The Best Content Marketing Predictions for 2021
Content marketing has been continuously evolving to keep pace with consumer demands, technologies, and trends. For example, social media, voice search, and the increasing use of mobile devices require to stay on the top. Also, some platforms are changing themselves. For example, Facebook has started attracting more older demographics, whereas Instagram has mainly attracted females. Content marketers need to adopt unique strategies to meet these changing trends to reach every section of audiences effectively and attract them. Recently, flexibility and adaptability have been central to content marketing. Many new trends are going to change of overall scenario of content marketing this year.
Content Optimization for Niche, Long Tail Keywords
The content marketers were focused on long-form content for a long time. But, now the scenario has been changed. Instead of focusing on long-form or detailed and lengthy content, content marketers have put their entire focus on using niche, long-tail keywords. Long-tail keywords have made it easy for content marketers to rank their content on Google. It means getting more organic traffic which is the best for marketers targeting a specific niche. You can find these long-tail keywords using paid and free tools available in the market. For example, you can use Ubersuggest, Wordtracker, Moz.com, SEMrush, etc. Plus, you can use Google’s related search, Google Suggest, and the feature “people also searched for” on Google .
Building Big Communities
With over 24 million online stores out there, getting noticed is not so easy. You will need to look for a unique way to get noticed. Developing a community gives established and new brands an opportunity to learn, collaborate and come together. Plus, it offers community downloads, webinars, networking opportunities, discounted events, tools, books, and many more. Community marketing is all about engaging with the audience while reaching a broader base and developing loyalty and trust.
Repurpose Your Content Across Channels
When you repurpose your content, it augments your organic search, gets your brand in front of a different and broad audience, and saves you a lot of time. In simple terms, repurposing content means repackaging it into different formats like creating infographics from stats and research, transcribing your videos on YouTube and distributing them as blog content, newsletter, and podcast, embedding your videos on YouTube in your blog, and turning your blog posts into a newsletter content or an eBook.
You can take ESPN’s example, which proved how effective content repackaging could be when it launched its program ” We the Fans” and distributed it across a wide range of formats. The strategy of ESPN includes all formats like podcasts, social media networks, articles, and videos.
“Discover” Features
Google Discover, earlier known as Google Feed, combines evergreen content, news, and visual content like photos. The feature has undergone a significant transformation since the days it was launched. Google uses machine learning and artificial intelligence to understand users’ search history to fill the feed. You will find this feature on your mobile pages, and the users using Chrome will see it when opening a tab. If your content meets the guidelines of Google, then it can appear on Discover. Some of the guidelines set by Google to enhance the chances of your content to appear on Discover includes:
Providing exact details of authorship, including publication, name, and bylines.
High-quality imaging and descriptive titles avoiding click bait.
Posting unique and engaging content.
Creating timely and unique content.
Commentary from Experts
Including comments from a featured or a subject matter expert can enhance the performance of your content. Google does not consider subject matter content as its ranking factor. However, evaluators consider trustworthiness, authoritativeness, and expertise as the significant factors in the quality rankings. High-quality content is not the only subject of interest for Google, but consumers also want to look for it.
As per the Nielson study, over 85 percent of consumers occasionally look for expert and high-quality content before purchasing anything. Plus, more than 65 percent of the buyers say that they prefer unbiased expert recommendations before purchasing a product. According to InPowered, the institution that commissioned the survey, marketers should
Cut through the noise and build trust with expert content.
Share their content once they have gained the trust of consumers.
Ask customers for reviews and continue to build trust among them through their expert content.
“Story” Features
Stories are for many reasons getting popularity. For example, they can make great content on social media networks. Also, it will appear in Google images and mobile searches, enhancing the chances of your discoverability. Other factors playing an essential role in its growing popularity, such as Google Stories, have created stories accessible to every user. Similarly, Instagram Guides have provided curated content in the form of text, photos, and videos. The basic idea is to make content easy to find, so discovering influencers and brands become easy.
Personalization of Content
Content personalization can be defined as introducing the content to the customers based on their preferences or profile. Every customer who visits your website searches for a different product and has different needs. Your content must cater to these customers’ different needs and encourage them to take the next step.
Apart from following the best and latest content marketing practices that will dominate the year 2021, you should also research to improve your strategy for content marketing. Always keep an eye on the top-ranking content and use the relevant data and experimentation to improve your strategy.
Source: The Best Content Marketing Predictions for 2021
