Top 5 Content Trends You Can’t Ignore in 2021

Content Trends

Hope you have invested in a sound content marketing strategy. Just like any other marketing strategy, content marketing continues to change, with changing technologies, and consumer demands. Ideas that worked last year may not work in 2021. To maintain business growth, marketers must be up to date with such changes. Professional content writing services in New York can support small to large businesses of any niche to meet their content goals.

Top 5 content trends businesses need to keep an eye on

  1. Videos/ UGC Video Content

    Videos play a key role in marketing any product or service, mainly in social media. It is a quick and effective medium to communicate your message and educate your audience. Instead of reading long-form articles, readers prefer understanding the context easily by watching videos that last just seconds.

    ugc video content

    Effective video marketing has the power to set you aside from the competition. Social Media Today has discussed certain video marketing statistics – 99% video marketers plan to continue using video in the future and users arriving on an ecommerce site via user generated video content are 184% more likely to purchase. So, what is user-generated content? Hootsuite defines user-generated content (UGC) as any content – text, videos, images, reviews or other-created by people, rather than brands and brands will often share this content on their own social media accounts, website, and other marketing channels.

    Videos serve as a powerful tool not only for entertainment, but to educate, to express one’s opinion, market a product and so on. For businesses, user-generated videos can boost audience engagement in social media and it increases the potential for sharing. Customers often trust someone who isn’t trying to sell something but is promoting a product just because it is of good quality.

    youtube channel

    For instance, Unbox Therapy is a YouTube channel, where the creator tries different products and reviews them and these are user-generated content videos. Products featured in such videos can increase their sales, as these videos build trust.
    Some stats you can’t ignore are as follows:

    • 70% of consumers place peer recommendations and reviews above professionally written content (Revoo)
    • Facebook users watch more than four billion videos a day (Mary Meeker)
    • 78% of B2C companies are planning to use user generated content (CMI report)

    When it comes to your business, videos can offer a great boost in exposure and engagement. So, what businesses need to do is to work towards getting the word out about their products from customers. Consider getting reviews from those experienced in using your products. You can use social listening tools to monitor what audiences discuss about your brand online and this will provide ideas on the type of content people are creating – written form or videos. If only less content is shared, your job is to encourage participation first by asking customers to create content about your brand. If you find any great content, re-share it with the creator’s permission. Convince your top customers to start sharing experiences. Many businesses also offer incentives to consumers who create user-generated content. You can even run a contest or promotion and reward the best UGC creator. The marketing team can consider creating a sample video to inspire customers to create such videos.

  2. Webinars

    Webinars are online workshops, live classes or virtual training sessions. All are, in reality, alternative terms for webinars. Video-based characteristics offer webinars with huge potential for reaching a broad audience. Being location flexible, it allows people from anywhere in the world to attend and interact in real-time and thus businesses can achieve higher engagement. A powerful tool for education, webinars can save a whole lot of time to reach out to a group of people at one time. With the rise in the work from home trend, recent reports highlight a dramatic increase in businesses and individuals going online with webinars.

    Instead of including everything in one webinar, it is better to create a series of training sessions that will provide real value. Unlike just a video presentation, a human presence and the facility for the participants to interact and engage with the content, make webinars an effective content marketing tool for the future.

    Based on unique goals to achieve – whether to educate your customers or attract new leads or qualify prospects, businesses can choose a suitable webinar platform that comes with specific features and capabilities. Either you can post a pre-recorded webinar or a live webinar. Live webinars can deliver the content effectively to the audience.

  3. E-A-T (Expertise, Authoritativeness, Trustworthiness)

    E‑A-T or expertise, authoritativeness, and trustworthiness, is a ranking factor in Google’s Search Quality Rater Guidelines that human quality raters use to assess the quality of Google’s search results. E‑A-T matters mainly for content topics related to YMYL (Your Money or Your Life) – happiness, health, financial stability, or safety. Demonstrating this factor is crucial for websites and businesses built around a YMYL topic.


    For YMYL topics,

    • Expertise is about the formal expertise, qualifications, and education of the content creator.
    • Authority is about reputation, among other experts and influencers in the industry.
    • Trustworthiness is about the legitimacy, transparency, and accuracy of the website content.

    Google recommends formal expertise for YMYL topics such as medical, financial, or legal advice, while expertise may be less formal for topics such as recipes or humor. Businesses can prove their E-A-T by – earning quality links or mentions from authority resources or websites; regularly updating website and content pages; and creating exceptional, informative, user-beneficial, purposeful content backed by E-A-T.

  4. Repurposing Content across Channels

    The best way to engage your content as well as share it with as many people as possible, is to repurpose it. Each piece of content is typically written with a specific intent and audience in mind, but these can change over time. You can repurpose such content by adding more information, updating it, or heavily revising your content to add more value.

    Repurposing content –

    • Gets you in front of a new audience
    • Adds more value to a blog
    • Enhances your organic search
    • Saves time, as you are not writing a new blog
    • Allows to reach people you missed the first time

    You can consider creating an infographic and a video, based on a blog post with better views, organic visibility, linking structure and ranking and this would bring a good amount of traffic. Repurposing content is an opportunity to use your previous blogs. You can add more details based on the current scenario and adjust your message accordingly and use up-to-date keyword data.

    keyword data

    Some options to repurpose your content include:

    • Republish an existing content, by redirecting it to a new audience or new goal
    • Practice content syndication, which is republishing your content on other sites, such as guest blogging on external sites
    • Repurpose your existing blogs as webinars, as it attracts many attendees
    • Start a podcast by recording content as audio
    • Rework your educational content and how-to videos into an online course
    • Visualize your existing content as animakers and pull quote graphics
    • Create infographic or instructographics with short content
    • Send email newsletters that deliver valuable content directly to users’ inboxes
  5. Optimize for Google Discover

    Google Discover, introduced on September 24, 2018, is an updated version of Google Feed. This tool available on tablets and smartphones, can help drive a substantial amount of traffic to business content that may later be converted into leads and subscribers.

    As Google says, “Discover is unique because it’s one step ahead: it helps you come across the things you haven’t even started looking for.” Discover shows content, based on the user’s interests and preferences. Users can explore more content of their preferred category with just a tap.

    To optimize your content for Google Discover, make sure your website is mobile friendly, which is an important aspect of internet marketing and traffic now. Write the right type of content that could be featured in Discover. It features how-to articles, news content, and videos more than case studies, white papers and PDFs. Create more videos that are of interest to your targeted audience and niche. Consider image optimization, as Google recommends using larger images instead of smaller thumbnails.

Know the new trends that are evolving all the time. To reach your targeted audience in 2021, make sure you are up to date with such content marketing trends. Implement strategies that meet these content trends. Consider partnering with an experienced search engine optimization company in New York that provides the services of skilled content writers and digital marketers.