Content and the point of its connection with other marketing fields is changing rapidly. The main drivers of these changes are the rise of machine learning and the ways in which we search and get content.
Adjusting to both factors is inevitable. Companies that are the first to address these challenges can expect to be favored by Google’s algorithms and increase ROI. How to do it? What is key when changing tactics and processes at companies, agencies or copywriters?
Here are 10 tips that we humbly believe you should spend some time on in 2022.
High quality content
It may sound banal and not particularly revealing, but it’s true: high-quality content will still be extremely important in 2022. Google promotes valuable content and takes great care to ensure that people who type search queries find what they’re looking for. And because it understands our language better and better (thanks to machine learning and natural language processing), the topic authority content is now more important than keywords (which, of course, are still important) in SEO. The better developed, more substantive and more effectively optimized content is the more valuable for Google.
So we try to create content that will best meet the users’ intentions. It is a good idea to use tools helping with optimisation (e.g. CONTADU), as well as to use content hubs, which explain all ambiguities of the recipients in the most comprehensive way. We should also take care about the content being up-to-date users’ needs because changes appear very quickly and our task is to react to these processes. Another factor is to take care of the “packaging” of our content. Remember that if our subpage is overloaded and takes a long time to load, then it is likely that the user will leave it and look for information somewhere else. So it is worth monitoring all aspects in content creation.
The influence of Artificial Intelligence
Semantic models on the search engine side and those public available understand the language better every day. In the last 2 years we can find the improving the types of links between data elements and increasing datasets to train the models have grown in some cases over 1000 times. These are now large enough datasets to be tempted to create short content.
Companies that use language models in their communications gain doubly. Machines understand their messages better and such content is promoted in search engines better. Communication is “averaged.” This means that a semantic model, by simplifying messages, can reach more people with “understandable” text that it can do it the copywriter text.
Language models also make the better structure of the content, drawing from the millions of texts they have analyzed. The structure of a text template allows you to describe your topic more accurately with virtually zero time for research.
Access to tools that create and optimize content by using machine learning is growing. In December 2021, Open.AI, the company that developed the largest commercial semantic model GPT-3, announced that it is opening up access to use the model to all interested parties. Previously, such access required many months of waiting and meeting a number of conditions. Thus, the number of solutions based on GPT-3 should increase in 2022 along with the quality of the content and their probable specialization.
The topic of content personalizing is not new. We try to create LPs tailored to the type of campaign, segment, country, etc. On the other hand, the scale of the content personalizationthat will enter the market in 2022 will be much greater than anyone can assume.
In order to create personalized content, you will need data about the users for whom we create content: it is worth knowing where they come from, what problems, priorities and needs they have. So we should know what they expect from the content on the Internet. In addition, you should constantly monitor the situation, as the intentions of users are constantly changing and in order to gain an advantage over the competition and attract more customers, we should ensure that our content is always up-to-date and adapted to the real needs of the audience. If we manage to meet these requirements, then we will increase the attractiveness of our content, strengthen our topical authority, and all this will allow us to gain even more recipients.
Content personalization, supported by AI and behavioral tools, will allow large e-commerce or marketplaces to present us with personalized product descriptions, dynamically change the content of subpages or even generate these subpages “in the blink of an eye”. The cost of using the technology is a fraction of the human cost, so e.g. testing new products can be entirely machine-driven. The development of this technology will coincide with the development of matches in ad networks, where machines are much more efficient creating ad titles and descriptions.
If you are still wondering whether you should look towards machine learning solutions, make those decisions as soon as possible. CONTADU users using improve their visibility for over 2000 domains every day. We hope that you are already or will soon be in this group.
Semantic data and recommendations based on big-data
Along with the growing access to technology, the number of enterprises using solutions based on semantic recommendations and “big-data” resources increases. These companies, in addition to optimizing the content for the needs of organic traffic, more precisely define the content in the sales funnel.
Solutions such as CONTADU enable them to determine exactly what types of content are preferred by the audience at certain stages of the purchasing decision and how to respond to those intentions. In addition to identifying intentions in the purchase funnel, a great solution is the ability to quickly compare your own covering the given topic with the competitors and to define a set of words, which we call “customer’s dictionary”.
We are moving away from keywords in favor of the subject. For most businesses, it does not matter what specific word the customer comes to the page from, as long as the intention is similar. Each of us speaks a different language, sometimes we describe the same subjects differently, but we agree on the level of subjects. A good example would be a word “Zanzibar”, a topic associated with holidays. If I called the tourist office asking for “Zanzibar”, “Zanzibar vacation”, “last minute Zanzibar” etc. the answer would be the same.
This is the growing advantage of subject matter over keywords. Using Content Intelligence tools, we have instant access to the words with which our potential customer can describe their intent to purchase a particular service or product. This is a huge step toward responding to intent without delving into time-consuming keyword research. This type of approach allows us to create more quality touch points with potential customers and eliminates investment in common topics texts.
Podcasts are gaining more and more popularity, so it’s no wonder that they also work great in content marketing. And it is so not only because of the current situation caused by the pandemic, but also because of its remarkable utility. We can listen to podcasts on the way to work, university, walking the dog or during a long train journey. Another advantage of this form is its incredible variety: the huge amount of podcasts means that virtually everyone will find something that will interest them. Access to this form is also extremely easy: just enter the topic you are interested in and after a while you can listen. In content marketing, podcasts help build your own brand. Thanks to them, we can provide our recipients with information in a convenient form.
