Content marketing has long been hailed as ‘King’ in the world of marketing, but how has the recent COVID-19 pandemic affected the digital strategy for brands? And what has it meant for how consumers interact with brands as well?

Whether you are at the initial stage of planning your content marketing strategy or have used the same approach for the past few years, it is always important to take the time to review your strategy and ensure it is optimised for getting you the best results in the most effective way. This could be by digging into your analytics to uncover how your customer’s behaviour has changed since the pandemic hit, sharpening your social media skills in a bid to attract a new audience or looking at your competitors to see who is beating you in the SERPs.

Why should content marketing be your priority?

There are four major reasons why content marketing should be your priority this year (2021), and these are:

  • Generating more leads for less. Content marketing can be a great way to generate leads and still have resource left over to invest in other channels.
  • Google rewards great content, giving you the opportunity to drive more new business to your website
  • You control the conversation as you get to put your best foot forward and showcase your brand. This could be through a heart-warming news story, a project case study or a viral social media video.
  • Your competitors are already investing in it. HubSpot recently reported that 70% of marketers are actively investing in content marketing this year, meaning they are capitalizing on it where you are not.

Creative marketing can give you the edge

If the last 12 months have taught you anything it should be that being resistant to change is just not going to cut it in the 21st century. Digital transformation and digital acceleration are now ‘the norm’ for companies who want to meet customer expectations by operating online effectively. Now is the time you need to start investing in your content strategy and innovating as those who are willing to try something new are already harnessing the opportunity to win more customers.

All of the lockdowns we have experienced in the past 12 months have shown us that brands need to step up and show their customers how they can adapt and how well they understand them.

Your brand needs to be seen and heard

Google processes over 3.5 billion searches per day and owns over 92% of the search market share, and so it is the most lucrative space for your brand to be visible.

Google Trends data gives us great insight into how searchers are behaving and feeling, to a certain extent, with ‘how to’ searches soaring in popularity last year. From ‘how to make bread’ to ‘how to cut your own hair’, searches relating to how to do something yourself spiked during lockdowns last year – as did internet usage. This gave brands a great opportunity to capitalise on an audience that was already interested in what they had to say.

But how does content marketing come into this? If you want to generate more business through brand awareness then your content marketing strategy may use PPC, SEO and social media tactics to help you to achieve this. Content may have been thought of as a “nice to have” in the past, but it is now paramount to optimise it as we shift further into the digital era.

It is vital that brands now have a rich portfolio of content to attract consumers to their websites, from harnessing keyword research to ensure blog posts are providing the answers to search queries users are making, to innovative uses of technology and even engaging social media campaigns.

The other thing to consider is that with more people now working remotely from home, voice search is going to become an even more important part of your SEO campaign, as of the approximately 12.6 million smart speaker owners in the UK, 70% claim to use their voice assistants daily.

How effective is your brands content marketing strategy?

We realise that most businesses don’t have a dedicated content marketing team that can create a content marketing strategy for them, but we are living in a world now where digital comes first – whether it be in how we work, communicate or entertain ourselves. Content marketing is key to this and therefore to the future success of your business.

If you would like some support with your content marketing strategy and the opportunity to work with multiple award-winning full-service marketing agency, then get in touch. Zool has years of experience in using content-led strategies to grow businesses and all the resources you need to help elevate your brand.

Why content marketing is the key to success this year

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Content marketing has long been hailed as ‘King’ in the world of marketing, but how has the recent COVID-19 pandemic affected the digital strategy for brands? And what has it meant for how consumers interact with brands as well?

Whether you are at the initial stage of planning your content marketing strategy or have used the same approach for the past few years, it is always important to take the time to review your strategy and ensure it is optimised for getting you the best results in the most effective way. This could be by digging into your analytics to uncover how your customer’s behaviour has changed since the pandemic hit, sharpening your social media skills in a bid to attract a new audience or looking at your competitors to see who is beating you in the SERPs.

Why should content marketing be your priority?

There are four major reasons why content marketing should be your priority this year (2021), and these are:

  • Generating more leads for less. Content marketing can be a great way to generate leads and still have resource left over to invest in other channels.
  • Google rewards great content, giving you the opportunity to drive more new business to your website
  • You control the conversation as you get to put your best foot forward and showcase your brand. This could be through a heart-warming news story, a project case study or a viral social media video.
  • Your competitors are already investing in it. HubSpot recently reported that 70% of marketers are actively investing in content marketing this year, meaning they are capitalizing on it where you are not.

Creative marketing can give you the edge

If the last 12 months have taught you anything it should be that being resistant to change is just not going to cut it in the 21st century. Digital transformation and digital acceleration are now ‘the norm’ for companies who want to meet customer expectations by operating online effectively. Now is the time you need to start investing in your content strategy and innovating as those who are willing to try something new are already harnessing the opportunity to win more customers.

All of the lockdowns we have experienced in the past 12 months have shown us that brands need to step up and show their customers how they can adapt and how well they understand them.

Your brand needs to be seen and heard

Google processes over 3.5 billion searches per day and owns over 92% of the search market share, and so it is the most lucrative space for your brand to be visible.

Google Trends data gives us great insight into how searchers are behaving and feeling, to a certain extent, with ‘how to’ searches soaring in popularity last year. From ‘how to make bread’ to ‘how to cut your own hair’, searches relating to how to do something yourself spiked during lockdowns last year – as did internet usage. This gave brands a great opportunity to capitalise on an audience that was already interested in what they had to say.

But how does content marketing come into this? If you want to generate more business through brand awareness then your content marketing strategy may use PPC, SEO and social media tactics to help you to achieve this. Content may have been thought of as a “nice to have” in the past, but it is now paramount to optimise it as we shift further into the digital era.

It is vital that brands now have a rich portfolio of content to attract consumers to their websites, from harnessing keyword research to ensure blog posts are providing the answers to search queries users are making, to innovative uses of technology and even engaging social media campaigns.

The other thing to consider is that with more people now working remotely from home, voice search is going to become an even more important part of your SEO campaign, as of the approximately 12.6 million smart speaker owners in the UK, 70% claim to use their voice assistants daily.

How effective is your brands content marketing strategy?

We realise that most businesses don’t have a dedicated content marketing team that can create a content marketing strategy for them, but we are living in a world now where digital comes first – whether it be in how we work, communicate or entertain ourselves. Content marketing is key to this and therefore to the future success of your business.

If you would like some support with your content marketing strategy and the opportunity to work with multiple award-winning full-service marketing agency, then get in touch. Zool has years of experience in using content-led strategies to grow businesses and all the resources you need to help elevate your brand.