Content Marketing in 2021: Trends and Benefits
Content marketing has established itself as one of the effective forms of content creation. Whether you’re writing a blog to explain your products, newsletter, whitepaper, or a social media post, you’ll need to design content that focuses on your users/readers. In this article, we’ll talk about some of the applications, benefits, and trends of content marketing in 2021.
Have you ever seen a TV ad that you love so much that you feel compelled to watch the full ad? That’s the beauty of content marketing at play. Content marketing is the art of telling a story that your users would find engaging. Finding the right words and the right way of delivering a message that appeals to your target audience is what content marketing is all about.
What makes 2021 an interesting year for content marketing is that every business is now working online. Even businesses that only focused on physical stores are forced to build an online presence. With all those companies looking to digitalize their infrastructure, content marketing is sure to play a crucial role.
Benefits of Content Marketing
The importance of content marketing in 2021 can’t be underestimated. Without an effective content strategy, how would you tell your consumers what your brand stands for? You probably couldn’t. Content marketing creates a bridge between consumers and brands by offering consumers information and building trust.
Here are some of the benefits you can expect by introducing an effective content strategy in your business:
Build Brand Awareness
Building brand awareness is the first step towards a successful purchase. The more users are aware of your products and services, the higher would be the chances of them taking an interest in your brand. Interest leads to desire and desire leads to purchase.
You can build brand awareness by publishing various types of content such as how-to blogs, informative blogs, newsletters, whitepapers, mini-blogs, and even social media posts. User-centric and engaging content helps consumers remember your brand and engage with your brand that ultimately leads to brands awareness.
Here’s a list of content creation activities you can do to improve your brand awareness:
· Create visually appealing content
· Host competitions and giveaways
· Collaborate with your industry’s influencers
· Do live seminars and webinars
· Mix a little humor every now and then
Improve Search Engine Ranking
Every brand wants their business to rank among the top search queries in search engines like Google and Bing. However, that’s easier said than done. Search engines like Google crawl your website and social media pages for keywords and depending on how you introduce various keywords in your content, rank your website in a hierarchy or search results. Brands that optimize their content for SEO are more likely to rank higher in the search results.
One of the most important things to keep in mind in 2021 is users’ intent. According to Andrew Dennis, Google has started ranking websites based on how well they serve the user’s intent.
What’s the one thing that every website owner wants? To get more traffic on their website. More traffic means more chances of engaging with your users and establishing a relationship with them. But how does content marketing helps drive traffic to your website?
An effective content marketing strategy helps you provide an engaging user experience with information about your brand and your products. In order to provide an effective user experience, you can focus on the needs of your users and write content around them to help establish a relationship with your users.
Get More Outreach with Content Community
Consumer-centric content helps build content communities. When creating various types of content, it’s important to understand that you’re not creating content for yourself or your brand. You’re creating content for your readers and users. By focusing on content that revolves around the needs of their users, brands can build content communities that helps create brand loyalty.
Users only read something when it interests them. As a brand, you can build multiple content communities by focusing on the differentiated needs of your users.
Content Marketing Trends in 2021
The term “Content is King” is still relevant in 2021. You can build the greatest product in the world but without an effective content marketing strategy, you wouldn’t be able to get the message out. As of today, more than 70% of consumers prefer taking information from blog posts and articles rather than traditional marketing channels.
Here are some of the top content marketing trends in 2021 you need to keep in mind:
Topical Authority vs. Keyword Research
How well do you know the topics you’re writing about? In 2021, Google will put emphasis on the expertise and value of content instead of keyword usage and backlinks. Although backlinks were one of the most crucial factors in building an effective SEO strategy, Google now plans to focus on the rising importance of expertise.
In other words, businesses that provide the most expertise in their content will get the most traffic for related searches. Expertise in content is defined as value. How much value does your content provide to the readers?
The current approach of gaining top positions in search engines with keywords and backlinks alone will no longer be effective with Google. It’s more about how well your content fits the reader’s needs in context to your website. They will also focus more on the E-A-T (Expertise, Assertiveness, Trustworthiness) and YMYL (Your Money Your Life) guidelines.
You might be thinking, “What can you do about this?”
Fortunately, the answer’s quite simple. Build long-form content around the products and services that you offer. In addition, you can also seek out industry experts and weigh in their opinion on the subject matter to improve authenticity of your content. If you’re low on resources, you can also re-purpose older content according to these new guidelines.
It doesn’t matter how well you write content if you haven’t linked it with an effective user experience. In 2021, Google will also be taking into account the user experience you provide to your readers in addition to your content as well. In addition to effective SEO strategies, you would also need to craft an engaging and visually appealing user experience.
Content that provides the most value would still be given priority in 2021. However, if the same value can be given with a defined user experience, then that would be given precedence over the first. Your users are valuable and their needs should be the center of attention on your website.
In the words of Adam Enfroy, “In order to drive maximum revenue from your content, you need to provide a content experience. Users need to stay on your website, love your content, find what they need, and move down the sales funnel from top to bottom.”
AI in Content Creation
Writing content is a creative task and it was assumed that only humans are capable of doing tasks that require creativity. Until we were introduced to revolutionary programs such as GPT-3 and Contentyze. With these tools, we’re one step closer to complete content automation.
According to Massimo Chieruzzi, OpenAI’s GPT-3 module has proven itself to be worthy of producing various content for businesses. Although the tool still has a long way to go for it to write high-quality content, small businesses and SEO spammers will soon adopt content automation for mass production of content.
Although even GPT-3 isn’t capable enough to write high-quality content, there are AI-based tools that aid in content marketing like SparkToro and Clearscope.
Content atomization is the process of repurposing older content or lengthy content into small fragments. According to the founder of Contensify Vanhishikha Bhargava, content atomization is when you take any lengthy and detailed content, and divide it into eight or more pieces. You can call these smaller content pieces, mini-blogs.
At a certain point, content becomes repetitive. When that happens, you can repurpose older content and craft new pieces of content, and elaborate on them individually. You can also create mini-blogs from previous lengthy blogs.
You can also reimagine older content in different forms and across various channels. For instance, if you have an e-book, you can convert that into multiple blogs and articles, or make a short video based on your e-book. Similarly, if you’ve made a ‘How-to’ video on YouTube, you can also reimagine and redesign that video by creating a blog-post.
Physical social interactions have been limited this year and it’s no surprise that people are finding ways to build communities online. Catering to the rising Slack and other communities with personalized and informative content has been a struggle for most businesses this year. However, the fruit of their labor is definitely worth it. Content communities that revolve around personalized content will help businesses reach out to more people, even with a limited number of resources in their marketing teams.
According to Lauren Pope at G2, limited resources coupled with high content output will be the trend for content marketers. By creating content communities around personalized content, businesses can make the most out of social media platforms like Facebook, Instagram, and LinkedIn. You can also entice industry experts and other writers to write for your business.
Conclusion — The Rising Trend on Content Marketing in 2021
Building an effective content marketing strategy in 2021 is essential. It helps build brand awareness, improves search engine ranking, and drives traffic to your website. So when designing your content marketing strategy for 2021, make sure you keep these trends in mind and crush your content marketing objectives easily.