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The 11 Most Important Features Of A Perfect Backlink

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Backlinks, also popularly known as “links” and “backlinks” by Wikipedia, are the salt in SEO this year, too-Soup. Problem: The “right” backlinks are becoming rarer and harder to get. This is to blame for Google, which ensures constant updates and discoveries of link networks that previously successful measures no longer work without further ado. So what to do? Stop building links and only generate social signals? That can’t be the solution. Link building is, of course still important, because Google is hungry for backlinks – it just has to be “the right backlinks.” But what is “”right””? That determines Google. However, and that’s the good news, there are a few things you can tell about a perfect backlink. You have to know how to interpret them.

1. Linking Page Is Listed In The Google Index

In times of massive de-indexing of supposed spam projects, it’s worth a first look: Is the page from which you want a backlink still in the Google index? If not, hands off. Such a backlink is useless – except annoyance because Google still has de-indexed pages on the screen. Exactly, for this reason, you have to remove backlinks that were once built up if these backlinks are on a de-indexed page.

2. Google Regards The Linking Site As An Authority

The counterexample is quite different: If Google finds a page good, it becomes clear to the outside world. Clues can be the presence of sitelinks in search results. A clear sign that Google regards a page as an “authority” and trusts the content provided on it. You want a backlink from such an “authority page.”

Also Read : Blog Content Strategy For Companies: From Brand Story To Conversion

3. Linking Site Has Many High-Quality Rankings Of Its Own

A look at the search results also reveals whether a page itself has many rankings. What is more important, however, is how good these rankings are. The search results can usually reveal a lot. Even a trip to the personally preferred SEO tool can provide insights. If visibility is high, there are usually numerous good rankings. A very clear sign of the quality of a page that is suitable for building backlinks.

4. Few Outgoing Links On The Linking Site

Nice side effect: The page on which a backlink is created does not link very much to other pages. Less competition means that the individual backlink has more strength. SEO experts also like to speak of “link juice,” which then flows much more violently. Unfortunately, in the past, this attitude often led to the often criticized “avarice to leave.” From a completely objective point of view, it is, of course, better for your backlink if it gets as much “link juice” as possible.

5. Detection Of Clean Optimization Methods On The Linking Site

If a backlink is to be fully effective, then the page from which this backlink comes must be clean. Manipulative measures are taboo. A look at the page’s source code can already provide initial information as to whether the page has been optimized properly or not. Google itself can now recognize many manipulative measures very well, especially in the on-page sector. Anyone who is associated with such measures through their backlink may have to reckon with disadvantages.

6. Linking Site Offers Unique And High-Quality Content

Good quality content that is useful and offers real value is best – word of that should have gotten around. Conversely, this means that a linking page set up accordingly in terms of content offers a very clear advantage for placing a backlink. You can also recognize a good backlink by whether it is on such a page – or whether it appears on a page that does not take the quality of the content very seriously or, in the worst case, even offers copied content.

7. Linking Site Has A Lot Of High-Quality Backlinks Of Its Own

What applies to your website is, of course, also extremely important for linked sites. An Internet project linked in large numbers and with high quality provides an optimal environment for your backlink. On the other hand, a backlink is of little or no value if it comes from a weakly linked site.

8. No Use Of Nofollow Or Other Attributes

Keep your eyes open when building links! Some websites “devalue” backlinks by using the nofollow attribute or other methods. A backlink that appears to be clean at first glance can also be effectively switched off by forwarding or via Javascript. Such backlinks are pointless if they are completely devalued. Every naturally grown link profile has a certain proportion of nofollow links, but you will not be interested in such links if you want to collect backlinks actively.

9. The Linking Site Has A High PageRank

PageRank has lost its importance dramatically in recent years. In the past, it was the measure of all things for many. Today it is only one factor among many. Nevertheless: If a page appears to be of high quality at first glance, a weak PageRank can indicate a penalty. Especially if there has been a negative change in PageRank in the past, you have to keep an eye on this and, if in doubt, do without placing a backlink.

Also Read : Digital Marketing: Measures And Strategies

10. Use Of  Relevant Link Titles For All Backlinks

High-quality backlinks usually have thematically relevant link text. This makes sense because this is the only way to give Google the right signal. Such a link text is not compulsory but desirable. A high-quality backlink can be recognized by the fact that the link text is also sensibly chosen. On the other hand, you can recognize unsuitable backlinks, for example, because they have a link text that thematically does not match the page on which it is located.

11. Linking Page Linked From Continuous Text, Not From The Footer, Etc.

Backlinks in the footer or the sidebar of a website and, in the worst case, also appear isolated with little text are now problematic. Its position on a page can also recognize a good backlink. Here it is not only true that the higher up a backlink is placed in an HTML document, the better (Google assumes higher relevance, if so). The environment is also important, and a position directly in the content, i.e., in the running text, is preferable. Other positions don’t have to be bad, but the route directly to the content is always the better choice.

Content Marketing Strategy – Advertising With Added Value

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With content marketing, companies can directly address their target group’s interests, sharpen their profile, and thus measurably increase conversions.

A  content marketing strategy is a communication concept that offers the target group high added value and binds the recipient to a company and the brand through the content. Popular content marketing strategies are guides, tutorials, or dictionaries. These are then published on the company’s website or the company’s blog and distributed online using seeding to generate links. The goals are brand building, lead generation, SEO, and the indirect influence on the purchasing decision and willingness of the target group to buy.

A survey in North America among B2B marketers showed that only 38 percent of providers rated their content marketing as good or very good. But already, 86 percent of American marketers use content marketing strategies.

For this survey, over 1,800 companies were asked about extensive content marketing topics – including questions about benchmarks, budgets, tactics, and sales channels. The survey results: Although many B2B marketers are already using a content marketing strategy, this is wrongly not documented. A lack of documentation is also linked to inadequate success at the same time. In most cases, the content marketing strategy was only conveyed orally. But the content marketing strategy of the 35 percent written documentary B2B companies was much more effective. So what does optimal content marketing look like?

In content marketing, traffic is no longer the goal, just a means to an end. Content marketing can be described as successful when specific content becomes a bestseller through seeding. The most important thing in content marketing: Success can be controlled very well, as the study mentioned above shows. Those who take a few important content marketing rules to the heart are much more successful than entrepreneurs without a concept and written documentation.

Content Marketing: Quality Instead Of Quantity

The topmost content marketing rule is: The quality of the content is extremely important! The content must meet the following content elements and attributes:

  • Interesting
  • exciting
  • creative
  • diversified
  • unusual

Readers are only happy with such content – and ultimately Google too. Because the declared goal of the continuously changing Google search algorithms is: Only the most current, relevant, and content-rich links should appear at the top of the page ranking list. This also means: The content must be close to the information needs of the user.