These can be educational materials or content that effectively encourages users to take advantage of given services. The right form is also very important here: thanks to a looser and more emotional formula (because the message comes from a living person, not through lines of text on a website) it is easier to reach a wider audience. Additionally, a podcast can be easily linked to and shared on social media, thus increasing your reach. However, we should remember that the content in our podcasts should be valuable. It is also worth taking care of the quality of the form itself, because the audience pays a lot of attention to the performance and professionalism of a brand.
There is no doubt that in order to get high positions in search results, valuable content is needed. However, nowadays quite a lot of attention is paid to visual content, which significantly increases the attractiveness of content and it seems that this tendency will be growing in the future. Recipients are helped a lot by the graphic presentation of information, and it happens that it is the image that speaks to us much more effectively than the text. And if so, it is worth thinking about the development of visual content that will allow you to activate your audience or customers.
Infographics are a very effective solution. Thanks to this method we are able to include important information in a very attractive form and redirect it to the users in a very short time. Thanks to engaging infographics a client can quickly decide to purchase our product or service. Therefore, infographics allow us to reinforce our message and increase the audience’s involvement. However, remember that in order to draw users’ attention to our visual content, it must be professionally and aesthetically done. Therefore, it is worth using the help of a graphic designer when creating this form.
Video and live-streaming
No one needs to be convinced of the power of video. On sites like YouTube, we find millions of videos on every topic, which are watched by several billion people every day. Or let’s take a look at TikTok, which has quickly become one of the most popular sites in the world. It is quite obvious that the video form will be perfect for a content marketing strategy. It is not only a way of strong and effective user engagement, but thanks to social media it is also a great solution for building your own brand. Another advantage is that we can use the really wide possibilities that video – making gives us.
One such form is webinars. Educational content allows us to share knowledge with our audience, and this increases user awareness and with it the potential for conversions. Live-streams are also a great way to increase the appeal of your brand. We can, for example, make a report from the conference we are currently at or invite our audience for a Q&A session to answer their questions directly. A very interesting option are also short video materials that in a very engaging form can encourage users to learn more about our products or services. So there is no doubt that in 2022 video will be a very important element of content marketing.
Interactive content is also a great idea to refresh your content marketing strategy. They are one way to increase user interest and engagement. This is because audiences increasingly want to interact directly with companies. They can do this through social media, but it’s also worth thinking about some way to activate customers or audiences when creating content. Such a relationship can benefit both parties.
There are many ways to interact with your audience. One of them is the direct question of opinion. We can then find out what users expect from us or what changes we should introduce to improve the quality of our products or services. Another method is to create questionnaires or quizzes. It is an entertaining form that allows you to increase your commitment. A good example is Spotify’s annual Wrapped list, which allows users to see what they listened to most on the app in the past year. Such activities definitely help in building great relationships with recipients.
Creating content communities
Content marketing is not solely focused on sales. To be an effective content marketer, we should increase engagement with our customers. A good idea is to create “content communities” (content communities) so that we are always close to our audience. To build such a community, we can use social media, for example by creating a closed group on Facebook. We can also use a special platform or communicator (e.g. Slack or Telegram). These tools or groups will allow us to have an easy and direct communication between us and the audience, which will help us build trust in our brand. On the other hand, users gain first-hand information and can feel somehow distinguished by being a member of such a community.
Close contact with the recipient is just one of the advantages of content communities. In a group of people whose common denominator is a topic, it will be much easier for us to promote our content. Everything takes place in one place and everyone has direct access to the services we offer. It’s also a good idea to reward our audience for belonging to our “content community”. We can provide them with news in advance, which will not be officially announced for some time. Or we can make our services available to them in the form of beta tests. In this way, we will increase the trust between us and the recipients of our content.
Voice search is another trend worth paying attention to when creating a content marketing strategy. More and more users search for information without looking at the screen, especially using smartphones. To meet the expectations of our audience, we should take care of proper optimization of our content. Sometimes texts resembling expert articles are not always the best form. Our product descriptions, blog posts or other content on our website should sound more natural. This will help us match the intent of users using voice search.
As a result, people who are “searching with their voice” for information or a solution to their problem will find it easier to our website. So let’s try to optimize the content in this respect. A good solution is to use long-tail phrases that perfectly match specific user queries. If we manage to hit the intentions of users using voice search, then we will certainly increase the traffic on our website.
By choosing several types of content and methods of their distribution, we diversify the channels through which we reach different types of potential customers. In any case, however, we should ensure that our content is valuable, because only thanks to such content we are able to meet the expectations of recipients and rank in Google. We should also remember that “the world is constantly moving forward” and the intentions and expectations of users change very quickly. That’s why we need frequent updates, and that obviously involves more content. The more comprehensive it is, better able to explain to users their problem or provide the information they need, the more authority we gain as a company or brand. These 10 trends show the direction in which you can direct your content marketing campaign to make the next year even better in terms of achieved goals than the previous one. Try to implement some of the solutions on the list and you will not be disappointed.