Top 10 Content Marketing Trends for 2021
2020 has been a transformational year to say the least. With so many ups and downs this year, well, mostly downs, the only clear winner seems to be digital content marketing.
The Covid lockdowns have ravaged the world economies but boosted the digital economy at large. In other words, every company today knows that digital marketing is now the key to sustenance and growth. This means more opportunities for content marketers, who take center stage in digital marketing efforts.
Keeping in mind the new global economic situation, below are the key content marketing trends for 2021:
- Data management, automation and personalization
As the trend for personalization increases, more and more marketers are realizing that without paying attention to data centralization and management, personalization has a limit.
For example, if a business wants to send out bulk, personalized Christmas greetings to its customers- they will need customer names, associated with email addresses and account numbers to operationally make it possible for a software to do it.
Many marketers start with the assumption that automation and personalization solutions are stand-alone, whereas, the basics of ensuring good data management always depends on organization at large. Afterall, data management requires coordination among various teams to ensure there is no redundant data and are updated. Effective data management facilitates automation tools to dip into clean data and process marketing campaigns accordingly.
In today’s Covid lockdown world, where digital marketing is slicing into outdoor advertising budgets, the scope and need for good data management practices is a must for any future automation needs.
For example, if a SaaS product marketing team wants to set up a automated lead nurturing campaign for free license users, they will need to ensure that the email automation tool has access to customer names, their email IDs, as well as account details to ensure that the progress/link clicks of each recipient can be tracked.
- Omnichannel content experience
Pre-covid lockdowns, content experience was already beginning to grab attention, as brands realized that contextualization to customer journey plays a key role in effectiveness of the content. Basically, content experience is the holistic look at content marketing where context of the user’s knowledge, stage of buying journey and engagement with the brand plays a key role in content delivery.
For example, targeting readers with ad content for a product that they have already purchased can be avoided if the right data can be tapped into for contextualization of past engagement.
Similarly, if a publication can identify which articles were already read by a user, then recommendation engines can skip those articles and provide new ones as options to read.
Omnichannel content experience aims to unify and contextualize content delivery, which in turn results in greater personalization for the readers.
- Intent-driven content production
When it comes to search and social media, one can get relevant information to ensure that the content being produced is based on clear reader intent on what they actually want to learn about. For instance, when planning to target keywords through articles, one needs to take into account the related keywords as well, so they understand the type of article that will best satisfy user needs.
Similarly, for content marketing on social media groups, one needs to understand the intent of majority of users - is it learn, purchase or take part in discussions etc. This enables your team to understand which type of content will be most effective in conversion and revenue generation. Clarity in reader intent is key for setting the right context and content layout for any article, promotional brochure or marketing pitch.