Create in-depth, long-form content to serve as an authority on a topic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 08, 2020, 7:05 AM UTC

Read the content aloud to ensure it feels more “conversational”.

This article provides basic tips for content marketers to follow in 2020. The author says that for a brand’s content to enrich user experience, marketers should test their website’s mobile version, review page loading speeds, and add images and subheadings to improve readability.

Companies should also use infographics and visual quotes to summarise or highlight key points. They can include video as an alternate content format. SaaS marketers can use GIFs while describing a product, as it offers more visual support to readers.

The author recommends creating long-form content in 2020 to cover a topic in depth for which the brand wants to serve as an authority. Marketers should use long-tail keywords instead of popular ones, and aim to stand out on visual rankings and featured snippets.

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[5 minute read]