While the looming threat of the virus kept people at home for months, the world witnessed something of a digital renaissance. Reinforcing positive relationships amongst leading brands, marketing experts and innovative content creators, the pandemic hit different for the digital industry. Brands all around the world started re-aligning their marketing campaigns, and content became an undisputed king of the online world.
In this post, we're going to answer some of the most prominent questions around content marketing in the post-COVID world.
We’re certain that this guide will definitely get the budding marketers prepared for the best content in 2021!
How should brands align their content marketing efforts in the best interest of the target audience?
What are the latest content marketing trends and opportunities that can be leveraged in the post-COVID world?
How can you make your content plan engaging, informative and credible at the same time?
How to Plan an Effective Content Marketing Strategy in 2021?
Before discussing the best content formats that will answer all the above-enlisted questions for you, we will first talk about the importance of creating an effective content marketing strategy. Sometimes, lacking a proper content plan or strategy issues could weigh heavily on the success of content marketers. To prevent that from happening, we have compiled a brief step-by-step guide that can be used to formulate the most effective content marketing strategy. Read on to find out more about building a content marketing strategy from scratch
- Content Marketing Goals: What do you want to achieve? Are you looking for more traffic on your platform, more leads or simply brand awareness?
- Target Audience: Who is your target audience? What are their interests or passions? What do they want to read or learn about?
- Content Creation: Why type of content format will go best with your marketing goals and audience type?
- Content Promotion: How will you promote your content? What's the best promotional strategy that will help you achieve your marketing goals?
- Analytics: How can you measure the success of your content? What are the Key performance indicators? What can be done to improve the quality of the content?
Top Content Marketing Trends in 2021
Instead of asking people to buy the product directly, it’s imperative to send out clear brand communication. The pandemic has led people to question everything, therefore giving them a purpose to buy your product or avail your services is the right content marketing approach in the post-COVID times.
Remember, your content should reflect the prevailing situations; hence disseminating credible, authentic and engaging content is the only feasible way to retain existing and attract new customers in the post-pandemic times. Every business resolves a purpose for its customers, and that purpose should be clearly communicated in order to get customers to use your product. Instead of imposing your best deals, you should rather hit on the pain points and find the right solutions for your potential customers.
Here are some factors to evaluate when building a long-term consumer-centric content marketing plan:
Consider how consumer perception and behaviour have changed over time. Are their priorities still the same? How does the product/service fit in their new routines? What kind of product information are they looking for?
- Consider how consumer perception and behaviour have changed over time. Are their priorities still the same? How does the product/service fit in their new routines? What kind of product information are they looking for?
- What kind of content should you be creating at this point? What kind of brand integration is required? What’s the best way to market the product while mainly talking about people’s challenges in the post-COVID world?
Streaming Video Content
The new stay-at-home consumers spend more time online than ever before. The pandemic induced restrictions have also had a massive impact on consumers' online behaviour and purchasing patterns which unfolded a completely different set of challenges for brands.
To keep customers informed and connected, businesses have started investing in new advertising strategies, and video content has become the biggest one in sight. Videos are now 'the new normal enabler' in the post-COVID world, connecting brands and customers like never before. The highly informative, educating and engaging videos communicate a message much more effectively than any other content format which has only driven tangible results so far. Here’s how businesses can make video content as cost-efficient and engaging as possible:
Keep production costs low
You don’t need a super expensive professional camera, lighting and sound gear or even a proper camera crew to make videos. For as long as you are able to communicate a message, loud and clear with decent camera functionalities, you stand a chance with your audience. Customers value empathy, authenticity and connections more than anything.
Live streaming is another cost-effective way of video communication that has gained great momentum in the past year. It can be used for building up engagement for educational purposes, customer care and support (like live Q&As, interviews, webinars, etc.), connectivity and entertainment.
Brands that show that they care about their customers and employees have an edge over their competitors. Video communication has enabled brands to reveal the real people behind the brand, which has only fostered true connections.
