Top Content Marketing trends to look out for in 2021
In 2020, content marketing was characterised by the swift changes in strategy and how quickly businesses could adapt to the Covid-19 pandemic and subsequent lockdowns. Businesses began to operate virtual with all marketing and communication taking place online. Content marketing went digital in a big way. Content marketing on digital is no longer a nice to have, it is a business essential.
Creating the right content for the B2B Built Environment is essential for engaging with the industry to build trust, authority, and to showcase your thought leadership. This will help your business to stand out as an established thought leader and position yourself as an industry expert to your potential clients.
Here are some top content marketing trends to adopt to showcase your thought leadership, increase your digital visibility and create more impact for the audience you serve.
Social first
Social media marketing blew up in a big way in 2020. Platforms like LinkedIn, Twitter and Instagram (and even TikTok!) became the main channels for communication for B2B and B2C alike. They provided THE only opportunity for brands to stay in touch with their audience at a time when traditional media and physical events shut down.
Social media marketing can be a powerful tool for showcasing your values and increasingly the ‘approachability’ of your brand. Use social media to share your core values, your social and environmental impact and above all your personality.
As lockdowns continue to be part of our reality, most business conversations and networking is taking place online. Almost all of your professional network will be on Linkedin. So if you’re not using LinkedIn to promote your business and your personal brand, then you’re missing out on some serious reach for your company.
Make social first a key component of your marketing mix. After all you can’t beat the internet, so you may as well join it!
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2. Go short - create bite-size snackable content
“The average span time of 8 seconds leaves very little time to catch people's attention. So easy to see, snackable content is a nice way to stand out.”
2020 also saw the rise of online audiovisual content in the form of live streamed events (Instagram live, Facebook live, LinkedIn live and YouTube) and curated digital events. ‘Zoom’ and digital fatigue became a real thing a couple of months into the pandemic as being online for extended hours began to take its toll on people’s physical and mental health.
This paved the way for short-form content - bite-size snackable content. Short form video platforms like TikTok has seen phenomenal growth with a total of 2.6 billion downloads to date.
Instagram also developed ‘reels’, a 30 second video feature and is prioritising promoting reels and over stories and posts. An attempt to mimic Tikok perhaps? In any case, it demonstrates a real appetite for shorter and snappier videos.
Grab your audience’s attention with short and snappy bite-size videos. Make your non-video content more dynamic by creating infographics, gifs, carousels and slideshows to get your message across quickly and effectively.
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3. Audio only
Have you heard of ClubHouse? The audio-only, iOS-only and invite-only social media platform that is rising in popularity on social media. It is currently the fastest growing social media app in the world.
But why is it so popular? It is a no ‘feed’ audio only platform, inviting users to join ‘rooms’ where you can have conversations and network with others in the room. It’s like being on a podcast where you can listen in on the conversation. It is a refreshing take on using ‘audio only’ content, and it differentiates itself from the other platforms as you don't have to scroll through an endless feed.
The rise of ClubHouse demonstrates that there is a huge appetite for content in the ‘audio only’ format. This format allows us to consume content while we are multitasking and it fits around our busy lives. Who hasn't listened to a podcast while walking their dog or on their morning run?
Venture out on ClubHouse, who knows it may become the lynchpin in your content marketing arsenal.
Image: Unsplash
4. Share your purpose
Brands that authentically lead with purpose are changing the nature of business today.
“Companies that lead with purpose, who can build around it can achieve continued loyalty, consistency and relevance in the lives of clients.”
The Built Environment sector is highly competitive, paying attention to social trends are vital to retaining and gaining your audience’s attention.
It’s important to showcase your purpose to create a deeper connection with your clients and audiences. Don’t underestimate the value of staying authentic and true to your purpose and your brand voice. Purpose-driven businesses respond to real human experiences and societal trends. People respect and value brands that stand for something, so remember that PURPOSE IS EVERYTHING!
As society’s awareness in sustainability, social impact, climate and social justice is growing, businesses should be conscious of how their projects deliver on them and communicate their impact through their content.
Image: Unsplash
5. Communicate with empathy
In a world where you can be anything, be kind.
As a society we are still healing. The endless lockdowns, rising number of Covid-19 cases, lack of stimulus and joy is taking a heavy toll on our physical and mental health.
“People want to feel heard and appreciated as an individual and they have the power to ask for that, because there is so much market saturation. Mass media marketing is dead. People want communication at a 1 to 1 level in a manner that's relevant for them. Empathy plays a strong role in making sure that customers are satisfied with your marketing and communication strategy.”
Moreover, since communication tools like the internet and social media apps were introduced, interpersonal communication has changed, so making your content more personal has become paramount.
We are still in a pandemic, and the headlines continue to be grim. Scale down on the ‘sales’ only messages and focus on giving value to your audience. Show that you realise that people might still going through an existential crisis. Show that you care.
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Are you a Trendsetter or a Follower?
Content marketing is evolving at a rapid pace, so keeping on top of marketing trends is essential if you want to stay ahead of the competition. The future of content marketing is undoubtedly driven by technology, therefore it’s vital to create interactive and engaging content that embraces society’s savvy expectations and digital trends.
Focusing on branded, video content that reflects purposeful trends (sustainable living) would be a good place to start. Remember that successful businesses are those who meet and exceed modern trends, so be an industry trendsetter rather than a follower.
Need to boost your online presence?
Book a discovery call with our Brand Strategists to brainstorm ideas to up your content game and elevate your brand in 2021.
Further reading:
Where does architecture end and marketing begin?
8 Construction Industry Digital Marketing Trends to Leverage in 2021