As 2020 comes to an end, we can’t help but wonder what 2021 has in store. The unpredictability we faced these last few months brought with it incredible adaptation and flexibility particularly in how we create content and how our audience consumes it. While we can only make educated guesses as to the needs of our customers in 2021, it is important that we reflect on the last twelve months and closely examine what worked and what didn’t. Trend’s aside, we can’t deny an increased focus on social issues and inequalities. Consumers will look to content marketers and their published content to see if your values align. Expectations are high and it’s important to know where you stand on these pressing issues. If 2020 has taught us anything, it’s that we need to be flexible and open minded. The more willing you are to adapt, the more successful you’ll be. Let’s take a look at what we can do to prepare for the new year.
Your audience wants someone they can trust. How do you build trust? With consistent content and values that align with your audience. When the customer feels connected to you, they are more likely to return. Establishing connection means providing quality content on a consistent schedule that addresses the issues we face during these uncertain times.
Ann Gynn of ContentMarketingInstitute.com gives further guidance as to why trusting relatioships are so important:
“They want to connect, gain, and maintain a relationship with brands through common purpose and values. People want to know the brand’s perspective on different topics, such as sustainability, inclusivity, and more. As content marketers, we need to be prepared to invest in this content.”
There has been a significant increase in the purchase of smart speakers. In 2018 alone, the use of smart speakers increased by 38.9 per cent with approximately 26.2 per cent of adults living in the U.S having access to at least one smart speaker. What does this mean for your content strategy? Voice content opens up a whole new channel to engage with your audience – if you don’t already have voice content, make it a priority in 2021.
Nina Stankova from BreaklineAgency.com explains how voice content can increase your traffic:
“As consumers increasingly use smart speakers for interactions in 2021, the voice-activated content businesses have been creating that was grounded in giving information that’s helpful and valuable, will get an extra layer of nuance and specificity.”
One thing is certain, social media will continue to be one of the best ways to connect with your audience. Providing quality content and engaging with your audience on social media is still the best way to build strong and trusting relationships. These platforms are low cost and allow your audience to connect with you wherever they may be.
The creatives at CherryDeck.com how the use of social media helps to reach a larger audience:
“Sharing your content on social media means you are reaching people who already confirmed they are interested in hearing from you. These platforms allow you not only to communicate with your most relevant audience at zero cost, they also provide you a space where your content can be share by others and reach new relevant individuals.”
This last year has presented some unexpected challenges but the desire to connect was stronger than ever. Content marketing that spoke to some of the most pressing issues of our time made audiences feel seen and understood. We can only guess what 2021 has in store for us. If you need help with content strategy or creation for 2021, try Content Lever Today! Check out Content Lever’s packages.