Quality Content in 2021: What it is and How to create it

Users view over 20 billion pages of content every month to get information about events, products and brands. Quality content already generates over $42 billion in revenue for businesses each year. The statistics highlight a priority for business leaders, marketers and content managers in 2021. And yes, it’s creating quality content.

What Quality Content Delivers

At LIFTA.SPACE (https://lifta.space/en/courses) we provide several courses regarding online marketing and content creation. As the marketer’s pocket dictionary says, quality content is: unique, useful, relevant, informative and knowledgeable. It’s the material that solves the customer’s pain.

Thoughtful content meets several customer needs at once:

1. Information. Clients get detailed descriptions of products and services, photos, info about the brand and its owners and team, its story and upcoming achievements, opinions of other consumers.
2. Communication. The feedback for the sales department, technical support, social media created by the customers. Also, comments on the company’s blog;
3. Entertainment. Watching new products to talk about them with friends, funny stories or funny videos, inner workings of a brand.

Quality content on YouTube, social media, the official website or mailing lists allows a business to:

• create the right audience;
• attract the attention of the target audience;
• increase customer loyalty;
• denote the competitive advantages: the uniqueness of the product, the benefits of the acquisition, technological capabilities;
• increase traffic in quantity and quality;
• saturate the link mass and the quality of search results, which helps SEO-optimization;
• increase conversion rates and sales;
• build brand recognition.

As you can see, now the importance of content marketing is out of the question. Today, it’s a leading tool in brand promotion.

Prerequisites For Quality Content

We can produce content in several forms: text – extensive or brief, video, infographics, pictures, podcasts, etc. Which format is a secondary question. Our primary concern is: the content must serve our purposes. 

For that, we strive to meet several conditions. So, how to write quality content?

The text must be readable

The first line should grab the reader’s attention. The subsequent lines should disclose all helpful information. To do list:

• create a catchy headline;
• set a thoughtful article structure;
• divide the article into blocks and bulleted lists;
• think about subheadings. 

A quality content analysis will help you assess the content of your existing content and correct any deficiencies.

Change content by distribution channel

Use different content for blogs and news on your official website, social media and email newsletter. That’s how you attract more users with various needs.

In addition to the classic texts in blogs and media, use different types of content — webinars, live broadcasts, podcasts. So customers will likely interact with the brand faster because it speaks their language.

Position the brand as an authority in the industry

Authoritative content uses only truthful information, links to well-known publications and verified statistics.

Optimise the site for search engines

Here are the tools for achieving that goal:

• Set a smart URL for faster indexing;
• Implement SEO-texts, tags and keywords;
• Create unique content that doesn’t repeat material from other sites and can captivate the reader.

Regularly audit your site and your brand’s social media pages. Fix possible imperfections. So you’ll react promptly to traffic changes, promote the site in search engines better, and attract a new audience.

Online Content: Trends in 2021

The customer interests and needs change from month to month. Marketing should respond to these changes on time and also anticipate them. 

Here we highlighted the main trends in content creation 2021:

More stories, good and different

Since Snapchat introduced stories in 2013, nearly every social network had created its versions. You see them on Instagram, Twitter, Facebook and YouTube. 

Stories are engaging little infomercials or texts that work on a customer’s fear of missing important information about a brand. They vanish after 24 hours, so users tend to view them quickly.

What to use: full-screen mode, post polls, interacting with subscribers. You may experiment with stickers, effects and other creative tricks.

Unique content based on research analysis

Such content type still keeps the customer’s interest. Gather information from public sources, process it according to the brand’s needs and publish it. Also, you can reach out to trendsetters and influencers in your industry. 

The rise of  vSEO, i.e. optimisation for voice queries

The traditional SEO still holds its position. But the tech progress, namely artificial intelligence, requires advances in content creation. In 2021, companies will start optimising written content for voice search, chatbots. They will introduce voice recommendations for products and searching. 

Loyal customers retention rather than attracting new ones 

The focus on customers who have already made a purchase is cost-effective. In that case, you should use subscriptions, loyalty points and increase brand awareness.

Personalisation instead of competing on price and delivery speed

Even with a high-priced product, you still can win client’s love. For that, you should give your customers a feeling the product has been created exclusively for them. Segment your target audience and personalise your advertising.

Create quality content on Instagram and other social media

Improve your company blog and newsletter. Use the latest SEO and marketing insights to put your site at the top of search engines. 

The text you create can be your superpower. With it, you gain customer satisfaction, raise company prestige and profits.