Content marketing in 2021
It seems like such a simple question to answer, but in reality, it’s quite loaded. Content marketing is not a ‘set and forget’ tool. It’s something that is constantly evolving – and it will continue to adapt and evolve through 2021.
If we could explain content marketing in two words, it would be ‘educational’ and ‘valuable’. Importantly, it’s not about the products or service you offer and it’s not a push to see dollars. It’s the newsletter created by a baby skincare company that covers general parenting, rather than what soap to buy your child. It’s Mazda sharing articles about the top 10 road trips to take over the summer. It’s your local real estate agency talking about Marie Kondo-ing your home.
The most important part of content marketing is value. It’s what sets it apart from other forms of advertising and marketing. It’s indirect. And people want to read it, rather than discard it as ‘just another way to get my money’.
Why content marketing?
It’s critical to understand why you need content marketing, rather than simply accepting it as another form of advertising.
First, content marketing is a natural and organic way to reach consumers. It doesn’t disrupt them. It’s not in their face. By using content marketing, you’re telling stories, creating more engaging and authentic content which will be embraced by your audience. It builds relationships, and cements your product or service as a solution and you as a thought leader.
There’s also a chance that the piece of content will trend on social media, building your follower base across channels. Remember, quality content is just crying out to be shared.
Finally, answering people’s questions whether by blog post, podcast, video or e-book, is a sure-fire way to climb to the top of those elusive Google rankings. People are asking questions. Ensure your content answers them.
Content marketing in 2021
As we mentioned before, content marketing is not a static idea, and 2021 is sure to shake things up a bit, especially in the wake of the continuing global COVID-19 crisis, and plenty of experts are sharing their thoughts on the matter.
Listen to your audience – this seems to hang around no matter what is going on. We can’t predict everything, but we can listen, reflect and develop. And our content should do the same.
Connected content – sure, long-form blog posts may rank better on search engines, but will the audience actually finish reading it? Formatting your content for your audience will work best. Millennials, for example, prefer short content pieces, podcasts, videos or infographics. Visual storytelling using avenues such as TikTok will also grow.
Influencer marketing – love them or hate them, social media has created a network of everyday people who encourage others to buy your products or use your services. In fact, influencer marketing is tipped to become a $15 billion industry within the next couple of years. In 2021 though, it will be quality over quantity.
Taking a stand – there is an expectation for brands and companies to take a stand on social issues and inequalities. Consumers want to connect with your brand; they want to see that you have the same values, and they want to hear your say on sustainability, injustice, inclusivity and more. Invest in this content.
Be natural – when it comes to videos, it’s all about organic video production. Viewers no longer want overproduced videos, but rather, authentic at-home recordings that humanise brands.
Value-add content
So, the secret is out. Content marketing is about adding value. Want people to listen to you, trust you and then use your services or product? Start giving them what they want through your content.