With COVID-19 vaccines in circulation, consumers will modify their behavior to engage your brand, but are you ready? Anvil’s Vice President, Mike Terry, will share the latest trends and consumer behavior to guide you in developing an improved content marketing strategy to help you enhance your 2021 content marketing planning!

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COVID-19 Content Marketing Strategies
February 10, 2021
Anvil Media
Mike Terry
Vice President
@AnvilMedia
@PDXAdman

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Mike Terry
— Vice President at Anvil Media – Business
Development, Email Marketing, Content Marketing,
Branding & Recruiting
— 22 years of Agency Experience – Ad Agency, Branding
Agency, Design Agency, Email Agency, Digital Agency
— Client Experience – Intel, Microsoft, Freightliner, NW
Natural, 7-Eleven, Rhapsody, Samsung, Verizon, HTC
— NW Native
— Graduated from Portland State University –
Marketing & Advertising Management
— Washington resident since 2002
— Frequently present on the subjects of email
marketing, content marketing and digital marketing
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Anvil Media
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— Digital Agency
— Founded in 2000
— 35+ clients
— SEO, Paid Media, Content
Marketing, Social Media, Email
Marketing, Amazon
— Branding, Website Development

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Agenda
—Consumer behavior during COVID
—Consumer media shift during COVID
—Content Marketing
—2021 Content Marketing Trends
—Free Content Marketing Resource
—Q&A
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Prepare to drink from the fire hose

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COVID HITS – CONSUMER BEHAVIOR CHANGES
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Data sourced from vitalcapitalist.com

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Data sourced from vitalcapitalist.com

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Data sourced from vitalcapitalist.com

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Data sourced from vitalcapitalist.com

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Data sourced from vitalcapitalist.com

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Data sourced from vitalcapitalist.com

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eCommerce and Retail Sales Trends 2020
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WHERE WERE WE? CONTENT MARKETING
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Content Marketing Ecosystem

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Content Marketing Ecosystem

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Content Marketing Must…
1. Inform – Share relevant information
2. Educate – Teach a skill, hack or improvement to
3. Facilitate – Help improve work or life efficiency
4. Entertain – Don’t bore your audience
“You cannot bore people into buying your product;
you can only interest them in buying it.”
~ David Ogilvy

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2021 Content Marketing Trends
1. Podcasting is exploding
2. Video is still growing – How to videos increase engagement
3. Tik Tok and social media
4. Consumers are online more than ever
5. Voice search is growing
6. Social Media Influencers

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2021 Trends – Podcasting
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Podcastings Stats
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Podcasting Stats
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Podcasting
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https://medium.com/anchor/how-people-listen-to-podcasts-ba0c57a5f952

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How many podcasts are there?
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Podcaster audience in the US
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Most popular devices used to listen to podcasts
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Why people listen to podcasts
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Podcast Frequency
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Where are podcasts consumed
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Podcasting 101
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Podcasting Distribution
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Recommended Hosting
— Use your own website. When space becomes limited start deleting the oldest episodes and making sure they are on your YouTube channel for historic
purposes and possible re-use in the future.
— If you can do it, you should host your podcast RSS feed on your own website and not through a third party, otherwise you run the risk of losing
rights/ownership to the podcast. BluBerry does a great job discussing this importance.
— If you’re worried about not having enough storage space on the website, upload episodes to YouTube, where they’ll always live there even when
you delete old episodes from your website to clear space.
If You Cannot Host on Your Website
— Always read through terms and conditions if you host on Lipsyn or BluBerry to make sure you’re always the rightful owner of your podcast, it’s direction
and future. Read the fine print before you commit to anything.

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Lipsyn
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Benefits of Lipsyn Hosting
— Lipsyn has competitive hosting pricing Lipsyn has competitive
hosting pricing.
— Lipsyn recommends your podcast to iTunes for a front page
feature when you interview big names.
— Multiple publishing features to other podcast outlets, as well
as social media.
— Ability to upload 4 different content types to Libsyn (audio,
video, PDF and text).
— Offer your audiences extras, blog posts, transcripts, and more.
— Also get statistics on your listeners and their habits, as well as
the way they consume your content.

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Podcasting Channels
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Recommended Podcatchers
NOTE: You just need an RSS Feed somewhere like your website or through a third-
party app where you can share your podcast stream to these other podcatchers.
— iTunes – it’s free and the most popular podcatcher out there.
— Stitcher Radio – it’s free to share via RSS feed just like iTunes.
— Google Play – It’s free too! Via RSS feed just like the others.

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Podcasting Channels
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Recommended Sharing
— Repurpose audio recordings into videos and upload to YouTube.
— Share recordings from website directly on Facebook.
— Share previews and announcements on Instagram.
— Pin podcast episodes from YouTube.

