2021 Content Marketing Trends: See What They Are

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The great digital changes, which began at the beginning of 2020, due to social distancing, still reverberate in new forms. That’s why it’s important to stay on top of the 2021 content marketing trends.

Many businesses have already adopted or are still in the process. But the transformations never stopped happening.

It is worth remembering that content marketing is the method in which content of interest to the target audience is created and that, at the same time, it is related to the product you want to sell on the Internet.

Find out what has worked in this area of ​​marketing in recent years. Good reading!

Applying 2021 content marketing trends to your business

In 2020, Semrush conducted an extensive survey, which involved more than 1500 digital marketing agencies in several countries, including Brazil. Discover the insights we highlight and what to do.


If your business doesn’t have a marketing strategy yet, you may be falling behind. That same Semrush survey, but in 2019, found that 77% of companies had their content marketing plan. In 2020, this percentage rose to 84%.

Try to follow these steps to stay within the 2021 content marketing trends and realize your strategy:

  • Know the market in which you are inserted

Be clear about what you want to solve with your product, what is your positioning, what is unique and valuable in your business. To arrive at all of these answers, you will need to know what people are looking for and, ideally, has not yet been solved in the market.

  • Set goals smartly

Producing content without a north, without marking landmarks and catching sight of point B can make everything difficult. The easiest way is to be a post maker, but it doesn’t get you anywhere. So set goals.

For example: reach 1500 Instagram accounts in the next 2 months or generate 10 email marketing raises in the next semester.

  • Understand your consumer’s shopping journey

To make your business known to the greatest number of people and, additionally, generate sales efficiently, it is necessary to have a well-designed buying journey.

The content can appear for those who do not know anything about your product and, at the same time, for those who have already made a purchase and want to buy more. Therefore, it must reflect the needs of different customer profiles, according to their journey.


The main goals of digital entrepreneurs in 2020 were to generate more quality leads (79%), drive more traffic to the site (75%) and improve brand reputation (57%).

The capture of leads goes, almost necessarily, through the elaboration of digital products. With the help of strategic tools like HeroSpark, you can create and distribute ebooks, webinars and workshops to gather input from would-be customers.

In fact, having a lot of visitors to the site is part of generating leads. For this, you can invest in paid or organic traffic. Each has its peculiarities, so try to reconcile the two. That is valuable content and ads that can deliver it to the audience.


You already know which strategies are the most suitable, but the most promising tactic, according to the survey, was SEO optimization (Search Engine Optimization), for 75% of entrepreneurs.

To apply this approach, you need to have a website, a blog, or a YouTube channel, for example. These channels benefit from this optimization, which is a set of techniques capable of bringing content to the first page of a Google search.

  • Site

The first step to take to have an optimized website is to plan it, before getting your hands dirty.

Do an analysis of competitors’ websites. What works for them, to the extent possible, can work for you too.

Next, prepare a survey of the pages you may have on the site, based on the most interesting keywords and, then yes, look for hosting and a light and fast theme to use.

  • Blog

People are always looking for answers on Google and most of them are on blogs. So it’s still a very popular format for the general public. Offer a good user experience (avoiding buttons that hinder navigation, for example), link to trusted sites and make content scannable and easy to understand.

  • YouTube channel

In the same way that Google is used as a source of information, the public also uses YouTube. Just browse the suggestions that appear in the search bar.

So, when publishing videos on the platform, choose attractive thumbnails, segment the video clips to help people find what they need quickly, insert tags and work the keywords well.

Success Metrics

The metrics that made the most sense for survey respondents’ products also followed what was collected in 2019: organic traffic growth (from 76 to 83%), number of leads (from 62 to 66%) and number of page views (from 60 to 70%).

Lead generation and increased traffic (including organic) also appeared as important objectives in the content marketing strategy. Furthermore, the number of sessions or page views is also one of the indicators of whether the content strategy is on the right track.

Gather all this data by creating a Google Analytics account.


The top 3 most used tools were website analytics (88%), SEO tools (82%) and automatic posting on social networks (69%). The advantage is that most website analysis tools also help with SEO, see some options below.

Page speed Insights

Page Speed Insights is a great tool for initial analysis. Google itself created it and it measures the speed of the site, on computer and mobile devices.

You can deliver high-value content, but if your site isn’t up to date and up-to-date, communication won’t reach users.

SEO Analyzer

Another great tool is Neil Patel’s SEO Analyzer. Free of charge, it checks how many organic words your site is ranking, points out critical errors, performs keyword research, and generates content ideas and more.


Another option is Semrush’s collection of features: its SEO tools panel performs domain analysis, checks the health of the site, provides content ideas and has an optimized writing assistant.

See also some trends in SEO to leverage your results:

Types of content

The type of content that performed the most, for respondents, were blog posts (92%).

So, as part of a tactic that works, it’s important to organize and update the blog whenever possible.

Create content that connects by organizing it using categories and tags, with friendly URLs and enriched with videos, infographics and digital products.


Once again, the blog (organic research) appears as the preferred channel for 89% of entrepreneurs.

The fact is that a site without a blog will rarely have results equivalent to those with a blog, as this channel allows:

  • traffic always heated;
  • virtualization opportunities;
  • Distribution of posts via newsletter.

Digital marketing is not an exact science, but follow the content marketing trends in 2021 helps increase process efficiency – in addition to making the increasingly professional market.