Important Content Marketing Trends Brands can Expect Next Year
healthcaretechoutlook

Important Content Marketing Trends Brands can Expect Next Year

Healthcare Tech Outlook | Monday, December 27, 2021

The ability to pivot was a universal key to survival during the pandemic. Some brands went above and beyond, such as distilleries producing hand sanitizer. Others took a more modest approach, such as restaurants and retailers offering curbside pickup.

Fremont, CA: Some of the changes that reshaped content marketing at the height of the pandemic were bound to happen eventually. Remote learning and working, streaming entertainment, telemedicine, and online shopping were already on the rise as a result of technological advancements. The pandemic simply accelerated those trends dramatically.

Other transformations, on the other hand, caught us off guard just as much as the global pandemic itself. People who were concerned about their health and safety experienced a significant shift in priorities. What had seemed vital to them prior to the pandemic had dropped to the bottom of their priority lists. This shift resulted in a significant shift in purchasing decisions, as well as a decrease in discretionary spending.

Here are some content marketing trends brands can expect.

Agility is Essential

The ability to pivot was a universal key to survival during the pandemic. Some brands went above and beyond, such as distilleries producing hand sanitizer. Others took a more modest approach, such as restaurants and retailers offering curbside pickup.

Brands, too, had to pivot their content. Even before the pandemic, brands primarily focused on informing customers about what they needed to know about their products. Customers' problems were known to brands, and their content explained how their products could solve them.

To survive after the pandemic, brands had to start listening to the cacophony of customer concerns, some of which were as novel as the virus itself. Customers demanded that content be focused on them rather than products and that it empathize with their situation. Brands had to respond with genuine concern, providing customers with value that was devoid of any hint of self-serving opportunism.

Analytics to Determine Winners and Losers

Great content is more than just creative. It is well-informed. As more content is released into the world, readers will come across content that is based on data and analytics. The remainder will fade into obscurity. Brands can no longer afford to throw out content and see what sticks or, even worse, not find out what sticks at all.

Brands must consider key indicators such as engagement, traffic, and conversion rates by channel. They must monitor changing purchasing motivations and shifting priorities in order to adjust their content and keep it relevant over time.

Brands must consider key indicators such as traffic, engagement, and conversion rates by channel. They must monitor changing purchasing motivations and shifting priorities in order to adjust their content and keep it relevant over time.

However, analytics must take a comprehensive approach to content performance, or brands risk misinterpreting their data. For example, a high-quality piece of content should be given a reasonable amount of time to gain traction before being removed after a few days. Because first-day metrics will change, brands should resist the urge to revise content every time they review the most recent data.

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