2020 was a peculiar year, to say the least. Businesses were hit hard by the COVID-19 pandemic which exerted an enormous impact on the way they operate. There’s still a lot of uncertainty in 2021 as well. But everyone is sure about one thing — digital marketing and advertising will continue to play a major role in increasing brand awareness and reaching your target audience.
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Content marketing, in particular, will help brands stand out. There’s no denying that content marketing is one of the pillars of success that helps companies attract and engage consumers. In fact, 70% of marketers invest in content marketing.
As an industry, experts expect that it will be worth over $400 billion by the end of 2021. This proves how devoted businesses are to it. No surprises here. Thanks to content marketing, they are able to catch the attention of their customers through blogs, videos, whitepapers, infographics, newsletters, podcasts, and more. These various media types enable them to stand out.
What’s more, brands are also able to reach other objectives such as increasing revenue, driving more traffic, and personalizing the customer experience. Indeed, content marketing is what makes companies thrive.
As you probably know, keeping up with the latest marketing trends is essential for your success. With that in mind, here are content marketing trends for 2021 you should take into consideration.
Let’s start with one trend that keeps developing every year — online video and streaming. Video content is experiencing a never-ending increase in popularity around the world. In fact, 85% of all internet users in the United States watch online videos on any of their devices. Obviously, this is the tool in which marketers should invest! And they’re more than aware of that!
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Indeed, video has become the most commonly used format in content marketing, surpassing blog posts and infographics. Also, the demand for video is increasing. According to HubSpot, 54% of consumers want to see more videos from their favorite brands. So, it’s pretty obvious this is one of the content marketing trends for 2021 you should focus on.
But, pre-recorded videos share the spotlight with live streaming.
Have a virtual event planned? Congrats! Live streaming is all the rage now. Many companies plan to take their conferences online!
Throughout 2020, consumers expressed interest in live videos. The past year was particularly interesting for live streaming as it expanded due to the coronavirus pandemic and people staying at home. Broadcasting moved beyond gaming and expanded into music, sports, and cultural events. And people couldn’t stop watching! In fact, live video watch increased by 20% between March and August 2020.
Therefore, you should focus your efforts on video marketing in 2021. This type of content engages the audience and brings them closer to your brand!
Let’s see which other content marketing trends for 2021 you should prepare for!
This next trend never really goes out of style, but sometimes marketers tend to forget about it. As a content creator or publisher, you shouldn’t let SEO slip your mind.
Now more than ever before, SEO should be at the top of your list. Namely, there are 4.66 billion internet users around the world and most of them use search engines to discover the information they need at a given moment. Therefore, SEO provides you with an opportunity to appear in their search results which will drive more traffic to your website and help you achieve set goals.
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According to one research, 61% of marketers believe SEO is the key to success on the internet. And this isn’t surprising at all. The number one results on Google get a click-through-rate (CTR) of 34.36%. This makes SEO one of the most important content marketing trends for 2021!
This year content creators will continue to figure out how to surpass the big SEO titans. They will focus on niche and long-tail keywords while also creating better content that engages their audience.
So, make sure that your team and you develop a solid SEO strategy. Do a proper keyword research to find topics that will help you stand out in the industry!
But, you will also need to improve user experience this year.
As you know, most marketers focus on catering to search engines when creating SEO content. However, they will need to change their ways in 2021 as Google wants to provide the best user experience to customers.
There’s nothing more annoying on the internet than a website that doesn’t work as it should. Slow load times, low video quality, and badly designed interfaces distract from the content on the web page. This makes it hard for customers to obtain information they need. That’s why Google decided to step in, shaping most content marketing trends for 2021.
As part of its new set of practices, Google will add user experience (UX) as a new ranking factor. In case you’re wondering whether it’s time to invest in UX, this is the sign! Having an intuitive and user-friendly page design is going to become more important for SEO than it used to be. What’s more, it can be the defining factor that ensures you rank #1 on the SERP.
Satisfying user expectations and improving customer experiences should be one of the top priorities in 2021! Of course, don’t forget about the other content marketing trends for 2021.
Poor user experience is often the reason for customers to lose patience and leave a website without making a purchase or inquiring about a product or service. On the other hand, if you invest in UX, this can inspire brand loyalty and attract new visitors.
Artificial intelligence (AI) has evolved over the years, expanding into marketing as well. AI-driven tools leverage data and customer profiles to find the best ways to communicate with consumers. This helps marketers serve tailored messages at the right time. Many companies owe a lot to artificial intelligence. In fact, 61% of marketers say AI is the most important aspect of their data strategy.
With the help of AI, brands are able to anticipate their consumer’s next move, thus improving the customer journey. According to one report, Netflix saved $1 billion in 2017 by using AI to make personalized recommendations. You see? AI will certainly be one of the key content marketing trends for 2021!
Furthermore, AI will also exert an impact on the content creation process and delivery. That’s right, this technology can help publishers produce better-quality content for their target audience. Content created with AI improves customer experience by being both timely and relevant.
Additionally, AI-driven software enhances the content creation process by providing relevant data, gathering information and references, and establishing authority of marketers.