5 Content Marketing Trends for 2021 to Boost Your Blog
Content Writers PH | 5 Content Marketing Trends for 2021 to Boost Your Blog | Content is always changing. To suit users’ behaviors, tastes, and search needs, you should build useful, meaningful, and authentic content.
As a result, we’d like to share five different types of content that you can use in your content marketing campaign to achieve this aim.
#1 Incorporate higher-level graphics into your content.
Adults and soon-to-be adults alike use a variety of visual-centric channels. As a result, graphics will continue to be the most attractive to consumers. Make your content more engaging, dynamic, and entertaining by including them.
Why Do You Need a Visual Element in Your Content?
When it comes to your material, visuals play a crucial role. Among them are the following:
They help people remember information. With attention spans shorter than ever, a 700-word block of text is unlikely to stand out in the avalanche of information we encounter every day. Multiple facts and figures listed as text can be confusing to the reader and difficult to understand or recall. Text combined with eye-catching images, on the other hand, gives the reader eye candy to tell a story that is easier to absorb and remember for both the eye and the mind.
On social media, they stand out. We’ve all seen the never-ending social media scroll that causes our eyes to glaze over. Adding a picture to your posts is one way to prevent this from happening with your content. This may be a vivid, colorful picture, a humorous illustration, or even something surprising, depending on your audience and what they react to. Consider what feelings and emotions your target audience is drawn to, and use photos that you believe will elicit certain feelings and emotions.
They make it simple to repurpose material. Any content strategy should include the development of content that can be repurposed in the future. One of the simplest ways to do this is to use visuals. Adding new images to an existing blog post, embedding video, or even converting a text-heavy piece of content into an infographic or slideshow are all examples of this.
Create a brand name and image.
Every company aspires to be different from its rivals in some way. Graphic designs will assist you in accomplishing this while also creating a distinct brand identity in the minds of your customers. Setting up a visual identity as a brand is one of the first things you can do because it is the feature that your customers can connect with you the most.
Take Coca-Cola, for example: an iconic brand with an equally iconic graphic design style that has stayed constant around the world. Coca-signature Cola’s red and white aesthetic isn’t the most original, but it’s become synonymous with the brand thanks to clear graphics and images across all platforms.
It’s critical to use graphic design to create an identity that highlights your brand name and ethos if you want to use it to help your business expand. If you don’t want to create a graphics team in-house, you can still benefit from it by hiring a company like Mediablast to handle all of your graphic needs.
Weave compelling stories and narratives into your work.
Unique brands have compelling stories and storylines to tell to their target audiences. Humans have learned valuable lessons and information through stories for thousands of years. While everyone can tell a story, it becomes more difficult when you choose to tell stories that encourage the audience to take action.
You may use a variety of elements to make your story more convincing. Using the right graphics to support your stories can be a perfect way to do so. In 2019, more than 70% of marketers said they used visuals in some way to help their content, mainly graphics and videos.
Using clear narratives and graphics to communicate your marketing messages is a good alternative to encouraging consumers to purchase your product simply because “you are the best at what you do.”
By promoting the initial stages of your marketing communication with well-curated and informative graphics and visuals that can narrate your brand’s narrative, you can capitalize on and monitor your buyers’ journey.
Make clear, dependable, and lasting impressions.
Graphic designs are unquestionably important in creating lasting impressions, as any brand that has ever made it to the top will tell you. You may use carefully crafted and nuanced language in your texts, but nothing beats a visual depiction of what you’re talking about when it comes to establishing credibility and impressing your audience.
Through using visuals to direct your conversation, you are also much more likely to make a positive impact on your audience. Furthermore, ensuring continuity and quality in graphic designs across all of your platforms is likely to instill in your consumers a higher degree of confidence in your brand.
Consider a new footballer who has just scored three goals in a single match to better understand this issue. Even though it’s impressive, you’re always going to think it was a lucky break, right? However, if you saw the same footballer play at the same level in 30 more games, you’d be sure of his ability.
This is the logic that your customers will apply to your company. However, in the case of brands, this is even more complicated because if you do not make a successful first impression in the first visual, it is highly likely that your audience will not look any further.
Make it easy to navigate the content.
People are 323 percent more likely to follow text and directions correctly when they are accompanied by diagrams, according to recent studies. Using the right graphics to support your digital content will help you achieve similar results while still enhancing your online presence.
If your content contains a lot of facts and figures that are relevant to the story, making an infographic is a much better way to ensure that the audience remembers everything. Infographics will also make it easier for your readers to save important information for later use, making you a valuable resource.
To expand your brand’s scope and visibility, you can repurpose such graphics in your blogs or social media platforms.
So, in theory, developing a strong visual identity can seem difficult, but it can be as easy as choosing the best graphic designs for your brand’s communication. The advantages of adopting a solid graphic design strategy are numerous, and the diminishing attention spans of internet users while reading content is one of many indicators that brands can begin focusing their efforts on producing compelling visuals.
#2 Pay attention to the video material.
69 percent of consumers choose to learn about a product or service by watching a short video. As a result, consumers’ tastes for video content are continuing to change. Make sure they’re part of your content marketing plan.
Online video consumption is increasingly going up yearly, with the average person spending half as much time watching online video as they do watch traditional television this year.
This rapidly increasing audience supply is fueling rapid growth in advertiser demand, making online video the fastest-growing digital medium in terms of advertisement expenditure.
Because of its multichannel nature, online video is rising at an unprecedented rate compared to television. Users today consume online content on their mobile devices for on-the-go, bite-sized entertainment, but they are still, ironically, streaming video back into their living rooms.
It’s not shocking, then, that 99 percent of video marketers expected to continue using the format this year, with 95 percent planning to increase their budget. With this in mind, you’ve come to the right place to learn about the latest video marketing trends and marketing training to help you improve your strategy and entertain your video-obsessed customers.
91 percent of advertisers are happy with the return on their social media video marketing activities. Indeed, 93 percent of companies claim to have gained a customer as a result of a social media video.
#3 Stick to the E-A-T formula.
Concentrate on demonstrating knowledge, authority, and trustworthiness in your material. Update your blog with relevant material, connect to authoritative sources, and earn quality links, as necessary. Make sure your content is valuable and useful to your readers.
You already know that content marketing is a difficult nut to crack–even though you have the benefit of collaborating with a team of authors.
Blog posts are strewn across your Google Drive, research papers are strewn across your desk, and website content for the next six months is scheduled. Even with all of that preparation, you can always end up at the bottom of Google’s search results.
Organic traffic accounts for just 9% of all content.
And it’s easy to join the 91 percent of people who don’t–especially with over 3 million blog posts published every day.
You’ve probably heard the buzzword (or acronym) “E-A-T” a few times in the last few months. Although this word has been in the lexicon of many SEOs for some time, Google’s “E-A-T” has received a lot of attention since the new Google algorithm update in August 2018 (AKA “the medic update”), and it’s been on the lips and fingertips of most SEOs ever since.
The days of appearing on Google overnight are long gone. To rank well on Google, you must develop your brand’s experience, authority, and trustworthiness, which is exactly what E-A-T stands for!
Google E-A-T stands for “Expertise, Authoritativeness, and Trustworthiness,” and is a key reference point for SEO practitioners in the “Google Search Quality Evaluator Guidelines.“
Google published the Search Quality Evaluator Guidelines in 2015 to explain how they distinguish high-quality websites from low-quality websites. The document was created for Google’s 10,000-strong human rating team, which is in charge of tracking and reviewing sites that appear at the top of Google’s search results.
The human rating team’s job is to manually determine Google’s algorithm’s accuracy and ensure that high-authority websites appear for specific search words. The Google human rating team will then share their findings with Google’s engineers to ensure that the algorithm is providing the best experience to its users.
