2021: A different approach to your content strategy

By Lynsey Sweales, CEO of SocialB on

So, who has a solid content marketing plan for 2021? 

With the UK in another lockdown, it’s been a tough start already but that means that maybe we need a different approach to content strategy this year and learn from 2020. 

How the buying journey has changed? 

Regardless whether you are B2B or B2C, the purchase journey from enquiries to purchasing online is more muddled up than ever.  


Purchase journey jumbled map

Last year saw many different things happen in the digital world, from new types of customers who had never purchased online before to new clients trying to find our services. There was definitely a need to buy online rather than a want because there was no other way in many countries to be able to source items and services.   

How has your audience changed? 

There are many channels within digital marketing, but fundamentally everything focuses back to your website. Numerous companies found last year that if their websites were not up to scratch or they weren’t ready online and generating content; they struggled.  

Digital marketing methods that link to your website

This year many are now better organised with a solid strategy for marketing their business, but has your audience changed? 

With many people switching jobs in an instant, being furloughed or having to home school last year, the type of people we may have been targeting could be totally different. Think about whether your target audience is the same as last year, what content they are looking for, how can we appear to them and what channels are they on.

Wear your customers shoes  

The best way to stay in touch with your audience is to wear their customers shoes, see how they are digesting content and whether their wants and needs have changed.  

Content should always inspire, educate and entertain and whilst that hasn’t changed, one thing we feel has in the last 12 months is connecting to people: the human connection. To find out how we can engage with our audience and what they need or want from us, stepping into their shoes is one way, but data can help as well.  

You can’t assume that you know your audience, the way we interact with digital devices such as voice activated search may also have changed.  

Data can identify trends, for example, last year yeast and baking were big searches as everyone starting baking in lockdown. Adapting content for experienced bakers and those new to baking could be reflected in your content to follow up on the latest trend. 

Changing priorities and habits 

We’ve seen many people’s priorities and habits change with new/different jobs, redundancies, working situations, home schooling etc so bear this in mind when looking at data.  

Data sources include:  

  • Answer the Public – a search listening tool, which can tell you what’s going on.  
  • Google Trends – uses Google data to see what the world is searching for, great for “How to’s”  
  • Google Analytics and Google Search Console – used correctly these have a huge amount of information, month on month and show how things are changing. 
  • Hotjar – this behaviour analytics software analyses website use through heat maps, session recordings, and surveys. 
  • LiveChat – handy from a sales point of view but also good for marketing, showing the questions your consumers are asking which can be turned into content.  

Planning your digital marketing 

You need to attract, engage, and convert your audience in the same way, but think about what and where your audience is now. Get the right channel, at the right time in the right way and understand their intent to convert them. 

Attract, engage and convert model

You can focus on the end user to inspire and connect with them by using active listening such as social media and hear what people are saying.   

Whilst it’s good to plan ahead, keep agile, things can change quickly! Allow for flexibility but keep your goals to the forefront and concentrate on the short to medium term, while staying in touch with your audience and your industry.  

Takeaway actions… 

  • Research how your audience has changed the way they consume your content
  • Review your content–does it meet your customer’s new needs and priorities? 
  • Review the channels–are you creating content in the right way to engage with your audiences wants & needs? 
  • Review your plan–is it agile? Can it be adapted?  

SocialB are an Award-winning digital marketing agency, specialising in digital marketing services and social media training.

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