The chaos of 2020 is well behind us and 2021 has had many challenges for businesses who were faced to adapt to keep their doors open. The market has drastically changed which put many businesses under pressure to stay up to date with trends that could shape the world of digital marketing for them.
If you feel like you are not sure what to do and how to close the year out strong here are 7 marketing trends you should adapt to.
- Value-driven content will matter more today than ever
Currently, web users see content daily on the internet, though a boatload of blogs and content uploaded each day, many readers or viewers you can expect to become picky when it comes to what content they want to consume. At best, they pick an article containing something they haven’t learned anywhere else on the internet.
So best to remember you need to show and emphasize and sell the viewer that you are offering a product that stands out to them even though you are most likely not the only one selling this product. So stand out above your competitors, give the viewer some type of reason to click on you, offer them a free item or product you sell as a sample.
The best thing you can give the consumer is trust that drives value for you. How will you’re product affect their lives in the future? If you focus on just directly promoting the product itself, chances are that your audience will move on somewhere else.
It’s always smart to use concrete examples of your product or service. Like using customer testimonials. The customer almost always does research on a product or service before making a purchase. Show them how other consumers or customers felt about your product of that will result in you converting new visitors to your site into new customers.
For example, if you are selling blenders, you need to show the potential client why that blender is the best blender on the market, the best benefits, and more.
2. Video content dominates in the digital marketing arena
Video continues to be the most effective way to deliver your brand’s message out there. Most people are highly visual, and many consumers are more likely to prefer consuming info in the form of a 2-3 minute video.
Adding videos to your website’s landing page is more than likely to lead to 80% more conversions. Watching videos is the best way to influence a buyer’s decision into buying your product or service and keeping your audience engaged.
The new way of business has changed though through video. With the shutdown of many places in 2020 many businesses had to adjust and video in the form of live video events like webinars, have become the way businesses generate leads. Working with influencers in these videos too will raise brand awareness and ultimately raise your profits.
3. Consumers prefer hyper-personalized content
Personalization has been a trend in digital marketing that will continue to be one through 2021. No, not using your customer’s first name, but if you want to drive traffic and increase conversions, sales, and more you have to know what your customers want.
Hyper-personalizations is the use of artificial intelligence (AI) to collect data from your web visitors and their activity in viewing different areas of your website and products you may be selling online. This data will better help you in personalizing the content you will be able to deliver to your audience.
Many ways popular in collecting this data can be done in google analytics, HubSpot’s marketing hub, and more. By collecting this data you can create personalized emails, pop-ups, and other content that’s tailored to your audience’s preference. For example, if one of your web visitors abandoned their cart in your e-commerce store, you can send them a follow-up email after a few hours to remind them to complete the purchase process.
4. Topical authority will begin to matter more
Search engine algorithms will be placing more emphasis on expertise and authority when it comes to ranking websites on the search engine results page (SERPs). Ways to achieve this are writing longer and high-quality content.
The reason for having longer forming content is it gives you the opportunity to discuss a topic in more depth. So you will be supplying more information to your consumers, which will eventually help you gain their trust. So in other words websites find your content valuable and may use it as a reference which will help you gain backlink access for people to access your site from their reference on you.
5. Voice search impacts how content marketing will sound like
Siri, Alexa, and Cortona started a new level in marketing that was untouched. Today many people use voice search daily by just simply asking the AI-powered voice assistant a question or search query without even touching the buttons or looking at their device. Setting up your content marketing strategy in voice searching is now not even an option with the changes in technology.
But we found with experience the easiest way to optimize your content is to write your product description so that it answers questions in a straightforward manner. This changes how it will sound instead of how we would read it when written, but it will ensure that your content will adapt to the natural language. So when writing try and use complete sentences with long-tail keywords within your content. The greatest advantage to this is taking advantage of keyword searches like “near me” searches to appeal to more targeted and local searches.
6. AI-Powered content will start to dominate
With the beauty of artificial intelligence, it takes a lot of work off of people’s plates when set up correctly. With content marketing, AI proves to help collect customer information for personalization, but it can also make use to helping those looking to generate targeted content data that they can send to consumers.
For example, using AI-powered chatbots, you can assist customers in order placement, check out, and tracking. Businesses can also use chatbots to deliver information quickly, adding more support to your business’s content marketing strategy.
7. Content atomization will be the next big thing
Thanks to COVID-19, it’s limited how customers move around but has changed the way we get content out there. Many marketers had to make use of what they currently have to their reach, but this is where content atomization comes into play.
Content atomization is breaking down long-form content into five or more content pieces. For example, if you created an eBook guide on your fruit juicer, you can pick some of the subheadings individually and build content around that. you can publish it as a blog or newsletter. You can also turn your eBook into shorter, more digestible content like an infographic.
Constant content production will be a vital role for businesses to move forward. Content atomization allows them to maximize what they already have and turn it into something more engaging and fun. This also benefits the way you wont have to spend more time on content creation since you will only be repurposing old content.