The Informational Intent Phase In The Sales Funnel

The sales funnel can also be viewed as a search funnel. For the content marketing strategy, companies have to ask themselves what content the user, and ultimately the target customer, is looking for depending on the phase and stage of their customer journey – and how this intent can be picked up in the sales funnel. Informal searches generate around 80% of all traffic on the Internet. In this phase, the user is curious; he becomes aware of a topic and wants to learn more. This phase offers massive potential for all companies that want to position themselves in terms of content and strive for topical leadership in their segment. The goal should always be substantive authority and credibility; this creates the user and customer loyalty. The brand is strengthened, and the willingness of target customers to buy the brand’s products increases.

 Companies must ensure that content is provided that serves the information needs of the target customer – according to the channel and the interests of the user depending on the phase in the sales funnel. To use resources in a targeted manner, the communication goals and the company goals are first defined. In the second step, the channels are determined that serve the goals and on which the content is directed. The distribution channel, in turn, specifies the format. Images and videos work better than articles on Facebook, while articles, whitepapers, and e-books are a proven format on LinkedIn.

Variety As A Strategy

One of the worst no-gods is interchangeable content, which you can tell at first glance that there is advertising intent behind it. Good content provides background information, informs, entertains, and sells along the way. Of course, the blog or website of a B2B marketer should sell something – and that should never be hidden. But customers who are well informed and entertained on a company’s online presence are also more willing to deal with the relevant product, which may lead to a purchase decision.

Possible content for a company are:

  • Technical articles and advice texts
  • E-books
  • Whitepaper
  • clear tutorials
  • original infographics
  • Studies
  • Competitions
  • Picture stories
  • Blog posts
  • Pictograms
  • Word and picture combinations
  • Illustrations
  • Brand videos and image films

They all have one thing in common: they get to the heart of the matter. A proven example from practice is the online magazine operated by companies and linked to the company homepage. Companies can develop into a media house through their medium and publish diverse and extensive content. The brand develops into a relevant voice in the target group’s perception, to which the user returns when necessary and questions.

Read Also : B2B Content Marketing: Strategies, Statistics, And Five Trends For 2021

Become A Solution Provider For The Customer

How-to instructions, advice, and guides are some of the most successful content on the web. Whether in text or video format or as an infographic – that depends entirely on the company’s taste. It is always important that the customer comes first and can do something with the content and benefit.

Today a presence in the social networks is indispensable – but only channels relevant for your target group should be selected here. Companies that prefer to address a heterogeneous customer group should spread the range of social media channels as broadly as possible and gather experience based on comments and contact numbers. For the implementation of a well-thought-out content marketing strategy, it helps to target your measures in process and strategy development.

Analyze The Target Group: From The Persona To The Strategy

So that a company can control the measures as effectively as possible, the persona of the target customer must first be determined. Anyone who knows the target audience knows which needs have to be met and which touchpoints and formats work best. The target group persona records demographic and emotional levels and the relationship of the target customer to the company, the brand, and the product. From the understanding of the user, the need for information can be identified, which has a significant impact on strategy development and the editorial process. This enables relevant subject areas to be identified and keyword clusters to be determined to align all content methods with SEO from the start. The content becomes a marketing tool that unites the brand and the company’s goals with the user’s needs and, depending on the campaign, with the interests of external online media. Only then can the resources be used economically, the process optimized, and ideas turned into economic campaigns.

What Is Changing: One Size Fits All Is No Longer Possible.

The user is not only a recipient but also an actor in communication. The media have become democratic through social media; content and a medium are only as good as the response. Companies must be careful to create content that catches the user and generates interaction. Disc advertising messages no longer work. They tend to be ignored. Journalistically edited content, on the other hand, appears trustworthy and is preferred depending on the topic. Besides, content must function multi-dimensionally to enable a maximum outcome. For this purpose, topics must be thought of in different formats to optimally address the target group in the respective format and generate conversions.

Generate SEO Effects And User Signals With Content

Content with real added value for the target group will win the battle for the user’s attention and the ranking places. Webspam has no chance since the Google updates like Penguin. Instead, you need high-quality content. On the one hand, this produces positive user signals; on the other hand, high-quality content serves on-page SEO and is classified by the search engine as more relevant to the results.

Onpage SEO

All measures and formats that enrich the content of the homepage are suitable for on-page SEO. An online magazine with many high-quality articles, videos, pictures, and the page’s structure positively affects the ranking. User signals are also SEO-relevant, i.e., to what extent and how extensively the website visitor deals with the page. In a case study with Searchmetrics, we examined how positive user signals affect a page’s ranking. Interaction in the form of clicks, time on site, or subscriptions (for example, for a newsletter or an e-book download) indicates the relevance of a page from Google’s perspective. An important lever is the user experience, which is essentially defined by usability; it must appear easy and attractive for the user to interact with the website. However, one of the most important principles in content marketing is: The content must have added value in terms of content, which takes up the informational needs of the target group and does not appear in advertising. Only then does the target group develop a willingness to engage with the content.

Offpage SEO

For off-page SEO, backlinks are the be-all and end-all of any content marketing strategy. For this purpose, seeding, i.e., the strategic distribution of content ( link baits) in the network. By providing high-quality, purely editorial content, publications are created on relevant media. The aim is to obtain links, i.e., to link the company homepage in the publication. Suitable content for this method is the e-book. The company creates an e-book that offers a high level of added value for the target group. The e-book is then distributed proactively in a campaign; relevant media will be contacted to present the e-book there is a publication. On the one hand, this increases the visibility of the content; on the other hand, the additional link in the publication to the company’s website, i.e., the page from which the e-book can be downloaded, ensures more traffic and, above all, a better link profile. Google weights the incoming links like recommendations from external sites and ensures better search results.

Define Editorial Principles For Implementation

Larger companies, in particular, often have several employees or service providers who formulate texts and design content. That’s a good thing because every copywriter has his handwriting, and variety is guaranteed. Nevertheless, the following applies here: Despite all the differences – the texts must all be of the same high level!

For this purpose, certain rules of the content marketing strategy must be clearly defined: direct address yes-no, text style, and text structure. All of this must be put in writing and serve as a guide for the content suppliers.

 The editorial process must be thought from the end: What content does the target customer need to take the desired next step after dealing with the content? All resources can be used sustainably; the ratio of input to an outcome, the ROI of all methods and measures, is often significantly influenced by hidden adjusting screws. The complex structure of topics, format, channel, target group, and usability must be consistent. Therefore, the editors, project managers, and decision-makers need fixed guidelines that standardize the process and make success measurable.

Read Also : Content Marketing Trends 2021: The 5 Most Relevant Developments

Success Measurement: Content Marketing Strategy KPIs And Sales Goals

A content marketing strategy is only as good as the possibility of measuring success and scalability. At the beginning of each campaign, the KPIs should be defined to be aware of the decisive levers and to optimize the campaign in a targeted and continuous manner.

 User-Relevant Factors

A content marketing strategy should aim to increase interaction and improve reception. All metrics provide information on whether the content appeals to the user or is irrelevant.

Traffic-Relevant Factors

A content marketing strategy should generate maximum effects for the traffic; The volume and the quality of the traffic affect the ranking and the economic outcome of the site. Likewise, the content should be aimed directly at SEO to increase visibility.

