Have you ever heard the phrase ‘there is no marketing except content marketing’? We act as if it’s a specialist field, but it’s simply not possible to market anything without using content like words, images, videos and graphics. After all, the internet is just content!
With search engines placing an ever-greater emphasis on quality content in their algorithms year on year, investing time and money into finding the right approach important for all online businesses. No matter whether you sell master franchises or you offer consulting services, this is critical.
But trends in content marketing, as with all other areas of life, come and go. If you’re going to keep up with your competitors, you need to know where the big wins are and what they can do for your business. So, here are my top three content trends for 2021 and how they can drive traffic to your website.
Multi-media content
The trend towards multi-media content is so strong that it’s actually responsible for a worldwide slowdown in website load times. The facts don’t lie:
- Video will represent 80% of online consumer-based traffic by 2020
- We remember less of what we read compared to what we see and do
Research by Hubspot shows that people expect companies to provide good quality, useful content in a variety of interesting media. So, we’d better give it to them.
How does it drive web traffic? People like to share multi-media content. So, putting a lot of it out there will increase your business reach and drive more people to your website through backlinks.
Influencer Marketing
Connecting with and enlisting the might of influencers is not a new marketing tactic, but it is increasingly part of any ‘worth its salt’ content strategy.
People are 71% more likely to be interested in a product or service that’s backed by an influencer. Although not as powerful as recommendations from family and friends, influencers still produce the kind of social proof that markers dream of.
Quoting, interviewing and sharing the content of influencers are all popular ways of including them in a content marketing approach.
How does it drive traffic? When influencers share your content, it’s likely your backlink profile will be given a boost. With all of those extra shares comes more links and more links lead to a rise in people finding their way to your website.
Content personalization
People can block and ignore pop-ups, fast-forward adverts and pick and choose their content platforms. The personalization and interactivity trends have tracked this mass unplugging in an attempt to reengage disillusioned consumers.
Netflix’ ‘Recommended’, Amazon’s ‘Inspired by’, Google’s ‘Auto-complete’, ASOS’s ‘You might also like’ are all examples of personalized marketing. While emails addressed by name no longer impress consumers, tailored adverts, personalized videos, interactive social media accounts and chatbots seem to work.
- 31 percent of consumers want a more personalized online experience
- Personalized emails generate 17% more revenue than non-personalized alternatives
How does it drive web traffic? If your social media, email and other off-site marketing efforts are personalized, they’ll encourage more engagement with say, website links, which will divert more interest to your website.
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