Top 5 Content Marketing Trends for 2020Since 2020 is just around the corner, it is worth having a look on what trends will dominate content marketing next year.First of all we can be certain, that content marketing will more relevant than ever.However, content creation and delivery will experience a major change in 2020.Which content marketing trend is important to follow?How do I have to adapt my marketing strategy?How to master these trends?For a brief overview, check out the following list of Top 5 content marketing trends for 2020:Video is the key to successPurposeful content winsOwn a topic and become an authorityCustomer-first with ultra-targetingAlign content with user and search intents to be top of the gameIf you think you need more insights on how to get started to succeed in content marketing, please check out our detailed step-by-step guide here.In case, you are a pro already and want to stay at the top in 2020, feel free take the following insights to win.1. Video is the key to successSo far, blog posts have been the most trusted type of content for creators.But do customers really read pages of blog posts? No.People love video 👇And people love live-streams, too. 80% would rather watch a video from a brand than read a blog. Video keeps audiences engaged longer than any other type of content.How to win the game: Invite your audience to join the fun and feature their UGCBuild your own short clips for behind-the-scenes contentDo webinars, Q&A sessions (live), Expert interviewsPlatforms to post: YouTube, Instagram, Facebook, TikTok, LinkedIn, Your own website2. Purposeful content winsContinuing from 2019 trends, the need for stellar, purposeful content isn\u2019t stopping as we head into 2020.More and more creators and marketers understand the need for content of the highest quality.90% of the most successful content marketers put their audience\u2019s information needs first over their promotional message, according to Content Marketing Institute\u2019s B2B report.The content marketing area where spending increased the most from 2018-2019 was content creation.Marketers are understanding you need better content to win in the SERPs\u00a0and with readers.How to win the game: Understand better of what your target audience needs from search results for a given keywordImprove writing with consistency for the brand\u2019s tone and styleDo a better research and use stats and data from reputable sourcesApply more depth and a deeper exploration of your topicsCreate high quality visuals, such as branded imagery, infographics and custom blog images3. Own a topic and become an authorityGoogle\u2019s algorithms have evolved. Not only do they look on the quality of a single page when ranking said page.Also, Google evaluates the context of a given page within the entire site. In a sense, Google now assesses the holistic value of a web page and website from the perspective of the individual searcher.To help you understand, here\u2019s an example. Imagine there exist two ultimate guides to explain content marketing (👋 the best guide you can find on this topic is just one click away. Let\u2019s say, each guide is similar in quality, but one is posted on a digital marketing website and the other one is posted on a website sailing equipment.Though both may rank for the term \u201ccontent marketing guide\u201d the former will definitely outrank the latter. Reason being, in addition to the value provided by the actual page in question,\u00a0the other content on the website promises to provide much more value to the user than the latter.How to win the game: Create long-form pillar pages as a foundation for your content marketing initiativesThen subsequently build off of this foundationThis helps to cover a wide breadth of topics that fall under a single umbrellaStart with more general terms, such as broader definitions to illustrate importancesIn the supplementary content, get more specific4. Customer-first with ultra-targetingIt will be crucial for success in 2020, to prioritise the informational needs of customers above sales messages. Building trust is extremely relevant to foster the brand-client relationship and to make the customer feel valued.It puts the audience first - in some cases, the niche-niche audience, nails their user search intent. And serves a purpose and fulfills an information need. That\u2019s the kind of content Google is prioritizing now, and it is what we need to focus on for the future.How to win the game:- Offer guidance, help, information or entertainment without a catch - Find out what you customers need from your content - Engage with the community and discover who they are - Once you have achieved that more intimate relationship, you can speak to your customers on a much deeper level -> That is ultra-targeted content5. Align content with user and search intents to be top of the gameThe last topic brings us to the next trend as user and search intent drives content creation.There are four types of web searches:\u00a0 \u00a0 \u00a0 1.Informational:Broad queries used when the user is looking for information (e.g., \u201eWhy do dogs bark?\u201c will return thousands of results, any of which will likely provide the answer the user is looking for)\u00a0 \u00a0 \u00a0 2. NavigationalSpecific queries used when the user wants to visit a specific site (e.g., instead of typing \u201cInstagram.com,\u201d the user just searches Google for \u201cInstagram\u201d)\u00a0 \u00a0 \u00a03. InvestigationalBest digital marketing agency Sydney\u201c, etc.\u00a0 \u00a0 \u00a04. TransactionalAction-focused searches used when the user wants to do something\u00a0 (e.g., \u201eBuy pink dress\u201c etc.)While this has been common knowledge for quite a while, recent updates to Google\u2019s algorithms have brought search intent front-and-center with regard to content creation.Basically, because Google can now detect the type of search a user is conducting (along with more specific aspects of intent),\u00a0the search engine is now equipped to point searchers to type of content they\u2019re looking for at the given moment.How to win the game: Be sure you have created content that caters to each type of search querySearch for the term you\u2019re looking to rank for using \u201cincognito mode\u201d to see what type of post ranks highest for the query. You can also add "&filter0" at the end of the URL to see what other pages Google is consideringUse search intent as a driver for creating content, as this will tell you what type of content you should be creating in the first placeKeep in mind that search intent typically aligns with the buyer\u2019s journeyBe sure that each piece of content you create for different search intent\u00a0includes calls to action and other language that will nurture your audience to the next stage of their journey\u00a0with ease.