Blog / Key Questions to Plan Your Content for 2021

Key Questions to Plan Your Content for 2021

2020 has changed many things, including how brands communicate with their stakeholders. As we head into 2021, there’s a lot to consider when planning your content strategy, and we’ve listed five questions to help you get started.

  1. What are your business goals for the coming year?

An effective content strategy always starts with what you want to achieve. Perhaps, you’re trying to shift perceptions, build bridges, or introduce new ideas. Whatever path you’re on, think about the themes and messaging that will take you towards your goals.

  1. Is your copy doing enough to connect?

Consumer empathy is crucial to attracting customers and maintaining loyalty. Plus, the desire to buy from caring businesses has never been stronger. Ensure the topics you cover matter to your readers and prioritise their needs, not yours; the best content requires you to listen first.

  1. Do your keywords need updating?

Revisit your SEO keyword research to make sure they’re still relevant. Shifts in working practices, consumer behaviour, and purchasing habits all affect what people are searching for, and the language they use – this is especially true for current trending keywords.

  1. Are you prepared to be flexible?

While we’re all craving some stability, the need to expect the unexpected remains. A fully developed 12-month plan with no room for flexibility won’t let you reflect evolving customer needs. 2021, in particular, demands a less rigid approach as we continue to see what unfolds.

  1. Is it time to change the format?

Depending on the different channels you’re using, there are many ways of presenting your written content to grab the reader’s attention. Studies show that text heavy pages soon switch the reader off, whereas illustrations, infographics, and video create immediate impact.

If you would like to discuss how we can support you with any content requirements, please contact



Karen Osman
Karen Osman
Originally from England, Karen has lived the ex-pat life for the last 15 years across Asia, Europe and the Middle East. After completing a B.A. in Linguistics and English Language at the University of Durham, a two year period teaching in Tokyo was the start of a career that combined her two great loves; travel and the English language. Moving to Dubai in 2004, Karen engaged in a sales, marketing and public relations role for a luxury hospitality company. It was a great opportunity to develop communication for luxury brands, gaining experience in writing and adapting copy for both off-line and on-line channels. After identifying a gap in the market for specialised writing services for the travel, tourism and hospitality sector, Karen set up Travel Ink in 2011, steadily building the business to include some of the most high-profile hotels, airlines and tourism establishments in the region. In addition to her role as Managing Director, Karen is also the Travel and Tourism Chair Person for the British Business Group and a committee member of Business Network International.

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