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#ContentWritingChat Recap: Content Marketing Trends to Watch in 2021 with Cathy McPhillips

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Content Writing Chat recap

2021 is in full swing, friends! And if you want to make this the year you start getting noticed online, then there are a few content marketing trends you may want to incorporate into your strategy. In this #ContentWritingChat, we talked all about Google’s YMYL standards, whether or not video is still worthwhile, voice search, and more. #ContentWritingChat Recap: Content Marketing Trends to Watch in 2021 with Cathy McPhillips Welcome to this month's #ContentWritingChat! ? Our guest host is @cmcphillips, the VP of Marketing for our friends over at @CMIContent. Make sure you give her a warm welcome! ? pic.twitter.com/EVibxzy7kX — Express Writers | Your Content Writing Partner (@ExpWriters) March 2, 2021 Our guest host for this month’s chat was Cathy McPhillips, the VP of Marketing for our friends over at Content Marketing Institute. Cathy had some great advice to share with us, so let’s dive into the recap for all the tips! Q1: Why is it important to consider the latest trends when it comes to your content marketing? You don’t want to overlook what’s popular in the moment. That’s why it’s smart to watch the trends. Here’s how it can be helpful for you: A1: You need to stay one step ahead of your customers – their needs, their wants, and solving problems they may not even know they have yet. #ContentWritingChat — Cathy McPhillips (@cmcphillips) March 2, 2021 A1b: It's also important to read and consume industry and competitive content, not only to stay in-the-know, but also to continue to find and nurture your niche. #ContentWritingChat — Cathy McPhillips (@cmcphillips) March 2, 2021 Cathy says it’s important to stay one step ahead of your customers. You always need to be thinking about their needs and wants, while also solving their problems. Pursuing the latest trends can provide plenty of opportunities to get exposure to a wider community, which could take your brand to the next level if it goes well. A1. Because you never know when a new development will enhance your brand or provide more value for your audience (actually, I guess those two are pretty much the same). #ContentWritingChat — Dana Lemaster (@DanaLemaster) March 2, 2021 Trying what’s “trending” could be the key to your success. You never know when something new might improve your brand and help you better serve your audience. Q2: Creating valuable content is timeless when growing your brand online. How can you be sure what you create delivers what your audience needs? These tips will ensure your content is always high-quality and super valuable for your audience: A2: In a word…ASK! While I love analytics, nothing beats getting on the phone or Zoom with a customer to talk about their current challenges and opportunities. We try to do this a few times a year, but in between those times I connect on social to check in. #ContentWritingChat — Cathy McPhillips (@cmcphillips) March 2, 2021 A2b: But back to analytics, set up your goals in Google Analytics so you can see not only what is getting views and clicks, but also what is converting your customers to profitable (or the next) action. #ContentWritingChat — Cathy McPhillips (@cmcphillips) March 2, 2021 Analytics are important, but as Cathy said, nothing beats actually talking to your audience. Have conversations with them in the DMs or hop on a Zoom call for some market research. The better you know your audience, the better you’ll be at creating the content that addresses their needs. A2: Poll the people! I love asking my audience what they want to see from me. It helps me stay focused on what’s working & what’s valuable to people. Otherwise, I’ll be tempted to create the kind of content I enjoy making most, which may or may not be useful. #ContentWritingChat — Rachel Wendte (@rkwendte) March 2, 2021 Rachel agrees that talking to your audience is the way to go. Ask people what they want to see from you. It doesn’t get any better than getting answers straight from the source. A2. Your entire content marketing strategy should be built on a solid buyer Persona exercise… Align as close as possible to that for better results… If nothing works, ask feedback from your audience or do a competitive research#ContentWritingChat https://t.co/2v1sSBG8xi — Vivek Nair – The Thrifty Marketer (@vivektweetsso) March 2, 2021 You also want to make sure you’re building your content marketing strategy with your buyer persona in mind. This goes back to knowing who your audience is and where they need help. Then, you can create the content that solves their biggest pain points. But if you’re having trouble creating that buyer persona and planning out content, you can always ask for feedback. A2: What you create should align with your brand purpose & audience, so get feedback. Want to experiment within your brand? Do it but get feedback. Be prepared to respond and adapt your approach. #ContentWritingChat — Tonia | People & Culture Champion (@TheToniaKallon) March 2, 2021 Also, make sure your content aligns with the purpose you’ve set for your brand. You always want to keep your bigger mission in mind. A2) Not a one day task. You research, create, disseminate, analyse, implement in next phase, and repeat the circle. Every step is SO important. If you put the right content on wrong platform; whole thing falls flat. #ContentWritingChat — Megha (@WanderlustGirl_) March 2, 2021 And remember that this isn’t something that can be done in a day. It will take you some time to learn about your audience and what they like. Commit to doing the research though and you will pick up on what they like and what they don’t like. Q3: In 2021, meeting and surpassing Google’s YMYL standards are a must. What does this mean and how does it impact your content creation? Here’s what you need to know about the YMYL standards that are important for all creators: A3: According to @SEMRush, "Your Money or Your Life (YMYL) content is the type of … Read more

