Content Marketing Trends for South Africans in 2021

Since its inception, content marketing has gone through many changes, variations and total overhauls. This trend continues as we move into 2021 and beyond. Take a look at the content marketing trends we can expect to see as South Africans:

A call for better content

Not only does the research show that less is more in terms of blogging frequency, but also that more is more in terms of content length, quality and actual information.

changes in blog length over time

Source: Orbitmedia

What does that mean for you?

Your content can’t just be fluff which fills the space on your blog a few times a week. Go for longer, researched content written by someone who understands your industry and target market. Instead of publishing 12 blog posts a month of 400 words each, aim for 4 posts a month at over 1 200 words each.

When it comes to social profiles, keep your messaging on target – don’t just fill in the gaps with ‘filler’ content – make sure that whatever you publish will be deemed as valuable, educational or entertaining by your target market.

The need for strategy

For many, the past 8 years of content marketing strategy has been a fleeting agreement on what channels you will be utilising and then an understanding that content will come out on those channels as often as possible. Now more than ever, it’s become imperative to have a clearly defined strategy, which serves your clients as well as your business objectives.

What does this mean for you?

It’s realistic to assume that not everyone likes to plan or has the know-how of the planning process, so hire someone to do it. A professional content strategist will ask the right questions and put a plan together which you can then follow (or outsource to someone who can).

Content Marketing Strategy

Personalise your content

What is the point of going through all the trouble of clearly defining your target market, only to write generic content? If your target market is made up of different groups of people, then you will need to create content for each group – don’t think that one message will speak clearly to all of them.

What does this mean for you?

Each of your target markets should have a clearly defined persona, and they should each get customised content which will speak to their needs, ambitions and wants. Each market should get airtime on your blog and social media channels.

The need for content will only increase

Content is needed in every part of the buying process, so it’s certainly not going anywhere and will only increase as more businesses see the importance and value of having customised content, for each of their target markets.

Buyers journey and content

What does this mean for you?

Your content team will need to have the know-how to create the different types of content which is expected for each stage of the buying process. And if they don’t, you’ll need to have a reliable service which you outsource to. Similarly, if you don’t have a content team, then make sure that you pull together service providers who have the necessary experience, marketing knowledge and attention to detail, that is required to create engaging content online.

If you need help with your content marketing strategy for 2021, or if you are looking for a reliable, affordable, professional copywriting service then get in touch. We can customise a content package for your business which will speak directly to your target audiences, bringing you more leads.

Share this post: