Improving your Content Marketing in 2021

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Improving your Content Marketing in 2021

08 Feb 2016

As the practice of content marketing becomes more popular, companies must ensure that their strategies to attract the attention of customers online are robust and innovative. In 2021, consumers are being bombarded with content from every direction all over the web, and they are becoming savvier at sifting through relevant material. Don’t allow yourself to become lost in the deluge – communicate cleverly with customers to ensure your brand acquires and retains customers.

The following five tips are valuable for improving and maintaining a strong content marketing strategy in 2021, from the development of unique content through to the distribution to your target audience.

1. Be creative

There is no better way to stand out from the crowd than by being creative, not only on product specific content marketing but also in the overall approach you take to content marketing. Don’t simply copy information provided by a supplier or manufacturer or repeat slogans used by those who have gone before you – take the opportunity to add value to the product on offer and distinguish yourself from competitors. Consumers will look to those who go beyond the basics, so make sure to add unique information on any widely promoted products. It is also a good idea to brand anything unique with your logo, to remind customers (and competitors!) about who is selling it.

2. Use the news

Taking advantage of current news events can be a simple way of relating your product through content marketing, and nothing moves news faster than the internet. Content marketing requires you to be at the forefront of topical issues that can be utilised to communicate with your audience and enhance your web presence at the same time. However, it is important to pick the right news event to use. Avoid content marketing that can involve mention of controversial or negative media, and focus on fun and unique items instead, particularly any that enhance the value of your product.

A great news source to use is Google News https://news.google.com.au/ which allows you to search by keywords relevant for your business. Also be sure to monitor your competitors on Google Alerts https://www.google.com.au/alerts

3. Maintain Quality

The old saying of “quality over quantity” is never truer when looking to improve your content marketing. Many companies believe that it doesn’t matter if the material is average, so long as the content is received by their audience in huge quantities. Unfortunately, a consumer is more likely to be annoyed by a constant stream of content and avoid the communication, gaining little benefit for your business.
It is far more important to spend time developing the content of a higher quality that entertains and attracts your audience to you, than sending out lower quality material that irritates potential customers. It is also vital to maintain consistency with your output – don’t bombard your audience, but don’t be a complete stranger!
Remember that the content shared on your website and social media platforms is a direct representation of your company and the product you are promoting. It is therefore crucial that you develop distinct standards on the design, quality, and character of the content being marketed as it will reflect your company’s brand.

4. Accessibility

More and more consumers are accessing online content using tablets and mobiles, so it is essential that all content marketing can be easily viewed on these devices. This can also have an impact on how your website is ranked on Google, which now considers mobile user experience when ranking websites.
Nothing is worse than a cluttered and hard to manage a website – the content must be easy to navigate! Put yourself in the position of the consumer and try using the website’s functions to view content. Is the Menu tool easily located? Does the material read easily across and down the page? By planning ahead and viewing the content yourself, you will ensure that more customers enjoy the communication and return for more.
It is important to keep in mind that any images or multimedia used must load properly and be viewed easily. No one likes to view pixelated images or wait too long to view content you have created – they will simply leave and never return, gaining you no return on your investment. Again, this requires testing your own material on a number of devices to make sure that it is operating correctly for your audience.

Also be sure to check out AMP (Accelerated Mobile Pages) by Google –https://www.ampproject.org/

5. Distribution

Once content has been created and made accessible it is important to make sure that it will reach your audience. The nature of content marketing relies on both the human and digital audience is engaged. Your customers must receive the message, as well as web robots, which will browse the internet for the purpose of indexing.
Content must therefore be refreshed often so search engines like Google are attracted back to your website to update indexes. Aside from simply updating content, blogs are an alternative way of attracting search engines and can also effortlessly spread your brand through social media.
It is essential that any content marketing can be easily shared by providing accessible share buttons to leading social media platforms. This is a simple way of allowing your content to speak for itself, and get the internet and your audience to work for you, distributing your content with the click of a button. A fantastic social sharing buttons add on is offered by Sumo Me https://sumome.com/app/share.

6. Assess your success

There is no point investing lots of time and money in content marketing, unless you assess its performance to ensure it is producing results. Remember, what attracts a lot of customers today can result in a muted response in the future. This is particularly so if you continue using a platform that has a short-lived lifespan.
Use analytics, e.g. Google Analytics (https://www.google.com.au/analytics/), to assess the performance of your content marketing and determine what aspects are working and what could be improved. Assessment of your content marketing approach must be a continual process, conscious of the internet’s evolving and dynamic nature and the effects that has on how your content is received by your audience. Your content marketing techniques must therefore also be open and accepting of change to attract and retain customers. Be sure to also monitor your company’s most successful content – and that of your competitors – at http://buzzsumo.com/.

By following the above simple tips, your company’s content marketing will improve in leaps and bounds in 2021, attracting and retaining as many customers as possible and adding value to your business. Remember that the process is ongoing, and that to remain relevant, you must adapt to the fast-paced and often unpredictable online environment.

James Norquay

James Norquay founded Prosperity Media in 2012 after working in the SEO & Content Marketing space for over 10 years. Prosperity works on Small to Large eCommerce, Marketplace and many other projects in Australia and the US markets.