Content Marketing in 2021

Content marketing is always changing. It’s not something you set and forget, especially in an age when all marketing is going digital. Content has become the essence of branding, lead generation, and even sales campaigns, across inbound and paid channels, primarily due to one thing: its effectiveness.

The biggest content marketing trend to try in 2021 isn’t a surprise. With the rise of Slack communities across tech and the focus on personalization in marketing during the pandemic, building communities has been a push for marketing teams all year.

But building communities specifically around content sharing and creation will allow marketing teams to continue to expand their reach, even with fewer resources.

Another content marketing trend expert are expecting to continue is the tighter focus on bottom-of-funnel content related to core offerings. That laser-focus means more attention to content at the bottom of the funnel, specific to key buyer personas and closely related to the product or service offering. But it can also help with a better understanding of content ROI.

Content Marketing

With an emphasis on creating engaging content with fewer resources, it makes sense that next year will bring a bigger focus on repurposing content across channels. When you’re spending time and effort to create high-quality, engaging content, you want to share it with as many people as possible. The best way to do that is to repurpose.

While you’re planning your content marketing strategy for the year, keep these trends in mind. The overall focus next year is creating high-quality content that does more for your business—without necessarily taking more resources.

With a savvier customer, you need a more sophisticated way to communicate, one that speaks to that person on an individual level. It matters because expectations have changed and being relevant to what a buyer wants to know is key.

Personalization offers you an edge against the competition, too. The data supports this —  a study by Demand Gen found a 20% increase in sales opportunities when brands use personalized lead nurturing.

It’s being identified as a trend because of how prolific it has become. A report from Forrester indicates that 92% of marketers have seen an increase in personalized marketing.

Content Saturation

No matter what vertical you are in, there is probably content saturation. This means that most of the companies in that industry are publishing similar content. It will only get harder to increase your organic ranking for certain keywords.

Users will get bored if you only put up one type of content. That’s just not how things work anymore. Instead, the expectation is for your site to make use of different types of media, be it infographics, galleries, video, podcast or something else.

Yes, this does mean that you’ve got to diversify your skill set (and possibly your team’s) but it does bring some advantages along with it as well. If you diversify how you present your content, you won’t need to do quite as much work creating new content. Quite often, taking content that has proven successful in one medium can be put in a new jacket, updated and then shown again in another media form.

Influencer marketing has been a source of great results for brands. That social proof is so critical for buyers. They rely on it much more than any other influencing factors. In fact, Nielsen found that 92% of buyers trust an individual recommendation over the brand.

Core Web Vitals reports are available in Google Search Console and per Google, “it shows how your pages perform based on real-world usage data (sometimes called field data).”

Use these reports to direct your team on the areas of your website which need to be fixed so that you’re adequately prepared once the changes are rolled out.

Google constantly makes updates to its algorithm but with these reports, companies have a way of continually monitoring what’s happening instead of just relying on traffic reports, or waiting until traffic has taken a huge dip.