Top 7 Content Trends in 2021
The world is changing. Here are the top 7 content trends in 2021 that will help us adapt to those changes.
In business, we have to adapt to changing environments, economies and audiences all the time. And in 2020 those changes have been much bigger than normal. In fact, we’ve experienced a ‘business earthquake’.
When a physical earthquake occurs the entire landscape of an area can be altered. In the same way, when a major upset happens in the economy, the entire business landscape, and how we move around it changes as well. And that includes the content we produce and the way we communicate it.
So, here are few of the top content trends in 2021 that will help us all adapt.
Top 7 Content Trends in 2021
1. Online Courses
During COVID everyone had to go virtual, and this included online learning and courses. A survey of the members of my community showed that online courses are the number one thing that they want to do next year. This is, without a doubt, a growing content trend in 2021.
People love online courses because they’re generally self-paced and flexible. But at the same time, they struggle to be in front of a screen for long periods. When you’re putting together an online course you’ll have to work through the best learning platforms, administration, automation, storage and assessment, but don’t forget to keep it engaging so that your students are motivated to finish the course in full.
Tip: Keep the learning modules short.
2.Virtual Training
Virtual training differs from online courses because it’s generally live, on a platform like Zoom or Google Meet, and it’s typically in a group format. The trend for virtual training is only set to grow in 2021. However, people are also moving away from full-day courses, to courses that are set over a series of days or even weeks.
The challenge here is around how to design a curriculum that has maximum impact and will lead to maximum retention and learning outcomes for the organisation.
Tip: Break training down into bite-sized, single element learning.
3. Authentic Video and Audio
If 2020 was the year of video, 2021 is the year of authentic video.
VOD and OTT
There has been a dramatic increase in the use of live streaming on social media, Video on Demand (VOD) and Over the Top Content (OTT) (think film and TV consumed via the internet and not via a cable) in the last couple of years. In fact, the online live streaming industry grew by 99% between April 2019 and April 2020. What this tells us is that people are keen to see the real person behind the screens. Gone are the days of the carefully curated, perfectly produced videos. Now, we’re all looking for authenticity, and for the real.
Subscription Services
Social media is one place this is happening, of course, but it’s not the only one. Subscription services where you can access daily or weekly coaching from experts in your industry through a live streaming format on a personally-branded app for that expert. Some have interactive live features where you can ask the experts questions and chat throughout the live. Experts who will stand out will be engaging, entertaining and have got used to looking at themselves on camera. They have made the shift from self to others and getting more comfortable with the authenticity of live experiences.
Drop-In Experiences
Other platforms such as Clubhouse provide a live drop-in audio experience, similar to talk-back radio where you can access groups of conversations much like a break out room at a conference and ask questions to a panel. After a big year of Zoom it's quite nice to be able to jump on your phone without having to do hair and makeup! It is in beta mode at the moment and you need to be invited by a current member.
This will be a big one to watch for 2021 where monetisation will be the question members will ask. For experts, I expect that they will charge fees for members to attend their own rooms and moderators will start to pay experts for appearance fees. Interesting times ahead for this one!
Tip: Don’t rely on a video script. Study it for key points, then put it away once the camera or microphone is on.
4. Building Communities Around Content
Throughout 2020, a lot of experts had speaking gigs, keynotes and corporate training cut, so they had to look for different ways to generate revenue. This was the catalyst for the rise in virtual subscription or membership-based communities.
The challenge for experts during lockdowns and isolation was to start to see themselves not just as an expert in a particular niche, but as a leader of a group of people. Seth Godin put it well when he said, ‘A tribe is a group of people connected to one another, connected to a leader, and connected to an idea’.
In 2021, our challenge will be to learn how to increase engagement and retention and ensure that the people within our online communities feel like they truly belong and stay.
Tip: Create a sense of belonging with encouragement, engagement and empowerment.
5. Omni-Channel Presence
One of the biggest content trends in 2021 is increasing your content and web presence across all digital platforms and channels. This includes social media, SEO, images, website content and newsletters, among others that are particular to your business.
It’s not about trying to do everything, but increasing your presence in the places that it matters. So, for example, if you have a visual business, you might want to investigate and increase your activity on Pinterest or Instagram. If you’re a professional service provider, focus on LinkedIn and Facebook.
Tip: Pinterest is proving to perform better at funnelling visitors back to websites through content distribution.
6. Consider Where Your Audience Is
Think about this: if you had to focus on just one or two platforms, where would you spend your time, energy and resources? In today’s world, you can likely take location out of the equation. The market has shifted and we’re no longer oriented on brands and experts that are physically near to us. Today we can access them anywhere in the world. And that means your clients can access you from anywhere in the world as well.
But this globalisation means you have to narrow down who you are best able to help and how to reach them.
Tip: Remember to adjust your content timing to take into account a global market.
7. Speaking Globally
In a post-COVID 2021 world, conference organisers have access to more talent, and at a better price point, meaning there’s more demand for global speaking. But this also means that experts need to be able to present their content in both a live environment, in a virtual environment and in a hybrid environment, that has both live and virtual attendees. This can be quite a challenge because you have to engage both while still trying to deliver interesting and coherent content.
Tip: When speaking at hybrid events, especially ones with translators present, slow down your delivery.
Suggestions from here:
1. Consider the platform you feel most confident using and where your audience hang out. Don't feel you have to be everywhere.
2. Consider registering for Clubhouse, even if it means to at least get your username secured whilst you're checking it out.
3. Consider the lifetime value of your clients and how you might be able to create a longer-term community experience for them. Remember it's not about you, it's about a place that can feel like home to them.
The ‘earthquake’ that is COVID-19 has shaken the business world. Adapting is the only way forward.
I’d love to hear your thoughts on content trends for 2021…
Jane Anderson is a strategic communications expert, speaker, consulting coach and the author of eight books including the upcoming Catalyst Content. With over 20 years of experience helping people to communicate confidently, she is obsessed with authentic influence and human connection to drive business growth in a world of disruption and automation.
Jane delivers Women with Influence, coaching and keynotes. To inquire about her working with you or your organisation please contact us here.