In the Spotlight: 5 Promising Content Marketing Trends for 2020

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In the Spotlight: 5 Promising Content Marketing Trends for 2020

It’s 2020 already! Are you ready to seize the new decade by the horns? I sure am! We’re just a few short weeks into the year, and it’s already shaping up to be an exciting one in the world of writing. If you’ve been paying attention to what’s happening in content marketing, then you’re already a step ahead of the curve. Several ideas and innovations are maturing, bringing us more possibilities when it comes to writing and distributing our most magnetic content. Wondering what the future of content marketing looks like? Check it out. I’ve rounded up my best predictions for the 2020 trends in content marketing. This year is already roaring along at full speed, so we’d better get started! The 5 Biggest Content Marketing Trends for 2020 You Must Embrace 1. “Good” Is Not Enough! Readers E-A-T Only the Best Content Topic-Focused Content Builds Authority Results-Focused Copy Builds Relevance Customer-Focused Marketing Builds Trust 2. Pictures Become Worth 1 Million Words – If They’re Living Visual Media Is Becoming Interactive 3. An Emphasis on Lasting Relationships 4. Brand Authenticity Approaches New Dimensions Authenticity, Storytelling, and Story Creation Conversational Marketing 5. We Cannot Ignore the New Ways to Search [bctt tweet=”Excited to start the new year with fresh ideas to boost your content marketing to the next level? @JuliaEMcCoy shares the best content marketing trends in 2020 you should start following right now. ” username=”ExpWriters”] The 5 Biggest Content Marketing Trends for 2020 You Must Embrace While 2019 was all about refining what worked, the energy of 2020 signals that it’s all about seizing the day – or year. We’ve practiced, honed, experimented… Now it’s time to put all that newfound knowledge to work to build those dreams as you’ve never built before. Without further ado, here are the five content marketing trends for 2020 you must absolutely watch. 1. “Good” Is Not Enough! Readers E-A-T Only the BEST Content The phrase “content is king” has been floating around the internet now for almost a quarter of a century. (Thanks, Bill.) It’s a deceptively simple statement. Yet, 24 years later, we’re still discovering exactly what it means. 2020 may be the year that we (collectively) finally get it. An emphasis on good content has existed for a while now, largely spurred on by Google’s constant (and often revolutionary) updates to its search engine algorithms. Last decade, we saw several seismic updates that completely altered the nature of search. Google has a knack for doing that. However, the last several core updates such as Google BERT and the January Core Update have been relatively unique. Not only have they continued to tailor their algorithms to the human element, but they’ve now begun sending a pretty clear message to the content creation (and SEO) community with every update: Google really, really, REALLY wants you to stop overanalyzing the SEO situation every time it updates its algorithms. Why? Because in 2020 SEO has ONE main rule: