The acceleration of digital trends related to the economy has only increased thanks to the pandemic. New communication platforms provide multiple avenues when working in a flexible workspace. To keep up with the changing industries, new marketing methods will help businesses compete in the modern economy.
Small businesses are paying closer attention to the online world. While many companies hire bloggers to write regular content, this form of marketing is getting lost in the crowd. Businesses ranging from boutique shops to dental offices are publishing the same type of content. Again and again.
How Do You Know If You Have Old-School Content?
If you suspect (or even if you don’t) that you may have out-of-style blog posts, pay attention to the following:
1. Link Pushing
Too many links stuffed inside a single page can look messy and promotional. Building trust with readers is at an all-time high. People are used to promotional blogs, and when it feels inauthentic or all-too-familiar, readers lose interest.
Blogs written in the second-person have their place and can successfully establish trust between brand and customer. That being said, too many posts rely on the confessional tone to capture attention. “You know what I’m talking about?” should never be used in a 2021 blog. If they don’t know what you’re talking about, this is a problem. If you have to ask, this is a bigger problem.
3. The Spaced-out Post
Most bloggers are taught to pay attention to the page layout when writing content. Appropriate gaps of space are used before H2 or H3 headers. While this is an important factor when engaging readers, it should be expected. All posts, not just the particularly important ones, should be properly formatted. Believing the layout is a benefit of professional blogging is a misunderstanding. It’s mandatory.
Selfies of any kind can be problematic for certain blogs. Even businesses that are emphasizing beauty products and services are re-thinking the look. Selfies, like confessional writing, are often created to seem authentic. Unfortunately, they usually come across as trying too hard. A subconscious understanding that marketing = performance is more likely to have an honest appearance. If a selfie must be used, airbrushing and digital filters are not advised.
The Future of Blog Marketing
Narrative blogs used to sell services or products are a new way of creating unique content. By using story-driven text, marketing does not rely on over-produced confessionals and instead focuses on entertainment. By combining art with online businesses, narrative marketing can move readers without using mechanical formulas.
Benefits of story-driven marketing include:
- Natural linking
- Unique entertainment
Depending on the narrative, fiction incorporated with truth can blend a company’s financial goal with engaging material. Since creativity cannot be generated by artificial intelligence, this benefits both the business and the blogger.
Empathy is Not a Trend
But it is increasingly popular. In 2021, many business owners are struggling to adapt to new practices. This can include video meetings as well as updated client retention methods. Professional bloggers who succeed in today’s market understand that each company has its own goal.
The emotional needs of customers may be different than they were pre-pandemic. Emphasizing the wants and needs of a specific audience is essential during a time when spending habits may have changed. By hiring one blogger instead of a team, marketing costs can be significantly reduced while simultaneously striking the right tone for a company blog.
What Does New Content Look Like?
Blog content is always changing. However, SEO practices, layout spacing, and headers are here to stay. New content is focused on the mechanics and formatting as well as creativity. An emphasis on art, story, and an individual understanding of the client allows both new and old businesses to flourish.
Out-of-the-box blog posts can be used in a variety of ways. Reposting content on social media sites is just one approach. How a business relates to their clientele proves how well they know their target audience. Using advanced posting strategies is just another way to move forward.
About the Author
Rebecca Lee is a blogger with over 20 years experience. She is best known for her blog, Object Relations, that incorporates creativity with certain product marketing.