When it comes to creating engaging content, whether it be for social media, a website or print, there are so many different factors that I always consider.
These include the company’s tone of voice, the type of message that I want to convey, the purpose of the content that I am writing (is it to inform, to educate, to entertain or to sell?), my target audience and more technical aspects such as SEO.
Each year, much like every other form of marketing, content marketing develops and evolves.
With this in mind, I always like to keep track of the changes and trends in content marketing to make sure the content that I create for my customers is the best I possibly can.
These are 5 of the top content marketing trends and considerations that I have found so far this year:
1. Repurpose, reuse, recycle
Multi-channel marketing is more important than ever. This means that repurposing your content for different marketing channels/platforms is key for consistency and efficiency.
With a stress on producing engaging content with less resources, repurposing your content for different channels makes sense.
So, when you’re creating compelling, quality content make sure you can share it with as many people as possible by adapting it for different platforms including social media.
This way, you get the most out of your content without having to start from scratch every time.
2. Content is key in remarketing
In the past year competition has got tougher and customer journeys are becoming more complex. This means that generating actual sales from your content is no easy feat.
Most website visitors will find the information they are looking for and then leave, which is where content-focused remarketing comes in.
By remarketing your products and services using powerful content, you make sure that people who have previously visited your website don’t forget you and are more likely to convert, helping you to generate those all-important sales.
3. Content is part of the buyer’s journey
People are more reliant than ever on technology to stay connected to the outside world, making digital content crucial when it comes to the modern customer’s buyer journey.
Consumers are becoming savvier online because they use technology more and more. They expect answers quickly, if not immediately.
If you can’t offer them that immediate fulfilment, there’s likely to be another business that can.
Make sure you don’t miss out on customers because your content doesn’t tick the boxes for your target audience.
4. Engaging content should do just that – engage
One of the biggest content marketing focuses in 2021 is community connection. Therefore, engaging content should do just that – engage.
With a surge in online communities during the pandemic, businesses have had to tap into these connections to get their message out there and ultimately, generate sales.
To do this they’ve created engaging content to connect with online communities, which has then been shared to expand their reach, all of which has been done with fewer resources.
Keep these people and communities in mind when creating your content because they have the power to expand your reach without using up your time and resources.
5. Doubling down on SEO
Experts across the board have said that high quality SEO will continue to be crucial for content marketing in 2021.
Using strong, fresh and unique content, businesses can focus on ranking for niche, long-tail keywords on search engines to engage audiences more than the typical “SEO-focused” content, a lot of which users are now immune to.
In short, keeping on top of your SEO strategy is always a good idea. But, in 2021 it is key to do so to make sure your content marketing is better than your competitors.
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