. Let’s Talk
About
Not Trendy
Trends!

11. Trend #1
Data Focused Content
Becomes a Priority

12. What is Data
Focused
Content?
Data driven content marketing means
knowing exactly what your audience is
looking for using all the available web
analytics tools, and then tailoring, formatting,
and timing your content accordingly.

13. What Does
Data Driven
Content Help
Us Do?
● Optimize your content for
better performance - what does
your audience really want?
● Develop new content that tells
the right story and is impactful
● Align your content strategy
across all departments - sales,
marketing, and customer

14. More on this in a webinar
next month!

15. Trend #2
Personalized Content
in a way that is
helpful, timely, and
relevant

16. What is
Personalized
Content?

17. Personalization that is not
impactful
“First Name” “Company Name” inserted into the content
does not tell the reader that you have an understanding of
what they are looking to accomplish.

18. Relevant content that is
delivered to the user at the
right time in their journey
and in the right context.
Personalization
that is impactful

19. 74% of customers
feel frustrated when
website content
is not personalized.

20. Trend #3
Aligning Content with
the Customer Journey

21. The Customer Journey Doesn’t
End at Conversion
Going in to 2020, we will see more marketers focused on creating
content at every stage of the customer journey -- from the content
that convinced them to make a purchase to the piece that keeps
them committed to the relationship. Content is important at every
stage of the customer journey.

22. What Does the
Customer
Content Journey
Really Look
Like?

23. Why Customer
Journey
Content
● Frictionless Onboarding
● Customer Advocacy
● Minimize Churn
● Upsell or Cross Sell
Opportunities

24. Trend #4
Increased Usage in
User Generated
Content

25. What is User Generated Content?
User-generated content, alternatively known as user-
created content, is any form of content, such as
images, videos, text and audio, that have been posted
by users on online platforms such as social media.

26. How to Use
UGC?
● Social Media
● Email Campaigns
● Case Studies
● Customer Testimonials
● and more...

27. A Larger Focus
on Employee
Generated
Content

28. Employee Generated Content provides
fresh perspectives and ideas and can
boost trust and credibility for the brand.

29. 98% of employees use
at least one social
media site for personal
use, of which 50% are
already posting about
their company.

30. Trend #5
Interactive Content for
Internal Communication &
Employee Retention

31. Interactive content is content that
users actively engage with in order
to receive personalized outcomes.

32. … and the primary goal for most
interactive content experiences we
launch here is increased
engagement and learnings.

33. Interactive Content can
tell you more about your
employees too.

34. Interactive
Content for
Employee
Engagement
● Resource Libraries with
Educational Material
● Employee Surveys and
Assessments
● Fun, light-hearted
Quizzes
● Interactive Landing
Pages for Requests, etc.

35. Types of Interactive Content
Assessments Calculators eBooks Interactive
Infographics
Interactive
White Papers
Lookbooks
& Tours
Resource
Library
Solution
Finders
Quizzes

36. Content
Trends for
2020:
⬤ Trend #1: Data Driven Content Becomes a
Priority
⬤ Trend #2: Personalized Content Gains
Traction
⬤ Trend #3: Aligning Customer Journey and
Content Strategy
⬤ Trend #4: Focus on User-Generated Content
○ Employee Generated Content
⬤ Trend #5: Interactive Content for Internal
Communication & Employee Retention
To wrap us up:

37. Thank You!
Any questions? You can find me at:
Stephanie Mansueto
Senior Director of Content Strategy
stephanie.mansueto@rockcontent.com