Sales-Relevant Factors

The overriding key figure for the content marketing strategy is the ROI. Lead generation, converted leads, and upselling also serve as sales-relevant factors. In this phase of goal setting, the primary focus is on sales goals.

Another important effect in content marketing, which cannot be measured, is the radiance of the brand. The content measures should conform to the brand identity and support brand development. With certain content, a brand can claim leadership in an area. The content authority creates customer loyalty, as the target group perceives the brand as an expert, advisor, or entertainer. The brand thus becomes a medium to which the user specifically turns depending on their needs.

Conclusion: Relevance Of The Content Marketing Strategy

Content is a central marketing tool to get the target group’s information needs. The strategy development revolves around how content can, directly and indirectly, influence the willingness to buy and ultimately the purchasing decision of the target group. Content-related added value must be placed at all relevant touchpoints in the customer journey, on the one hand, to enable brand awareness, and on the other hand to bind the user close to their needs on a factual and emotional level. Besides, the SEO component is used to make the homepage of a company visible in touchpoint number one (Google) through better search engine ranking. Content marketing has long since ceased to be a trending topic but is standard. The user expects content-driven communication. Those who refuse to do so will quickly lose touch with the competition.

Support Lead Generation For B2B Companies With The Web Analysis

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For B2B companies in the digital sector, lead generation is often a crucial phase in customer acquisition. Especially in the process between the user’s first attention for their advertising measures and the transmission of the contact forms, one loses a lot of potential customers and orders. This article describes how web analytics can help with these hurdles.

Lead Generation As A Challenge

Many people know it: You are looking for a specific topic or problem and you get a suitable and appealing advertisement. After clicking on the ad, you will be redirected to the target URL and in many cases landed on a detail page or landing page. However, many (especially B2B) websites are simply not set up well enough there, so that as a user you have a bad website experience and, on the other hand, the company hardly receives any inquiries from users. The similarities between the user’s needs and the company’s offer are too few and so the user leaves the website.

Lead generation often fails because of smaller things. Starting with the user experience, which is becoming more and more essential, to individual form fields that can be named as an attribute or call to action. Also, there are other competitors who in many cases offer the same advantages and use similar advertising measures.

To focus on the target group and at the same time stand out from the competition, you need information and data on the effectiveness of the respective lead generation measures.

Also Read : The 14 Best Small Business Website Builders In 2021

Collect Valuable Data

In many cases, you get all the lead’s entered data sent with the form submission, but you can usually capture a lot more valuable information automatically. On the one hand, a professional tracking setup and comprehensive, uniform data (same lead IDs, etc.) help.

A great advantage arises when you build different tools marketing automation, web analysis, CRM) with the same lead data. Of course, the applicable data protection must be taken into account. As soon as you have decided on an overarching data structure, you can transfer this uniformly for all tracking codes, for example using tag management tools.

Furthermore, you can record the entire path of the user and the individual touchpoints with a tracking setup and use them for analyzes and remarketing measures (addressing interested parties again). To be able to record this data, you need:

  1.  Establishment of a web analysis tool
  2. Setup and implementation of a Tag Management System (TMS) (optional)
  3. Implementation of all relevant tracking codes on the website (or in the TMS)
  4. Individual configuration of all web analysis tools to the respective goals and requirements

As soon as the setup of the tracking, including the lead track, has been completed, all important data about lead generation and touchpoints, as well as user actions, can now be evaluated in a user-friendly and automated manner.

Evaluate And Increase The Success Of Traffic Channels And Campaigns

If you get information about possible optimization and advertising measures in online marketing, you get concrete recommendations for action and a long pro list of why you should use these measures. As a rule, however, only 20% of all measures bring the greatest benefit and many are too cost-intensive. Often, different channels are also better suited to supporting the customer journey than leading the user directly to the conclusion.

The good thing about these measures is that you can measure and evaluate them. All you need is a web analytics tool such as Google Analytics and an individual setup that corresponds to the goals and requirements of the data. To be able to measure the success of the traffic channels and campaigns, the following things must be considered:

  1. Correct implementation of website tracking and forms
  2. Sensible identification of the target URLs of the relevant traffic sources
  3. Appropriate attribution of traffic channels taking into account conversions, services, and costs

However, you should allow yourself some time for this process and work your way into this topic. Before starting the implementation, the tracking and the setup should be set up correctly and, above all, sustainably to avoid wrong decisions.

Generate Insights Into User Behavior

Many implementations and adjustments of landing pages, detail pages, and forms are based on hypotheses and often there is still no real success after a while. In this case, web analysis can be used to analyze user behavior more precisely and understand the actions. Why do users jump off after calling up the landing page? Does the content of the website match the advertising measures and the promised initial information? Which elements does the user interact with and how far does he move on the page?

Furthermore, you can incorporate specific measures that anonymously record user behavior to see exactly how the user behaves on the respective page and where he breaks off. Another advantage is that the forms can be evaluated in detail. Which form fields are used and which are skipped?

Identify Interruptions And Weak Points In The Customer Journey

On average, it can be assumed that the abandonment rate of form usage performs field increases by 20%. Thus, one is faced with the challenge of conveying a lot of information about the lead on the one hand and wanting to cause as few abortions as possible on the part of the user at the same time. Ideally, the most effective component of the form can be found through web analysis data and automated tests. This is possible by identifying unused and breaking form fields through the analysis and leaving them out in the first generation of the lead to increase the conversion rate.

In addition to the forms, there are also many other touchpoints and ways in which the user is guided from the interested party to the conclusion. Among other things, when analyzing the customer journey, one should concentrate on the phase in which the user is and with which advertising material he is being addressed there. It is often crucial that the content of the advertising material and landing pages match the user’s intention and that he can find the relevant information on the website that was suggested to him in the advertising material. Also, you should check the user’s path on the website more closely and further open the doors for successful contact through appropriate measures.

Conclusion

Professional web analysis can be very helpful in lead generation by providing the right information. And by highlighting the measures you can take to best address your target group in which phase of the acquisition, at which location, and at what time, to achieve the desired deals for the website or app. And above all, because it provides valuable data for optimization and user behavior.

Ultimately, only small screws often have to be moved to achieve significantly more effectiveness in lead generation. Web analysis and conversion rate optimization help here.

Blog Content Strategy For Companies: From Brand Story To Conversion

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Great blog content will build momentum with the community if it works as part of a long-term blog content strategy. Depending on the objective, brand core and target group, the necessary measures for a strong performance can be effectively narrowed down.

In the meantime, the majority of marketing decision-makers in Germany have recognized the importance of content for the sales economy. The US-American CMI found in a survey that 81 percent of all companies surveyed in 2016 will increasingly rely on the company blog as a central content marketing measure for their content-driven communication. However, even here only 48 percent of the companies have a written content strategy; the return on investment of the marketing measures of those companies is much higher and puts the marketing efforts of the competitors in the shade.

