May 1, 2020

What’s ‘on trend’ in content marketing this year?


Claire and Tom, Avion copywriters

Hi there,

Well, 2020 is already proving to be quite a year. Who knew we’d be celebrating the start of the new decade by staying at home and hoarding toilet paper?

The Avion team is all working remotely, and while we miss seeing each other (Zoom calls just aren’t the same!), we feel incredibly lucky that we have the opportunity to stay at home and help flatten the curve.

One thing this forced lockdown and increased online time has proven more than ever is the importance of good content. Effective communication has become integral in making sure customers and staff are across the ever-changing situation.

More than just crisis comms though, there are a number of content marketing trends that we’re already seeing pop up in 2020. Here’s the top three to look out for as the year progresses.

1. Video continues to rise

From Tik Tok to Instagram stories, the way we interact with visual media has come a long way since the days where you knew one or two YouTube videos (bonus points if it was ‘Charlie bit my finger’). Video is a booming form of media that’s continuing to rise. Not just any videos, though. In 2020, it’s all about the bite-sized videos; quick snapshots that tell a story without requiring a huge attentions pan (because, let’s face it, that’s one thing Internet users do not have). 

If you’re a company who hasn’t jumped on the video content marketing train yet, now’s the perfect time to start out with some 15-30 second nuggets of visual gold.

2. Conversation design

Compared to countries like the US, uptake of chatbots and AI in Australia has been slow. That being said, it’s definitely picking up pace.

In 2019, we saw an ice cream selling robot hit Federation Square in Melbourne, and major brands like NRMA and AAMI launch customer-centric chatbots. This year, we’re predicting this upward trend will see even more companies take advantage of AI to continue to revolutionise the customer experience. This is especially the case with the changed world we’re currently living in, as businesses tackle the extra strain on their customer service teams.

Psst, if you didn’t know, the team at Avion Communications is pretty obsessed with conversation design. If you’ve got a project you want to get going, get in contact with our experts

3. Content tailored to voice search

In line with our increased use of AI, more and more Aussies are starting to trust voice as a method of search. The voice crew – which includes the likes of Siri, Google Assistant, and Alexa – have come a long way since they were first created. Back in 2013, the ability for voice technology to recognize what we said sat at 77% – now it’s at an impressive 95%!

As AI understands us more, and give us better results to our queries, people are coming to rely on voice search for more than just “what’s the weather like today”. Companies need to be aware of this with their content marketing, ensuring that they write copy in a way that speaks to voice (pardon the pun).

What does that mean? Think about the natural way people talk (which is obviously very different to how people type). Then, incorporate that natural language into your content.

If you’re reading any of these trends and thinking “wait, what?” Don’t panic. That’s what we’re here for. Get in contact with us if you’re interested in learning how we can take your content marketing to the next level.

Until next time,

Mel & the Avion team

Content tips and tricks


By Jacinta Koelewyn, Avion Communications

If you’re not making your website accessible for everyone, you’re missing a huge potential market. Accessibility goes beyond the typical physical impairments that might spring to mind – such as people with hearing and vision issues. It also benefits people who have situational needs. For example, someone on a train without headphones watching a video and needing subtitles, or someone trying to use their phone with one hand because they’re holding a baby in their arms.


By Julia McCoy, Search Engine Journal

To delve into more of the content trends we discussed in this month’s newsletter (plus some others), check out Julia’s timely piece in the Search Engine Journal. As Julia points out, 2020 is a year for content marketing and SEO to hit some “awesome high notes”, and it all starts with the trends.


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Avion’s very own head honcho has written an op-ed for Medium. She delves into the decisions that led her to Austin, Texas, and the learnings that came along the way. If you’re someone who has ever written a New Year’s resolution to stop putting work first, this is a must-read.


By Ellen Ormesher, The Drum

Advertising in the age of a global pandemic is not for the light-hearted. Some companies have tried to use the virus as a way to boost their content marketing, only to bitterly fall short. Some companies, though, have absolutely nailed the brief. Ellen from The Drum walks you through some of the best ads coming out of COVID-19, hopefully giving you something to smile about in these uncertain times.

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