Since Google is so secretive about how they rate websites and decide SERP order, the Search Quality Evaluator Guidelines are special. The content evaluator guidelines show how Google employees manually vet search results for quality, giving them insight into the company’s inner workings. While Google’s search quality guidelines do not explain how to rate a website, they do provide useful information for webmasters and SEOs who want to earn Google’s favor.
Marketers should consider three important keys contained in the Search Quality Evaluator Guidelines when creating high-quality content that Google is searching for: beneficial intent, E-A-T, and YMYL. This article will go into the importance of Google E-A-T.
Explanation of the Google E-A-T Acronym
Google E-A-T is designed to offer Google users the best possible experience. Google can reliably offer high-value content to consumers by rating websites based on their Expertise, Authority, and Trustworthiness.
“Expertise” – You must be a professional in your industry. Expertise means that you must demonstrate the creator’s ability for the Main Content (MC) and mention it in your content. Expertise isn’t as essential for humor or gossip websites as it is for medical, financial, or legal websites. The good news is that every website will demonstrate knowledge if its content is accurate and useful to its visitors.
“Authoritativeness” – You must demonstrate that you are an expert or that the maker is authoritative for the MC. And you can get it from your authors’ experience or from yourself. The content of the discourse drives authority whether your page is a group or forum discussion. Personal impressions, such as ratings, are just as essential as credentials.
“Trustworthiness” – You must demonstrate to users that they can trust the Main Content creator or organization, the MC itself, and the website. For eCommerce websites that ask users for their credit card details, trustworthiness is particularly important. Every aspect of your website should make visitors feel comfortable while they’re there. As a starting point, you can install an SSL certificate on your site right away, as SSL is used by at least 70% of first-page results (it’s one of Google’s many scoring signals).
The E-A-T acronym is defined by Google.
Google does not want to display pages that provide uneducated or unreliable advice when it comes to valuable advice and facts. As an authority, Google is obligated to suggest websites that demonstrate a high degree of competence, authority, and trustworthiness. The E-A-T theory is intended to shield users from low-quality, irrelevant search results while also ensuring Google’s position as the world’s most popular search engine.
The Google E-A-T rule is particularly useful for niches that have a direct effect on users’ happiness, health, or income. It’s important that Google delivers reliable information to consumers in terms of wellbeing, wellness, and financial outcomes. It’s a high-stakes game for Google to protect users’ wellbeing and finances, which is why pages in these niches are closely scrutinized by the Google human rating team.
The E-A-T formula should be considered in the following terms for pages that provide readers with useful content (results of insightful searches):
- The MC creator’s or author’s expertise.
- The MC creator’s, the MC’s, and the website hosting the MC’s authority.
- The credibility of the MC author, the MC, and the website where the MC is hosted.
The key material (MC) on the website is referred to as expertise. This section of the guidelines asks whether the author is an authority on the subject and whether they have any relevant qualifications to back up their expert opinion. In order to combat the spread of misinformation, Google places a premium on a website’s and author’s knowledge.
Expertise in relation to the acronym E-A-T
Where Google’s guidelines mention expertise, content creators and writers should have demonstrable expertise in the related fields and should not intentionally or unintentionally spread misinformation. Authors should avoid making unsupported statements and, wherever possible, reference their sources. Credentials should also be shown or readily available – this doesn’t have to be formal education; years of experience in a field will make anyone an expert on a topic.
Expertise looks at content that addresses questions, demonstrates insights, and taps into real demand for insightful information to fulfill the criteria of high-quality content. Consider the following questions when evaluating your content’s expertise:
- How well-informed is the author on the subject?
- Does the author have the necessary expertise to talk authoritatively on the subject?
- Does the author have any appropriate qualifications in the area, and if so, are they visible?
The key content producer, the content itself, and the website on which the content appears are all considered authoritative. Simply put, “authoritativeness” refers to having a general sense of authority – people recognize you, your background is well-known, and others may regard you, your business, or your website as a thought leader in your field. Authority is also developed over time and is widely recognized as a reliable source of knowledge.