As the term suggests, any content that is self-created by users and appears organically produced is called User-generated Content (UGC). This can be made in the form of video testimonials where influencers or users/customers can expound on the product benefits in front of the camera. The video content then reaches a wider network. UGC has the power to influence the purchasing decision of consumers.
One of the most prominent examples of UGC is TikTok or Likee App where users get a chance to make their own videos which are broadcasted in a network of millions of users around the globe. The social media app was quick to carve out its very own niche in a highly competitive market in a very short span of time. Here's how UGC can help you communicate your brand message effectively:
Desirability and connections
When people see you using or wearing a particular product, they will automatically be driven to try the brand. User-generated content sparks that connection with your target audience. In order to develop a connection with the brand, you need some real communication which is facilitated by UGC.
What makes a brand stand out in the crowd? A solid bond of trust with the audience distinguishes a brand from the rest, and user-generated content helps cultivate that.
Visual Content Strategy
In the age of fierce content competition and declining attention span, visuals are the best way to grab consumer interest. But mind us, visuals too are competing for eyeballs, therefore the content needs to be visually appealing, engaging and informative at the same time. And that's where the real challenge arises in the post-pandemic world that is flooded with content. Well, we have a solution for that too. The below-enlisted tips will up your visual content game like never before:
You can mindlessly scroll past a simple visual content, but a moving image is an attention-stealer. Let's admit it, nobody's interested in boring stock photos, but the moment you see content with a moving image on social media platforms, you will be hooked. You can use apps like Pixaloop to add a range of cutting-edge special effects to your picture content.
Presenting complex data with multiple layers in a simple article format is boring and might not even gain any traction. But the moment we put that information on a visual, users will be more than interested to read into it. Interactive infographics, therefore, have become an important part of the data visualisation process. Besides being attractive and engaging, such infographics deliver an immersive experience.
If your subject matter is too heavy, you can add comics. Adding humour to the content makes it light, easy to read, and entertaining, which attracts your target readers.
Why Outsourcing and Partnerships are Vital for Content Marketing?
While content creation has become a top priority in the post-pandemic world, it can sometimes get challenging for your in-house marketing team to fulfil your content requirements. They could be lacking the time or sometimes the right creative skills to write content effectively and continually.
To cater to the ever-evolving content requirements that now come in different formats, organisations have started seeking third party support for content creation. Outsourcing content is becoming more prominent than ever, as companies struggle to keep up with authentic, engaging and highly creative content. And yes, the partners do capture the essence of your brand in the best light. Here's why it's a feasible option in the post-COVID world of marketing.
Outsourcing can be a budget-friendly option since it cuts down substantial marketing cost, giving your marketing team the time and space for other projects. So instead of juggling to fulfil different content requirements which is the foundation of the marketing strategy for any organisation today, they can focus on other marketing aspects on hand while giving the outside writers complete authority to write focused and high-quality content.
Instead of getting an in-house marketing expert to write, feature and analyse the content, outsourcing gives you experts who can focus 100 percent on writing factual, relevant and quality content. Expert handling brings content consistency which is the foundation for building a compelling content strategy.
Helps You Reach a Wider Audience
If global reach is your ultimate goal, then you need someone who will help you tap into international markets. The content creation partners’ collaboration with SEO experts will ensure that your content is best optimised for search.
Where to find an ideal content strategy?
Well, we hope this guide gives you a clear perspective on the best content marketing strategy that you can use for your business this year. But remember, not every content plan promises good results. The key is to find the best content creators or companies that can effortlessly align the most ideal content type to your marketing plan.
Scalenut is one platform that has the potential to provide top-notch content for all types of audiences. From powerful content strategies, stunning graphics, high quality videos, to a complete content analysis, Scalenut knows how to strike the right chord in the hearts of your readers. And once you find that balance, the glory is all yours!
Read on to find more about some of the best content marketing ideas that stood out in the most critical times of 2020.