Despite the fact that content marketing has been around for quite some time, it still shows no signs of slowing down.

Quite the opposite – this marketing strategy is crucial for your inbound efforts and attracting prospects who have the potential to turn into your loyal customers.

But the popularity of this approach means that other companies are taking advantage of it too, so if you want to stay at the top of your game, you need to follow and adopt the latest trends.

1. Take advantage of dynamic content delivery

Personalization has already taken the world of marketing by storm. Consumers want to receive emails tailored to their needs and interests, and they want to read relevant blog posts that resonate with them.

According to surveys, more than 61% of Americans are willing to share their personal information with brands in exchange for more personalized experiences and offers.

In a similar vein, 54% of customers expect to receive a personalized discount only a day after they have shared their information with a retailer.

But personalization isn’t the pinnacle of successful marketing efforts as in 2020, customers count on you to raise the bar –and there’s no better way to wow them than dynamic content.

Also known as adaptive content, this marketing strategy refers to the practice of showing website visitors content based on their demographics, behavior, preferences, and interests.

In other words, two people can visit your website at the same time and be displayed different content depending on what the weather is like in their area, thus encouraging them to take action.

2. Include video and live-stream

Content no longer refers to just blog posts.

People have become increasingly busy and their attention span has dropped from 12 to 8 seconds. Besides, being exposed to gigabytes of different multimedia content, as we are in the age of broadband internet, can be overwhelming.

That’s why including content formats that are more easily consumed than regular text is crucial for capturing your target audience’s attention.

Enter video and live-stream.

The power of video lies in its engaging and dynamic nature, while live-stream adds a touch of interactivity to your marketing efforts. You’re allowing your customers to watch your content as it happens, thus giving them the role of active participants.

However, as this tactic requires you to adopt or develop your public speaking skills in order to successfully engage your audience, skills like career coaching can help you get it right.

Think about introducing animated explainer videos and educational webinar series that will educate your audience and help them find a solution to their pain points.

3. Introduce conversational marketing

This strategy consists of using all the available communication channels with your customers in order to maintain active, meaningful, and engaging conversations with them.

Instead of conveying one and the same message to your entire audience (or even audience segments), it’s much better to take the conversation to a 1-on-1 level. Not only will this allow you to deliver a highly-tailored message, but you’ll also have an opportunity to hear your customers and understand them better.

As a result, your content will be more relevant to them while their customer experience will be humanized.

Facebook Messenger, website chatbots, customer support, and onboarding programs can do wonders for conversational marketing.

Even if you don’t have enough support reps to cover all these conversations and answer your customers’ questions, conversational AI, or chatbots powered by this technology, can take over the workload.

These smart algorithms can have life-like conversations with your audience and provide great customer experience around the clock. And you won’t have to hire additional staff members.

4. Focus on deep relationship metrics

It’s not about how many followers, impressions, and pageviews you have – it’s about how many deep relationships you build with your audience.

Reach metrics are simply scratching the surface, and they don’t mean much unless you manage to connect with your customers on a deeper, more personal level.

Instead of obsessing over vanity metrics or even engagement metrics such as shares or average time on page, what you should do is focus on the metrics that will help you keep track of the relationships you build and their meaningfulness.

In other words, even if someone shares your blog post, it doesn’t mean that they’re emotionally engaged with your brand.

Metrics such as return visitors, scheduled demos, brand sentiment, and newsletter subscribers should be the ones that matter the most. These are more sophisticated, and you can determine what your customers actually think and how they feel about your brand.

By following these four tips, you can refresh your content marketing strategy and keep pace with the latest trends in the industry.

**About the Author: Jennifer Wilson is a writer at She knows business processes and operations management inside out. As she understands all the challenges of running a small business firsthand, it’s her mission to tackle the topics that are most relevant to entrepreneurs and offer viable solutions.

* Photo by Austin Distel on Unsplash