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
— 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
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 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
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
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
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 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…
— 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
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 info that, if presented inaccurately, untruthfully, or deceptively, could directly impact the reader’s happiness, health, safety, or financial stability." https://t.co/otxCmpph1W#ContentWritingChat
A3b: So…that said, we don't fall into that category. However, our editorial team takes every piece of content we produce very seriously, and it goes through many rounds of proofing for content and accuracy. EVERY brand should do this. #ContentWritingChat
A3c: Google may not qualify your content as YMYL, but your customers still deserve the best content! If we give bad advice, do anything unethical or deceptive, we're at serious fault. We take a serious journalistic approach to everything we publish. #ContentWritingChat
Ensuring that your content is quality material that presents accurate information is a must. That’s something that Google and your readers will always appreciate. You never want to mislead your readers in any way.
A3: From my understanding? Authority. Quality. Content standards are rising again. People want more than just what meets SEO. They want something that will fix their problems. Something they can't live without. #ContentWritingChat
Authority and quality are a must when creating content!
A3: We’ve reached a point of familiarity w/ online content that sometimes, it’s hard to know if what you’re reading is reputable. Especially w/ misinformation out there! That’s why it’s imperative that advice is backed w/ sources, & opinions informed by facts. #ContentWritingChat
As Rachel said, there’s a lot of misinformation out there. This is why you should always check your source and read the content in its entirety before sharing. Don’t just share something based on the headline, as they aren’t always truthful.
Q4: Is video still a worthwhile format to pursue in the year ahead? If so, what makes a captivating video that will hold the attention of viewers?
Is video overdone or is it still a good way to get recognized? Read these thoughts from the chat:
A4: Do your customers find value in video? Then YES! It's like skinny jeans…just because they may be going by the wayside doesn't mean I'm going to stop wearing them. You do you, and take care of your customers. #ContentWritingChat
A4b: I also think "Is video still a worthwhile format?" is an interesting question because I feel we've barely scratched the surface on opportunities with video. Especially in 2020, we've reimagined so many ways to strike a chord with our customers. #ContentWritingChat
If your customers enjoy video and find value in it, then Cathy says to go for it. Not only that, but there are so many ways you can experiment with the video content you create.
— PitchGround ?- Get SaaS Deals (@PitchGroundHQ) March 2, 2021
The team at PitchGround is all over video content! Live video and Reels are pretty popular right now on Instagram.
A4. To make good videos: – Be clear and concise – If it's for FB, make sure to add subtitles – Grab the attention in 1st 5 secs. – Keep changing the frames and add visuals
— PitchGround ?- Get SaaS Deals (@PitchGroundHQ) March 2, 2021
If you want to make sure your videos shine, be clear and concise, add subtitles, and grab attention early in the video.
A4: Video is here to stay for awhile! Video content that holds attention: 1) draws an emotional response 2)has a clear purpose (inform, entertain, etc.) 3) is accessible and inclusive#ContentWritingChat
— Tonia | People & Culture Champion (@TheToniaKallon) March 2, 2021
A great video will evoke some emotion in your audience, which often inspires them to take action. You also want to make sure you communicate your purpose and keep things accessible with captions.
A4: I do think that's it's a worthwhile format to pursue to appeal to a wider audience (those who learn by watching vs. reading). A captivating video should include a hook at the start to keep viewers engaged. #ContentWritingChat
Another reason that video content is great is because a chunk of your audience may be visual learners, which means video will really appeal to them.
Q5: 50% of all Google searches are done with voice search, which is why you need to optimize your site for it. Do you have any tips on how to do this successfully?
Don’t forget about people using voice search! Here’s how you can make sure you’re optimizing for this effectively:
A5: Think of how people are asking questions in voice search now. Before, someone might search "content marketing" on their computer. Now they're asking,"Hey Alexa, what is content marketing?" #ContentWritingChat
Cathy’s advice is to consider how people are asking questions in their voice searches. This way, you can tailor your content and keyword accordingly.
