Despite unprecedented events this year, marketers still need to find creative new avenues to reach audiences. While your plans may have changed, there is room for a growth marketing mindset, especially in this environment.
Using this growth marketing flow chart as a guide, we explain how you can develop a content strategy for 2021.
Search Trends and Growth Marketing
If your audience is online, you need to be able to create content online. And to find out what people are doing online, you need to head to Google.
According to recent data, Google searches have steadily increased over the past six months. This is no better time than right now to find out what people are searching for.
Once you analyze those data trends, you can determine how best to create content that will rank for the popular searches in your niche.
But what is your niche? Here’s how you can find out.
Finding Your (New) Niche
Currently, people aren’t able to go out as often. So perhaps some search terms that previously capitalized for in-person experiences will need to pivot.
Not only does this impact the content you have already created—that you specifically optimized for these keywords—but it also impacts the new content you want to design.
Does this mean going back to the drawing board and reworking your content strategy entirely? No, it doesn’t. But it does mean getting creative for growth marketing in 2021.
If you start looking into your industry, you will find new keywords emerging as breakout stars. These are the terms that people are looking for because of their changing needs—and that is where you will find your new niche.
For example, since most people still can’t go to the gym but want to work out, searches for workout equipment or exercises that they can do at home have increased.
What’s becoming clear from search trends is that people are still involved in industries that have been impacted by events this year.
How they are engaging within those industries has changed—and that is where new niches appear for your business to create content and reach your audience.
Targeting Audiences for Growth Marketing
Now that you’ve learned how to find niches in your industry, get creative.
Let’s use the travel industry as an example. People aren’t traveling, nor are they buying luggage. As a result, luggage companies are getting creative in terms of marketing their products.
If we look at search trends for “carry on bag,” a fairly popular travel-related search term in 2019, we can see that interest in this term has declined this year.
With a bit of creativity you can find a new way to reach customers. You have to find your target audience by understanding what they need.
Since they don’t have any use for luggage right now, why else would they want your product?
We know that more people are working from home now, and they still have a lot of items at home. Many people will be using their time to declutter. They probably need a place to store these items.
Others are using their time to build and create pieces to make their homes more functional. Let’s look at the popularity of search terms about storage and DIY furniture:
This is where luggage makers can come in. Customers don’t need luggage to travel, but they do need it to store items and to repurpose them as furniture.
You need to examine what customers need at this moment to open up the possibilities of reaching them.
For luggage companies, the content you now create needs to be focused on how people can use luggage for their home projects or why your products make for great storage solutions. That principle can be applied to other industries to ensure your content is seen by the right people.
Designing Content for Growth Marketing
You’ve got your search terms and you’re beginning to understand what your audience needs from you. Now you need to create content that will help your company grow.
At Venngage, we heavily rely on a simple, yet effective, content ideation framework called GRAP—Goals, Research, Authority, and Promotion.
Here’s how you can use it to create growth-minded content.
- Goals – Aiming for goals that are SMART: specific, measurable, attainable, relevant, and time-bound.
- Research – Finding the search trends that you can incorporate into your content for the best results.
- Authority – Placing your business, your website, and your staff members as thought leaders in the industry to add value to customers.
- Promotion – Using the tools available to you to promote your product—this can be achieved through social media, SEO blogs, link building, and influencer marketing.
Once you know how GRAP works, you can start implementing it in your content marketing strategy.
Let’s look back at the luggage example—you can use Google or Ahrefs to look for related keywords to DIY storage. Your results will look something like this:
With that information, you can start thinking about content ideas around space-saving, using up old carry on bags, and multi-purpose furniture.
Once you have a general list of ideas, think of the promotional avenues available to you. Look at examples from other sites or competitors who have followed this route, and take inspiration from them.
Then you can create social media posts, blogs, or create visual DIY guides like the below example using a timeline maker.
Cross-promote these posts on multiple channels and repurpose them for more platforms to reach a wider net.
Use Data for Growth Marketing in 2021
Global events have changed the way we live and work—the impact on marketers and businesses has been huge.
But there are avenues available for your company to keep growing. With creativity and ingenuity, you can continue to reach your goals and boost revenue.
We have shared the growth marketing techniques that can work for the travel and gym industries but the same principles can be adopted for companies far and wide.
Remember to keep an eye on search trends and use that data to your advantage—try out new content ideas and you will be able to create revenue generation models to see you through till 2021.
Ronita Mohan is a content marketer at Venngage, the online infographic and design platform. Ronita regularly writes about marketing, sales, and small businesses.