The best way to create meaningful connections with your customer at every stage of their journey is to deliver consistent and valuable content. And with face-to-face contact limited throughout 2020, many businesses turned to creating content to engage their audience.
So, with more and more property brands using content to drive their customer relationships, our sister brand, Content Republic, has listed four important trends you need to be aware of to stay ahead of the competition.
1. Have a strong content strategy that involves digital
If there was one thing businesses needed to learn quickly in 2020, it was how to reach their audience in new, innovative ways that didn’t involve face-to-face contact. As a result, we saw a surge in social media and content marketing activities as brands found new ways to be where their customers are (at home, on their devices!).
In 2021, we can expect that this focus on social and digital content will keep growing, as brands continue to realise that having a strong content marketing strategy and social media presence is no longer optional – it’s fundamental!
More than this, content marketers in 2021 will need to continue to demonstrate and build upon the skills they were forced to adopt – flexibility, nimbleness and an ability to seamlessly adapt to new realities.
“Studies on content marketing show that one of the key differences between the most successful and least successful businesses is the use of documented content marketing strategies.”
Neal Schaffer, Chief Marketing Officer – Fractional
2. Get behind the camera
It’s safe to say, whether acting as a brand or consumer, we all saw and experienced an increase in live videos on our feeds in 2020. After all, if your customers can’t come to you, then you’ll need to go to them!
Moving into 2021, brands need to be aware that expensive, polished and highly produced videos aren’t necessarily the most engaging. More than anything, customers want to engage with content that is authentic, real, humanised and entertaining.
“The uncertainty of 2020 has taught us the importance of content as a tool for reaching our audience when many of our typical engagement points are closed, cancelled, or unavailable.”
Melanie Deziel, Chief Content Officer – StoryFuel
If you committed to delivering live or authentic pre-recorded videos in your social media and content marketing activities in 2020, keep doing it in 2021. Your audience will continue to want to get you know you, your products and services from the comforts of home, and video is the best way to do it.
“With 5.11 billion unique mobile users in the world, mobile usage is at an all-time high. And the most convenient content format for mobile is video. Creating live videos gives your users a great mobile experience and it’s convenient to consume.”
Neal Schaffer, Chief Marketing Officer – Franctional
3. Be empathic
Now more than ever, businesses need to be sensitive and listen to what matters to their audience. As customers deal with uncertainty in their daily lives, it becomes necessary to focus on values like integrity and transparency. Also consider how you can respond to, and evoke emotions through the creation of content. By building content around values that matter to your audience, you’ll also create a content strategy that forms an emotional connection with customers.
“People want to feel heard and appreciated as an individual and they have the power to ask for that, because there is so much market saturation. Mass media marketing is dead. People want communication at a 1 to 1 level in a manner that’s relevant for them. Especially due to COVID-19, empathy plays a strong role in making sure that customers are satisfied with your marketing and communication strategy.”
Adriana Stein, Director – IDI Consultancy
4. Repurpose and recycle
In 2021, you’ll save time and money by having a repurposing strategy for your content. Consider how you can transform one type of content into another. For example, can a 5-minute video be cut down into 10 different 30-second videos to share across social media? Can your product brochures be divided into multiple blogs that sit on your website? Can your downloadable guides be cut up into bite-sized chunks and sent to your database in an email newsletter?
Giving your content not only a new life, but a longer shelf life by turning it into different forms, is a fantastic way to appeal to bigger audiences and generate more interest.
5. Prepare for the unknown through innovation
Expect the unexpected; that’s a lesson that 2020 taught the world. But how can marketers realistically prepare for the unknown and the uncertain?
The answer? Innovation.
Try new things. Break the rules. Fail. Try again. Be different. Be bold. Take risks. Be flexible. Be willing to embrace change even before it’s required. The future belongs to marketers who are willing to adapt long before they need to. In 2021 and beyond, make sure your content marketing activities stem from innovative strategies
How will you respond to 2021’s emerging trends?
If your property business needs support re-invigorating and optimising its sales, customer experience and content marketing initiatives to respond to new shifts, expectations and behaviours, the Property Republic and Content Republic teams are here to help.
Read more in our PRX Magazine: The 2021 Trends Edition.