Tip:

The company blog plays in the premier league of content formats, but without a strategy for the blog, the higher-level content strategy is also useless for the company.

The Blog Content Strategy Starts With The Brand Story

The first step and thus entry into a holistic content strategy succeeds with the macro perspective: Which story should the company tell in the long term?

The brand can function as an equivalent to the classic hero to assert itself against the antagonist, the competitor. 

The company blog works like a tool for the brand to achieve specific company goals, be it lead generation, increased conversion, or image building.

But as in any good story, the hero’s need meets external challenges; and so the goals of a brand strategy are constantly evolving in parallel with changes in the market environment.

The company must therefore be aware of the marketing offerings of its competitors on the one hand and the constantly changing needs of the target group on the other to tailor its added value from the choice of topic to the tonality.

At the same time, the company blog should pursue a dramaturgical approach to the publication of content, because the company appears as a “narrator” but also as a “hero” of its own brand story.

Tip:

A blog content marketing strategy that is based on the overarching brand strategy enables content integrity and an authentic encounter with the target group on an equal footing. After all, a blog lives from the subjective perspective of the operator and the dialogue with the readership.

The Perfect Strategy For The Company Blog

The format of a corporate blog is primarily subordinate to the needs of the target group. The target group is limited by the definition of the communication goals. Whether employees, investors, or clients: depending on which stakeholder the blog is intended to address, its content is aimed either at proactive image building or at increased conversion – for example from reader to lead and from lead to customer.

2.1 Image Building

  • A blog can serve as a cultural space for the presentation of a brand and the company.
  • The content in the blog is characterized less by its informative content and more by its entertaining character.
  • The blog can therefore be compared to an online magazine, which combines various sections, topics, and perspectives on the brand.
  • In the form of reports, reports, or comments, the content of a company becomes tangible and tangible for the reader.

The brand receives a face for the target group because it unites stories in the form of storytelling, which links the company’s facts with a personal meaning. At a suitable point, the company’s commercial offers can also be linked to the added value.

However, this should not be exaggerated: Too much advertising quickly makes the blog implausible, harms the user experience, and scares the reader.

2.2 Conversion-Relevant Strategy

A blog is far more interesting for the economic goals of a company if it offers the user high-quality informational use (for example in the form of a specialist blog on the subject of entertainment electronics or a guide for cosmetics), and at the same time serves to link the added value with specific, commercial offers.

The creation of advisory, argumentative descriptions of products as part of the content has a positive effect on the willingness of the user to conclude a purchase.

The following are the most important levers for a conversion-relevant blog content strategy.

Blog Content Strategy: From The Conception To The Optimization Of The Conversion 

Goal Determination

  • As already explained, the goals of the blog should first be defined.
  • With a conversion-relevant strategy in marketing, measures must be taken that introduces the user to the company’s commercial offer through concise positioning.
  • The results of the target definition are used to identify the operational measures in marketing.

From Target Group Analysis To The Target Persona

  • To convert readers to buyers with the help of content, the needs of the target group must first be identified. This is done by creating the target persona, an archetype of the target group, which is defined through qualitative and quantitative research.
  • Based on the company’s brand strategy, the core characteristics of the target group, whose needs the brand addresses, are portrayed and narrowed down.
  • The content can thus be created from the keyword to the format and adapted to the attributes of the persona.

Keywords Research

  • Based on the results of the target group analysis, the relevant keywords are researched, which address the needs of the target group and offer a framework for the content strategy.
  • Ultimately, the goal of blog content as a relevant search result is to pick up potential customers in their customer journey and remove the hurdles for them to deal with a brand, a company, and its offer.

Tip:

It is worth taking a look at the keywording of the competition: a keyword-relevant to the company, for which there is a high demand among the target group, but is only used slightly by the competition, offers the company blog the highest SEO success. Long-tail keywords have great potential to position yourself successfully in search results with differentiated content on relevant topics. Keyword tool. and SEMrush Are helpful tools for keyword research.

SEO Editorial Plan

  • The creation of a time, form, and content plan for the SEO strategy enables centralized coordination of all editorial processes.
  • At the same time, from creation to distribution, all relevant keywords for the content formats should be defined and documented in the editorial plan, which corresponds to the conversion-relevant basic idea of ​​the content strategy.

Also Read : Increase Content Marketing ROI: In 3 Steps To Increase Sales

Conversion-Relevant Content Formats

  • The targeted use of competitions, coupons, or online tools in marketing creates incentives for users to leave their contact details – for example, to win them over to a newsletter subscription.
  • Likewise, products such as white papers or e-books can be offered for free download by entering the contact details.
  • Contact forms in the sidebar or product advertisements below the article enable a subtle bridge between the initial interest of the reader and the needs of the consumer.
  • However, the focus of the blog must always be the editorial content: Anyone who advertises too much for something or emphasizes the branding of the company will quickly lose their credibility.

Tip:

From the user’s point of view, the added value must predominate and justify the interaction with a brand.

Also Read: What Is Branded Content, Its Goals, And Functions?

Seeding

  • When creating content, you should always think beyond the blog.
  • Strategic placement of the content in the form of seeding in social media, forums, or even other blogs ultimately generates not only greater reach, but also higher brand awareness and thus higher traffic quality.

Measurement Of Success

  • According to the initial objectives, the performance of the individual content must be evaluated. There’s no point in investing a lot of effort into creating high-quality content if nobody notices it in the end.
  • To evaluate the content strategy, key performance indicators must be defined, which can be used to measure success.
  • This happens on the level of user behavior on the blog as well as on the level of sales-relevant factors such as lead generation through individual content or the repurchase rate from existing customers.

Tips For A Vibrant Blog  

A blog content strategy is a prerequisite for long-term good performance in marketing, but if you only concentrate on the content and do not understand how to bring your offer together with the audience, you waste time and effort.

A blog has to reach its target group where it is: on social media, in the blogger community, and Google. Here are a few tips for creating and preparing the blog content for all levels:

4.1 Social Media

The company is not an island, but needs to know what its target group is talking about – also on social media channels: When viral content storms the net, this is a good opportunity to benefit from the phenomenon as a company. From the Ice bucket Challenge to Drake’s “Hotline Bling”: bloggers, Youtubers and Instagrammers have used the attention of the community by placing their content in the context of viral campaigns – for example through hashtags.

Audiovisual formats dominate all social media channels.

Especially due to the increased use of mobile devices, videos are gaining the attention of the community – short video clips for on the go that are entertaining and get to the point quickly.

The YouTube boom was just the beginning. Platforms like Instagram and Twitter are now following suit by creating their video applications.

Tip:

Neither selfies nor status messages are asked for by the community. Instead, original content such as self-made memes spreads quickly because they are unique, humorous, and look at topics from a fresh perspective.Anyone who makes the user laugh or offers a valuable “aha” effect will not only be rewarded with more attention but will also receive more traffic to their blog.

If you want to teaser your posts on Facebook or Twitter, you should put all your energy into making the user curious.

