Top Trending Topics: What People Talk About Online

Our world continues to evolve, following the global pandemic and numerous changes it created in nearly every sector and every field. Over the past years, multiple industries kept growing and consumer behavior kept changing, requiring even more flexibility and agility from content marketers.

According to our research, 68% of companies were planning to increase their content marketing budgets in 2021. 75% of them also claimed that SEO proved to be the most effective content marketing tactic implemented in 2020.

As more conversations are brought online, we decided to dig into data available in the Semrush Topic Research tool and analyze topics that have been trending the most in the US this year. Scroll down to see some of the most popular content themes and searches across several industries and fields.

Methodology

We analyzed over 500,000 topics with a search volume of 1,000+ that Semrush Topic Research users searched for in our tool, and identified the primary subtopics related to each of them. Each topic we included consists of a number of related keywords. The total scores and searches represent the sum of those metrics for every group of keywords.

The scores for the most popular topics have been calculated as a weighted average of 2021 searches, backlinks, and shares. Trending topics have been identified as those that saw the most significant increase in social media mentions.

Top trending topics by industries: Insurance, Education, Health and Technology

Insurance

Education

Health

Technology

Top trending topics by industries: Fitness, Travel, Restaurants and Fashion

Fitness

Travel

Restaurants

Fashion

Top trending topics by industries: Finance, Investment, Cryptocurrency

Finance

Investment

Cryptocurrency

Wrapping Up

Despite all the challenges, the world keeps going forward. Based on the most popular topics listed above, we’ve seen a few major trends this year:

Not surprisingly, COVID still occupies consumers’ minds. Some of the most discussed topics related to the pandemic include ‘covid stats,’ ‘covid symptoms,’ ‘covid restrictions,’ and ‘covid testing.’ Besides, changes brought about by the pandemic keep affecting our everyday life — especially when it comes to remote work. To illustrate, some of the most popular meme topics included ‘distance learning meme’ and ‘virtual happy hour meme.’ Online shopping and other types of online behavior seem to be growing at a fast pace. For example, consumers talked about ‘online store clothing,’ ‘online education,’ ‘online car rental,’ ‘online fashion stores’ and ‘online fitness coaching.’ Travel is bouncing back, with more people discussing topics like ‘cheap flights’ and ‘book a flight.’ However, travel remains highly affected by the pandemic: some of the most popular topics include ‘travel advisory’ and ‘travel restrictions.’ Health-related themes continue to trend online. For instance, some of the topics consumers talked about the most include ‘healthcare insurance,’ ‘healthy prepared meal delivery,’ ‘healthy food,’ ‘healthy restaurants,’ and ‘mental health.’ Sustainability-related topics have also attracted some attention this year. To illustrate, we saw users discuss ‘sustainable fashion brands,’ ‘fast fashion environmental impact,’ ‘socially responsible investment,’ and ‘impact investments.’ Online marketing remains highly discussed — and we think it is (and it will be) an important tool for helping small businesses get through these difficult times. For instance, the list of the most popular topics in the US included multiple themes related to building WordPress websites. Besides, topics like ‘search engine marketing,’ ‘digital marketing course,’ ‘social media marketing plan,’ ‘ content marketing strategy’ and ‘small business marketing’ topped the list of the most discussed marketing themes.

There’s one thing we can say for sure: the digitalization of consumer behavior is here to stay. While creating unprecedented opportunities for digital content marketing, it also requires better content analytics and research tools. Businesses’ ability to identify topics their customers truly care about will define the success of their content marketing strategies in 2022 and beyond.

To explore the key content marketing trends for 2022, check out our recent blog post.

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