What’s new in content?
In 2021, there’s a mix of exciting trends that businesses can utilize to elevate their content strategy.
If you want to stay relevant, sticking to the usual 2,000 word blogs and occasional Facebook posts will not cut it for you.
You have to know how to maximize what’s up and coming.
This way, you’ll always be a step ahead of the competition!
In this post, I’m going to talk about the content trends that are hot, hot, hot in 2021.
To give you an overview, the 7 content trends I’ll be covering are:
1. Voice Search Optimization
3. Live Videos
5. Ai Generated Content
6. User-Generated Content
7. E-A-T Content
I’ll briefly talk about each content trend… plus give you an idea how they can help businesses overall.
Let’s start with the first one.
- Voice Search Optimization
“Hey Siri, how many people use voice search in 2020?”
I tried asking this question and Siri gave me a bunch of statistics.
Here’s a good one:
In 2020, more than 50% of smartphone users used voice search.
That’s a huge number!
This only shows that now and in the coming years, more and more people will continue to use this technology.
This is why Voice Search Optimization has become a trend with content creators.
How does this work?
Voice search optimization means tweaking your content to be voice search friendly.
So when someone uses voice search, Siri, Alexa or Hey Google can find the answers easily in your content.
This helps your Google rankings.
So how do you optimize for voice search?
The key is to understand how consumers use voice search.
It’s not like the traditional Google search where a user just puts in certain keywords to find what they’re looking for.
When it comes to voice search, the queries are more conversational.
If you’re looking for the definition of “content marketing”, you’ll normally key in
“content marketing” or “content marketing meaning” in the Google search bar.
But if you’re using voice search… it’s different.
It’s more common to speak like you’re just asking a friend.
You’ll probably say:
“Hey Google, what is content marketing?”
“Hi Siri, define content marketing”
If you’ve ever used voice search before then you’ll agree with me that it’s more natural to use questions rather than keywords.
Because of this, it makes sense to rework your content to have answers to these questions.
It may help to actually add these questions into your content and provide clear and concise answers.
Avoid adding fluff or filler content just to lengthen the word count.
By optimizing your content for voice search, Google, Siri, or Alexa can easily spot the answers they’re looking for on your site.
Videos have been around for decades but it is only during the past 10 years when this medium has become readily accessible to the public.
Years ago, getting a single video produced costs a lot of money.
To film and air a 30-second TV commercial, a company has to spend hundreds of thousands or even millions.
You don’t necessarily have to buy a pricey video camera or a professional editing software to shoot and produce videos.
With HD and 4K cameras in smartphones, everyone can film their own videos.
And with the rise of social media platforms like Instagram, Facebook, and most notably TikTok…videos are becoming more bite-sized.
These videos are often referred to as microvideos.
What is a microvideo?
A microvideo is a short clip that is usually 15 to 30 seconds in length.
These clips are usually uploaded into TikTok and Instagram stories.
But why are microvideos gaining popularity?
I believe that one of the reasons is that this type of video lets people consume content without a huge time investment.
Many viewers think this way:
If I can get entertained or get information in 15 seconds or less, why do I need to watch an entire hour of video?
Plus, let’s not forget that the human attention span is continuously decreasing.
Back in 2016, a Microsoft report mentioned that the human attention span was only 8 seconds.
And that was way before TikTok became a huge hit!
How about now?
According to Facebook, 65% of users will only give you 3 seconds to decide whether they’ll watch another 10 seconds of your video.
So knowing these things, should you start using microvideos?
The great thing about video is that if you do it right, you can get amazing reach.
TikTok has 1 billion monthly users - with a capital B!
So if you’re not yet maximizing microvideos, it’s definitely a great add-on to your content marketing strategy.
- Live Videos
Back in the days, you needed to go through a TV station to broadcast a live video feed.
Content producers like sports leagues and music events pay TV broadcasters a lot of money just to reach their audiences live.
But now, as long as you have a mobile phone and an internet connection, you can go live on your chosen platform.
And for free, too!
YouTube, Facebook, and Instagram all have a live broadcasting feature that lets users reach their followers in real time.
It’s not even complicated at all.
Just with a push of a button, you can go live anytime and anywhere.
During the peak of the Covid-19 pandemic, with almost all of us locked down inside our homes, many personalities took advantage of this live feature.
