Where do you take your marketing strategy from here?

With 2020 pulling the rug out from under pretty much everyone, it’s no surprise that marketing has had to shift over the past year. The focus for many organizations was once in-person meetings and events like trade shows and conventions. It’s now mostly moved to tactics that can be deployed remotely. The biggest winner of this change has, without a doubt, been content marketing. In the summer of 2020, I surveyed 49 B2B companies to see how they are approaching marketing, and more than 80 percent of them agreed that content is now considered a core business strategy.

Content marketing is a strategy that doesn’t require any physical contact to connect with people. Content can be shared widely and consistently, regardless of where people are. It can help current clients better understand the value of a company and even act to bring new customers into the fold. While the strategy owes much of its popularity to the pandemic, content marketing’s recent dominance is unlikely to disappear once the pandemic subsides. Before 2020, many marketers had already been pushing for a more content-focused strategy. In many ways, this past year has allowed them to prove the strategy’s worth.

How to plan a marketing strategy around whatever 2021 may bring

These past few months have been a time of experimentation for marketers, full of successes and failures. For some companies, weaknesses in this strategy, like poor SEO and a lack of budget for content development, have been exposed, even as the potential of content marketing has been proven. Now, the question for marketers is how to bring a content strategy into the next year and successfully meld it with a plan for a world beyond the current health crisis.

1. Focus on SEO

All the high-quality content in the world can’t help you if no one can find it. Make better SEO an important goal to capitalize on everything you’ve done this past year. Perform a technical website audit to ensure your website is set up to be found by search engines and a keyword audit to ensure your content aligns with your target audience’s queries. Not only should your keyword research guide your content for the future, but it should also steer your updates of older content to maintain its relevance. Updating old content is often the most efficient strategy you can employ.

Don’t just stop at keywords, though. Perform a deep dive into your audience’s behavior to determine what they’re looking for to increase your chances of turning visits into conversions. After all, what you think you know about user behavior and what is true can be wildly different. For example, according to HubSpot, popups are the most-used form for sign-ups, but they only convert three percent of visitors. Landing pages, meanwhile, have the highest conversion rate, despite being the least popular version of the sign-up form.

2. Develop more sales enablement content

Compelling content can be helpful for more than just marketing. Sales reps can also use it to communicate better with potential customers.

Listen to sales calls to determine which questions are the most common and difficult for your sales team to answer. From there, you can create sales enablement content, such as blog posts and infographics, that the team can refer to and pass on to prospects. You can also use the biggest client successes as case studies to help potential clients better understand your value. This will not only help sell customers but can also help with securing internal buy-in for a content-focused strategy.

3. Don’t bet on in-person events in 2021

Even if everything goes perfectly over the next few months and things can begin moving toward normalcy by summer or fall, don’t count on big in-person conventions and trade shows to come roaring back and take over your marketing strategy. Over 90 percent of event marketers plan to invest in virtual events next year. That’s why most marketers create designs that can work for virtual events and in-person events over the next year. Content will still be just as effective when the pandemic is over, but what in-person events will look like is still up in the air.

Don’t bet on an imaginary best-case scenario. Create a plan based on what you know works and could continue working in the future. While 2020 might have thrown everyone for a loop, the lessons learned this year can be applied in 2021, even if we’re unsure what the coming year will truly bring. By focusing more on a content-first strategy, you can ensure your marketing plans don’t go to waste both in best-case and worst-case scenarios. Cherish Grimm is VP at Influence & Co., a content marketing agency that helps its clients achieve measurable business results through content marketing.