A5: I test this by asking the question I hope my content will answer. What articles come up? What are the related questions? This helps me tailor my content more appropriately to natural speech. #ContentWritingChat
Rachel is wise to test it out for herself. She asks the question that she hopes her content will answer. Then, she can review the articles to come up and tailor her content accordingly.
Q6: When trying out different trends, how can you determine if it’s working for you? How will you know when it’s time to move onto something else?
Don’t keep forcing something that’s not working. Here’s how you can tell whether or not you’re getting the results you want from certain trends:
A6: Determine your measurable KPIs before you start your program. See what's working, adjust if need be, and continue. Or stop! We've stopped many programs over the years that had run their course or that took time away from other, more effective things. #ContentWritingChat
A6b: Be willing to fail. Doing the same thing over and over and expecting different results, well, you know what they say. Take risks, learn from them and grow. #ContentWritingChat
A6c: Also figure out why something isn't working…is it the content? The medium? The distribution? If it's all three, then definitely move on. But test out adjusting some things before completely jumping ship. #ContentWritingChat
First, you need to know your KPIs so you know which metrics are important for you to track. This will help you determine if your efforts are working when implementing content marketing trends or if you need to pivot.
At the end of the day, you shouldn’t be afraid to try new things. Even if it doesn’t work out, you can learn something from it and try again. If it’s not performing how you hoped, ask yourself if it’s the content, the medium, the distribution, or a combination of all those. Figuring out where things are going wrong allows you to change course.
A6. Analytics… Data always tells you the truth and show the real picture… If your content format or outlet isnt performing or not delivering goals, move to the next. It's all testing, testing and more testing#ContentWritingChathttps://t.co/wNjDlDGP7S
— Vivek Nair – The Thrifty Marketer (@vivektweetsso) March 2, 2021
Analytics will always show a clear picture of how your content is performing.
A6: Measure closely and set short term and long term KPIs. Dont judge success or failure too quickly, unless there are negative comments from the community. (Unpopular opinion) but sometimes you gave to go with your gut. #ContentWritingChat
Kushlani said don’t be quick to determine if something is a success or a failure. You may need to give it a little time to properly gauge how things are working out.
A6: A trend is working if you get good feedback, if the audience asks for more, & if read time is in your preferred range (hopefully exceeding it). A trend should give way to a new one when you feel like you’re repeating yourself or feedback is stagnant. #ContentWritingChat
Positive feedback is a sign that things are working well for you. And if you aren’t getting any feedback, ask!
A6. If something doesn’t “feel” right for your brand, I think you’ll know fairly quickly. There may be times when you give it a second/third try, especially if it will add value for your audience. But if you aren’t comfortable, I suspect that will come across. #ContentWritingChat
Dana knows that sometimes things can feel “off.” If that’s the case, revisit what you’re working on and ask why. A gut feeling can help you decide whether or not something is worth pursuing.
Q7: Do you have any go-to resources for learning about what’s new in the content marketing industry?
All of these resources that Cathy shared are worth checking out! From Content Marketing Institute to Ann Handley, and BuzzSumo… These are all essentials!
A7. Twitter chats are invaluable to me in this area. #CMWorld, #TwitterSmarter, and of course #ContentWritingChat are just a few of the chats that helped me so much (and I’d guess, quite a few other folks).
And of course, Twitter chats are definitely valuable. There’s so much to learn from and they provide a great opportunity to connect with others.
Come hang out with us during the next #ContentWritingChat! It takes place on the first Tuesday of every month at 10 AM Central. Follow @ExpWriters and @writingchat for the latest.
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
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 brand.
[bctt tweet=” Got eye-catching infographics? Make sure they’re all optimized for social media sharing. Want to work on video content? Try going live to connect to your audience in real-time. Know the other content marketing trends for 2020.” username=”ExpWriters”]
Don’t believe me? Check out these stats.
80% of individuals would choose to watch a live video from a brand over reading an article
87% of people will choose to watch a live video if it means more behind-the-scenes or exclusive looks at a brand.
56% of individuals want “breaking news” live content over other forms.
67% of live video viewers go on to purchase tickets or seats to similar events.
