Content marketing shifts often enough that last year's plan goes stale. Our Pittsburgh crew comes to your office, your shop, or your event. By the summer of 2021, the useful question was how to adjust the work so it could still support growth. These were the seven habits at the top of that list.
Live video
Video, including webinars and other online events, was rising, and the habit was sticking. Live video spread for more than one reason. The pandemic was part of it. The larger reason is that a live session can deliver a message quickly, let you talk with the audience, and sometimes teach them something. A short video can carry the same information in less time.
Communities around the content
Content is often the first conversation between a business and a customer. It lowers the distance that usually sits between a brand and the people it wants to reach. Netflix is a clear public example: it builds communities through what it shares on YouTube, Twitter, and Facebook, and people gather there to say what they think. You can do a smaller version of the same thing. Bring together people with a shared interest and give them video, writing, infographics, or podcasts. That is a practical way to build loyalty.
Content that improves the visit
If the site is going to earn its keep, the content has to make the visit better. Useful pages give someone a reason to stay, find what they came for, and enjoy the time. That is what moves a visitor toward a purchase.
AI for testing what you publish
AI had a real place in content work by 2021. Marketers were using tools such as Contentyze, which applies AI to creating and testing summaries, titles, captions, and sometimes full posts. Businesses were adopting testers and generators so they could check that what they published was worth reading.
Repurposing across channels
Fresh work still matters on the site and on social. You can also take something you already have, improve it, and share that version on another platform.
A wider mix of formats
Blog posts remain a core format. They are one format. Podcasts, ebooks, video, and infographics give the same ideas another way to travel, and that variety widens who you can reach.
Stories
Stories were among the most effective formats that year. A short story can carry a message to a client in a way a plain announcement often cannot.
These were workable content habits for a business in 2021.
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Where to go from here
We are a Pittsburgh production studio, and we come to you. If you want to keep going, start with the work, a call, or the free brand audit.