You are currently viewing 7 Key Digital Content Trends for 2020

7 Key Digital Content Trends for 2020

By: Laura Dolan, Senior Copywriter, Keap  


By now, we’re all aware that the year 2020 has entered an era all of its own. How digital content trends are defined now are not where they were, say, 10 years ago.

Many companies have leveraged digital content in the way of blogs, case studies, white papers, how-to guides, infographics and newsletters. While all these forms of content are still effective and relevant for lead capture and sustaining a robust foundation for businesses by offering valuable material to their customers, digital content has taken on a whole new meaning in this new decade.

Here are seven essential digital content trends that many online companies and eCommerce sites have adopted in 2020 in an effort to attract leads, impress their customers and perpetuate brand loyalty:


1. Personalization

This is a great way to solidify the bond between your business and your visitors and ensure that you are meeting their demands. People who shop online find it valuable when eCommerce sites offer valid product recommendations, for example, helping them find the products they need as soon as they click over to their homepage.

Obviously this is more effective among returning customers, where the algorithm can retrieve their previous buying patterns, but in the case of a lead, it’s all the more reason for businesses to know their target audience by creating customer personas to become more familiar with buying behaviors in their industries.




Image Source: Getty Images


2. Video Content

Video marketing is a critical part of every stage in the buyer’s journey. Product demos, live streams and short informational videos on websites and social media have become more powerful marketing tools within the last few years. Consumers prefer video content to reading, especially if they’re looking for something instructional. So you’re much more likely to target, attract and capture leads through the use of creative videos that provide beneficial information.

If your company is striving for an “infotainment” concept, make sure your videos aren’t too silly or disjointed. You want to maintain credibility while also providing valuable content and keeping your audience’s interest at the same time. It’s a delicate balance, but if done correctly, it will increase the likeliness of your videos getting shared, going viral and upholding a reputation for a consistent and reliable tool on which your viewers can depend.  




Image Source: Keap


3. Email Marketing

While email marketing isn’t a new concept by any means, it has become a robust lead magnet for companies looking to expand their clientele. Let’s start out by making this simple: code a data-gathering interstitial to collect your leads’ email addresses on your website. That’s step one. Don’t assume that just because someone signs up for your email list that your job is done.

Next, you want to ensure that lead eventually transitions into a customer through being a nurtured subscriber to your emails. This entails including them in email campaigns that you periodically send out to prospects (a little goes a long way, don’t overwhelm your contacts by sending out daily emails, you want to be top of mind, but not to the point where they want to put you in the junk folder or unsubscribe altogether).

Send emails that ensure engagement with calls-to-action (CTAs) that direct customers to complete conversions on your site such as signing up for webinars, downloading podcasts or completing purchases.

You also want to provide them with valuable content in drip sequences and regular email blasts. Valuable content can include but isn’t limited to, case studies, white papers or ebooks that enrich their experience, educate them on your product and increase the probability of brand loyalty.




Image Source: Keap 


4. Augmented Reality

Augmented Reality (AR) has become a major game-changer when it comes to digital content and eCommerce. It helps online shoppers visualize the products that they are browsing, whether it’s a clothing item or a piece of furniture. Shoppers can now see how they would look while wearing a certain item or how nice their home would look with a certain hue of paint, all in a digital fashion, making it less intimidating to hit the “Buy Now” button. This helps online shoppers overcome the hurdle of not being able to see the product firsthand, upping the ante on comparison shopping.

If that blue couch doesn’t quite harmonize with the ambiance of your living room, no problem, simply select another color. How about lavender or aqua? Are you shopping for a new pair of glasses? You can have hours of fun selecting different frames that best complement your face.

AR enhances product perception to ensure what customers are buying is, in fact, the best fit for them. AR will provide online businesses a competitive edge by allowing shoppers the ability to test and explore products the same way they would during an in-person shopping excursion.  




Image Source: Getty Images



5. Chatbots

Chatbots are a form of artificial intelligence that interact with customers upon entering your website or social media profile.

Chatbots greet visitors with automated questions that can provide quick responses in real-time and are a great resource in gathering lead data, including email addresses, names, phone numbers, product preferences, feedback, etc. All conversations with your chatbot can be saved and used later for future lead scoring in your CRM.

Set up messenger chatbots on your business’ Facebook page to test out its effectiveness. They’re free, require very little coding and help customers feel more at ease since they’re customized to their preferences.

You also want to ensure your chatbots don’t spam your visitors with notifications when entering your site, impeding their experience. Instead, boost your lead gathering potential while also engaging in an informative manner.




Image Source: Keap



6. Podcasts

Podcasting is an excellent way to keep your brand front and center with your audience. People treat podcasts like audio-books–they can listen to them at the most convenient times, whether it’s while driving to work, sitting at their desks, exercising, cleaning, etc.

Leverage your podcasts to discuss topics associated with your company that will further deepen your audience’s interest and understanding of the product and the brand. Don’t just sit around a bunch of microphones and have a casual conversation. Offer substance to your listeners by bringing on guest speakers who are experts in their fields. Set up an editorial calendar on a monthly basis so you can plan out your topics and schedule guests so you can give them an appropriate amount of notice to prepare.

Make sure to market your podcasts appropriately by calling attention to their existence on your website, social media posts and digital newsletters. Create an icon link with your company logo at the bottom of every blog post and email campaign to offer easy access and build familiarity.




Image Source: Keap



7. Voice Content

Shopper: “Hey Alexa, order more laundry detergent and trash bags. Also, what deals do you have right now?”

Alexa: “I have several deals, including a Sees Chocolate Deluxe Gift Box, would you like to buy it?”

Shopper: “Yes, please.”



Image Source: Getty Images


Offering accessible voice-activated content to consumers creates an entirely new opportunity for engagement.

Shopping has never been easier or more convenient than with voice command. It saves time on browsing, having to enter your payment and shipping information, and the device remembers past purchases, making it very easy to submit a repeated order.

Enabling your business to be available on voice command devices will increase the likelihood of direct sales, as shoppers will have already decided on what they want to purchase rather than using the voice search as a browsing tool to figure out what they need to buy.  


The Takeaway

When it comes to digital content trends, there is definitely quite a variety of options that content teams can apply to their marketing strategies, and these areas are great places to start. Thinking outside the box when it comes to attracting leads and impressing existing clientele with valuable content will help your organization stand out and maintain its competitive edge.