What a year. 2020 didn't leave us much time for a breather - and 2021 also keeps us on our toes. In the last months, most of us were in and out of various lockdowns, had to throw our carefully crafted plans in the bin and focused on baking banana bread instead. 

Worldwide, more people than ever spent their time in front of screens - and companies had to increase their visibility online to reach clients. That means more competition and the need for better quality content that is focused on its target audience. 

Text content length will not be as important

For years the length of a blog was as important as its content. This year Google will put an end to this iron rule- and for a good reason. Have you ever had to scroll endlessly through a food bloggers' post before you came to the actual recipe? If all you want to know is how to make a decent gravy, a lengthy explanation of the benefits of living in the countryside (the blogger of the recipe) will make you leave the page. Google has acknowledged that and will now push well-written articles that are as long or short as the topic warrants it. A decision that will save us many headaches.  

Small changes will make a big difference - if you make a lot of them

Many of my clients are looking for the ultimate solution to make their content go through the roof. The problem is that they're sharing the web with four billion people and over one billion blogs - that makes it hard to stand out. The secret is not one significant change but many small ones. Minor tweaks like a good-quality freebie to download, an informative newsletter that is slightly different, and active engagement with the customers can push the needle in your favour. A simple thing like responding to comments on social media can increase your engagement rate and overall client retention. Look at your procedures and see if you can improve your customer experience and your copy's quality. 

Reuse & recycle content

Lack of time remains a problem for most of us. The internet is a hungry beast that wants to be fed with great articles and inspirational newsletters regularly. The good news: you don't have to reinvent the wheel. Focus first on your existing content and update it regularly, especially blog posts. Avoid general advice like "be yourself" in educational posts and go into detail. What does it mean to "be yourself"? What concrete steps can a person take to get there? The more specific and nuanced your advice is, the better is the chance it will feature high in the rankings. Then, use the subheadings of your blog to create social media captions. You can also turn a blog post into a podcast episode. First, read the blog article out loud and edit any sentences that don't fit. Then record it. Try to make it sound as natural as possible. Reusing content is one of the best ways to save time. 

It's all about the brand

We've all heard stories about fraudulent online companies. People are becoming more and more aware of these activities and want to protect themselves - that's why they prefer to buy products from a trustworthy source. Your goal is to be such a brand. That's important even if you are just a one-man show or are not selling a specific product. Make sure you're clear on your values and align your posts and articles with them. Don't be tempted to copy others - clients notice these things (I have!). Your reputation is now more critical than ever. Take good care of it. 

What's your niche?

One of the most common mistakes I see in writing is the lack of focus- don't be afraid to double down on a specific audience and topic. Potential clients want to know that you're an expert in your field - improve your authority by exploring your favourite professional subjects in greater detail. And don't forget to and combine the right keywords with the right topic! 

More is still more when it comes to blogging

The fact that blogs don't have to be 2000 words long anymore doesn't mean you have to write less regularly. Consistency creates trust. If you want to take a break from writing (for example, when going on holiday), announce it beforehand in a short post. Alternatively, you can also write a blog post in advance and post it while you're away. Don't let your blog linger for an extended period. An outdated blog will reflect badly on your brand and give the impression that you're not on top of your game. 

So if the prospect of baking more banana bread fills you with dread, why don't you give your old blog posts an overhaul or have a closer look at your niche? Then 2021 might turn out better than expected. 

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