Focus on delivering the best possible content to your readers. Oh look, another deceptively simple statement. In 2020, content and search engine ranking are fusing. It’s no longer going to be about either optimizing for people or optimizing for search engines. By crafting exceptional content, you’re now doing both. If there’s anything you take away, it’s these three points for content trends in 2020. (Which are so important, we made an image for you.) 1. Topic-Focused Content Builds Authority To establish authority in the search engines, you’ll need to prove to Google that you know something about a topic. That doesn’t mean posting one or two articles on the subject and calling it good. The average content pillar has been 2,000 and 10,000 words with 6-8 sub-topics (or pages) linked. 2. Results-Focused Copy Builds Relevance Craft content with a purpose. People use search engines to find answers to problems, but only 21% of searches lead to more than one result getting clicked. If your copy isn’t laser-focused on achieving a specific result (like solving the problem that person searched for), you won’t make it to the top of the list. 3. Customer-Focused Marketing Builds Trust In 2020, the primary means you’ll build trust with your readers is by delivering helpful, useful content. Such content indicates a willingness to be helpful, to give without expectation of monetary returns. Turns out it works. According to research by Conductor, customers are up to 131% more likely to purchase from brands that provide early-stage, educational content. [bctt tweet=”Don’t settle for good this 2020, go for GREAT! How? Focus on these three important points: the right topics (to build authority), ️ results (to build relevance), and customers (to build trust).” username=”ExpWriters”] Take a moment to absorb these three points. They’re what underlie the rest of the content marketing trends for 2020. BTW – Google is setting a high bar for what is considered quality content. And unsurprisingly, Content Marketing Institute found that 84% of brands outsource their content creation to pros. If you’re concerned about quality, this is the route to take. [bctt tweet=”Did you know? @cmicontent found that 84% of brands outsource their content creation to pros. Stressed for time? Maybe it’s time to trust a pro writing partner. ✍️” username=”ExpWriters”] 2. Visuals Become Worth 1 Million Words – If They’re Live Remember the first infographic ever made? (Probably not – it was published in 1821.) It rocked everyone’s world. Today, infographics and visuals remain incredibly powerful. We’re going to keep seeing them – but they’re getting a refresh. How? Visual Media Is Becoming Interactive Infographics are neat, but unless they’re designed and optimized for social media sharing (like Pinterest, Instagram, or Facebook), they’re surprisingly limited. They can pique our interest for a few minutes or flash across our social media feed… but they can’t do much else. In contrast, live video content is an experience. When something is real-time, we’re primed to think it’s unique. Plus, the real-time nature of the media amplifies the exclusivity and sense of connection with the … Read more