Live video content is also unique because it blends user experience with one of the ultimate tools of content marketing: storytelling.
It gives brands a chance to apply classic storytelling techniques – in a way that includes the viewer.
Now, you aren’t just telling your story to your customers. You’re involving them in the creation of your story.
How’s that for being customer-focused?
Which brings us to our next major content marketing trend for 2020…
3. An Emphasis on Lasting Relationships
Make no mistake, your readers are smart. If you’re just out to make a quick buck, they’ll spot you coming from a mile away and vanish.
In 2020, they’re getting even smarter.
Possibly it’s because we’re now totally empowered with the ability to find information quickly, easily, and on-demand.
Some 60% of all searches are done on a mobile device – doubling from just 5 years ago.
This trend of instant consumption on the go is a mixed blessing. On one hand, it means readers will gravitate towards quick, bite-sized nuggets of information that won’t disrupt their life.
On the other hand, it means readers are also exposing themselves much more frequently to our content marketing efforts.
It’s that second feature on which we should focus. Our challenge isn’t finding and selling to customers (they’re already looking for us constantly). It’s keeping them.
This year, the prevailing trends will force us to really dive deep into what it means to build relationships and rapport with our readership.
According to the folks at the CMI, almost everyone (79%) is successful at educating their audiences and building credibility or trust (75%).
Fewer people manage to successfully meet goals associated with generating sales (53%) or building loyalty with existing customers (63%).
In other words, they’re putting out quality, helpful content but they’re failing to support their readers in further interactions with their brands. Their copy isn’t results-focused.
According to CMI, there’s a growing disparity between what successful content marketers are focusing on and what everyone else is doing. Successful content marketers nurture long-term relationships with specifics, while everyone else focuses on general (but still important!) goals:
What Successful Content Marketers Focus On…
Responding to specific audience needs
Using metrics and KPIs to track content performance
Crafting content according to customer journey stages
What Everyone Else Is Focusing On…
Creating sales funnels/lead generation
Producing high-quality content
Building authority organically (vs. using paid distribution channels)
[bctt tweet=”What successful content marketers focus on: a) specific audience needs b) metrics and real KPIs to track performance c) crafting content for customer stages. Everyone else: a) sales funnels b) content by itself. More: ” username=”ExpWriters”]
Remember: all relationships thrive with a healthy balance between giving and taking.
And – according to Sprout Social – some 70% of customers indicate that they feel closer to a brand after reading helpful, useful branded content.
When readers know you and like you, they’ll buy from you. Nurture that to create long-term relationships where you both thrive.
[bctt tweet=” Our challenge isn’t finding and selling to customers (they’re already looking for us constantly). It’s keeping them. This year’s the time to start interacting with your audience. Start by replying to their comments! ” username=”ExpWriters”]
4. Brand Authenticity Approaches New Dimensions
Brand authenticity has been a really big deal for a while. It was a content marketing trend for 2019, and it remains a major trend in 2020 as well.
I’ve hinted a little so far at what brand authenticity for the new decade looks like, but let’s dive in much more deeply.
Authenticity, Storytelling, and Story Creation
In 2020, expect authenticity and interactivity to blend. Brands are increasingly opening the door for more engagement from their customers with their content to include them in the storytelling process.
We’re already seeing this in the case of live video content as I mentioned before. However, there are a few other examples of where it’s also happening:
Augmented reality. It hasn’t taken over the consumer world by storm, but it’s definitely here.
User-generated content. According to Convince and Convert, 85% of consumers think that brand-related content generated by other consumers is more influential than the content the brand itself puts out. Who are those users generating content related to your brand? They are your most avid fans.
Dynamic personalized content. What better way to include your reader in your story than to put them right in it with content tailored directly for them? We’ve mastered personalization. Now enter dynamic personalized content. It’s a form of hyper-personalization that ensures the content presented is both relevant to each specific reader, and fresh each time.
[bctt tweet=”More brands are now opening their doors for more engagement. You can see this through the popularity of live video content . It happens too through augmented reality and user-generated content from fans. ” username=”ExpWriters”]
What are the components of authenticity for 2020?
