2021 has felt like a year of little innovation in the digital marketing space. There’s been a lot of doing the same thing, recycling concepts. Even so, the fundamentals of online marketing, with the mix of some new ideas, have proven to be beneficial for businesses in 2021. Here’s what to focus on for the remainder of 2021 (and what to keep in mind for 2022).
Omnichannel is the Only Channel
“Full-service digital marketing” is now the only kind of digital marketing that stands a chance amongst others in the same field. The days of solely utilizing one social media platform, or only doing SEO, or just not bothering with on-page optimization have ended. Today, for your company to be as successful as possible, you need a true omnichannel platform.
To have an omnichannel platform is to have a fully-optimized webpage. It means posting consistent, high-quality content that is also optimized. And, it means having keywords all throughout that content.
This isn’t a demand that has come from Google. Rather, it’s developed from the market itself. If you aren’t on an omnichannel platform, then you can be rest assured that your competition, in one form or another, is.
The evolution of this digital marketing need was heavily influenced by the pandemic. Covid pushed everyone into the digital space, compelling people to adapt, and requiring digital marketing to take on a new form–it’s now the best way to connect to more of your customers over other marketing tactics. To eschew omnichannel marketing is to ignore an opportunity where some of your potential customers/clients are yet to be discovered.
Content is King
For years, I’ve been among those who said that “content is king.” However, that “king” has more of a land to rule over than ever before. Just as omnichannel marketing is now the norm in so many industries, so too is having many different forms of content.
When clients ask me: “should we have blogs? Videos? Podcasts?” I answer: “yes, all the above”. Each of these forms of content serve a different purpose and can reach different audiences.
Of course that’s not to say everything must be original content for each channel. The content itself can be recycled, repurposed, and utilized in multiple ways across a variety of platforms.For example, the podcast on Zoom can be cut into snippets for your website, YouTube, Facebook feed, and more. Quotes from it can become entire blog posts, segments can be edited into “how-to” sections, and so forth. Simply tweak each piece to tailor to the specific audience and channel. The person who didn’t see it on Instagram may see it on TikTok.
Create Value For Users
You may be under the impression that you and your team need to pump out multiple streams of content on the regular. And while that does hold true, the most important part of producing content is: offering value to users. All of your content must have value.
Every part of online marketing has become more competitive. If you don’t have content that grabs people’s attention and supplies them with useful information, you’re going to be left behind. Focusing on keywords and algorithms will only get you so far. While your content still requires that it have all of the appropriate keywords to be recognized by the search engines, as search engine algorithms and AI expand, content needs to be seen as relevant and providing benefits more than SEO techniques.
A good rule of thumb: create for the user first. In other words, make it people-first. To do so, make sure it has real value throughout the content, that it flows, and that it imparts something to the reader that they might not have known without your guidance. Once you’ve created a human-centric piece of content, you can go back and insert the technical stuff like keywords.
After all,as a business owner, you’ve probably operated from a “the customer is always right” ethos. How you create your content is no different.
It’s totally okay to refresh content on your blog and on social channels. If you had a piece that performed very well in the past, say for a holiday special, you can have it make a comeback for nostalgic sake or to provide updates.
However, you must do it in a tactful way. Too many change a word or two on the content and call it a day. That’s not really updating, that’s hitting “ctrl + c” and “ctrl + v.” Instead, actually update it with changes that have happened since the piece was published, insights, and reflections on the piece.
Now is the right moment to put these straightforward strategies into action 2021. These efforts add up to big changes, and they can help your company grow before you ring in the new year.
Danny Star is the CEO and Founder of Websites Depot. With over 15 years of experience in the digital marketing realm, Danny has helped hundreds of businesses–small and large–expand and grow their business.