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Podcasting Best Practices
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Posting Schedule
— Best days to publish episodes
— There really isn’t much variance in podcast release day but Monday
releases allow a listener to download the new episode throughout the
work week, which are the highest downloading days.
— The highest percentage of download days come between Monday-Friday
with Wednesday being the peak day.
— Most people that are subscribed to a podcast will program their
settings to automatically download the newest episode when it
becomes available.
Best times of day to publish episodes
— Time of day should be based on where your target audience lives. For
example 6am is also 7am in Ontario, Canada, 12pm in Manchester, UK
and 8pm in Canberra, Australia. So, keep in mind where your audience
lives to find your sweet spot for posting.
— If you’re looking at broadcasting nationally from the west coast, publish
episodes between 7am-10am in an attempt to catch people on their
morning commutes. (try 8am-11am to try and catch people on the west
coast on their lunch breaks, while you’re getting east coast listeners on
their morning commutes).
— Adjust your timing based on data tracking metrics of listeners.

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Podcasting Best Practices
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Data Tracking
— Podtrac is free!
— Reports include 24 hour online access, detailed reports
(by episode, source and country), Unique monthly
audience counts, aggregated data from all podcast
sources.
— Podtrac also offers expert audience surveying. This
gathers demographic info and key metrics, such as, age,
gender, education, income, job function, company size,
industry employed, listening behavior and more.
Where you’re reaching your audience
— Since 2014, the majority of podcast listeners, listen to
podcasts on their smartphone. In 2017, 69% of podcasters
listeners use their smartphone to listen to a podcast.
— The most popular place to listen to a podcast is at home
(52%), followed by in the car (18%), walking and at work.

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2021 Trends – Video
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Why Video?
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— 85% of marketers say video is effective in getting attention
— Viewers claim to retain 95% of a message from video
— Video ads were #1 way consumers learned about a brand they purchase from
— 95% of marketers say video helped increase understanding of their product or service
— Over 70% of viewers say YouTube makes them aware of new brands
— 93% of brands got a new customer because of video on social media
— 87% of marketers say video helped increase website traffic
— 83% of marketers say video helped them generate leads
— 80% of marketers say video directly helped increase sales
— Video increases engagement across all digital channels
— If you’re not making videos your marketing is failing you
Source: https://www.lemonlight.com/blog/67-video-marketing-stats-you-need-to-know-for-2021

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Video Marketing

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Video Stats
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— 85% of US internet users watched video content
— 54% of consumers want to see more videos
— 87% of marketers use video as a marketing tool
— Videos are favorite brand social media content
— 88% of video marketers are satisfied with ROI
— Videos get 66% more qualified leads per year
— Average user spends 88% more time on a website with video
— 72% of people would rather learn from a video

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2021 Trends – Social Media
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TikTok Stats

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TikTok Stats
— Tik Tok is not going away
— 41% of Tik Tok users are between 16 – 24
— Tik Tok users spend an average of 52 minutes per day on the app
— 90% of Tik Tok users access it daily
— Number of US Adult Tik Tok users grew 5x from 2018 – 2019
— 1 Billion videos viewed
— Tik Tok mandatory?

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Social Media Stats
— Big 6 are 6 of 7 most effective channels
— Facebook
— Instagram
— LinkedIn
— Twitter
— YouTube
— Pinterest
— TikTok is 3%

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2021 Trends – Social Media
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YouTube Stats

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Social Media
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Source: https://www.socialmediatoday.com/

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Social Media – Best times to post
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Social Media
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Source: https://www.socialmediatoday.com/

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Social Media
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Source: https://www.socialmediatoday.com/

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Social Media
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Source: https://www.socialmediatoday.com/

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Social Media
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Source: https://www.socialmediatoday.com/

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Social Media
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Source: https://www.socialmediatoday.com/

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2021 Trends – Voice Search
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Voice Search is real
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— 44% of adults use voice search one per day
— 34% of American adults own a smart speaker
— By 2022, 50% of all searches will be voice searches
— Voice search is mostly local search
— 25% of mobile queries are voice searches
— Mobile voice-related searches are 3x more likely to be local-based
than text based
— 72% of people who own a voice-activated speaker say their devices
are often used as part of daily routine
— Local marketers must have updated Google My Business and local
SEO best practices in place

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Voice Search
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2021 Trends – Influencers
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Social Media Influencers
— Google searches for Influencer Marketing grew
1500% over 3 years
— Influencer marketing will become a $15 Billion
industry by 2022
— 69% use Influencer Marketing for B2C, 31% B2B
— Using Influencer Marketing has increased
content output by 77% over the past 2 years
— 92% surveyed think Influencer Marketing is an
effective form or marketing
— 63% plan to increase Influencer Marketing
budget over the next 12 months
— 50% of respondents intend to spend 20% of
their marketing budget on Influencer
Marketing
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Social Media Influencers
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Social Media Influencers
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Free Content Marketing Resources
— https://blog.hubspot.com/marketing

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March’s Webinar Topic
SEO – Voice Search and Schema Mark-up
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Presented by the Anvil SEO Team
Save the Date: March 10, 2021

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Q & A
anvilmedia.com
Mike Terry
Vice President
@AnvilMedia
@PDXAdman
Amplifying You!