There was a significant change in digital marketing last year. The COVID-19 pandemic shifted businesses from physical stores to online shops. Thus, 2021 is the year of online connections. Online is where most people search for answers to their questions. They look for educational, informational, and interactive content. As such, content marketing became the most effective way to achieve digital marketing goals. Modern consumers love well-crafted content. They encourage more interactions and quicker decisions.
According to a digital marketing speaker Hong Kong, content marketing is fast changing. What has been a best practice in recent years may already be obsolete these days. Consumer habits change and do the privacy policies and search algorithms, but there is one strategy that brands should never fall behind. That is content marketing! To better guide you, here are the new rules in content marketing.
WHY IS CONTENT MARKETING ESSENTIAL THIS 2021?
Content marketing is the creation and distribution of online materials to stimulate interest among brands, products, and services. These materials include blogs, social media posts, and videos. A social media agency Hong Kong has given the following reasons why content marketing is essential this 2021.
Content Marketing Can Be Used in Different Channels in Different Ways
There are boundless ways to use content marketing in multi-platforms. Active blogging yields a 434% increase in search-indexed pages. As it attracts more prospects to a brand’s page, it boosts visibility and enhances the page authority by 97%. Around 86% of B2C marketers have proven content marketing as the most effective way to promote a business. It fills up a brand’s social media calendar reaching over 3 billion social media users.
Content Marketing Encourages Consumers to Make Quicker Decisions
Content is the key to encourage consumers to make quicker decisions. Publishing helpful, informational, relevant, and valuable content builds a positive reputation and establishes trust. Once the consumer understands that the brand is a leader in success, they will choose the brand in less time. As such, they boost conversion and lead generation. Backed by data, here are some statistics proving content as effective in encouraging quicker decisions among target audiences:
- Blogging results in 67% more leads per month among B2B marketers.
- Customized content makes 61% of social media consumers make a purchase.
- Content marketing produces 3x more leads for every dollar spent than any other marketing strategy.
Content Marketing Is the Best Way to Improve Search Ranking
To improve search ranking, brands and businesses typically employ content marketing to establish their personality and voice. By sharing entertaining, informative, and inspiring content, they build relationships and engage with the consumers at every step of their buying journey. As such, they were able to improve their search ranking as people discover them through content and recommend them through word of mouth. A video marketing agency Hong Kong, last year’s pandemic has greatly changed the content marketing landscape with videos being the winner among all types of content. This 2021, around 78% of people watch online videos weekly. By the year 2022, videos will comprise 82% of online consumer traffic.
THE NEW RULES IN CONTENT MARKETING
Below are the new rules in content marketing.
The Length of a Content No Longer Matters
In the past years, content strategies were obsessed with word count and time spent on content. They prefer longer-form content as they give a complete detail and understanding of a brand’s message. This no longer holds true this year. The concept of comprehensive content has changed. Google now makes it clear that they will prioritize the best content that answers a query regardless of how long or short it is. For example, if a searcher asked how many feet are in a mile, Google will rank results that answer the question directly. It is probably not a 1500-word blog. Among social media platforms, GIFs, quotes, one-liners, and short-form videos capture the audiences’ attention the most. This is because social media users have a shorter attention span with the many feeds they are seeing on their accounts.
Optimizing Old Content
Search engines typically prefer fresh and new content, but the new rule in content marketing dictates optimizing old content. Updating the old content can easily turn it into a fresh and relevant post to deliver better results among search engines. There are several creative ways to spruce up old content. You can turn a long blog post into an educational video. Liven up step-by-step instructions through a slide. Create infographics out of business statistics. What is important is to deliver accurate and updated information giving value to the customers.
Video Is More Relevant Than Ever
Short-form videos are taking over this 2021. Instagram Reels, Twitter Moments, TikTok Clips, and YouTube Shorts have captured both the hearts of the millennials and other generations. Among content marketers, short-form videos are highly shareable enabling larger reach. Today, tutorials and webinars are amazing content marketing tools that beat an investment. Others pull shorter clips out of longer videos. They turned it into segments and teasers to engage their target audiences. With a ton of free video editors, the video became a more relevant item in content marketing. And that’s a new rule!
Voice Search Is Rising
In 2021, there are around 4.88 billion mobile users. This greatly contributed to the rise of voice searches. In the US alone, one-third of its population is using voice search, while 71% of consumers globally prefer voice searches over tying their queries. Another new rule in content marketing is to focus on voice search. The Voice Search SEO Guide from Search Engine Watch recommends using long-tail keywords in content marketing. People using voice search are more likely to ask a full question. A one-sentence answer will put you in the top position of voice searches. To maximize such features, crafting an FAQ page can capture a lot of queries.