By Luke Fitzpatrick
For digital marketers, the arrival of a new year is an opportunity to improve and strengthen their marketing strategies. This could mean staying up to date with trends that could shape the world of digital marketing for small businesses.
Now that the chaos of 2020 is behind us, it’s time to look at what we can expect in 2021. Let’s take a look at seven of the content marketing trends to embrace this year:
1. Value-Driven Content Will Matter More
At this time, Internet users see a lot of content on the Internet. With the sheer volume of blogs and content uploaded every day, you can expect people to get picky about what content they want to consume. At best, they choose an article containing information that they have not read anywhere else on the Internet.
Don’t forget that you are not the only one offering your products on the market. You need to make sure you stand out from your competition. If you offer e-books or guides with generic information, they are less likely to give out their contact information to access your offers.
The best chance you have of gaining the trust of your customers is to offer content that generates value. Start by thinking about how your product will affect their lives in the long run. If you focus too much on directly promoting the product itself, chances are your audience will ignore it and seek the information they need elsewhere.
For example, if you’re selling a juicer, instead of just producing content about what it is and how it’s used, you can talk about the health benefits of consuming juice. You can also talk about how using fruit juice will help him save time, effort, etc.
Use concrete examples and, if possible, use customer testimonials. Reading about other people’s experiences with a product or service will affect how consumers perceive your product, helping you convert them into customers.
2. Video content will continue to dominate digital marketing
Videos are one of the most effective mediums for spreading your brand message. People are very visual, and many consumers are more likely to prefer consuming information in the form of a 2-3 minute video than browsing blogs.
When HubSpot conducted a video marketing survey in 2017, they found that 54% of their 3,010 consumers in the US, Germany, Colombia, and Mexico would like to see videos from brands. These video marketing stats from DepositPhotos in 2017 are also worth considering:
- 90% of consumers say watching a video helps them make buying decisions.
- Adding videos to your website landing pages can lead to 80% more conversions.
- Just mentioning videos in the subject line of your email marketing can lead to a 19% increase in open rates.
Rather, it tells us that if your brand isn’t using video marketing, you might as well start doing it now. Videos are easy to consume and keep your audience engaged.
Additionally, with face-to-face events and interactions still limited in 2021, live video events like webinars will become a way for businesses to generate leads, work with influencers to promote their brand and, ultimately to increase their profits.
3. Consumers will favor hyper-personalized content
Personalization has long been a trend in digital marketing, and it will remain so in 2021. But as customers become more savvy, simply using your customers’ first names may not be enough to improve their experience. If you want to generate more traffic and increase conversions, and therefore sales, you need to know what your customers want.
This is where the concept of hyper-personalization comes in. Hyper-personalization is the use of artificial intelligence (AI) to collect data from your web visitors – their activity on your website, the products they frequently view, etc. The more data you have, the better personalized content you can deliver to your audience.
You may collect this data using third-party software such as Google Analytics, HubSpot’s Marketing Hub, etc. With the data, you can create personalized emails, pop-ups, and other content tailored to your audience’s preferences. For example, if one of your web visitors abandons their cart after a purchase, you can send them a follow-up email after a few hours to remind them to complete the purchase process.
4. Topic Authority will start to matter more
Search engine algorithms will put more emphasis on expertise and authority when it comes to ranking websites on the search engine results page (SERP). Topic authority talks about the depth of knowledge the website has when it comes to a specific topic. It is usually achieved by writing longer, high-quality content.
The reason behind this is that when you have long content, you will be able to discuss a topic in more depth. In other words, you will provide more information to your consumers, which will eventually help you gain their trust. If other websites find your content valuable, they can use it as a reference and, in turn, you will get backlinks – another important SEO ranking factor.
5. Voice searches will impact how content marketing looks
The advent of Siri, Alexa, and Cortana has taken people’s strategy to the next level. Now, screenless searching is something millions of people in the United States do every day. By simply asking the AI-powered voice assistant, they can get the answers without even looking or touching the device.
If you want to improve your content marketing strategy in 2021, optimizing your content for voice searches will not just be an option, but a necessity.
The easiest way to optimize your content is to write your product description so that it answers the questions in an easy way. This is obviously causing a change in the way content marketing will sound, as the way we write is not exactly the same as the way we speak. With voice search optimization, you will need to make sure that your content will adapt to natural language.
When writing, try to use complete sentences with long-tail keywords in your content. You can also take advantage of “near me” searches to appeal to more targeted and local searches.
6. AI-powered content will begin to dominate
The beauty of artificial intelligence is that it can take a lot of things off people’s plates. In content marketing, AI proves that statement to be true. It helps collect customer information for personalization, but it can also use this data to generate targeted content that they can send to consumers. From captions to summaries, AI-powered tools can help you develop that.
One tool, in particular, the GPT-3 from the OpenAI company, is known to generate decent quality content. He finds information and references all over the internet, which he then uses to create content. AI-powered content will help build your website’s authority over time.
Chatbots are also powered by AI and are getting smarter every day. Now, stores can use their chatbots to help their customers place orders, checkout, and track. Businesses can also use chatbots to deliver information quickly, adding more support to your business’ content marketing strategy.
7. Content atomization will be a thing
With movement still restricted for people due to COVID-19, content delivery will look slightly different in 2021. Marketers should use what they currently have to expand their reach. This is where the atomization of content comes in.
Content atomization is the process of breaking long-form content into five or more content items. Each of the articles will be discussed in more detail and perhaps presented from a new angle.
For example, if you have created an e-book guide on your juicer, you can choose some of the subtitles individually and create content around that. You can publish it as a blog or newsletter. You can also turn your eBook into shorter, more digestible content, like an infographic.
Constant content production will be vital as businesses move forward. Atomizing content allows them to maximize what they already have and turn it into something more engaging and fun for audiences. It also allows them to not have to spend more on content creation, as they will only reuse old content.
You may have heard the adage “content is king” a hundred times before, but in 2021, it will remain absolutely true. As people continue to seek new ways to access and consume information, marketers will need to adapt to these content marketing trends to ensure they deliver the content their audiences want. needs at the right time.
Digital marketing for small businesses has come a long way since then. If the pandemic has taught us anything, it’s that businesses need to survive; they must be ready to adapt to changes. Content allows marketers to reach their audience. If done right, your strategies might just help win over consumers and persuade them to convert into paying customers.
About the Author
Luke Fitzpatrick has been featured in Forbes, Yahoo News and Influencive. He is also a guest lecturer at the University of Sydney, teaching courses on cross-cultural management and the pre-MBA curriculum.