Looking for a way to scale up your content marketing strategy in 2021? If so, you are not alone. Many business owners use content to reach their target audience and build their brand. This trend is effective and here to stay, with estimates showing the blogging industry alone is worth well over $300 billion.
These impressive numbers tell us that 2021 is a great time to implement content marketing or give your existing strategy a modern overhaul. Consumers are interested in what companies have to say. The ability to meet this demand can lead to increased sales, engagement, and traffic to your online store.
If you don’t know where to start, we’ve got you covered. Today we’re going to explore several strategies you can start using today to improve your content marketing strategy in 2021.
Ready? Let’s start!
Prioritize mobile users
First, let’s talk about how to show content to your mobile users. Did you know that over 52.2% of all internet traffic comes from mobile users? In other words, if your site isn’t ready for users on these devices, chances are they’ll never be able to view your content. As a result, they are less likely to become a subscriber or customer.
Start by making sure you’re using a mobile-friendly design on your website. Your goal is to ensure that the site is accessible to people using all devices.
Your content should be formatted so that it is easy to read on smartphones and tablets. Short paragraphs separated by H2 headings are great ways to ensure people can read your blog posts on their devices.
We also suggest creating more video content. This type of content encourages engagement, which we’ll get to later, but let’s focus on how it helps mobile users. Many people use headphones and would rather listen to content than read if they’re driving, eating lunch, or doing something else and can’t watch the screen.
If you can’t create more video content, we suggest at least allowing people to listen to your blog posts with a text-to-speech plugin. Adding this accessibility option means more people can listen to your content, which can translate to more sales and engagement on the site.
Diversify lead generation efforts
At this point, there are countless ways to generate leads for your business. We’re likely to see more exciting breakthroughs in how we connect with our customers in 2021 and beyond. When thinking about how you want to get more email subscribers and customers, it’s essential to think about how you can use your content to drive users towards that end goal.
Push notifications are a popular way to grow your prospect list organically. Businesses are starting to use push notifications to alert customers to upcoming promotions, new content, and even flash sales.
There’s a lot of room for advancement in the push notification industry, and some of that will be revealed next year. We expect to see more businesses using push notifications to direct people to specific pieces of content based on their interests. This is going to help generate marketing time and segment leads on the spot.
You can also get more people to sign up for your mailing list by creating targeted lead magnets for your blog posts. For example, you can write a blog post that discusses a specific topic in great detail. At the end of the article, include a download link to a full PDF file with more information, images, and guides. Encourage users to subscribe in exchange for additional content.
While the idea of the lead magnet isn’t new, it addresses one of the most basic needs of users browsing through content: speed. If you’re able to quickly deliver content from a lead magnet to a new subscriber, there’s a good chance they’ll open your email and engage with your brand in the future.
Focus on engagement
We’ve noticed that some of the most successful companies place a heavy emphasis on engagement throughout their content. There are several ways to make your blog posts more appealing to new visitors and subscribers.
You can try asking a question at the end of your article or video and leave a comment section open. Encourage users to discuss their opinions on what you’ve posted and don’t be afraid to dive into conversation with them. People like to interact with websites that interact back; there is no way around this fact. Encouraging conversations is a great way to build community engagement.
When it comes to the content you post on your blog, we suggest including plenty of images and interactive magnets. Visions are incredibly useful, with images leading to a 300% increase in subscriptions.
Live video content on social media is the perfect way to get more brand engagement. People love to attend live events, especially if the speaker is known as an expert in their industry. Spend a lot of time creating a presentation that’s sure to wow your audience, and you’ll see an increase in subscriptions and new customers after your event.
Analyze data to understand your audience
When we talk about marketing, we can’t just discuss what’s new or what’s coming. Sometimes you need to think about the data you gathered the previous year to make smart content marketing decisions.
You should start by looking at Google Analytics data on your website. Use the data here to learn more about your target audience. Discover your most popular posts and see how many of those blog visitors have turned into customers.
If you can understand how users have interacted with your content in the past, you can use that for new post ideas. For example, if your gardening blog is doing well, but you notice that more than 75% of your traffic is from posts about flowers rather than vegetables, you can start planning future flower-based content for more traffic.
We also recommend taking a look at social media to see how consumers are interacting with your brand and the industry as a whole. The average social media user spends 2 hours and 22 minutes on sites like Facebook and Twitter, so your audience will inevitably meet online and talk about your industry.
Use these opportunities to understand your audience’s goals and pain points. When planning future content, you can keep this information in mind and start your content marketing strategy with optimized, accessible and relevant blog posts and videos in 2021.