5 Major SEO Content Trends to Expect in 2018

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5 Major SEO Content Trends to Expect in 2018

Search engine optimization is going to look waaaay different in 2018. It’s true. We’re forging into the future, and that means search has to change to keep up with technology and user habits/needs. But what do “they” (the Big G) want? And, where is technology going – and how does that tie in to the search algorithm? For starters, more people want to ask their virtual, voice-enabled home assistants questions – and get good answers. In addition, more people want to use the internet on their smartphone versus a desktop. Just look at the market share for mobile vs. desktop five years ago, and then compare it to today. In 2013, mobile was barely making a blip: But look at where those numbers fell in 2017: Mobile is now edging out desktop, and it’s not stopping anytime soon. That means big things for SEO. So, what’s going to (really) happen? Let’s dive into the biggest SEO trends for this year. We’ll conjure up a good idea of what it all means for your online presence. 5 Impactful Content & SEO Trends to Watch for in 2018 1. Mobile-First Indexing Is Happening In 2016, mobile surpassed desktop browsing as the most popular method. More and more people are turning to mobile for their browsing needs, whether they’re on-the-go or at home. Plus, 80% of people who use the internet also own smartphones. Google is working to accommodate this shift and will soon roll out their mobile-first index. This means that the search engine will prioritize mobile content in its rankings. “Soon” is a relative term, however. According to a Search Engine Land report, right now that means sometime in 2018, but it could get pushed back. Google has also promised not to spring the roll-out of mobile-first on unsuspecting site owners. Instead, they have pledged to be “proactive” about talking to webmasters as it happens. Gary Illyes even told people not to “freak out” at the SMX Advanced conference in June 2017. Bottom line: If you’re sitting pretty with a website that has a responsive design, you have no worries. If you still only have a desktop-friendly site, now is the time to make some upgrades. Here’s what that looks like across devices, via W3Schools: 2. Context Will Matter More Than Ever for Content If your content isn’t contextually relevant to the topic you’re writing about, forget it. Forget about ranking, let alone ranking well in 2018. As Google gets smarter, repeating keywords in your content matters less and less for SEO. Google is no longer a toddler in terms of tech. It’s now a wise-ass teenager who knows way more than you think. Hence, SEO for content going forward is all about context. It’s about relevance. It’s about diving deep into a topic and leading your readers far beneath the surface information. According to experts who contributed to SEMrush’s #semrushchat, content may be THE most important ranking factor today. Not just any content, though – “relevant, well-structured content”: Of course, this is nothing new. However, you can expect to see this continue to grow in importance in the months ahead. The need for high-quality content for outstanding SEO is going nowhere. 3. Voice Search Optimization Will (Continue to Be) a Big Deal Voice search technology is getting better all the time. And, as it gets better and easier to use, more people are flocking to nab their own virtual assistants like Alexa on Amazon devices, Siri on Apple devices, or Cortana on Microsoft devices. According to a recent study from eMarketer, the number of Americans using voice search jumped up by 128.9% from 2016 to 2017. By 2019, 39.3 million millennials are expected to adopt this technology and use voice search, according to the same study. It’s easy to see why voice search optimization will continue to grow in importance for SEO. It’s gotta keep up with the lightning-fast speed at which users are glomming onto voice-enabled technology. 4. Sites Will Be Jostling for Spots in Featured Snippets According to The Next Web, snippets are the new #1 position on Google. These snippets appear at the top of search results and give searchers instant answers. For instance, what if I need to know how far away the moon is from earth? Observe: Before I can even scroll to the number one search result from NASA, Google hands me the answer in the featured snippet. Needless to say, it’s prime real estate. Sites that manage to get featured don’t even have to rank #1 to be on top. Instead, Google pulls text from your content to provide the answer and links to your page – above the number one search result. Awesome, right? Plus, voice search results are mainly pulled from featured snippets. If you can get your content featured here, you could really go places. Because voice search is getting bigger, expect featured snippet spots to get pretty competitive, too. 5. Lazy Guest-Blogging = Not Cool with Google If you’re guest-blogging with no other intention than link-building, you’re doing it wrong – and Google will punish you. Google recently pointed out that this behavior is basically in violation of their guidelines. Specifically, it falls under the shady link schemes umbrella. Search Engine Land has speculated that this announcement signals a warning for webmasters. They say it’s likely that an algorithm update may be coming that targets “manipulative guest posting.” To avoid a hit on your rankings in 2018, review guest blogging mistakes to avoid and make sure you’re doing it for the right reasons: to provide value to users, and to help you grow your list with quality leads. The Main 2018 SEO Trend? Search Engines Are Getting Smarter I think you’ll see one overarching trend for 2018 and SEO: Search is getting smarter, better, and more intuitive. Of course, we can never stay static for long. We can’t get too comfortable. If we don’t change along with the changing times, we’ll get left behind. Look forward to these … Read more

#ContentWritingChat Recap: Content Marketing Trends for 2017 with Dennis Shiao

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#ContentWritingChat Recap: Content Marketing Trends for 2017 with Dennis Shiao

