5 content marketing trends to watch out for in 2021

What will 2021 look like for content marketers? Is there any way to prepare for it?

Digitization is increasingly finding its way into our lives and will play an ever greater role in the future – especially with regard to content marketing. The influence of digitization on the buyer journey can no longer be dismissed out of hand. The mobile-optimized content should be the focus of every marketer.
If you also want to be successful with your business, then you cannot miss the 2021 content marketing trends.

So – let’s dive into these 5 content marketing trends for 2021.
1 – The competition will continue to increase
The year of COVID-19-powered lockdowns has shown pretty much every business a simple truth: if it’s not online, it doesn’t exist. These days, most sales are made online and there is no reason to believe that this is about to change anytime soon.

As more and more companies invest in online marketing, competition inevitably increases. Nowadays we are all forced to invest more time and money to get our content noticed. But what I like best about content marketing is that creativity and flexibility can triumph over large budgets, and that won’t change!

2 – Content is part of the buyer journey

With more people stuck at home and forced to use technology to stay connected with the world, it is evident that digital content is becoming an increasingly important part of the buyer journey.

Consumers today (and next year) are more web savvy and use the technology more often, regardless of age. And they expect quick answers, otherwise they go to the next page on the list.

Consumers are turning to technology to meet an immediate need. Google claims that more than 90% of their users use devices for help and inspiration while they are in the middle of a task.

New consumers are “well advised”, “right here” and “right now”. Google introduced the term “micro-moments” to describe consumers’ expectation of an instant response the moment they want to know, go, do or buy something.

Your content needs to meet these immediate needs and make the answers easy to find. Tools like Text Optimizer help create problem / question + solution / answer content so you can address popular questions on any topic. You can also get help from an experienced logo designer .

In addition, you should think of ” mobile first ” – a mobile-friendly website is no longer enough. You need more mobile assets to better serve customers. Examples of mobile assets you should invest in include mobile apps and mobile marketing. But even if you don’t have the budget for the stand-alone assets, you can take smaller steps towards mobile-friendly branding and optimization:

Create mobile-focused (i.e. simplified) CTAs and forms for lead generation.
Create faster, clear Conversion Funnels , enable “Buy Now” options with one click
Optimize local search. Let’s not forget that “Near me” is one of the most popular mobile searches. Investing in effectively managing your company’s local listings is one of the most effective ways to get discovered via mobile search
Use third-party plugins to integrate functions that improve the mobile experience. Examples of this are the integration of autocomplete for your website search engines (for faster product discovery), faster mobile opt-in options, etc.
Include 5-second testing and mobile experience in your regular website auditing

This is what customers & readers of the online marketing site say

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3 – Content-driven remarketing is always a good idea
As competition and the Buyer Journey are becoming harder and more complicated, it will not be easy from your content actual Ve r to generate purchases.

Most of your site’s readers will come in, find their answers, and then leave to do their jobs.

This is where content-driven personalization can help.

What is content-driven personalization?
Content-Aware Personalization is all about encouraging your returning site users to continue with what they were doing when they originally left your site.

For example, if a user has read halfway through your tomato growing guide, offer them a free checklist or tomato growing guide when they come back in a week or so. There are a couple of powerful ecommerce solutions that enable this functionality.

Finteza is an advanced tool that allows you to create personalized experiences for the returning users of your website in order to keep them engaged. In particular, you can target your on-site CTAs to each returning user based on their past browsing journey through your website


4 – Streaming video content is becoming even more popular
Since face-to-face meetings and conferences are still mostly impossible, video streaming has become even more popular than last year.

Pretty much every brand I know has hosted a virtual event or online conference this year. Streaming video has become an effective way to target niche influencers, generate leads, and even create an additional income method.

And most importantly, it’s just gotten a lot easier to do.

Admittedly, in the past year, I’ve personally never had enough time to deal with live streaming software. This year I know about three of them well! I can record, co-host, stream on multiple channels, etc.

And most people are like that too! Think of all the teachers who suddenly became experts on Google Meet and all the employees who worked from home and who had no choice but to deal with Zoom meetings. Video streaming has become the new norm for both content creators and consumers.


5 – Multi-channel marketing is more important than ever
After all, being everywhere is more important than ever as consumers are quickly adapting to new technologies and exploring new channels. Brands have to keep up!

Fortunately, there are plenty of cross marketing tools out there that allow you to publish content to multiple platforms and keep track of everything. These include Cyfe, Agorapulse (or alternatives), Paper.li, etc.

The good thing about it: the more channels you include in your marketing plan, the more demographics you can target. With cross-channel marketing, you can improve your marketing game on many levels by:

You get access to more data
You get more different buyer journeys to analyze
You will be forced to organize yourself better and learn to do more tasks in a meaningful way.
Live events
With the “zoom boom” of last year, marketing agencies now also have to use video events to convey their content.

Webinars, live streams and meetups offer the opportunity to address complex concepts in simple terms. Modern consumers crave valuable, digestible content. So you can get your attention with informative live streams.
Also, podcasts are becoming increasingly popular. In addition to their informative character, podcasts offer an interactive platform for the exchange of ideas. As a result, companies are now turning to podcasts and webinars to drive content engagement and conversion.

Voice search SEO
AI-powered solutions like Google Voice Search will shake up SEO in 2021. In the past, people relied on voice-activated assistants to get things done at home. But today, voice search has become a fixture, as over 50% of online searches are performed using voice.

Companies now need to optimize their content for voice search. In contrast to organic search, voice search has a conversational character. Therefore, use Google’s recommendations for search optimization to increase the visibility of your content.

Also, provide answers to frequently asked questions and you have a chance to have your content appear in the Featured Snippet.

Content authority over keyword SEO
Following the recent Google indexing rules, content authority is now an important factor in keyword SEO.

That said, your content still needs keyword SEO to move up in the rankings. But only contributions from experts can bring your content to the top.

A Nielsen study shows that 85% of consumers prioritize expertise and authority. This means that a post by Stephen King on writing will get more attention than an informative article by a relatively unknown author.

So combine SEO strategies with authority by focusing on guest posts from industry experts.
Emphasis on the user experience
Content marketing is now focused on the user experience. It’s not about what you can offer the consumer, but how you deliver it. If your website is difficult to use on desktop and mobile, the bounce rate increases, which affects the ranking.

In addition, the Google bots now prioritize the user experience in the ranking. Web crawlers now focus on the website’s UX design, load time, and responsiveness. And a lot of attention is falling on mobile UX because most of the online traffic comes from mobile devices.
Content communities
Given the radical shift to virtual space in 2020, it’s no surprise that content communities are popping up everywhere. Companies are now focusing their loyalty strategies on building communities.

But for the content community to thrive in the midst of tough competition, you need to build trust and loyalty with your audience. Otherwise, your customers will be looking for lucrative alternatives.

Activities such as online discussions, virtual meetups, and webinars fuel this online community. You can also set up a subscriber community for your email contact. This sense of exclusivity shows your customers that you have valued assets in the content creation and marketing cycle.
The old marketing adage “Content is King” is still very true. Consumers are still driven by the thirst for content. But the pandemic and rapidly developing technology are changing the way content is delivered. While a few years ago it was enough to create cool videos and visual content to delight a customer, companies today are forced to look for additional content formats and channels to stand out from the crowd.

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