In the form of the E-A-T acronym, authority
In the same way as knowledge considers the author of the material, their relevant qualifications, reviews, testimonials, and position in the industry, authoritativeness considers the author of the content, their relevant credentials, reviews, testimonials, and position in the industry. Furthermore, “authoritative” content will be detailed, factual, valid, and useful to the reader.
Google needs to know whether or not a website is respected by others and whether or not the writers can be trusted with their ideas and abilities.
Sometimes, an authoritative source would be quoted, preferably from sources and organizations that are considered authoritative in their own right. In addition, organizations will display affiliations with reputable publications and bodies in order to bolster their status in their sector or niche.
Authoritativeness is all about establishing a strong reputation – good authoritative mentions are hard to come by, and establishing authority for your website, company, or name takes time.
Finally, the Google E-A-T consistency standards take into account a website’s trustworthiness. Proven trustworthiness is important – site visitors should be able to trust the website and any content it provides. A lack of confidence can have a huge effect on the overall quality of your website.
In the form of the E-A-T acronym, trustworthiness
The protection of your website, overall site efficiency, inbound links, feedback, and the credibility of the website are all factors to consider. Essentially, something that decreases a user’s or potential customer’s doubt builds confidence. Users will trust you and your content to provide truthful, reliable, and clear information if you are a trustworthy expert and source.
Google has also participated in and invested in a number of projects aimed at enhancing the reliability of its search results, including The Confidence Project, Project Owl, and presentations on misinformation.
Building a trustworthy website requires time and effort, as well as a well-thought-out plan. If you don’t address any negative sentiment on your blog, it will be viewed as untrustworthy by both Google and users, and your rankings will suffer as a result. The following are some examples of how you can promote trustworthiness on your website:
- The ability for users to directly contact website operators
- A physical place to connect with the website
- A safe domain with HTTPS correctly implemented clear refund and return policies in e-commerce stores
What is the significance of E-A-T for your web pages?
So, why is it so important to have experience, authority, and trust? After all, a page’s rankings aren’t determined by the Google quality rater guidelines.
E-A-T is a formula that calculates the worth of a website. When judging how well a site or page offers what they need, quality raters keep E-A-T in mind. They want to know if they’re having a good online experience and if the content is up to par. The site receives a high level of E-A-T if the raters believe that a user will feel comfortable reading, posting, and recommending the material.
Consider E-A-T as the reason why users would prefer your website to that of your competitors. E-A-T could influence how Google perceives — and ultimately ranks — your website.
#4 Create more content with a specific goal in mind.
Content production remains a top priority for content marketers. It’s obvious that better content is needed to compete in the SERPs and with readers. To beat the competition, get to know your audience, do more testing, and plan better visuals.
The Content’s Purpose – Pose the following question to yourself:
“Why do you create content as a brand?” ”
I’m serious. Go ahead and jot down your answer (s).
What did you come up with as a solution?
Hopefully, you’ve compiled a list of a variety of uses.
Among the most popular responses are:
To maintain the appearance of our blog being involved.
Google prefers to see consistent material.
Every week, our director wants five blog posts written.
If these are the kinds of responses you’d send, you’re only creating content for the sake of it.
There’s no particular meaning to the content you’re creating, and no specific objectives.
This is a huge blunder. It has the potential to waste a lot of money.
Every piece of content you create should serve a purpose.
Your content should contribute to one or more larger marketing objectives.
You should be able to explain why you want to write that blog post or create that infographic to others.
So, how can the goal of a piece of content be defined?
4 Content Purposes in a Nutshell
Content is usually created for one of the following purposes (though there are often exceptions):
In order to gain connections.
To achieve a high ranking in the search engine results pages (SERPs).
To instruct a group of people.
To encourage social interaction.
It’s all about figuring out what each piece of content can do for your business.
