Ready or not 2021 is definitely here and people all over the world are already making – and probably breaking – resolutions. Rather than joining a gym, cutting out junk food or even going vegan, why not make content marketing improvements your focus for the next 12 months?
Over the past few years, we’ve seen content marketing snowball into a key part of many digital strategies, and is now widely recognised as something that can have an incredible impact on a business’ success or failure.
These content marketing resolutions can help to boost your engagement and conversion rates, while also developing your understanding of your consumers:
Marketing for your customer journey
Companies can often become fixated with targeting customers at one or two stages of the buyer cycle, but this can mean you’re missing out on endless opportunities. Businesses usually prioritise clients who are in the final or last stage of the customer journey, but how do they get there? In 2021, consider all of your consumers and how they are progressing – or stalling – in the buyer cycle.
Review the last year
You should already be tracking the success of your campaigns, so use this as a starting point to guide your 2021 goals. It may seem like an obvious step, but you’d be surprised how many companies don’t give their past campaigns the amount of attention they need. Where did you outdo yourself and where did you experience disappointing results? You can even break this down into topics or areas that performed particularly well and use these as a starting point to refocus your efforts over the next 12 months.
What do you want to be your standout assets of the year? Having “hero” content pieces are key to ensuring your marketing efforts are cohesive and complementary throughout the year. If you don’t know what assets you should be prioritising, think about what your business goals are for the year and how your marketing strategy hopes to achieve them.
Trying to fool your customers is a bad idea. Whether you’re talking about sales or content marketing, you need to be as transparent and open with your consumers as possible. People are far more sceptical of claims companies make and have a wealth of information at their fingertips to discover the truth. Focus your content marketing on how you can provide authentic advice, support or guidance to engage consumers along the buyer cycle.
Find the challenges in your sector
Often companies focus solely on the areas they perform well in, but 2020’s data can also be used to identify gaps in the market. Did previous content fail to engage consumers because you missed out vital steps in the user journey or got the assumed understanding of personas wrong?
Look at your worst-performing assets in 2020 and see whether you can identify any sector-wide problems that may have contributed to your disappointing results. If you can speak with the right level of authenticity, you could produce hero content that addresses a major gap in the market.
Still struggling to come to terms with your 2021 content marketing plan? Get in touch to find out how Axonn can help you and your business achieve its goals.