6 Ways to Build an Effective Content Marketing Strategy in 2020

For the past few years, content marketing has been one of the most effective ways to engage with the audience and generate more leads. In 2020, with a pandemic raging on, content marketing appears more relevant than ever. If you run a business (small, medium, or large), right content marketing tactics can help you stay ahead of your competitors even in this adverse situation. 

Content marketing is not just about the creation and distribution of content. It is more of a strategic approach that allows businesses to attract and engage a group of target audiences, creating an opportunity to drive sales for the company. However, the strategies that have worked a couple of years back may not necessarily work in 2020. 

In this blog, I have listed 6 effective content marketing tactics that can help you develop a winning strategy this year.

1. Invest in original research:

People are not interested in consuming content that offers generic information. This is why it is becoming increasingly important to invest in original research. The companies that have been using this strategy for a few years now have noticed a significant increase in engagement. The reason is very simple – new data attract new links from high-authority pages.

It is important to note that the presentation of new data also plays a crucial role in the success of content. According to an official at digital marketing agency Digital Third Coast, using proprietary data to deliver long-form content with graphics has been a successful strategy in 2019. Having a unique angle and great presentation makes such content easy to share.

2. Use more video:

Video remains one of the most popular forms of content in 2020 as well. Marketers believe that videos can forge stronger bonds with customers, which further compel them to purchase a product. Audio-visual content in the forms of tutorials, testimonials and behind the scenes footage has a high impact on the purchasing decisions of the consumers.

Raj Vardhman, the editor-in-chief of, has reportedly mentioned in a statement that the Google algorithm continues to favour websites with video content, making video content crucial for both marketing and SEO. And now that people are spending more time-consuming videos on their phones, this is the best time to use videos to reach out to more people.

3. Prioritise local SEO:

Due to the COVID scare, a majority of the consumers are strictly avoiding crowded places. While the online retail industry has made significant progress in the past few years, it is the local businesses that are getting more attention from the consumers. If you can find the product or service that you have been looking for in the neighbourhood, why would you look for it somewhere else?

This question leads us to local SEO. Local SEO is an extremely effective way to market your online market management. By optimizing your website or business listing for localized searches, you can boost your conversion rates with ease. If you haven’t registered for a business listing, you should consider Google My Business. Local SEO helps your business appear at the top of the search results of local searches.

4. Host or join podcasts:

Podcasts are one of those content formats that a lot of marketers do not include in their strategies. However, podcasts can be a great way to build an audience base without even showing your face on the camera. Also, you can repurpose the old content that you have used on a blog in your podcasts. 

If you develop a loyal audience base, they are likely to return to your website every week to listen to the podcasts. So, the trick to keep getting engagement is to be consistent and offer content on the niche that helped you build the audience base in the first place. If running podcasts looks challenging to you, you can appear as guests on established podcasts and leverage their audience base to market your brand.

5. Update your content:

While creating new content is essential for marketing purposes, you should also focus on updating the existing content from time to time. For most assignment help websites, content decay is a normal process. However, if you have old articles that have received a good rank previously and have attracted several backlinks, content decaying can affect your engagement.

Since Google prefers fresh content, you can simply make small updates and tweaks on the content, and most importantly, change the date of the article. This represents the newest version of the article. This way, the article has a better chance of getting a better rank as Google identifies it as fresh content. Also, it is more affordable to refresh old content than to create new content.

6. Expand guest blogging opportunities:

Another great way to expand your reach is by creating content for your brand through guest blogging. If you have a team of content writers for your blogs, you can employ some of the best writers to write as a guest contributor for websites with high authority. This strategy can help you reach a larger group of audience, just like you can do by appearing as a guest on established podcasts.

As a contributor, you get a legitimate backlink to one of your blogs from the high-authority website. On the other hand, the blog publishing website gets to use the expertise of the contributor on their blogs. Since backlinks have a great impact on SEO, you should definitely consider inducing guest blogging in your strategy. 

In conclusion,

There are a lot of other things you can do to develop a successful content marketing strategy for 2020. However, it is recommended to consider these points if you want to have an edge over your competitors. Also, you should be aware of the latest changes made in Google algorithms to stay relevant to the recent SEO requirements.


Joyce is Managing Editor overseeing the coverage of Senonches.

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