In the early 2000’s nobody knew the strange word “content marketing”. Fast forward to 2021, everyone is creating a buzz around “Content Marketing” and “Content Strategy”. What is the one thing that makes people have the best content marketing strategy for their business? Why are people crazy about content? How content marketing is shaping the future of existing businesses?
Content marketing is nothing like an alien to this world. It existed even in earlier years and it will continue to flourish in the future too. The only thing that has changed is the name we give to it. When there were no mobile phones and internet, word-of-mouth marketing and street shows used to dominate. Then mobile came into existence and marketers found new ways of marketing their products and services. Slowly, internet technology also jumped into the picture and it totally changed the way people interact with each other and the business around them.
Anything which adds information, value, entertainment and promotion to your business is known as content. How you use the content to market your business is content marketing. Content marketing includes many types of content like writing (this blog post is the easiest and quickest way to take it as an example), audio, video, infographics, Live videos and entertaining content (memes and relatable content).
Here in this blog post, we have discussed 7 content marketing trends to watch in 2021.
Content is constantly changing as people change their consumption habits and behaviour patterns. You will see content marketing patterns changing every year and adapting new things is the only way to win the race. Let’s have a look at the most prominent content marketing trends to watch in 2021.
- Personalization And Authenticity:
People have become more choosy and highly aware of the type of content they consume. If you are using content that is general and not relevant to your target audience it will have no positive impact on your business. On the contrary, it will harm your brand image. For example, being a furniture seller, if you keep posting motivational quotes it will add no value to your target market – who are more interested in knowing about furniture and how it eases their life.
Whenever, sending a message to your potential customer, address them directly with their name. It shows that you are interested in them and care about their presence.
Moreover, be authentic. Don’t use content that is already on the internet. Use it only as a reference and add your own style, pitch and point of view to that content. By knowing your style and point of view, people come to know your uniqueness and it will be a deciding factor for them to be with your brand.
- Developing A Sense Of Community:
People feel more comfortable and confident when they are surrounded by similar people. It gives them a sense of power and community. Moreover, creating a community helps you in solving the problems you and your business face, by discussing them and knowing how other people solved them.
To plan a content marketing strategy that leads to community, including a strong CTA asking people to follow your hashtag, join a group or any other platform you have created for the community. When people start interacting with like-minded people, they feel belongingness and meaningfulness.
As a business, you can create more business opportunities from the community you have created and as they are all your target audience, the chances of conversion increase dramatically.
- Focusing More On User-Experience:
Imagine, you visit a website and the first thing you see is a pop-up. It annoys you, right? Same as you, people don’t like when they have to see other things than content. Too many ads and pop-ups on your website irritate users and they leave your website without reading the content. It is very important to focus on your website structure, website design, and the readability of your content.
How people interact with your content is as important as what they are consuming. Content interactiveness is the most important content marketing trend that is going to dominate in the year 2021. Improving your content also results in higher ROI and invites users to enter in the sales funnel.
- Generating Multi-marketing Content:
All the people are not the same and thus not all people like to consume content in the same format. In 2021, it has become very important to create content that is easy to use in another format. For example, if you are writing a blog post, write it in a way that it can be used for videos, infographics, and audio purposes.
So writing a how-to blog post will be used for a YouTube video, podcast content and visual content. Multi-marketing content is the most engaging way to promote your business in an effortless manner.
Moreover, when you publish content in multiple formats, it attracts diverse audiences and thus better brand reach and awareness.
- Short-form Content Leading To Long-form:
There is a huge conflict going on between short-form content and long-form content. There are plenty of people who favour short-form and then there are others who prefer long and detailed content.
To find a way in-between, there is another way – content atomization. In simple terms, content atomization is a content formation where you find summarised and brief information about the subject in the first part and more detailed information in the second part which will be attached as a link and a user can visit that link to read in-depth information.
By following content atomization, it becomes possible to attract both the type of people – quick readers and in-depth readers.
To take this to the next level, you can take the best part of your blog/ebook and make a short 1 to 2 min video about it and add CTA to visit your website or download your ebook.
- Creating Voice-search Centric Content:
When the internet became accessible to the general public, it was more popular among the young generation. But as time passed, the latest technologies forced older people to adapt to the new technology. As they are not so comfortable with the English language and the latest devices, they prefer to use voice searches to access the facilities.
Moreover, according to Google, during the recent pandemic voice searches increased dramatically. If you are in the entertainment industry or targeting the older generation, it is highly advisable to make your content voice-search friendly. Not only older generations, but many young people are also preferring voice content. The rising podcast series is a great example of the voice-content marketing trend in 2021. Writing as we speak and in a natural way is the best way to optimize your content for voice searches.
- User-Generated Content Rocks As Always:
The brand is all about how people feel connected to your brand and how they feel about your business. When your business focuses on user-generated content, it builds more trust and loyalty for your users. According to a study, 87% of people are more likely to trust the content generated by users. Positive comments and feedback from your target audience invite more sales and higher revenue. There are many benefits of leveraging user-generated content. First, they create a community, and secondly, it gives you free content while increasing the authenticity of your content.
In January 1996, Bill Gates wrote an essay “Content is King” and the title is being justified fully even today. Even after 25 years, his words are still relevant and true. As people are consuming content in many different ways, it has become very important to adapt to the new trends of 2021 and craft and deliver the best content for their users.
Content and dynamic content marketing strategy is the best way to survive and grow in a competitive market. Content marketing is a great way of converting users into paying clients if done in the right way.
Want to know how you can leverage your content for your business in a strategic way? Book a free discovery call with our experts and unfold the doors for unlimited opportunities.