There are so many ways to attract customers nowadays, it’s difficult not to feel overloaded. While the tried and tested content marketing methods such as blogging, PR, guest posts and social media are as important today as they ever were, there are many other ways to connect with potential customers. To keep your business competitive, we round up some of the content marketing trends to consider in 2021.
1. More Interactive Content
How are you supposed to keep up when it seems that there are ads at every turn? Well, one step is to create content that engages your readers, making it harder for them to click off into the Internet abyss after only a few seconds of viewing. The way to do that? Interactive content. Augmented reality, virtual reality, quizzes, shoppable posts, surveys, and polls are just some examples of content that gets readers clicking, engaging, and coming back for more.
For inspiration, read with article on using augmented reality in travel products: https://www.revfine.com/augmented-reality-travel-industry/
In the world of travel and tourism, for example, potential buyers are looking for virtual tours of hotels or videos of attractions. Gone are the days when pictures and text were enough. Viewers expect to be able to engage with travel and tourism content from the comfort of their living rooms. Think about your business. Is there a way you can make your content more interactive for your customers?
2. Further Cooperation with Influencers
Love or hate them, influencers have become an important part of the marketing mix. In 2021, I fully expect this trend to explode even further. If you haven’t already tapped into the influencing game, you’re missing out.
Put simply, influencers are people who are trusted in their area of expertise to give solid advice and/or promote legitimate business enterprises. Influencers can be local bloggers, prominent YouTubers or nationally renowned social media personalities. Since they have quite a following, you’re able to align your business with not only the trusted influencer but their large audience too.
With strong and shareable visual content available, travel and tourism businesses are perfectly positioned for hook-ups with influencers, especially those with a location or topic match with the type of posts they publish.
3. More (and Smarter) Chatbots
Think chatbots are cold and distant? Think again. In 2021, we can expect to see chatbots used in multiple ways, one of which is conveying brand identity. Of course, these businesses would have to be willing to develop creative chat responses for their customers’ many questions, but it’s already being done.
I see chatbots becoming increasingly important in busy hotels and restaurants, where receptionists are not always available to answer customer queries. A chatbot can connect a visitor with relevant information efficiently without the need for real human interaction.
Chatbots are yet another way that you can get people interacting with your brand instead of just looking at it. Consider including chatbot exclusives, like discounts, coupon codes, or limited-time offers.
4. Voice Search
As voice search becomes more and more common, businesses will need to make sure that they stay competitive. Want to be one of the first results that people happen upon when they voice search a topic? Then it’s important to incorporate longtail keywords (meaning phrases multiple words long) and questions and answers into your website content. You’ll want to try to match exact phrases that you suspect people would say when they voice search for your product or service. As part of an effective SEO strategy, voice search can drum up additional business for your company.
5. Personalized Marketing
We can also expect marketing to become even more personalised in 2021. Why? Because consumers are sick of the “everywhere, all-the-time” generic ads. They’re so common that buyers are almost programmed NOT to notice them! Instead, they expect ads that won’t waste their time.
So, how can you jump on the personalized marketing train? Consider delivering messages to specific demographics with your message targeted clearly to them and them only. Use MailChimp or HubSpot to create segmented email lists (instead of the dreaded one-size-fits-all email that won’t get read) and create your Google and Facebook ads with specific customers in mind. So if you’re trying to promote romantic hotel breaks, for instance, you can target a particular age group, gender or people with specific interests.
6. Messenger Apps
Speaking of communicating with your audience, expect to see social media apps like Facebook Messenger being used by businesses, not just friends and family. And customers like it too. They find it quick and easy to just tap the “Send Message” button when they’ve got a question rather than looking up a company’s website, finding the “Contact Us” page, and filling out a generic form. Social messaging apps feel direct and intimate. Plus, they get customers to the right person much faster.
7. More Transparency
Today’s customers not only like to interact with trusted brands, but they’re also extremely loyal once they’ve found a product or service they love. So, how can you deepen your relationship with your customers?
In 2020, I believe customers will expect to do business with people they know, on a real level, and you can make that happen in many ways. Consider one of the following:
- Create a podcast where you interact with your customers on a regular basis.
- Produce relevant content that serves a specific need that your customers have.
- Make use of the Facebook Story feature to give your audience an authentic, behind-the-scenes look at you and your business.
- Increase your output of video content on your social media pages.
- Engage in the comments section on your YouTube page or blog.
Get Ahead in 2021 With a Forward-Thinking Content Strategy
Notice the similarities between the 7 Content Marketing Trends above? They’re all digital, they all require authenticity, and they all take just a little more work for a lot more reward. Now you can take 2021 head-on and reach more people for your business than ever before!