After months of sheltering at home due to the pandemic, many of us have grown increasingly reliant on our digital devices to keep us connected to the outside world, whether it’s shopping, or work meetings, or entertainment.
It’s no surprise then, that as we look ahead to 2021, digital technology will continue to drive the pace of content marketing.
The value of virtual and remote customer engagement along with the ability to reach a broader audience with shareable, branded content are among digital marketing’s greatest benefits. So, which digital channels and applications should you be incorporating in your content marketing strategy for next year? Here are a few ideas…
Social media is still king.
“With a quarter of Millennials and Gen Z users looking to stories for information about brands and products, and with social media platforms exploring more and more ways for users to connect shopping to this experience, I only expect it to grow in 2021. The biggest challenge for brands is to look for new ways to create innovative content that will stand out and stop their followers from scrolling.” – Mireille Ryan, CEO, Social Media Marketing Institute
With more of us participating in events remotely or seeking information virtually, live video will become more important in 2021. It’s the next best thing to in-person contact, offering a shared experience, live interaction and the opportunity to have a real conversation with your audience. Another benefit: live video creates content that can be viewed or repurposed later; and most importantly, it’s actually what more consumers want: According to Tech Jury, 82% of viewers say they prefer seeing a livestream rather than a brand’s social posts.
With the rising influence of TikTok and most recently, Instagram Reels, short-form video has become an increasingly popular way for brands to reach younger audiences who have grown up watching video content on their devices: 41% of TikTok users are age 16 to 24 (Globalwebindex, 2019). Maximize short-form video by leaning in with humor, educational content, or exclusive deals or reveals to drive brand reach.
Podcasts are a great way to increase brand visibility and they’re also an opportunity to collaborate with other thought leaders or influencers. Making—and promoting—those important connections can help organically grow your audience.
A study conducted by IgniteVisibility found that 60% of B2B marketers found email marketing the most successful way of generating leads and revenue, thanks to being able to comprise personalized mails.
Voice search queries are on the rise: According to Dialog Tech, 51% of people who shop via voice use it to research products. And Nearly 5.5 million U.S. adults make purchases with their smart speakers on a regular basis. To maximize your effort, creating content optimized for voice search in a long-form question will help your audience find and use your content.
Digital marketing trends will continue to evolve as new technology emerges—but for the moment, these channels should help you broaden your brand reach as you plan for the year ahead. As always, don’t hesitate to reach out if you’ve got questions or ideas that you’d like to discuss about your marketing program.