Content Marketing Tactics For 2021

I love content and the marketing part.

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In this second edition of my post, I am going to express what experts are saying about the trends they see taking shape and what they’re considering in their content plans for next year.

1. Jessica Bergmann, vice president of content strategy and operations, Salesforce

"In this current environment, having foundational elements that maintain some flexibility so you can balance short-range and long-range planning is key to achieving success."

2. Mark Bornstein, vice president of content marketing, ON24

"we need to be able to deliver experiences."

3. David Brown, executive chairman, Manifest

"Focus on understanding the audience, resetting the audience’s needs because they’ve suddenly been reprioritized – the more basic needs are now much more important than ever before."

4. Marcus Collins, marketing professor, University of Michigan Ross School of Business

"If we think about the messages that we put out in the world … things that are experiential, that add value, that feel good, that feel human, I think that’s how marketers start thinking about people first and creating the messages that help propagate these communities that we’re a part of."

5. Deanna Ransom, global head of marketing and marketing services, Televerde

"I’m looking at how to create a strategy that’s flexible. It has to serve the needs of my audiences and their preferred channels. It needs to emphasize humanity because people connect with people"

6. Kristin Twiford, content marketing director, PhotoShelter

"Created virtual summit for their audience and found that they were craving for peer connection and sensed “Oh, I’m not alone. Other people are going through the same thing.” It provided such a valuable sense of connection in a time where everybody really needed it."

7. John Ville, editorial director, Atlassian

"The beauty of digital publishing and digital content is you can make media changes judging by response and performance. And I think you can pivot very, very quickly and go down a different route."

Key Takeaway

1. Be flexible and think connective experiences

2. Know your audience’s current priorities

3. Lead with empathy and emotional

4. Consider acting swiftly

5. Think Inclusively

Agree? What else would you add?

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