How does it make strenuous efforts against broader marketing objectives?
Is it possible to accomplish all of these goals?
Does it have to be in a specific format?
Increased sales. Clients who are happier.
With CallRail, you will finally demonstrate the worth of your marketing efforts. There will be no more “what ifs,” just outcomes.
Here’s a closer look at each of these four content goals.
To Acquire Links
Perhaps you’re using content marketing to create links by creating story-first content that’s then covered and linked to by top-tier publications.
This will most definitely be done in a way that journalists will understand:
- Infographics based on data.
- Tools that are interactive.
- The outcome of the poll.
- You’re on the right track if you think “linkable properties.”
The following are examples of content created with the aim of earning links:
- Infographics are visual representations of information.
- Tools that are interactive.
- Surveys are a form of research.
- Posts from other people.
- Contributions from experts.
It’s fine that no single content format earns ties.
You can’t be forced to stick to one form of content; instead, acknowledge that links are the target during the strategy and planning stages of a campaign.
We’re not talking 10,000-word guides here; we’re talking about something linkable that adds fresh, data-driven value to a subject.
With this in mind, we know that one of Google’s primary ranking indications is ties.
You’ll have a hard time getting noticed if you don’t have a lot of major ties.
As a result, every brand, whether they compete on a local level as a brick and mortar store or as an ecommerce behemoth, should be creating content with the goal of generating landing links.
- Link-worthy content must be exceptional.
- It isn’t just healthy.
- This isn’t ideal.
- It’s incredible.
Link building is becoming more difficult, but with the right ideas and a clear view of the goals, both ideation and development will work together to produce content that is exclusively for this purpose.
To Obtain a High Place in the Search Engine Results Pages (SERPs)
You must rank in the top positions if you want to get traffic from organic search.
That’s what there is to it.
However, the days of ranking with trash material are long gone. Panda put a stop to it.
If you want your content to rank and win organic traffic, you’ll probably write something completely different than if you want to get links.
That’s perfectly acceptable. It’s all about recognizing the content’s intent and matching the structure and output to the objectives.
When the aim of your content is to rank, you should concentrate on what will lead to that outcome rather than creating sub-par 500-word blog posts.
To Instruct an Audience
Content is usually created for marketing purposes.
That means there will always be content aimed at educating a target audience, with the intention of pushing potential clients and consumers into the sales funnel.
There is a lot of overlap between content created for the purpose of ranking and content created to teach, but there are also times when both are done separately.
For example, an ebook or white paper that does not rank highly in competitive terms on its own but plays an important role in the overall marketing strategy.
Take the time to consider the questions the audience is asking and perform a thorough content gap analysis against rivals when creating educational content.
It’s all about being certain that:
You’ve created content that addresses a potential customer’s questions – and it’s rating – as they search for details about the goods or services you provide.
There’s more material on your site that drives this user into the sales funnel once they arrive.
In the end, such material will take a variety of forms.
Content doesn’t have to be created purely for the purpose of ranking or winning ties, as long as you can justify how it fits into the overall strategy.
To Encourage Social Participation – social networking is impossible to disregard.
It’s a strong forum for many brands to increase brand recognition and engagement.
However, to achieve true success in terms of content, you must create content solely for the purpose of driving social interaction – demonstrating once again how content must be created with a target in mind, not just for the sake of it.
We’re all aware that video, as well as photos, quizzes, and other fun, interactive formats, perform well across social media.
If that’s the case, brands should concentrate on making it.
On social media, a 5,000-word guide written with the intention of ranking on the SERPs is likely to fail.
It’s just not what social audiences want to consume (unless it contains something truly unique that will create shares, likes, and buzz).
A quiz or competition, on the other hand, can only be effective on social media.
That is, however, perfectly acceptable when creating content with an intent. There are no issues as long as it achieves its own target.
Understand the importance of social media (you’d be nuts not to).
However, if it is challenging, resist the temptation to try to use material for several purposes.
