Never was a New Year more welcome than in 2021. However, as content marketers, we know that COVID has changed everything. The content marketing strategies we so carefully developed a year ago were abandoned and must be completely revamped. Buyers will never again behave as they did before the pandemic.

As you roll out your B2B content marketing content strategy for 2021, don’t rely on pre-pandemic tactics. Rethink everything, keeping these eight shifts in mind:

If you write web content, and it’s good, readers will come … in theory. In reality, you need to make sure those readers can find your great content. That requires SEO, or search engine optimization.

Modern buyers are hungry for information, and content feeds that need. According to HubSpot, 70 percent of marketers are actively investing in content marketing. Content works in pretty much all industries, and it’s especially important for information-heavy industries like insurance and complex business to business (B2B) sales.

Is your insurance content designed to generate demand? Or is it designed to generate leads? While demand generation and lead generation might sound similar, there’s actually an important difference between the two marketing strategies.

Expertise. Authoritativeness. Trustworthiness. These are good goals for any content marketer. They’re also factors that Google considers important when providing a page quality rating. Here’s why Google’s E.A.T. guidelines are important when creating your insurance marketing approach.

Over the past month, everything has changed, and those changes are having a monumental effect on our insurance marketing plans. While the restaurant, travel and hospitality industries are experiencing an immediate hit, we in the insurance, financial and technology industries will be whipped by the tail of the crisis.

Bellbottoms. Feathered bangs. Dance fads and internet memes. Do these old trends make you cringe? It’s easy to dismiss trends as short-lived gimmicks, but here’s the deal: Some trends represent real change. The internet, for example, might have seemed trendy when it first emerged, but now it’s transformed nearly every aspect of modern life.

Most insurers rely on traditional underwriting, accident prevention and claims tactics to bolster their bottom lines. However, savvy insurance leaders know that strong results require another critical component: powerful insurance marketing communication. 

There are many marketing terms floating around … inbound marketing, content marketing and outbound marketing to name a few. Here’s a quick primer to help you keep them straight …

These days, it seems like everyone has a blog. For anyone trying to find success with content marketing, the competition can seem overwhelming. The truth, however, is that not all the blogs out there are good blogs. Some of them are downright bad. To rise above the noise, you need to know the eight secrets of good blogs.