If you are like most professional services firms, or any firm for that matter, it’s difficult to know what to focus on to get the highest return for your content marketing investment. Most SMB’s struggle to allocate marketing budget dollars to content marketing, let alone identify the tactics driving the highest returns. So, here are a few content marketing trends for 2021 that will help you prioritize and focus your efforts to get the most out of your content marketing dollars.
1. Multi-Channel marketing is more important than ever.
People are quickly adapting to new technology and exploring new channels. At the same time, they are moving to less cluttered platforms. The more channels you include in your content distribution, the more demographics you can cater to and the more prospects you can engage.
2. Content is part of the buyer journey.
ALL buyers expect information and quick answers, even more now than ever. If it’s not readily available or answer the common questions, they move on to the next firm on the list. This is the case if they are a referral or a cold prospect.
3. Improving the content experience is essential.
The quality of the content you publish is extremely important. You want users to stay on your website, love what you write about and find exactly what they’re looking for and enter a sales funnel.
4. Repurposing content across channels.
You’re spending a lot of time and effort to create high-quality, engaging content, so share it with as many people as possible. When you write a blog, for example, chunk it for an eblast (make sure your call to action directs the reader to your blog on your website) and social posts. Provide am email template to your sales team to individually invite prospects to engage with the blog.
5. Less is more.
We are drowning in content. A quick search confirms that on average 19 of 20 pieces get little to no attention. If you produce less content, you’ll achieve the same results. Focus on evergreen content, which is content that doesn’t lose its value over time. You can repurpose and reuse the same content to aid in repetition to engage your audience overtime versus producing massive amounts of content that won’t get attention.
For more information on turnkey programs that leverage these tactics to uniquely positioning your firm, engage your prospects and nurture your clients, I invite you to check out our programs. If you have any questions or would like additional information regarding these tactics, do not hesitate to contact me directly at [email protected] or (513) 309-0719.