The Ultimate Guide to Content Marketing in 2021

A content marketing agency Melbourne opines that although a wide array of brick-n-mortar businesses have suffered seriously, with some of them having downed their shutters for good, the digital world is apparently more resilient and for good reasons too. The ability of the digital world to transact business without personal contact makes it a desirable place for people to interact with each other, buy goods, exchange views and even do productive work. Therefore, it may not be out of place to focus on content marketing in 2021 since the digital world is expected to thrive irrespective of how the pandemic behaves in the coming days.

Admitting what we do not know

The primary pre-requisite for planning anything for 2021, let alone predicting is that we should admit that we do not know what we do not know. Conversely, we should admit that following what our consumers need – whether it is research and development or content creation, we might still be able to retain or even improve our places. The world around has changed significantly and a ‘new normal’ has replaced what was once the ‘fast-paced world’. Our pace stands curtailed and businesses, as well as individuals, have rejigged lifestyles and approach to business. This ‘new normal’ is expected to hit the consumption-driven economies most. When you are shopping from the comfort of your home and your computer screen is your shopping mall, your chances of straying into impulse buying drop significantly. Potentially, your search itself is focused on what you must have on that given day. Personal finances are pretty tight in most parts of the world and people are getting more and more careful not to be driven into the debt hole. Any content marketing agency will need to factor in this changing landscape in customer behaviour.

As for the marketers, or content marketing agency Melbourne, content marketing and campaigns must be designed to work in tandem and any misalignment can potentially backfire. That being said, purpose-driven, inclusive and transparent marketing is expected to grow exponentially. Consumers would be looking to connect with brands and maintain a relationship through common values and purposes. Consumers may also want to know the perspective of brands on varying topics like inclusivity, sustainability and more.

Salespeople turning content marketers

More and more salespeople are going to be content marketers, driven by sheer necessity. The old-school salespeople relied more on building relationships through in-person meetings. Thanks to the pandemic those days may not come back any time soon. Therefore, salespeople will increasingly focus on the digital reach to stay in the race. We can expect to see more and more salespeople using different strategies to enhance their presence in the social media through content calendar, videos and more.

Building bridges

Content strategists and content marketers from product teams are bound to see blurred lines between what they have been used to do even more. They will see the need to speak more to each other and also work together. Content strategies will be rejigged and new approaches will evolve to stay relevant.

Taking chances

Rule-breaking and experimentations may be on the rise. The focus will be on creating teams that can think big and not afraid of failing. This necessity has been discussed for long but marketers were unwilling to ride the road. We are in the middle of what could potentially be a big change and the time is now to experiment and burn the house brings to fore everything we can to do things differently. The first task however will be to evacuate the building!

Mindset of buyers

Content marketers in a post-pandemic world will need to find a new emphasis on the psychology of customers. While understanding funnel psychology and awareness stages will continue to matter, learning new concepts and how they work will shape and shift the way content will play out in 2021 in a role bigger than 2020.

Audio growth

When people hopefully start commuting again, podcasting is expected to see a record-breaking period in 2021. Podcasts are relatively easy to produce and jumping on this bandwagon and tying it to an overall omnichannel strategy can be beneficial for brands. The idea is creating that authentic project on storytelling.

Value of visuals and live content

Uncertainties that we are experiencing in 2020 has taught us the significance of content as a medium to reach our audience, particularly when most of our typical points of engagement remain cancelled, closed or just not available. More and more brands are therefore expected to invest in the creation of content, particularly live videos, one-on-one communication and to benefit from the opportunity to strike a conversation with the target audience.

Conclusion

As with many other facets of life content marketing is also expected to experience testing times before the world regains its bearings and march forward. The global economy has taken a serious hit and not many people are sharing any true numbers that give an insight into the depth of the injury. Scores of people are suffering in silence hoping that the ordeal will be over sooner than later.