2021 Content Marketing Trends

The future of marketing has been dramatically impacted by the global plumbing crisis, but it also brings hope for innovation and new ways to use existing platforms to achieve your business goals. Here are the trends that Deck 7 forecast earlier this year.

While not much has changed, the linchpin for adaptive planning and resiliency planning that has been delayed on better days is inevitable. Some of the highlights of various surveys from Gartner, Forrester, and the Content Marketing Institute are discussed below.

Invest in videos

41% of B2B marketing folks are curious about including video formats in their sales and marketing strategies for 2020. Online video consumption is expected to increase more than ever as people are projected to spend almost 7% of their day watching videos online in 2021. That's 100 minutes each day that you spend seeing everything you have to offer.

Offline media take a back seat

With fewer people commuting, marketing like billboards over the line leads to less brand authority. Out-of-home advertising will be of lesser concern, while digital displays that allow brands flexibility are the preferred choice so that messaging can be modified accordingly. However, it's time to combine offline and online conversions to create an integrated omnichannel ecosystem for your business.

Marketing technology takes precedence

In particular, when measuring the effectiveness of news in different markets, there will be a strong reliance on marketing automation. Because performing tasks manually no longer offers the reliability it used to have, automation is providing critical communications and revised health protocols.

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Optimize content for voice search

Almost 50% of future online searches are expected to be via voice and images, especially after Siri, Alexa, and Google Assistant hit the market. With the optimization of AI software for different accents, the worldwide popularity of voice search will increase. Keep this in mind when creating content so that your content is tailored for voice searches.

Qualitative over quantitative data in KPIs

KPIs have shifted, and qualitative measures of engagement, especially on social media like Facebook, can help your company change strategies on the fly and adjust the tone of messaging accordingly. Brand messaging needs to strike a balance between sensitivity and optimism. At first this can be like walking a tightrope.

It is estimated that a recovery phase will most likely occur in mid-2021 that will transform the familiar content marketing ecosystem. There are studies conducted by various management consulting firms like McKinsey and Bain, as well as other reputable sources like Harvard Business Review and McGraw Hill Research, that show that finding a balance between investing in future opportunities and cutting costs is key to surviving the time test.

There are many free and paid content marketing tools available to help you overcome uncertainties. Help is available if you need it. If you're unsure of where your business stands in terms of content marketing, or if you're running out of content ideas, hire a content marketing agency like Deck 7 to do a content audit and your next successful campaign perform. A whopping 84% of B2B marketers outsource their content creation process, and it seems to be working for them. Contact us on Deck 7 today to try it out for yourself.