Content marketing is the method of making plans, growing, and sharing content material along with your audience. It is helping you generate logo consciousness, persuade shoppers to do so, and force earnings.

There are quite a lot of forms of content material advertising, like social media and blogs, however new developments and methods emerge once a year that fluctuate the tactics companies succeed in their audiences.

As a marketer, it’s crucial to understand what your competition are that specialize in, so you’ll be able to create a technique and stand proud of the gang. On this submit, uncover vital stats to understand concerning the state of content material advertising in 2021 and developments to appear out for all through the yr.

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Content material Advertising and marketing Stats to Know

  • 47% of consumers view three to five pieces of content sooner than attractive with a gross sales rep.
  • 82% of entrepreneurs document actively utilizing content material advertising in 2021, up 70% from final yr.
  • Entrepreneurs’ primary goals for operating advertising campaigns are logo consciousness, expanding gross sales, and lengthening engagement.
  • Video is essentially the most often used type of content material advertising, overtaking blogs and infographics.
  • Google’s search algorithms are seeking to go beyond textual content to pictures, voice/podcasts, and movies.
  • The top technologies utilized by B2B organizations to complement content material advertising are analytics equipment, social media publishing, and e mail advertising instrument.
  • The top three natural content material distribution channels for B2B entrepreneurs are social media channels, e mail, and web page.

Content material Advertising and marketing Tendencies to Watch in 2021

1. Video takes heart degree.

Media uploads larger via 80% YoY in 2020, as customers spent maximum in their time at house passing time via observing content material. Customers watched 12.2 billion minutes of video in 2020 (as proven within the symbol under), identical to 23,211 years of content material.

graphic displaying how consumer video consumption has increased from 2016 to 2020

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On account of this converting client habits, video is now the principle type of media used inside of any content material technique, taking heart degree for the second one yr in a row.

graph displaying that video is the primary form of media used in content strategies in 2021

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As video intake is now such an integral a part of a client’s adventure, HubSpot Senior Copywriter and Emblem Campaigns Supervisor Alicia Collins and Senior Movement Fashion designer Megan Conley say, “This [consumer behavior] additionally signifies that video can be utilized all through all portions of the flywheel…companies have traditionally used it as a way of introducing their logo and services or products choices. However that’s now not the case anymore.”

The movies you make a decision to create and the puts you select to percentage it could rely fully for your person trade wishes. Some companies are choosing shorter kind movies on TikTok to lift logo consciousness, as Nationwide Geographic has executed within the video under.


“Tips on how to {photograph} the night time sky” with the skilled himself! 📸🌌 #NatGeoTikTok #Photography #LearnOnTikTok

♬ original sound – National Geographic


Wistia discovered that long-form video is rising in popularity, making manner for prolonged video period, as Patagonia has executed within the video under.


2. Leveraging multimedia each time conceivable.

Along with video, it’s an an increasing number of in style way to incorporate multimedia into content material each time conceivable. Jason Lapp, President and COO of, says, “Video and photo-heavy social platforms have narrowed consideration spans globally, forcing entrepreneurs to get a hold of new tactics to get a divorce textual content and building up content material comprehension.”

Lapp provides, “Placing multimedia — reminiscent of video clips and interactive slides — into text-heavy content material will turn out to be a extra in style manner of attractive audiences and permitting readers to procedure subject matter extra simply.”

The gif under is an instance of a weblog submit that has used an interactive video to additional provide an explanation for directions given within the textual content.


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3. Strategic Search engine optimization techniques.

In 2020, HubSpot VP of Advertising and marketing Matthew Howells-Barby stated he sought after to peer the choice of entrepreneurs actively making an investment in Search engine optimization cross up. His want got here true — 69% of entrepreneurs in 2021 document making an investment in Search engine optimization, up 5% simply from 2020.

Entrepreneurs are making those investments to create adapted reviews for web page customers. Then again, the shift in 2021 is much less about Search engine optimization optimization usually however as a substitute enthusiastic about “Shooting area of interest and long-tail key phrases and growing content material that’s extra attractive than all of the ‘Final Guides,’ and ‘Most sensible 55,’ lists,” says Brooklin Nash, head of content material at Gross sales Hacker.

Companies are searching for a approach to merely seem in SERPs and create in-depth content material this is distinctive, treasured, and other from what competition be offering on those self same outcome pages. 71% of entrepreneurs make stronger Nash’s statement, reporting that their trade’ 2021 tactic for Search engine optimization is capturing strategic keywords.

4. Podcasting will develop immensely.

A content material advertising pattern to observe in 2021 is the upward push of podcasts. Believe the next statistics:

  • In October 2020, there have been 34 million podcast episodes and over 1.5 million active shows.
  • In below 3 years, podcast listening in america has larger via greater than 60%.
  • Large-name firms like Apple and Spotify are increasing their investments in podcasts and audio platforms.
  • The podcast marketplace is predicted to achieve more than 2 billion via 2023, that means that entrepreneurs are making ready to commit important money and time to the channel.

So, why are podcasts so well liked by customers? Originally, there’s something for everybody. With 72,000 new episodes in step with day (as proven within the graph under), the possibility of discovering an episode that appeals to their pursuits is amazingly excessive, whether or not it’s a thriller story or a real-life tale about how their favourite trade was once constructed.


2nd, podcasts really feel like a dialog between the hosts and the listener. Moderately than being talked at, listeners really feel they’re being talked to and walked throughout the content material in a extra herbal, human means.