On the one hand, social media platforms require a short, concise communication of information, on the other hand, they live from emotional content. Matters in blog posts can become interesting for the target group in social media if they indicate added value to the user through emotionalized promises.

The headline addresses a need of the reader and with one linked informative value-added promise. The reader is left with the feeling that if they don’t read the content they are missing out.

4.2 Blogger Community

Depending on the focus and added value, the next step is a targeted link with other bloggers that are correct and important in marketing to attract increased attention from blog readers with your blog. So it makes sense for individual editors and authors to seek contact on other blogs and forums, ask questions, and provide feedback on the content of individual contributions.

Constructive comments in other blogs with relevant, content-related overlaps profile the authors and build trust with the readers. However, it is important not to place too many links to the company blog in the comment field of other blogs too quickly – too much self-promotion builds a bad reputation and makes the company blog untrustworthy.

4.3 SEO

The SEO trends point to increasingly complex content, which brings the highest traffic for a homepage. An initially good placement in the Google search results is of no use if the created content is so thin that the user already gets his search query answered in the SERPs and therefore does not even have to visit the homepage – a challenge that is posed by Google knowledge Graph has tightened in recent years. Instead, long-tail keywords promise the greatest success for complex issues, provided that the topics are easily comprehensible for the user.

The keyword ranking of individual content in the company blog must be continuously monitored to optimize the blog content strategy at a suitable point: Online tools such as SEMrush or Search metrics enable website rankings to be monitored. At the same time, the performance of posts from the click-through rate to the page views in the blog must be evaluated to improve the conversion in a targeted manner.

What is Branded Content, Its Goals, And Functions?

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Branded content is an instrument of marketing communication through which content is published on the web at a relevant and strategic point by a company and subtly pointed out to products and services. The added value of the content comes first. Branded content should not have an advertising character, but should arouse interest in the user, whose attention is skillfully directed in the course of a content funnel. This approach corresponds to content marketing.

Branded content marketing means packaging the brand message in needs-oriented content and placing it at the relevant touchpoints of the target group. The company that publishes the content uses the content and trends to subtly and unobtrusively draw attention to the brand and what it offers. However, as soon as the content is too dominated by the brand in terms of content and visual appearance, it appears to the target group as too commercial and is therefore quickly perceived as advertising. 

Therefore, with branded content, the added value for the target group should always be placed in the foreground, so that branded content marketing can work effectively and sustainably.

Also Read : Digital Branding: How Companies And Their Brands Become An Authority On The Web

Branded Content Goals And Function

Branded content aims on the one hand to strengthen brand awareness among the target group, serves to build the image, and is at the same time an instrument of inbound marketing.

  • Brand Awareness: A brand gains attention through needs-oriented content that offers the target group an informative or entertaining added value. The target group remembers the added value and returns to the source, the brand, for future questions. The more the target group deals with the branded content, the stronger their bond with the brand develops.
  • Image Building: A brand not only wins the attention of the target group through needs-oriented content but also consciously stages itself through the branded content. Depending on which topics are published in which form, the recipient has a certain image of the brand – be it the image of a solution provider who provides answers to everyday questions, or the image of a thought leader who communicates innovative and visionary ideas.
  • Inbound Marketing: Branded Content Marketing serves a company’s economic goals. It is used to attract interested parties to the company’s commercial offer via the target group-specific, content-related added value. This is achieved through a subtle and strategic call to action, which is placed close to the content. These can be contact forms in addition to the text or information on downloading additional content. 

The aim is to inspire and motivate the user to get in touch with the company or to make a purchase decision. From an economic point of view, branded content primarily serves to acquire leads and a chain of conversions that aim to conclude a purchase.

Branded content marketing pursues the development of a brand image by building a value system around a brand through added value in terms of content. In the name of the brand, content is communicated for which the brand wants to stand and which serves the interests of the target group.

 The brand promise is directly associated with added value, which strengthens the effect of the brand essence and creates a sociological space for the target group on the Internet. The aim is to strengthen customer loyalty to the brand through the relevance of the content, and to win new customers who are convinced of the product due to the content or are at least interested in it.

Branded Content Marketing Seeding

Seeding branded content is a key lever for placing added value where the target group is and, if necessary, looking for answers. The content, format, and publication channel must form a unit that supports the brand message and corresponds to the media behavior of the target group.

To increase the reach and create multiplication effects, content is often published in cooperation with influencers; these can be thought leaders, entertainers, or journalists. At the same time, suitable publication channels are researched and contacted to place the branded content on target group-relevant platforms. 

However, the content must not appear too commercial, as it is then neither recorded nor published by the media.is still perceived by the target group as interesting or credible.

Digital Branding: How Companies And Their Brands Become An Authority On The Web

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Anyone who makes their brand visible on the Internet with a digital strategy builds up a lasting charisma. Because the digital measures make the success of a brand strategy measurable and enable a tailored approach to the target group.

For companies that make a significant proportion of their sales online, the digital brand can decide how the profitability margin will develop. Given a large number of comparative offers, only the brand remains as a subjective purchase argument after the price. Also, in contrast to offline branding campaigns, digital branding is more measurable, controllable, and effective – because there is no media break and conversion is often just a click away.

A strong brand on the web with a convincing communication strategy not only has an impact on user behavior but also on the visibility of branded content. The CEO of Google, Eric Schmidt, already indicated in a comment the weighting of the brand authority as a fundamental criterion for the evaluation of content: “ Brand affinity is hard-wired. It is so fundamental to human existence that it’s not going away. It must have a genetic component. “

The following is a breakdown of the key factors and measures that define a strong brand and proactively lead a brand development strategy to succeed in the digital space.

Also Read: Content Marketing Trends 2021: The 5 Most Relevant Developments

What Is An Online Brand?

An online brand is defined on three scalable levels, which enable a targeted optimization of the brand communication strategy and an economically valuable interlinking of all online measures:

1.1 Fire Visitation

The more the brand is searched for and visited directly online, the higher the brand authority on the web. The increased search volume for a brand is the result of increased brand awareness, which arises through the channeling of attention through advertising campaigns, be it TV, social media, or content marketing, to the company’s online offer and develops in the medium term from the customer’s motivation. Brand visitation has three advantages.

  • First: A large part of the brand visits have not been bought and therefore show a high ROI.
  • Second: A high proportion of brand visits has positive SEO effects, as Google also perceives the site as an authority for a topic segment.
  • Third: For the brand, the brand visits mean an optimal online conversion of the branding and thus a measurable effect on the company value

1.2 Brand Interaction

The aim here is to emotionalize the brand to indirectly increase sales via online channels. Comments, shares, or likes from the community are on the one hand indicators of the target group’s sympathy and perception of the brand and its content, the branded content, and on the other hand, serve to multiply the followers:

  • The larger the community, the stronger the brand’s assets.
  • Those who lead a need-oriented interaction are automatically rewarded with a higher reach through earned media and gain the target group’s trust in the products.

1.3 Brand Loyalty

Access from users who associate the brand with direct added value (eg “I buy glasses from Mister Spex”) and who repeatedly visit the brand for their purposes is particularly valuable.

