What will 2021 be like for content marketers?

Is there a way to prepare?

Let's now dive into these 5 content marketing trends for 2021.

Sergey Kim
Content manager

1. The competition continues to grow.

A year of quarantine caused by COVID-19 has shown almost any business one simple truth: If you're not online, you don't exist.

These days, even more sales have moved online, and this trend will continue, even more so, it is gaining momentum.

As more and more companies invest more in online marketing, the competition is inevitably growing. These days, we all have to spend more time and money to get our content noticed.

However, what I love most about content marketing is that creativity and flexibility can beat big budgets, and that's not going to change!

2. Content is part of the buyer's journey!

As more and more people stay at home and have to use technology to stay connected to the world, it's clear that digital content is becoming an increasingly important part of the shopping journey.

Today's consumers are more internet savvy and more likely to use technology, regardless of age. And they expect quick answers, or else they'll move to the next page on the list.

Consumers turn to technology to meet an urgent need. Google claims that more than 90% of their users use devices to help and inspire them during a task.

New consumers are "well-informed," "right here" and "right now." Google coined the term "micro-moments" to describe consumers' expectations of immediate response in those moments when they want to know, go, do, and buy.

Your content should meet these immediate needs and do everything possible to make answers easy to find.

On top of that, think "mobile-first" - it's no longer enough to have a mobile-adapted website. You need more mobile resources to better serve your customers. Examples of mobile assets to invest in include mobile apps and in-game mobile marketing. But even if you don't have the budget for standalone assets, you can take smaller steps to find and optimize brands for mobile:
1
Create mobile (i.e. simplified) calls to action and forms to attract potential customers.
2
Create faster, more seamless conversion funnels that allow one-click "Buy."
3
Optimize for local search. Don't forget that "Near me" is one of the most popular mobile search queries. Investing in effective mobile search is one of the most effective ways to gain exposure for your business.
4
Use third-party plugins to integrate mobile-enhancing features. Examples include autocomplete integration for your search engine site (for faster product discovery), faster mobile subscription options, etc.

3. Content-based remarketing is always a good idea.

As the competition gets tougher and the buyer's journey gets tougher, getting real sales with your content will be a challenge.

Most of your site's readers will come in, find answers and leave to complete their tasks.

This is where content-based personalization can help.

And what is this content-based personalization?

Content-based personalization is about encouraging your returning site users to continue what they were doing when they originally left your site.

For example, if a user has read half of your potato growing guide, offer them a free checklist or potato growing guide, then they will come back in a week or so. There are some powerful e-commerce solutions that allow you to use this feature.

Create personalized experiences for returning users to your site to attract them further. Specifically, you can set up targeting your site calls to action for each returning user based on their past visit to your site.

Here are a few more content personalization techniques to adopt now (those that don't require in-house technology or outside help):
1
Set up email/marketing automation campaigns based on past interaction data, such as link clicks, downloaded ebooks, etc. ( Most email marketing platforms support automated workflows).
2
Offer additional content services (this can be done with existing VOD solutions ).
3
Take advantage of advanced advertising with Google and Facebook ads (here's a great guide to Facebook advertising ).
4
Use AI-based writing tools to incorporate data into your content creation process.
5
Create "content on demand" channels by automatically delivering on-demand content via chatbots (there are now several powerful solutions for creating intelligent, self-learning chatbots using easy-to-use visual editors).
6
Find one or more personalization technology partners that fit your budget and needs. Fortunately, there are quite a few influential players in personalization marketing.

4. Streaming video is becoming even more popular.

Because face-to-face meetings and conferences are still nearly impossible, streaming video has become even more popular than last year.

Almost every brand I know has hosted a virtual event or online conference this year. Streaming video has become an effective way to reach influencers, attract potential clients and even create an additional source of revenue.

More importantly, executing it has become much easier.

Google Meets and Zoom are the most convenient tools for all remote employees to conduct meetings. Streaming video has become the new norm for content creators and consumers alike.

5. Multichannel marketing is more important than ever

Finally, being everywhere is more important than ever because consumers are quickly adapting to new technology and exploring new channels. Brands need to keep up!

On the other hand, the more channels you include in your marketing plan, the more demographics you learn to consider. Multi-channel marketing allows you to improve your marketing strategy on many levels by:
1
Giving you access to more data;

2
Allowing you to analyze a more diverse buyer's journey;
3
Forcing you to become more organized and learn to understand more tasks.

Conclusion:

You know the old marketing adage, "Content is king," is still true. Consumers are still driven by the thirst for content. But the pandemic and rapidly evolving technology are changing the way we deliver content. If just a few years ago creating great video and visual content was enough to attract a customer, these days companies are forced to look for more content formats and channels to stand out.