Content marketing is a multi-layered strategy that requires a lot of skill and planning. Until a few years ago, it was enough to create 500-word articles with relevant keywords to get a decent amount of traffic. Unfortunately, that no longer works and can even land your website in trouble. Google is very serious about content quality and has initiated several algorithm upgrades to reinforce that.
If you want to be successful in content marketing, it is essential to keep an eye on the market and make a note of the most prevalent trends. This article explores some of the most prominent trends.
It is no longer enough to create articles with a broad interest or general topics. There are just too many content pieces with a broader focus available online.
Instead of collecting a generic list of keywords in your industry and creating content on them, it is a good idea to create content that appeals to a niche audience. Create an audience profile and take a look at their common concerns, and make a note of the questions they’re asking. This should be able to help you craft content that appeals to your specific audience.
Modern audiences value authenticity more than any other experience.
They like original ideas, original content, and authentic service. This is one of the reasons why it is important to create original wherever possible, including:
Original content requires more effort and investment, but it can help you reach more people and improve your reputation. Original content can also bring in more links from reputable sources.
The time for short 300-500 words is long past. Most websites can’t get away from these types of articles unless they have a solid reputation and are well-established.
On average, the articles need to be detailed enough to explain all the related subtopics of the article. Most first page results are well above 2,000 words in length. You don’t just need to provide original content, but also make sure the content is extensive and covers the topic well.
Also Read, 8 Basic Content Writing Skills You Need in 2019.
Search engines have become very sophisticated. They no longer work based on just the exact match keywords. They find content based on user intent. They look into factors like search history, location, demographic, and other such influential factors.
This focus on customer intent means you can’t just rely on the traditional way to create content. You need to look at the customer’s intent and craft content accordingly. For example, do they want how-to articles on a particular product? Do they require a guide to find the best service?
Focusing on intent will help you bring the right audience to your website. Content pieces like shopping guides bring in audiences that convert. Pieces like how-to articles bring in research traffic.
Interactive content requires the user’s active input. Things like quizzes, surveys, and interactive infographics snag a user’s attention and compel them to remain on the website for a long time.
The longer people remain on your website, the better. This shows users that people are enjoying the content on your site. If people have a good user experience, Google is likely to rank the site higher.
Incorporating different mediums into your content is essential. Some people focus on text because it is easier to create and requires minimal investment. However, lack of varying content can bore your readers. They might move on to other platforms.
Make sure you add podcasts, graphics, videos, and other such forms of content to your website. This doesn’t just look professional, but can also help users understand the content better.
Outdated content doesn’t attract as many links or audiences, but that doesn’t mean it can’t. You can easily upgrade the content to make it suitable for the current audience.
For example, if you have an article on the best content marketing techniques from two years ago, you can repurpose by adding statistics and facts that are relevant to the current standard.
A cluttered website with large, disruptive ads can compromise user experience. Readers will be less inclined to linger on your website and read the article.
The best way to ensure they remain on the site is to provide a visual environment. Invest in minimal design, leave ample white space for scrolling, and ensure the interface is clean. This will ensure there’s greater user experience and people are more comfortable reading your content.
Readers are more attracted to engaging, candid content. As mentioned before, people value authenticity, so content that has a more personal tone is more appealing.
Try to insert some gentle humor into the content and make sure the language isn’t very formal. That will have a positive impact on user experience. The tone will also ensure you have a better connection with your users.
Google’s ‘Medic’ update focuses on the authority of the content creator. This means content created by good authority creators has more value — for example, medical and health-related content created by actual professionals in the field.
It is a good idea to establish a personal reputation by publishing content on other reputable platforms like blogs, media websites, and other alternatives. Once you have a good reputation, it is easier to publish content Google trusts and will rank high on their SERPS.
Having great content is a good start but what time of content gets shared and linked to the most? Data-driven content is the key to picking up high-quality media mentions and links.
With data-driven content journalist and bloggers will use your facts to help add value to their articles. Having unique data or if the data displayed in an easy to read visual manner, then your content has more of a chance to stand out.
Content marketing is a highly competitive field, which is why it is necessary to stay on top of trends. You won’t have to spend time playing catch up with others.