  • Online loyalty means that the user accesses price comparison sites less because he appreciates the high quality of information and service from his favorite brand.
  • It also means that when searching on Google, users are more willing to click on the search results of a brand, even if the result does not achieve a top ranking.
  • Besides, they interact faster with digital communication in the form of brand postings on social media, even if these do not address immediate needs in terms of content. The brand loyalty effect also increases the effectiveness of all forms of advertising, because brand communication is associated with increased authority.

How Do You Measure The Success Of Digital Branding?

A decisive difference between digital branding and conventional brand concepts is scalability. Often millions of euros are put into offline media channels, where the sales success cannot be controlled. Not so with the digital brand, because here you can not only measure the effects much better but also assign and optimize individual campaigns on individual channels.

Also Read : Marketing Automation: What It Is, How It Works, And How To Choose The Right Tools

2.1 These Variables Of A Digital Brand Can Be Measured

  • Brand keyword traffic
  • More sales from customers who access the online offer via brand keywords
  • Increased CTR in search engine rankings
  • Higher repurchase rate with existing customers
  • Number of brand mentions in the media
  • Number of natural brand links from authority media
  • The volume of the organic acquisition of social media followers
  • The relative increase in social media engagement (important: similar posts e.g. social posts versus product post)

Even if online measures lead to offline sales, multi-channel tracking can be developed with the help of CRM systems and lead management tools. The click-through rate in the Google search results should be documented as well as the lead generation on the homepage and the resulting sales. Tracking enables an analysis of the ROI of brand communication down to the last euro.

Tip:

The engagement of the user with the digital content already provides information about whether the brand communication serves the needs of the target group. Those who measure themselves against the development of user behavior and align their brand strategy to their needs are using a strategic lever that will sustainably increase brand awareness, traffic quality, and ultimately also the ROI.

2.2 Digital Branding And SEO

  • The higher click-through rate in search results of the brand generally results in better rankings over time, as Google perceives this algorithmically.
  • Besides, the number of returning customers is increased through direct brand search, bookmarks, which lead to browsers in search BIAs, whether Android or Chrome, Google systems search for search patterns from the past; a frequently entered web page is suggested more often in the autocomplete function. This is an additional multiplication effect for digital brands that will pay off in the medium term.
  • As Google has already suggested in the past, direct search queries for a brand have an impact on the overall rankings of a website: If Mister Spex glasses are searched for frequently, Mister Spex’s overall rankings for glasses also increase because brand authority is in place. In an interview with Wired, Google Search Engineer Matt Cutts explains: “And we actually came up with a classifier to say, okay, IRS or Wikipedia or New York Times is over on this side, and the low-quality sites are over on this side. And you can see mathematical reasons … “

Tip:

The qualitative evaluation of a page is based, among other things, on the quantitative evaluation of user behavior.

But How Can I Optimally Combine Digital Branding And SEO?

 It is important that branding and SEO are not mutually exclusive in terms of departmental politics, but rather that they are thought of as being linked to one another. The learning effect for the SEO strategy is that content that generates organic rankings as content or generates links must be on the same level in terms of content; that they support a positive brand image in the form of thought leadership. However, assessing this is not a classic SEO function, but rather an editorial function that requires close cooperation between the departments.

At the same time, marketing strategists must understand that content charges the brand with authority if it is profitable for the user and focus not on the company itself, but the solution. Often, digital branding also dominates the visual design of a website and thus usability, which has an impact on SEO and the positioning of content. It is often forgotten to perceive the communicative content as part of the brand positioning and not just images and slogans. The latter means that the website looks like a glossy advertising brochure, but no content positioning is possible for the user or the search engine.

Content Marketing Trends 2021: The 5 Most Relevant Developments

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“Mobile First” – As a constant companion, smartphones have become an integral part of everyday life. The 5 content marketing trends 2020 show the relevance of mobile communication channels for a more personal customer journey and faster interaction.

Digitization is on everyone’s lips and will continue to play a major role in the future. It will also find its way into the content marketing trends of 2021 and decisively influence the customer journey. Content marketing is primarily geared towards the smartphone. 

The focus is on mobile-optimized content that defines the positioning of the brand and the interaction with users. Because what is increasingly important is the speed with which individualized and emotionally appealing content can be conveyed. Those who follow the content marketing trends of 2021 can continue to enjoy success in the industry.

Messenger Marketing: Faster, Easier & More Personal Content

Artificial intelligence in content marketing will also be at the forefront in 2021. Because they can not only analyze user behavior with ease. The cognitive computer system Watson from IBM recognizes language patterns and shows a deeper understanding of language. This enables natural and individual voice output. Thus, Watson is superior to other conventional AIs.

It’s not just artificial intelligence that is in the fast lane. 

Data-driven marketing will become more and more relevant in the future. Through social media or messenger services, vast amounts of data are available that can and should be used strategically in content marketing by entrepreneurs. This enables the collection and analysis of user information, which allows conclusions to be drawn about the communication and can be used in a targeted manner.

What no company should do without is direct contact with users through messenger marketing. Up to 97% of users use WhatsApp for direct communication with relatives or friends, making other social media channels such as Facebook Messenger obsolete. A bribable reason to interact easily and directly with users. Where better to reach the target group with sophisticated content than in the places where they spend most of their free time? Messenger services are therefore ideal for understanding user behavior, wishes, and needs and offering individual content.

What makes messenger marketing particularly effective:

  • Ideal for a “basic communication”
  • The high degree of individualization and intimacy
  • Creative & extraordinary call-to-action buttons, GIFs, pictures, and emojis
  • Automated and fast interaction with chatbots possible
  • Also picks up young target groups

This makes digital communication channels one of the leading strategies in content marketing 2021.

Facebook? Less Relevant For Young Target Groups In The Content Marketing Trends

Speaking of Facebook Messenger: Facebook will become less and less relevant for content marketing in 2021 to reach young target groups. Most companies still use Facebook as a communication platform and do not dare to outreach to other platforms. However, courage is required at this point.

Even if the user numbers say otherwise, Facebook is not number 1 among the young target group, at least in Germany. WhatsApp and Instagram are becoming more and more important; the number of active users increases. Therefore, the implementation of content marketing strategies should immediately be focused on these communication channels. But LinkedIn and Xing are also establishing themselves as direct bridges to young customers – and the trend is rising.

But that doesn’t mean that Facebook has to turn its back entirely. The communication platform is still suitable for reaching and addressing older groups of people with relevant content.

Voice Apps: Give Your Content A Voice

In the future, content marketing will not only take place on a written level. Voice assistants from Amazon or Google are more and more common in everyday life. The primary means of communication here is spoken language. To be able to position themselves and the brand for voice control as well, entrepreneurs should not do without voice content marketing.

Voice apps with which dialogues and functions can be integrated with the voice assistant are becoming increasingly popular. Here, text-to-speech technologies are used to convert text with natural sounding voices. Voice assistants such as Alexa or Google Assistant offer entrepreneurs the opportunity to come into direct contact with users under their brand names and to be present in the customer journey.

