5 min read
The opinions expressed by the entrepreneur's contributors are their own.
As the technology and interests of your audience change, so must your content marketing. Especially after the events of 2020, we can expect significant changes in the way people communicate and how companies develop content and marketing strategies that reflect people's needs.
Here are the top content marketing trends you should know about in 2021. Engaging with key trends can help you develop strategies and use tools to better connect with your audience.
1. Using AI to aid copywriting
Artificial intelligence (AI) tools are currently underway that can make great copies that are, however, not commonplace. Yet. Today, however, it is possible to use AI to aid in text creation and content writing activities.
For example, grammar is one of the most famous tools that more than 30 million people use today. It does grammar and spelling checks. And it can recognize "tones" in the content to tell you whether your post sounds friendly, professional, negative, or highlights other emotions.
Other AI tools to aid copywriting include heading and subject line analyzers, as well as tools that generate titles and topics based on a keyword.
You still want to work with human writers, but you want to support your writing work with AI tools. Finding out if your content is readable and SEO friendly can help you be more productive and improve the impact of your content.
2. Focus on the community
In a world where people can find a range of solutions to meet their needs, you must rely on personal connections to make a meaningful impact on your audience's minds.
To do this, companies need to take community building very seriously. Here are handy ways to create a group of engaged members around your brand:
You can create an online membership page that users can access by logging in. Discussions and content shared here are not visible to the public, which creates exclusivity.
Use social media groups to get more followers and group members. This is a free option that allows you to create a community around your brand. Facebook groups and LinkedIn groups are examples of free platforms.
Use messaging platforms that allow you to form groups. Nowadays, small businesses use such groups to have conversations and help their group members.
When we focus on building communities, we are also looking at new ways to create content. The rise of new platforms is also changing the way we communicate. These two changes are explained in more detail in the following points.
3. New visual formats for new platforms
Mobile smartphones are the main devices through which people interact with each other and with companies. On mobile devices, new social media platforms like TikTok have also grown rapidly.
Today's communication needs to be more visual because of these changes.
Short videos less than a minute in duration are the norm. Using interactive elements like surveys, gifs, and other elements is also helpful to drive engagement.
Consider adding emojis to your subject lines for email marketing. Using more visual elements throughout your marketing (within reason) can increase your engagement rates.
4. Live video is the norm
Driven by the pandemic, live videos in the form of webinars have replaced real meetings. Live videos are also popular on social media. Almost all social media platforms have a live streaming option that you can use right from your account.
The use of live video to communicate is not going to change for a while. So it's important to get proactive and make live video content a more common part of your content strategy.
Hosting webinars and using Facebook live videos are some ways to get your community involved too.
Think about topics, maintain agendas and invite your community to ask questions. Live video content gives your business a face and a solid connection with your audience.
5. Focus on empathy and values
Big brands today aren't afraid to focus on values in their marketing content, and today's noisy audiences prefer brands that advocate inclusivity and important social issues.
Especially after the pandemic, it's important for brands to highlight empathy and focus on helping their users. You can do this by making your content sound the way we speak. By adding helpful resources to your website. And by sharing your company's mission and values.
6. Use data better
Most companies rely on large amounts of data but do not know how to use it. This is changing as data science and analytics grows as a field. We have more tools that provide insights based on raw data, and companies are investing in hiring data specialists to uncover patterns that can lead to more purchases.
One way of using data is to use it to personalize content. Samsung identified three main segments for its new Note10 phone: gamers, developers, and entrepreneurs. With the insights from YouTube, 36 ads were created and targeted to users.
That way, ads have complemented, rather than disrupted, a viewer's experience of viewing content. Content may be king, but data should be the wise old advisor who speaks in the king's ear.
Back to you
There are some of the most important trends in content marketing for 2021. Improvements in technology, changes brought about by the pandemic, and the rise of new social media platforms are affecting the way we create content.
In the end, your focus needs to be on giving customers what they want, such as content, that suits their needs. When you consider your population size and needs, you can create content in a way that will grab more attention and grow your business.