The public relations industry has shifted to focus more on content relevance in 2021 as consumers have become more critical about purchasing decisions in the pandemic era.
Bold statements made in branding development can backfire, which is why businesses of all sizes must emphasize the brand’s relevance in its content marketing. Here’s a look at leading trends facing PR firms and clients in 2021.
The evolution of business websites has been driven by the “content is king” principle, which is at the core of search engine optimization (SEO). Unique blog content is particularly valuable online, especially if it showcases your expertise. Mixing PR with SEO is the equation to building relevance with an audience in relation to keywords. Adding targeted distribution makes your content marketing even more powerful. Getting the right message to the right people has become central to modern branding.
Paywalls Open Doors for Competitors
It’s understandable why many news publications and other media firms have turned to paywalls for collecting revenue. Big media organizations that have developed large audiences over decades can afford to charge subscribers for premium content. This situation has caused many loyal free users to become frustrated and seek competitors when they click a link only to find they have to pay to get content. New media companies can take advantage of this hole for free content and build audiences from disenfranchised consumers.
Avoid Excessive Focus on New Technology
Since most businesses have shifted into a cost-cutting mode during the pandemic, one way to keep the budget in check is to avoid jumping on multiple tech trends at once. While new technology can be put to good use for certain companies, popular tech trends don’t serve all businesses. Some platforms such as Zoom might work well for companies that need regular online staff meetings, but they could also be a distraction for firms that do fine without teleconferencing.
More Emphasis on Reputation Management
Reputation management has become an important dimension for the online business community. The power of customer reviews posted online has awakened many enterprises to become more aware of the customer journey and ultimately, customer satisfaction. If a brand gets too many negative comments, it can discourage new customers from trying its product line. In that situation the company needs to analyze its pain points and find solutions that get more positive response. Many companies are investing in reputation management software solutions to overcome negative reviews.
Human Expression and Team Spirit
The pandemic has opened many people’s eyes about social issues that affect millions of individuals. As a result, many companies have turned to more human messages in their branding. People have been bombarded with online ads, app choices and algorithms while practicing social distancing to the point there’s a need to get back to a community spirit and a sense of working together.
Expansion of Diversified Niche Content
Online businesses have been built on niches that often weren’t worth marketing last century. The move toward long-tail niche marketing online has evolved to help unique businesses find sustainable markets. While niches are important to connect with keywords, it’s also become important for bloggers to diversify content so it doesn’t seem like major points become redundant. There are still many untapped avenues to explore for creating online content, which can be delivered through various multi-media channels.
Influencers and Authenticity
As part of cost-cutting, many online businesses will present their brands to influencers that focus on authenticity. Demand is rising for authentic products and services more than ever before, as consumers now place a high value on trust when judging brands. Respected influencers will continue to play an important role in helping consumers narrow down purchasing choices.
Contact Bellevue Public Relations today for a free consultation about your 2021 Public Relations Strategy