To offer quality and added value via voice apps, manufacturers should pay attention to the following steps:

  • Search intentions of the target group identify: needs and desires of the users need to be understood, to be able to deliver customized content and meet the expectations.
  • Define a few, but relevant, keywords: More words are generated verbally per minute than in writing. The use of filler words differentiates oral from written language, which is why companies should optimize their content to natural word combinations.
  • Create language content or adapt existing content linguistically: content should always meet customer needs. If this is already guaranteed in the existing content formats, companies should check whether these are suitable for text-to-speech conversion. The content should not exceed two to three sentences or a maximum of 30 words.
  • Implementing content technically: Depending on the frequency with which voice assistants are used by the target group, the available resources should be determined. Companies with limited capacities should deal with the speakable markup. If a lot of resources can be invested, companies should think about creating their voice apps.

Micro-Moments – Decision Moments

Reach the right person at the right time with the right statement – with every contact.

Do you know if you’re looking for an answer but just can’t find it? Then you grab your smartphone, your constant companion, and quickly google what you want to know. 

The Micro-Moment is precisely in this decision-making process. The moment when companies and brands can get closer to the user. To fully exploit this potential for content marketing, the marketer needs to know the 4 types of Google Moments:

  • I-want-to-know moments: a quick search for information on specific issues
  • I-want-to-go moments: Find nearby places
  • I-want-to-do moments: Finding short, simple solutions and help for a specific problem
  • I-want-to-buy moments: the basis for making a purchase decision

The linear marketing funnel is turned upside down. The micro-moments are not about building trust with potential customers. The customer wants something – and he wants it right away. For marketers, this means that they have to prepare for a shorter journey with fewer touchpoints. It’s about fast, easy, and high-quality content. Entrepreneurs need to ask themselves: what can I do to get the best out of it? Am I present throughout the entire customer journey? Is my content optimized for these special moments?

Micro Influencer – Promising Content Marketing Trend Influencer

 Marketing has been one of the most widely used marketing strategies for a larger reach for a few years. However, studies show that influencers with countless followers lose credibility – and are associated with high costs.

Since Instagram and YouTube remain relevant platforms in content marketing, the best way to reach users is still through influencers. The “ micro-influencers ” have far fewer subscribers. This has the advantage that they appear more authentic and credible because their reach is built up organically by family members, friends, or acquaintances. The existing relationship of trust is ideal for marketing experts in the future to position themselves through recommendations from the influencer.

  • Micro-influencers have around 1,000 to 10,000 followers. Thus, they offer a denser target group for a specific topic. This enables companies to be addressed directly in a targeted manner.
  • The lower the number of subscribers, the higher the engagement rate. This allows influencers to interact with users more often and more intensively. The prompt and friendly communication is ideal for a positive ” digital branding “.
  • Micro-influencers convince with an authentic exchange on the brand if their content matches it.

Tip:

Marketers should make sure in advance that the brand is appealing to the influencer to implement the most natural-looking cooperation possible. If the influencer separates too much from the company’s goals, the inauthentic demeanor “scares” potential customers.

Conclusion: Mobile Optimization And Direct Communication As Clear Content Marketing Trends For 2021

The content marketing trends in 2021 indicate that marketing strategies should be adapted to the mobile use of potential customers and that developments should be constantly monitored. The sales funnel has become faster-paced which marketers need to prepare for. Because not only the customer journey is increasing in speed. Competing companies are also gaining speed. The presence on communication platforms will therefore be decisive to interact immediately and directly with users. Relevant, authentic content that emotionally takes the user away will continue to play a role.

E-Commerce: 7 Trends To Watch Closely In 2021

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Conversational commerce, the growing weight of social networks, the hybridization of retail … Focus on 7 trends that will impact e-commerce in the months to come.

The marketing sector has been particularly disrupted last year, in particular a dazzling digitalization for many companies.

On this occasion and to anticipate the coming months, the SaaS company Uberall takes stock of the marketing trends not to be missed in 2021.

1. E-Commerce Hits New Records.

After a particular year that has shaken up the way millions of consumers buy, e-commerce is expected to reach 18% of total retail sales in Europe in 2021. 

2. The Line Between E-Commerce And Physical Selling Is Blurring.

If the two channels have been opposed for a long time, their complementarity no longer needs to be demonstrated.

The success of businesses depends on the careful integration of their online and offline activities.

Real-time product inventories or click & collect are digital options to be favored.

It is also estimated that in 2021, around 40% of purchases made online will be collected in stores.

3. Conversational Commerce Is Growing Rapidly.

In the United States alone, virtual assistants, such as Alexa or Google Home, will exceed 100 million users.

The use of these “smart speakers”, as a marketing channel for brands or a purchasing channel for consumers, will develop significantly in the coming months.

At the same time, instant messaging (chatbot) will always represent a privileged channel for sales and customer relations.

Also Read: The Most Exciting Business Ideas To Make Money In 2021

 4. Social Commerce Is Essential.

In 2021, Facebook, Instagram, Pinterest, Snapchat, YouTube, and TikTok will represent major channels for e-commerce.

Already present this year in marketing strategies, their commercial use continues to rise and dramatically squeezes the conversion funnel.

 5. Corporate Social Responsibility Must Be At The Heart Of Their Identity.

Following recent protests and the COVID-19 pandemic, younger generations now expect brands to demonstrate certain values, at the social, ethical, or environmental level.

In addition to fostering the buying journey, engaged brands also find it easier to recruit and retain employees.

6. The Upsurge In Fake Customer Reviews Is A Problem.

The growing problem of spam and fake online reviews is increasingly bothering consumers.

The main consumer platforms must therefore implement new reforms and guarantees to strengthen the credibility of their content.

An increasingly crucial issue, particularly for the giant’s Google and Amazon …

 7. Google My Business Takes A Closer Look At E-Commerce.

For several years now, Google has offered online reservation and food ordering services.

Google My Business is expanding its e-commerce offering to develop new ways to help local businesses and combine consumer’s online and offline experiences.

Also Read: The 5 Major Retail Trends In 2021

In 2021, local merchants will be able to sell products directly through their local business profile on Google.

Digital Marketing Forecasts And Trends For 2021

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In this new year, marketing will have to focus mainly on three aspects: digital transformation, ethics in data processing, and reaching consumers who spend much more time at home. Without forgetting inclusive communication and the fall of some taboos.

30% of customers accept that the purchase experience will never return to be like before the pandemic. From this we understand that it is more important than ever for retailers to seize this new growth opportunity, the risk of falling behind the competition is very risky in a market that has changed completely even in a year.

Digital Transformation Of Small And Medium-Sized Companies

Small and medium-sized companies have been among the commercial realities most affected by the consequences of the pandemic. These were faced with the need to completely rethink the management of physical interactions with their customers.

During the first lockdown, Wematica conceived and created a fast and immediately ready solution for local companies: Local e-commerce.

