Content Marketing: The Backbone of Everything Digital

Due to their inherent evolving nature, digital platforms have birthed a multitude of opportunities and trends for content marketing

We are well over a year into the pandemic and like any other historical event, it has left us dealing with unprecedented changes. While everything has been impacted to the point that it will never be the same, let’s talk about some things that worked out for us in the midst of it all.

One thing we can all unanimously agree on is that digital platforms have kept us all connected and together during this trying time. Not only did it fill a colossal need gap, but it has also birthed a multitude of opportunities and trends for content marketing due to its inherent evolving nature.

It won’t be an exaggeration to say that there has never been a more rewarding and challenging time for digital marketers. We saw that last year was a massive turning point for most firms. It led to a frantic migration to everything Online where the rules of the game are drastically different. All of this has created a brand-new reality that is unlikely to change in the coming months. Digital marketing is the only way forward, no matter what industry you're in or what items or services you sell.

But now that we have gained a somewhat better footing into this territory in 2021, it is important to delve deep into the content marketing trends that are solidifying our presence in the digital world.

Social media engagement, artificial intelligence, data-driven marketing, and voice search engine optimization that were formerly considered far-fetched concepts have steadily become the staples for digital marketing. These cutting-edge digital marketing strategies are now among most business owners' top goals for 2021.

However, it is crucial to understand the underlying current of change as digital marketers and companies working with digital marketers. After all, you can leverage the tools of digital marketing only when you know which way to go with it.

Authentic Marketing

Regardless of the marketing budget of your firm, authentic marketing can be a strong strategy that can generate valuable interest in your product. In the same vein, conversational marketing is proving to be one of the best strategies for digital marketing. Writing about issues that interest your customers in a language that feels natural to them is a terrific strategy to increase brand exposure and loyalty.

Take the social media presence of brands such as McDonald’s and Burger King who are making headlines every day for their playful online banter. Not just them, several other brands are showcasing themselves as approachable and relatable to their audience by applying a similar strategy.

Nostalgia Marketing

Some brands have utilised the power of nostalgia to make customers feel closer and more connected in a socially disconnected world and to discover a feeling of continuity in difficult times. An excellent example of nostalgia marketing is Cadbury Dairy Milk’s recent recreation of the iconic Cadbury cricket ad from 1993 that touched the hearts of millions of Indians. However, notably, this strategy only works for brands that have been around for some time.

Overall, the themes of personalization, authenticity and inclusivity are the heroes behind the trending content marketing strategies. But, one thing that firms must remember is that trends can be fleeting. By the time you decide to get on one, the world has already decided it doesn’t work and moved on to the next one.

These seemingly small shifts amount to the transformation in the fabric of our communication patterns each day. A competent digital marketer is someone who knows their way around this cycle. While all of this sounds daunting, this also means there’s that much more room to create.

As digital marketers, this means bigger avenues for us.

The brands and marketers who possess the ability to find the highly coveted balance between the collective and individual sentiment are inevitably going to win. Of course, it is easier said than done. That is why you can see a bunch of ads in a day but only one or two will manage to stay with you. These are the marketing campaigns that can evoke emotions that are real and most valued.

As a result, the businesses that are willing to adapt quickly to the trends will make it through this transition. And the digital marketer that can guide brands through this will be indispensable in the current digital marketing landscape.

The Author is Prerna Sood, Head of Content, AdLift