A real story: Create a genuine, relatable story.
The human element: Show off the human side. Give your readers a behind-the-scenes look.
Interactivity: Recast your brand as a conversation. Invite your readers to participate.
[bctt tweet=”How can one be more authentic this 2020? Know these 3 components: share your real and relatable story, show your human side, and ☕ interact with your readers!” username=”ExpWriters”]
Conversational Marketing
Conversational marketing is a new marketing philosophy that spun out of the discussions around interactive content and the way social media has changed customer service. In conversational marketing, a brand crafts its experience through – you guessed it – conversations.
What do these conversations look like? That depends on your brand. Among the most common conversational marketing tools that leverage content include:
Email marketing: But not just any cold email spammed out to a list of thousands. Conversational email marketing actively seeks reader responses.
Chatbots: Only recently recognized as a potential marketing tool, the content in chatbots can prove just as valuable as the content on your pages or in your blog.
Messaging apps: It’s a non-obvious solution to keeping in touch with your users. Nonetheless, some 79% of customers indicate they’ll use them if it means faster access to the answers they seek.
[bctt tweet=”Conversational marketing is IN. How do you start these conversations? Start with the most common tools like email marketing, chatbots, and messaging apps. ” username=”ExpWriters”]
All of these tactics are already deployed by savvy content marketers. However, as these tactics have coalesced under a single term, it’s worth watching this year to see what ingenious ideas people implement around conversations and customer engagement.
5. We Cannot Ignore the New Ways to Search
Last but not least, we return to the state of search.
Not how machines are searching, but this time humans.
Over the past year, Google’s core updates have emphasized the increasingly diverse ways that users are now searching for content. In particular, voice search has made significant gains in popularity.
According to research by Adobe, some 48% of general web searches are done using voice assistants.
This is a direct result of the popularity of using mobile devices to find information. The study reveals that users overwhelmingly report voice search as easy to use and faster than fumbling with an onscreen keyboard.
Last year, voice search was an innovative curiosity. This year, it’s a new digital reality.
[bctt tweet=”Voice search has made significant gains in popularity. ️ According to Adobe, 48% of general web searches are done using voice assistants. Don’t ignore this and start optimizing content for voice search. ” username=”ExpWriters”]
Seize the Year with Killer Content from Express Writers
Content marketing has become a sophisticated field… and that’s a good thing!
There are so many ways to plan, create, and distribute content to build an engaged readership. I’ve covered five of what I suspect will be the prevailing content marketing trends for 2020.
The future of content marketing is here. This year, the stars are aligning with one clear message: with everyone focused on putting out GOOD content, it’s time to set yourself apart with something EXCEPTIONAL.
Don’t leave that to chance. Secure top writing talent now and make 2020 a year to remember.
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.
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
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 trends this year, and be prepared. Your rankings and site visibility will be better off, and, quite frankly, you’ll sleep better at night.
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
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
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
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.
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 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
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
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 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
People are certainly getting more visual with their content this year, which is something that won’t be going away any time soon. Whether it’s graphics or video content, people are loving great visuals.
Interactive content is certainly a great way to engage your audience and get them to take action.
Q3: Many marketers have stepped up content production. What are your tips for managing the content planning and creation process?
With more people taking their content seriously, it can sometimes get tricky managing the content planning and creation process. If you need some help in this area, check out this advice:
A3 Small teams (3 or less), use solid processes. Medium or large teams (4 or more), use processes + software #contentwritingchat
Dennis knows the importance of having clear processes and software to help teams, both big and small. He also mentioned how crucial it is to have a great plan in place. It’s definitely going to help you stay on track in the long run.
Julia also recognizes the importance of great team members, as she’s managing a remote team that’s all across the world. When you have an amazing team behind you, you can really see major growth when it comes to your content.
A3: Have a calendar coordinator, or content manager conduct the symphony. Make sure that it adheres to a great strategy! #contentwritingchat
Maureen suggests having a calendar coordinator or a content manager to help bring everything together. Having someone dedicated to this role will help everyone stay on track and meet deadlines.