Read Also: Find The Right Business Idea: Trends 2021 – Corona Was Yesterday

A New Era For Data Ethics

The more individuals utilize the internet, the more protecting their privacy and data becomes a key issue. Over the last two years alone we have produced 90% of the available data, a significant figure that demonstrates how important an increasingly regulated treatment of the same is. Users expect companies to protect their data and communicate its use.

In companies there are more and more ethical profiles that enter the daily life of the company, representing a real competitive advantage. 

We can affirm that the positioning of the company on the market is no longer based only on the affirmation of the corporate identity, but extends to the communication of corporate values including ethical profiles.

In this new year, more and more importance will be given to privacy-centric measurement systems, as marketers will find themselves using sophisticated techniques such as conversion models to quantify the performance of their digital campaigns.

Reaching Home-Confined Consumers

Users are increasingly using online videos to inform themselves and have fun. In 2022, more than 80% of consumer online traffic will be generated by videos. It must be borne in mind that in this very particular historical period, consumers will have an undefined and certain behavior until reaching a new “normality”. The task of the companies will be to guide the consumer in this new reality.

Business Applications

Downloading an app is an important demonstration of interest in a company. The app users tend to be more loyal customers, in the case of physical stores it has been seen that these tend to spend three times more than other customers using mobile devices. As this trend will continue to be present in 2021, companies need to rethink their strategy, thus converting apps into a value-added channel for their customers.

Also Read: The 5 Major Retail Trends In 2021

Equality Also In Marketing

The discourse on racial equality took a big step forward in 2020 but in 2021 people are expecting more. The communicative approach must be more natural and authentic, not addressed to a single reference target: each category must be an integral part of all communication.

Less Taboo In Communication

Many companies have chosen to contribute to the end of some taboos in communication, shedding light on topics that have never before been addressed for what they are, as they are. The menstrual cycle is just one of the many themes that many companies, including Pantone and Luvenia, are bringing to light. A transparent and direct approach that has found recognition in the public, demonstrating that dialogue and discussion on important issues such as this allow their normalization.

L ‘ listening by companies of their target is essential. Listening to the requests, needs, needs, and desires of your target audience, allows you to create communication campaigns that will be approved and shared. Creating a connection, making consumers believe in the company allows the company not only to grow but to consolidate its identity and strength on the market over time.

2021 promises to be an important year in communication many issues will be cleared through a coherent and inclusive language to represent realistically what you are talking about, calling him by name with no way out.

The Online Marketing Trends 2021

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Yes, you can talk about online marketing trends for 2021! Even if the economic development is largely in the stars and different industries are affected by the crisis in completely different ways – or to different degrees: Online marketing will take place; probably in many cases with significantly modified content, but sometimes even to a greater extent than before due to the external circumstances.

Do Companies Always Have To Follow Digital Marketing Trends?

The online marketing trends 2021, like all trend forecasts, are neither dogma nor corset or mandatory blueprint for your marketing measures. You don’t need to overturn a marketing strategy that may be working perfectly because it doesn’t seem to match the current hype.

Nevertheless, it makes sense to look at trends in online marketing. Then, for example, when you are discussing the key data for new campaigns. Or if you want to give ongoing campaigns more drive. Or if you want to create a new online shop and want to put a marketing strategy to the test in the first place.

But keep an eye on: “One fits all” does not apply to online marketing trends in 2021 either. A certain trend may sound so sexy – if it just doesn’t fit your company profile when implemented, then keep your hands off it: There are reasons why you can hardly find an undertaker on TikTok.

7 Trends – What Will Count In Online Marketing In 2021?

There are further developments and new developments in almost all sub-areas of digital marketing, and sometimes what is said dead remains – quite surprisingly – successful as always. So, we’re going to focus on some key trends that you really shouldn’t miss.

  • 1. Purpose: This is about a general attitude that has grown in importance across all marketing content and channels in the face of the crisis. The current marketing study by Deloitte highlighted this prominently. So spread with a clear edge what you stand for, what sense your offer and your company, in general, have right now, work the – also: human! – Bring out the value of your brand and generate sustainable customer loyalty.
  • 2. Content: The long-running hit is getting more and more weight, not just because of the aforementioned purpose focus. Content marketing is also at the top of the list when it comes to search engine optimization with a view to Google. Because the latest Google updates strongly suggest that the search engine will interpret user-friendly “quality content” more and more intelligently and evaluate it more positively. You can find more about this in our e-book “Content Marketing for SMEs”.
  • 3. Omnichannel marketing and marketing automation: Target groups cavort on more and more different platforms and channels. The time when you could reach the majority of your potential and active customers with just one Facebook Page is long gone. Omnichannel marketing is the name of the strategy for countering this development. And marketing automation also helps, among other things, not to get bogged down in omnichannel marketing.
  • 4. Geo referencing and local marketing: The crisis of 2020 has certainly also brought new interest to stationary local trade – not only Amazon & Co. Here it is important to make optimal use of the various tools and channels for local marketing using local SEO ( Google My Business, Directory Services, Facebook Places, etc.) to pick up the “Support your local” movement. Geo referencing means “attaching” a location marker to as much data as possible.
  • 5. Social Commerce: This type of customer loyalty existed long before any online marketing (keyword “Tupperware”), and the relocation of this distribution channel to the Internet naturally experienced a huge boost in 2020. Generating sales via social media recently worked on a whole range of channels from Facebook shops to shoppable ads on Instagram to video pins on Pinterest. We recently showed the special content and strategies for social commerce in a separate article.
  • 6. TikTok and other snippets: Short, shorter, shortest – whether TikTok, Instagram Reels, or YouTube shorts, it seems that this trend towards snack content has come to stay for a while. The extreme sharpening of brand messages due to the format required is just as much a challenge for the concept developer as the choice of the appropriate channels.
  • 7. Personalization: CRM systems and other tools that allow customers and target groups to have an almost purely individual user experience are becoming ever faster, more differentiated and smarter, across different touchpoints to the company. Personalization in online marketing may not be brand new, but there is very clearly room for improvement here.

Always In Trend: Tried And Tested And “New Old”

What has not only been important since yesterday and will also play a major role in the context of the online marketing trends in 2021 are, for example, video and podcast contributions, the entire field of conversational and affiliate marketing, voice search, influencer advertising, etc. Some Experts also see trends emerging that the last word has not yet been spoken of. For example, the experience with the pandemic should bring about a return to old-school and so-called nostalgia marketing – developments that are entirely plausible but are not suitable for building the pillars of the marketing strategy here, of all places.

Also Read : 8 Technologies To Keep An Eye On In 2021

Conclusion: Especially In 2021 You Should Keep An Overview!

Keyword “supporting pillars”: Since the developments in marketing in 2021 – and not only these – are on shaky ground anyway, you should not chain too many of your resources to a single trend when planning your marketing and the corresponding budget, even if however plausible it may seem. Driving by sight is perhaps one of the most promising online marketing trends in 2021.

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