Concentrate on getting better results from the main target before moving on to creating various types of content to achieve other objectives.
#5 Create content that is focused on the consumer.
Remember to put the interests of the viewer first. So, interact with your audience and ask questions in order to develop a more specific content strategy. It’ll be even cooler if you can figure out what the customer is looking for.
The consistency of the content seems to have risen to the top of the priority list. Instead of advertising or selling something, concentrate on what users want.
Customer-centric content is guided by the target audience’s experience and delivered in a way that appeals to them. Customer-centric businesses may set themselves apart from the competition by creating content that provides more value. Prioritizing audience expectations lays the groundwork for meeting market objectives and achieving greater results. Despite this, content development is often influenced by internal stakeholders’ preferences, subjective demands, or educated guesses on what people require.
When the target audience is overlooked, the material that results is frequently:
- Making a big deal about how wonderful a corporation or organization is.
- Dedicated to the sale of goods or services.
- Hyperbole and buzzwords abound.
- Dense, nuanced, and written from the perspective of an internal experience or point of view.
- There is a lack of specific value or advantages.
- Customer touchpoints are disconnected or disjointed.
Start by placing the customer at the center of every material discussion to avoid making these mistakes.
Turn the subject to the target audience instead of “Marketing requires a video on x” or “the sales team wants to promote y.” “Jane, a career changer, needs assistance with x problem.” Before you start thinking about content topics, formats, or platforms, figure out who, what, and when the content will be created.
Who can use this content? How do you build customer-focused content? The foundation of customer-centered content design is a thorough understanding of the target audience.
Typically, determining the target audience for content isn’t a concern. However, product, distribution, and marketing departments often refer to demographics and markets rather than individuals. Without data to outline attitudinal and behavioral variables, customer profiles can be superficial and one-dimensional. “Our targeted website users are married women aged 34-45 with an average of 1.2 children and household incomes over $90K,” is not going to inspire fantastic content. When it comes to understanding markets, go beyond the fundamentals of outlining demographics, segments, and brands and consider issues such as:
- What are their objectives?
- What issues or concerns do they have?
- What are they looking for in terms of information?
- What are the motivators or causes for their desires and actions?
- What is their frame of mind? What are their passions, values, and perspectives?
Using the most suitable analysis, material, or UX tools to collect the details to get a better understanding of the audience and keep them in mind during the content creation process. Personas are a fantastic way for teams to stay focused on their target groups, and an empathy mapping session will help them gain more depth or situational awareness. Journey maps are a valuable tool for visually displaying people’s motives, measures, and where content plays a role in an entire process from the customer’s point of view.
Customer-focused Content Delivery Tips
Consistency is essential. Providing consistent details of the same sort and standard will aid in the development of trust. People are more comfortable turning to that trusted source for information when they know what to expect and can count on consistent execution. In the end, reliable content delivery, whether online or offline, will convert prospects into customers and customers into loyal fans.
Use the correct terminology. Better discussions and genuine bonds result from shared language. Incorporate target markets’ language, gestures, and linguistic nuances (or even emoticons…). Incorporate keywords from people’s questions and responses into the content because the right words will help with knowledge exploration.
Make it your own. Where necessary, use data from real-time interactions and activities, as well as past actions and transactions, to customize communications.
Make yourself interesting and supportive. Storytelling is a perfect way to elicit emotions and a sense of community, but don’t forget to add meaning as well. Provide actionable takeaways, tools, and links to other relevant content outlets.
Stick to the brand’s identity. When trying to build content that people want to see, don’t try to be something you’re not just to get noticed. Your material, as well as its voice and sound, should be consistent with your brand.
These suggestions, combined with a customer-centric approach, would result in content that better suits the needs of consumers. Remember that making a content link is more than just getting content; it’s also about providing the right content in an authentic, appropriate, and confident manner. Material that persuades leads to conversions. Everyone benefits when the consumer is at the forefront of the content development process.