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From the activity of 2019, it seems the digital marketing landscape for 2020 will shift dramatically. From changes in consumer data privacy to major shifts in how Google ranks content, this guide will give you 2020 vision for your digital marketing strategy. However, it’s worth noting that every business has different needs and strategy needs to be tailored, monitored and adjusted if necessary. This is why many of our customers use our monthly strategic retainer package.

 

1. Start writing evergreen content

In the past, writing a blog for a single keyword or search phrase was the go-to SEO strategy. Since Google’s BERT update in 2019, they have been increasingly ranking blogs for several keywords which are often semantically linked.

Named after evergreen trees which keep their leaves across all seasons, evergreen content is intended never to go out of date. Imagine writing a blog that retains traffic to your website over time. Since this evergreen content can now rank high for lots of keywords, it is an even more attractive option to pursue.

Find a high volume topic people are always going to search for. News and seasonal holiday types of content won’t achieve constant traffic. ‘How to lose weight’ will always have lots of people searching for it. Once you’ve selected your evergreen content, write a comprehensive, high quality article preferably exceeding 1000 words. Once completed, you will need to build backlinks to the website and refresh it periodically to make sure the information on the blog remains relevant. Here’s everything you need to know to get started.

2. Embrace social media stories

A few years ago, brands were still sceptical about the future of formats like Instagram Stories and Facebook Live. Since then, we’ve seen an overall decline in social media post engagement. This problem has only become exacerbated as Instagram continues to hide likes (Facebook will likely follow). The saving grace for attaining high engagement has come from mostly stories and Live. This is the evolution of social media as they fight to keep users hooked on their platforms. Augmented reality is now being rolled out, which feeds into the stories format.

This may be a blessing in disguise for many brands as it will encourage more storytelling, transparency, creativity and closer connections. The long-term result will have a far greater impact than just daily static posts.

3. Optimise for conversational search

We have already touched upon the future of voice search, including its progression, current use in marketing and challenges ahead. Despite the misinformation circulating that voice search will account for 50% of searches in 2020, there is ample time to begin optimising for this. We believe this will be a good area of focus for large companies, however, for smaller ones we recommend delving into this as a supplementary SEO activity.

Write your content to sound natural and conversational. Repeat it out loud to check. No one will be voice searching for ‘digital marketing agency’ but they may type that. Find out the user’s intent and then optimise for that, for example, ‘what is the best digital marketing agency in Sheffield?’. Finally, voice assistants usually use Google’s featured snippets so create schema markup in your content to increase your chances of getting a snippet.

4. Boost employee advocacy on LinkedIn

LinkedIn has experienced a resurgence and now is the perfect time to capitalise on the growth. LinkedIn is uniquely different to other social media platforms with its business-orientated approach. Users seek to send and receive information about business. Employees are on LinkedIn and are the most powerful advocates for promoting your brand. Individuals garner significantly more likes than brand pages, and a lot of that is spent raving about their employer. LinkedIn also loves ‘thought leaders’ sharing their expertise and demonstrating authority in their industry. This is why senior company figures particularly have high engagement on the platform.

It’s not just about chasing engagement levels, though. Employee advocacy helps to attract new business, new talent, and empower existing employees, which is great for your company’s culture and morale. When people see your employees enthusiastic about your company, more highly skilled workers will want to join. Their perception of your work culture is going to be a decisive factor when they are not short on options, and top talent is in no shortage of offers.