Music artists held live concerts at home…
Business coaches conducted online training…
Fitness instructors hosted live classes remotely…
These are just some examples of how businesses used live video.
But why is live video a great tool?
Aside from being free and convenient…
Another major advantage of live streaming is that it allows real time interaction with your audience.
During the live stream, viewers can send in comments that you can read out, and in some platforms like Instagram, you can even have a viewer go live with you in the same broadcast.
For brands and businesses, this can be a great way to increase engagement, build rapport, and establish a connection with your followers.
In 2021, there are 4.6 billion active internet users worldwide.
In fact, it has been found that the growth in active internet users in the world is 7X faster than global population growth!
Having more internet users means more demand for content.
And for a lot of businesses, they have to make sure that they can keep up with the demand.
One way to do that is through the use of chatbots.
A chatbot is an AI (Artificial Intelligence) tool that can be used to have real-time conversations with customers 24/7.
But maybe you’re wondering:
Will chatbots not be too impersonal or robotic as the name suggests?
Well, the good news is that most chatbots can now be designed to adapt the tone of voice that you want.
You can make the chatbot sound like a real person to make it easier for customers to interact with it.
For small or medium sized businesses that cannot afford to hire hundreds of call center agents round the clock, having a chatbot gives them the chance to keep up with the big guys.
Instead of their customers getting radio silence or no reply at all, a business can use a chatbot to send automated messages and even interact with customers immediately.
Chatbots also help filter out spam inquiries and answer basic questions so that human agents can focus on the more complex inquiries.
This can save businesses a lot of time, money, and effort.
- AI Generated Content
Since we’re talking about AI, this next one is also AI related.
You might be wondering, what is AI generated content?
Will the robot write stuff for me?
Believe it or not, there are now tools that you can use to write content for you.
You can input the information that you have and the AI tool can write you a sales pitch, a company bio, a product description, and even a long-form blog.
There are several products now available offering this feature, with some products better than others.
While these AI tools are not yet 100% perfect, it’s still early days so they will surely get much better and smarter sooner rather than later.
So how can AI generated content help you?
The great thing about AI generated content is that it’s a great productivity hack.
While you might still need to tweak the content being generated by the AI tool, it can definitely save you a lot of time trying to come up with words from scratch.
Many content agencies are using these AI tools to increase their productivity and efficiency.
For writers, it can jumpstart their creative flow especially when they’re experiencing mental block.
- User-Generated Content
Even if AI generated content is gaining a lot of buzz right now, one type of content that is still trending is user-generated content.
As the name implies, this is content that comes from real people like customers or influencers talking or writing about the business.
It’s the classic word-of-mouth strategy.
There are many platforms where users can share their content relating to businesses.
Facebook, Facebook Groups, Instagram, YouTube, TikTok, Yelp, Amazon, Google Reviews, Blogs, and many more.
So how do you take advantage of this trend?
The key is to encourage your customers to write about your products.
Be proactive in asking for reviews.
You can also employ influencer marketing tactics, product promotions, and contests to get more people to engage with your product.
Just remember that it’s a no-no to generate this content yourself.
This is a practice usually done by shady Amazon online sellers but if you get found out, you can get penalized.
- E-A-T Content
Last on our list is E-A-T content.
E-A-T stands for:
E – Expertise
A – Authoritativeness
T – Trustworthiness
The Google Quality Rater Guidelines state that these 3 factors are considered when ranking content.
It means that it’s not enough that your content has the right keywords…
Or whether it’s the most creatively written piece out there.
To rank well, your content must exhibit E-A-T.
E-A-T content is high-quality content.
You need to produce well-researched and well-written articles that are also optimized for SEO.
It has to link to authoritative sources to support facts, data, and statistics.
It also has to be updated to make sure that it’s relevant and current.
Take Advantage of These 2021 Content Trends To Grow Your Brand
Now that you know what the current trends are in content marketing…
The next question is:
How can you effectively integrate them into your content strategy?
Of course, you can try testing them out one by one, but without a cohesive strategy, you could end up wasting time, energy, and opportunity.
That’s where we can help.
Give us a call today and we can walk you through how we can utilize content trends and make them work hard for you.
This way, you’ll see tangible results – fast!