Since we are in the “information age”, content marketing has become an integral part of any business’s marketing strategy. Now that consumers have shifted their buying patterns by researching online before making a purchase, creating relevant content is key for your business to be found by these consumers.
However, content marketing trends are constantly changing and unless you are actively keeping up with the latest google algorithm change, new content platforms/formats and SEO best practices then your business could be left behind. Here are 5 tips that will help keep your content marketing effective in 2018/19:
Since its inception, Google’s goal has been to deliver the most relevant and useful search results to its users. In the past, it had mostly relied on ‘semantic’ signals such as the keywords found within a page. Now, Google has also started incorporating user experience (UX) data into their ranking algorithm.
This means factors such as bounce rate and time spent on a page will affect how well your content ranks in the search results. The idea behind this is that pages with a low bounce rate, and a high amount of time spent on a page are useful and informative.
Monitor The Analytics of Your Content Marketing
Following on from the previous point, analysing and measuring the analytics of how your content is performing will become even more important. By identifying what content is attracting visitors and converting them into leads, you will be able to better determine the type of content works best for your business.
Monitoring your analytics will also help you understand how visitors interact with your content.
New Content Formats
For the most part, content marketing has been focused around blogging, free reports and email newsletters. While these are tried and tested methods, companies will need to incorporate new methods into their content marketing strategy, to stand out from the large amount of content that is being produced nowadays.
Using content formats like video on platforms such as youtube and snapchat will help reach your audience where they are spending their time online. Also live-streaming services such as Facebook live video is another way to engage your audience.
Video as a content format is a good way to improve your user experience, as they are generally more captivating than a long blog post. (Although this will vary from industry)
Use Captivating Messages
As Google is relying less on semantic methods of determining the relevance of your content, it has become more important than ever to be able to create captivating messages that keep your users engaged.
Basics of on-page SEO and backlinks remain highly important as a ranking factor within Google. The ability to create captivating messages is increasingly holding more value because its ability to generate social shares and improving the time spent on a page.
Whether this means creative writing skills to produce attractive headlines, clean copy and clear voice, or an engaging presence in front of a camera, producing captivating messages will continue to be important in 2017.
Social signals refer to the amount of shares, likes, retweets of your content on social media platforms. Actively promoting your content on social media platforms such as twitter and facebook will help grow your audience and promote awareness of your business. You can do this by finding influencers in your industry with large followings and asking them to share your content.
Content marketing is an important part of your business’s marketing strategy, however, trends are constantly changing and you need to stay updated to keep your business relevant. By improving the user experience of your website content, monitoring your analytics, trying new content formats, using captivating messages and improving your social signals, you will ensure that your content marketing remains effective in 2017.