Hardie Grant Media Shares Top Content Marketing Themes That Will Shape 2020

Feedback concept. Hand holding blue speech bubble. Copy space on yellow background.
SHARE
THIS



In this guest post, Hardie Grant Media strategy director, Kate Thompson has identified key themes – both emerging and well-established – to ensure clients stay ahead of the game in 2020.

Reviewing trends from across the globe, Thompson determined four fundamental attributes that she believes will be the difference between good and great content marketing in this new decade.

  1. Purpose

Thompson predicts in 2020, content marketing will become focused, considered and meaningful. It’s expected brands will take a more reflective approach to goal-setting with a return to purpose-driven marketing, and that this will flow on to “content for good”. Now is the time to ask, “what value does this add for our customers and society at large?”. Thompson suggests that the new year will also see a rise in events and other interactive experiences for brands to build connections and develop strong relationships in the community.

  1. Context

Content marketers have over 5,000 tools, technologies and distribution platforms at their fingertips that allow them every opportunity to stay relevant. It is expected data-driven content will be pivotal in crafting genuinely helpful and effective content in 2020. Thompson also anticipates this year will see brands create content and publishing platforms with specific audiences in mind as opposed to trying to cater content to everyone. Simplicity will be key in helping customers have memorable experiences.

  1. Creativity

There is a general consensus that within some categories, consumer experiences are almost identical –there’s little wow factor to help a brand standout from its competitors. Thompson believes creativity in brand storytelling and publishing has been forgotten. In the new decade brands that will come out on top will be the ones with a strategic plan in place; and are brave enough to embrace new ways to earn attention and add creative depth to communications including their owned media.

  1. Integrity

Trust and accountability across brands are of the upmost importance. Thompson calls for transparency from brands when dealing with sensitive information and customer data and to also give consideration to how content is repurposed or republished across social media and the web. It’s important brands and marketers do due diligence on fact-checking campaigns and content to reduce the spread of misinformation to the general public.

 

 

 

 

Please login with linkedin to comment

Content Marketing Hardie Grant Media

Latest News

Klarna Launches Carbon Footprint Insights For 90 Million Customers
  • Marketing

Klarna Launches Carbon Footprint Insights For 90 Million Customers

Klarna has announced the launch of CO2 insights for all shopping purchases as part of its one per cent pledge, involving the donation of $10 million to initiatives supporting planet health. The new feature aims to democratise access to unbiased climate impact information for consumers at no cost or judgement, as a first step to […]

Will AR Get Rid Of Shop Changerooms?
  • Technology

Will AR Get Rid Of Shop Changerooms?

Could AR be the new way of trying on clothes? It would certainly beat dodgy changerooms with broken locks.

by B&T Magazine

B&T Magazine
Purpose, Or Is It Porpoise?
  • Opinion

Purpose, Or Is It Porpoise?

In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]

Opinion

by B&T Magazine

B&T Magazine
MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots
  • Campaigns

MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots

MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]