In 2021, it will be more important than ever to build a trusted brand that connects with consumers. It’s not enough to simply “get exposure” to your brand — users want more than just solutions to their problems. They want to work with businesses that share their values. Brands That Build Trust. Brand affinity captures the new idea of building a brand, and it focuses on creating “advocates” rather than a passive audience.
To build brand affinity, we are exploring the concept of long-form, valuable content that will appeal to the core values of our niche audience and build those meaningful relationships. It's about building those super fans who will then become your advocates and build your community for you.
Olivia Blazevic
Olivia Blazevic, Content Marketing Manager Candlefox
Tilt towards microscopic form
Now, we are ready to have short, meaningful content in our lives. Content marketing is about inspiring people and giving them value: so if our goal is to provide value to users when they need it, then we need to start thinking in micro-content. Sometimes less.
Think about how this applies to video: YouTube is now becoming denmark telegram data a search engine, and more people are used to searching for information there. So I think every blog post should be turned into a short video.
Aazar Ali Shad
Aazar Ali Shad, Growth Executive Userpilot
Don't go straight to tactics
Content marketing strategies and formats vary, and channels may come and go, but some things never change — those are what you need to focus your energy on. Follow these three steps:
Start with a diagnostic phase where you understand who you are speaking to, what problem you want to solve for this audience through your content, and define the challenge or opportunity you face.
Move on to the strategy phase, where you’ll define the overall approach you’ll take with your audience
End with specific tactics you’ll use to implement your strategy. These are what might look different in 2021 than they did in 2015, like “we should focus on SEO and long-form content” or “we should do Instagram stories.”
Diagnosis comes before strategy, which comes before tactics. But too often, we content marketers jump right into this strategy (because it’s fun) and ignore the first two steps. We might get lucky and have temporary success, but it’s not a reliable, repeatable way to build long-term impact with our content.