A solid content marketing strategy is one of the most effective ways for a company to shape its brand identity, attract prospects, and keep an engaged audience. It allows you to project legitimacy, establish authority in your space, and build trust with the people you’re trying to reach.
Over the last few years, content marketing has undergone significant transformations. Many of these shifts can be attributed to the rapidly changing search landscape and a significant shift in how people find content.
New, more sophisticated search algorithms, changes in how people use search engines, and new approaches to content development by marketers are just a few of the contributing factors and outcomes.
How Content Marketing Evolved in the Past Decade?
Engaging and building a relationship with your target audiences begins with planning, creating, and distributing valuable and relevant content. As modern customers are tech-savvy, Knowing who your customer is, their challenges, behaviours, and needs should be your top priority. You can cultivate a positive customer experience by guiding them through every step of their consumer journey with content marketing.
- The nature of search engines is evolving
In recent years, changes in how search engines process and evaluate content have resulted in significant changes in SEO. Traditional measures of success, as a result, are no longer as accurate as they once were. Before we get into solutions for achieving success in the ever-changing world of content marketing, let’s take a look at the forces that are driving it.
You’ll see different search results depending on how and where you’re searching, making it difficult to judge success solely on keyword rankings.
- How People Look for Information
The way searchers communicate with search engines is more important than how search engines themselves evolve.
Queries have become more conversational due to the rise of mobile and voice search. Many people used to type in fragmented terms into search engines. People are now more likely to ask complex questions in complete sentences. Over the last two to three years, Google’s updates have centred on using natural language processing to better understand these types of queries.
The introduction of this new search algorithm, which began analyzing phrases rather than just keywords, marked a significant shift for Google from keyword-focused SEO to topic-focused SEO.
Top Content Marketing Strategies For The Future
The following are a few content marketing strategies that are leading the way in 2022 and will be adopted in the future:
- Live Streaming Video
The global pandemic increased live video viewership, and it’s not going away anytime soon. Brands commonly use live video to add authenticity to content, which is an integral part of consumer appeal. The majority of people would prefer to watch a live video than read a blog.
While providing an interactive audience experience, live video helps avoid the overproduction seen in traditional marketing video campaigns.
- AI-Powered Content
Data can be used to generate summaries, captions, and even full-length articles or blog posts using artificial intelligence. The technology is becoming more widely available, and it appears to be on the verge of taking off shortly. For example, for at least a few years, Quill’s natural language generation software has generated new stories, reports, and headlines.
Because AI can’t match our ability to think critically or feel emotion, it won’t be able to replace human content creation completely, but think about how it could help you with your research and drafting.
- The Buyer’s Journey & Content
Many customers expect an immediate response when they want to know, do, or buy something. That need can be met with content marketing. Apps, notifications, and marketing can all be part of a mobile-first strategy.
For example, to enable mobile discovery and optimization, you can create simplified forms and clutter-free conversion funnels and optimize local listings.
Another form of content that has grown in popularity due to the pandemic is podcasting. We use podcasting to give our content marketing strategy new dimensions.
Podcasts are simple to make, work across multiple media platforms, have great collaborative potential, and quickly attract new listeners. In addition, they can also help you improve your SEO.
Content marketing is a field that is constantly changing. New technologies such as virtual, augmented, and mixed reality, in addition to the strategies mentioned above, are likely to change the game in the near future.
Marketers are always looking for new ways to differentiate themselves from the competition, and producing high-quality content is one of the most effective ways to do so.