Are you up-to-date on all the latest content marketing trends? In this week’s #ContentWritingChat, we shared all the hottest tips and trends you need to know for a successful content marketing strategy. Does that sound like just what your brand needs right now? Keep reading for the recap of our latest chat! It’s filled with some amazing advice that you’ll want to implement ASAP! #ContentWritingChat Recap: Content Marketing Trends for 2017 with Dennis Shiao Welcome to #ContentWritingChat! Today, @dshiao is guest hosting to talk all about #ContentMarketing trends for 2017! ? pic.twitter.com/XE2IElvhdf — Express Writers (@ExpWriters) August 29, 2017 Our guest host this week was Dennis Shiao. Dennis handles content marketing at DNN Software. He shared some great tips with us throughout the chat, which you won’t want to miss! Let’s dive into the recap for everything you need to know on content marketing trends for 2017. Q1: Why is it important to keep an eye on content marketing trends? How can it impact us as creators? Not feeling convinced that you should be keeping up with the latest when it comes to content marketing trends? These tweets will show you why it’s important for all content creators: A1 Watching trends help you plan strategy. Sometimes you ride the trend, other times you might go the other way #contentwritingchat — Dennis Shiao ✍️ (@dshiao) August 29, 2017 A1b Sometimes, understanding the current trends can give you ideas on how to start a new one. #contentwritingchat — Dennis Shiao ✍️ (@dshiao) August 29, 2017 Keeping an eye on the trends will help you plan your strategy. As Dennis mentioned, sometimes you ride the trend and sometimes you go the other way. When you understand the current content marketing trends, it can even give you ideas on how to start a new one. A1c General advice – don’t follow trends just to follow them. Most people do that. There’s value in being different #contentwritingchat — Dennis Shiao ✍️ (@dshiao) August 29, 2017 His general advice is not to follow just just follow them. Dennis feels there’s value in being different, so make sure you embrace that. A1 Knowing trends = VITAL to content creators. By staying up on platform/tool/SEO changes, we serve our clients best #ContentWritingchat — Julia McCoy ? (@JuliaEMcCoy) August 29, 2017 Julia knows that knowing the latest trends is essential for content creators. You want to stay updated on the platforms, tools, and SEO to better serve your clients. A1: #contentmarketing is always evolving so as creators, we have to evolve with the market to appeal to our audience. #ContentWritingChat — Flying Cork (@flyingcorkpgh) August 29, 2017 Content marketing is something that is constantly evolving and you need to keep up to appeal to your audience. A1. Staying on top of trends and changes in our industry keeps our content fresh and relevant. #contentwritingchat — Bourbon & Honey (@BrittanyBrander) August 29, 2017 Being aware of trends also helps keep your content fresh and relevant. A1: Keeping up on trends helps show clients that you stay on top of things! #contentwritingchat — Netvantage Marketing (@netvantage) August 29, 2017 As Lexie said, knowing the trends shows your clients that you stay on top of all the latest information. It’s going to help them see that you really know your stuff! A1b: When you monitor marketing trends it means you always have something to test. And everyone should be testing! #ContentWritingChat — Maureen Jann (@MaureenOnPoint) August 29, 2017 Maureen brought up a great point about testing. When you monitor and try out new trends, you can test to see how it works for you. You’ll know what’s the right fit for your brand and your audience. A1: Part of reflecting and planning your future growth is looking at the past and present state of marketing. #ContentWritingChat — Ray Sidney-Smith (@w3consulting) August 29, 2017 As Ray said, part of reflecting and planning your future growth is looking at the past and present when it comes to content marketing. It’s important to reflect to see where things have been, where they’re going, and how you can adapt. Q2: What have been the top content marketing trends to implement into your strategy so far this year? Have there been any game-changing trends you implemented into your strategy this year? Our chat participants shared a few that were essential for them to incorporate: A2 My belief is that high quality wins. So I’ve been publishing less, but trying to do it better. #contentwritingchat — Dennis Shiao ✍️ (@dshiao) August 29, 2017 For Dennis, he knows that high-quality content is a clear winner. He’s been focusing on publishing less, but striving to produce even better content. A2: At Netvantage, we’ve continued on with the trend of less is more. Creating less content, but ensuring quality. #contentwritingchat — Netvantage Marketing (@netvantage) August 29, 2017 The team at Netvantage is doing the same. Quality always beats quantity when it comes to the content you’re producing. A2 We’re committed to surfacing content ideas from our existing customers instead of leading with guesswork. #ContentWritingChat — Bill Skowronski (@BillSkowronski) August 29, 2017 When you’re creating content, you also need to deliver what your audience wants. Bill is committed to focusing on his existing customers and learning what they need, instead of guessing on what he should be creating. A2. Recycling content and iterating on what works. Embracing and testing new content formats (audio/podcasting, etc.) #contentwritingchat — Kristen Dunleavy (@KristenWritesIt) August 29, 2017 Kristen knows that recycling content is a big trend that is really paying off these days. It helps you make the most of what you’ve published in the past. She also said testing new content formats, such as podcasts, is also beneficial. A2d The other clear trend is podcasting. I haven’t started my own just yet. But I listen to a lot! #contentwritingchat — Dennis Shiao ✍️ (@dshiao) August 29, 2017 Even Dennis knows podcasting is a trend that’s still on the rise! Although he hasn’t started one of … Read more

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