Content marketing refers to the process of planning, creating, publishing, and sharing content to reach the target audience. This type of digital marketing helps build brand awareness, tells the brand’s story, and boosts engagement, reach, sales, and trust.
What makes it important is that it helps you tell your brand’s story in a clear and engaging way, teach your target audience about the products/services you offer, drive organic traffic to your website and/or social media pages, build trust and create a community around your brand, increase conversion, and show your audience how your products/services can help them.
While social media ads seem to take over the digital marketing world, it’s not what people actually want. What they want is high-quality, informative, and interesting content that is relevant and useful. They want to read textual, see visual, or enjoy audio-visual content.
Yes, content is still king!
However, since the consumers’ needs and marketing trends constantly change and evolve, the content is also changing. And, if you want to stay on the top, you have to keep up with the latest trends. So, here are the 8 best content marketing practices to follow in 2021.
Make sure you create content your audience will like. It should be educative, interesting, and on topics they would like to read. So, before creating your content identify the problems they want to solve and then create content that will offer the solution. For example, if they try to find the ideal home decor, write about “Home Decor Ideas in 2021”. Remember, the content that is helpful is the content that is read!
Analytics provide you with data on your audience behavior, their interests, age, location, needs, and wants. Since this year the audience is more important than ever, use the analytics to learn about what they want and need. Then, create content they will like the most and then follow analytics again to see how your audience reacts to the content. If needed, edit it to be more appealing, engaging, and relevant.
Being on Facebook or any other social media channel is no longer enough to stay visible. So, you need to find a way to be everywhere and share your content on multiple channels. And, while having an account for each channel separately is one way to be omnipresent, using a multi-channel content marketing tool is way better. Tools like Agorapulse, Cyfe, and other content marketing management tools/software will help you be present on several channels by sharing content from one place (dashboard).
Since the outbreak of the pandemic, people began entertaining themselves with live videos. They started watching more influencers’ and brands’ videos and sharing their own videos from home or work with their followers. Livestreaming became a way for influencers and brands to build a relationship with their followers and for people, it became a way to create a more real-life experience of some parts of their life they share with their friends/followers.
By going live, you will create a strong connection with your target audience and offer a kind of personal video chat to them. You can use live streaming to promote your products, show your office and how you work, share some helpful information, host Q&A sessions for your audience, introduce an upcoming promotion, and more.
One of the best ways to have your content seen by your target audience and other random people who may become customers is by creating content that is accessible to everyone. This refers to adding subtitles and/or transcription to video content, captions to Instagram posts, ALT text to your web pages and website image, and having a responsive website design.
People will love your content if it’s valuable to them. This doesn’t mean that it’s just helpful but trustworthy as well. You can create valuable content by sharing content from reliable sources and including links from trusted sources in your content. For example, if you claim that content is the kind, make sure you refer to an article from a trusted source that explains why content is king, just like we just did by inserting this link from a related article by Neil Patel. This will not only make your content more reliable but will also position your brand as an expert in the field and generate quality backlinks.
Another way to create valuable content is to share values. This means creating content that is sensitive and acceptable to consumers. For example, you can write about money-saving tips like The Penny Hoarder site does or add a free trial or 30-day money-back guarantee to your products/services. Just write content that readers will find purposeful.
Artificial intelligence takes over many industries and it seems to tackle writing. Now, there are AI copywriting tools that can help you come up with topics for new content, check grammar, optimize your content for search engines, and create captions, article summaries, even entire articles/blog posts. And, while no AI tool can replace the human brain when it comes to adding emotions and critical thinking, they are very helpful and can serve as assistants for tasks like generating topic ideas, keyword research, SEO, and similar.
When consumers want to buy something, they ask the assistant or customer service for help. However, since most businesses turned online and started selling online, getting an immediate answer while shopping or looking for a product/service is not possible.
That’s why you need to create content that will assist consumers in their buyer journey. You can do this by creating content like simple forms, SEO local listings, and simple conversion funnels. To ensure you create relevant content, follow Maslow’s hierarchy of needs.