A3a. Find people who can help. Even if you are a team of one, there are experts who can provide information. #contentwritingchat
However, you aren’t doomed if you don’t have a team behind you. As Brittany mentioned, there are plenty of experts out there that can provide information that’ll help you out.
A3. Always map your content back to your goals. Planning quarterly goals and/or themes can help guide content too. #contentwritingchat
And editorial calendar is certainly helpful when it comes to the planning process. You need to determine how often you want to publish and what topics you’ll be focusing on.
A3: Stay organized! Editorial calendars are a huge help. Also do your research and keep your content relevant. #ContentWritingChat
As Lori mentioned, it’s great to have a plan, but you also need to be flexible. Be open to making last minute changes to create content for the topics that are relevant in the moment.
For Bryn, repurposing content is a must. It’s going to help you make the most of the older content you’ve already published. All you have to do is find ways to make it fresh again. She teams up with other departments to make this happen.
Q4: What should a content marketer do when they just aren’t seeing the results they hoped for?
If you aren’t seeing the results you hoped for, it’s important that you don’t just give up and quit. You need to figure out how to fix the situation. Here’s some great advice for you:
A4 First step: resist the urge to give up. Understand that content marketing is a long term endeavor #contentwritingchat
First, Dennis said you need to resist the urge to give up. As he pointed out, content marketing is a long-term endeavor. You have to hang in there and keep moving forward, despite any failures you may encounter. He suggests taking some time to reflect because you’ll return feeling refreshed and with new ideas.
A4c Next, consider whether you need to spend more time on distribution. You may be too focused on creation #contentwritingchat
Dennis also said to consider your distribution efforts. Could that be where you’re going wrong? You can’t just expect people to find your content. You have to be proactive about spreading the word. He also recommends talking to your readers, customers, and industry experts to receive feedback on the work you’ve done.
A4: Don’t be afraid to ask your audience for feedback. Getting feedback will help you give them what they want & need. #contentwritingchat
Varun’s advice is to stop, analyze, and restart. You can take inspiration from your niche and other industries, plus take feedback from your audience into consideration.
A4 First, analyze your expectations. Are you monitoring the right goals with the best metrics? Why are those your goals? #contentwritingchat
Lex said you need to ask yourself if you’re monitoring the right goals with the best metrics. You also need to know why those are your goals so you know that you’re working towards.
A4: Change your content writing strategy based off of what performs BEST. Look at the analytics and go from there. #ContentWritingChat
Going back to the advice Dennis shared, Danielle also recommends focusing on distribution. Find new ways to spread the word about your content so more people will check it out.
A4b. Promoting content/connecting w/ my audience via email has always been SUPER helpful in improving results. #contentwritingchat
As Dennis pointed out, there’s all kinds of content floating around these days. It’s not just about blogging because others are turning to live video, podcasting, and so many other formats.
A5. Expectations are higher than ever, which means your content better be worth your audience’s time. #contentwritingchat
Video continues to grow in popularity as the years go on. It’s something that won’t be going anywhere, whether it’s on Instagram, Facebook, or YouTube.
A5: Video seems to have really taken off, especially on social. A winning strategy uses ? to promote/support content #ContentWritingChat
Max also agrees that video has taken off in recent years, especially on social media. You want to have a winning strategy for creating and promoting the video content you produce.
Content creators are expected to do so much these days. They have to be skilled not just with writing, but also with SEO, marketing, social media, and video among other things.
A5: Well, at least in my field, #smallbiz has taken content marketing seriously. That’s made it easier to educate them. #ContentWritingChat
Dennis sees content moving to non-traditional platforms, such as smart watches. As he mentioned, your content needs to appear when and where your audience needs it.
A6. Advanced personalization that provides a ridiculously customer-centric approach. #contentwritingchat
Dennis relies on Google Analytics and Excel to manage his content marketing strategy. He also likes to get on the phone and chat with customers. It’s a great way to learn more about them.
A7: To store content ideas and keep them organized, I rely on @evernote. It’s an essential for me. #ContentWritingChat
