People worldwide spend more than an hour a day on social media, and in 2021 it’s more important for brands than ever to get in front of digital consumers. Content marketing gets you in front of your customers on their devices where they’re spending the most time.
Ready to optimize your content marketing strategy for 2021? Based on the trends that are here to stay, here are four elements that can give you an edge:
1. Personalized Experiences
Artificial intelligence (AI) tools can predict what a person is most likely interested in based on the content they’ve already clicked on. Using customer relationship management (CRM) software that has this feature, you can give blog visitors personalized recommendations on what to read next. According to McKinsey & Co, personalized content yields five to eight times the return on investment (ROI) as non-personalized content. It’s a no-brainer!
CRM can also help you segment your audience by illuminating demographic or “psychographic” groups that are interested in different content. The groups that emerge could represent people at different stages of life, on different career paths, or with different financial capabilities. Whatever distinguishes them should have an influence on their purchasing decisions.
Once you have two or more audience groups, create different content for each to thereby target every consumer more accurately. To help you take on the extra content creation it takes for a personalized content strategy, it’s best to have reliable freelance writers, virtual video editors, and other content creation specialists on hand.
2. Search Engine Optimized
Search engine optimization (SEO) is important for getting your content found for free through search engine traffic. Make sure to optimize your YouTube videos for keywords, too, because they show up at the top of Google search results pages.
In 2021, optimizing your metadata for top-performing keywords isn’t enough. You also need to optimize for Search Engine Results Pages (SERPs). A SERP is the results page that is shown after a search query on Google or Bing. It’s a snippet of text from the content of the featured result, such as a definition for a word or a bullet list of items. Sometimes one result is featured, and other times there’s a drop-down where related long-tail queries are answered with snippets from featured content. Ranking for SERPs is crucial for SEO in 2021 because they get much more traffic than non-featured results.
3. Interactive Design
According to Demand Gen’s 2019 report, interactive content gets twice the engagement as static content. Interactive content demands action from the audience. For example, hosting a question and answer session on a live video stream with your audience gives them the chance to ask questions.
One way to make your blog posts more interactive is to include clickable or scrollable infographics. Polls and quizzes are also interactive, requiring a few clicks to arrive at content waiting on the other end. Freelance web designers can help build a clean quiz on your website that’s easy to share. They can set it up with your email marketing client to capture email addresses for quiz results.
4. Mobile-Friendly Layout
A mobile-responsive website is imperative in 2021, but having a mobile app is even more effective in keeping mobile users engaged with your brand. With your own app, you can send push notifications to mobile users so you land right where their eyes will see you. You can share branded content, promote discount offers, and introduce new products.
It’s easier than you think to get an app developed by a freelance developer, and it can potentially play a huge role in growing your business. Make sure users can conveniently browse your products on the app or access exclusive content. Having each user set up an account on your app can also help you capture emails and collect valuable data on your mobile customers.
Optimizing Your Content Strategy for 2021
Is your content strategy ready for the new year? In 2021 customers will gravitate toward brands with a personalized online and mobile experience. Be sure to tweak your content strategy year after year, as changes in technology and consumer behavior occur year after year.