Companies are making an investment in podcasts as a result of they convey important advantages: “Podcasts be capable of force genuine effects and repay in the case of leads and earnings,” says Zachary Bellinger, CRO at Casted. In reality, 53% of podcast listeners if truth be told revel in listening to advertisements throughout their listening revel in, and 61% of shoppers who pay attention those advertisements on a podcast have been much more likely to buy a featured product, serving to force trade earnings.

Holly Shannon, Manufacturer and Host of the Tradition Issue 2.0, says that podcasting could also be an effective way to make use of content material to ascertain your enterprise as a supply of trade authority: “It may possibly spotlight you and your group as concept leaders. This permits you to talk authentically and convey your price to the desk for all to listen to globally.”

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5. Content material personalization.

Craig Davis, Former Leader Inventive Officer at J. Walter Thompson, says, “We want to forestall interrupting what persons are eager about and be what persons are eager about.”

A focal point for entrepreneurs in 2021 is sharing content material with customers this is contextually related to their pursuits and proven to them on the proper time. Because of this you learn about your target audience’s likes, wishes, and needs and percentage content material that you understand will talk to them. In flip, you’ll construct logo loyalty, force conversions, and generate earnings.

An instance of leveraging this pattern is finding out person habits for your web page. In the event you realize {that a} browser lingers on particular product pages and puts an merchandise of their cart, make them the ones pages or merchandise the following time they consult with your web site.

6. Precious content material trumps the amount of content material.

As companies pivoted to thoroughly virtual reviews in 2020, it become extra vital than ever to offer treasured content material to customers. This pattern arises as a result of, as customers spent an increasing number of time on-line, they see the entirety. In the event you submit 3 Instagram tales in step with day and your competition simplest posted one, what does it topic in case your content material didn’t supply your target audience with any type of price?

“By no means sooner than has making sure your target audience obtains true price out of your logo intended such a lot,” says Kelly Hendrickson, Social Media Advertising and marketing Supervisor at HubSpot. For instance, think your content material business plan specializes in your social media channels. If that’s the case, you fear much less about posting more than one instances in step with day however as a substitute about making sure that the content material you do percentage supplies authentic price for your shoppers.

Lab Muffin Attractiveness Science, Michelle Wong’s YouTube channel, follows this technique. She simplest posts as soon as every week, and when she does, the movies are long-form, treasured items of content material that educate her target audience about one thing related to their pursuits.

Lab Muffin Beauty Science youtube channel video list screen

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7. Internet hosting digital occasions and webinars.

A webinar is a video presentation, seminar, lecture, or workshop dropped at an target audience digitally. In spite of as soon as being declared outdated, webinars have turn out to be very talked-about during the last yr, once more credited to COVID-19 well being and protection rules:

  • Webinar platform BrightTalk reported a 76% building up in digital occasions between March and June of 2020
  • ON24 noticed a 167% YoY increase in utilization in their webinar software.

Attending occasions digitally allowed customers to proceed to have interaction with their favourite companies and proceed to derive price from presenters and trade leaders. As protection restrictions are lifted, webinars and digital occasions are nonetheless right here to stick — the worldwide webinar marketplace is predicted to achieve 800 million via 2023, up 253 million from 2015.

The brand new ‘work from home’ fashion makes this conceivable as a result of the ease of attending an match from anyplace a client is positioned. Plus, the added bonus of having the ability to get admission to content material on-demand if they’re recorded and shared.

HubSpot’s once a year INBOUND convention is generally an in-person match, however it has been digital for the previous two years. Even supposing well being and protection restrictions in america are being rolled again, this match will nonetheless be a satisfying, three-day digital immersive revel in.

HubSpot inbound 2021 conference website homepage featuring event attendees sitting in the audience

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8. Repurposing current high-value content material.

As discussed above, COVID-19 has driven entrepreneurs against prioritizing offering treasured content material over anything else, and repurposing content material is some way to take action.

Nash says, “I’m maximum excited to peer how content material groups repurpose content material as a substitute of ranging from scratch. In 2021, content material groups will get started working out tips on how to maximum successfully use content material from webinars, spherical tables, podcasts and meetings to stoke the content material bonfire…We don’t must reinvent the wheel, simply get it turning quicker.”

Repurposing content material is re-using your current content material and presenting it in a brand new structure. Necessarily, because you’ve already created high quality, treasured content material that you understand your target audience enjoys, you increase its succeed in.

You’ll repurpose content material in quite a lot of tactics, like making a slide presentation from a top-performing weblog submit, sharing screenshots of opinions from product pages for your Instagram profile, or growing textual content transcripts of your podcast episodes.

Holly Shannon is a fan of repurposing podcasts as a result of transcripts can be utilized as Search engine optimization-optimized weblog posts, and audio clips can be utilized as next social media posts. Glowing Up Podcast has executed one thing very similar to Shannon’s recommendation, and so they’ve repurposed their podcast via taking video in their recording consultation and sharing the clip on their Instagram web page.

Keep Up-to-date On Your Business

It’s all the time vital to stick up-to-date on what is going on for your trade, and being conscious about those developments is some way to take action. Will have to you select to leverage such a developments for your business plan, make sure that it’s related to your enterprise wishes and can allow you to succeed in your targets.

If you wish to be informed extra concerning the advertising trade, learn this submit about common marketing trends in 2021.

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