What’s trending in content marketing and SEO these days?
Let’s say this: Content is more important than ever.
More specifically, quality, media type, authenticity, and audience targeting all come into play if you want to win with readers and Google.
Ready to learn more?
These are the five content marketing and SEO trends you need to know.
1. Go Beyond (WAY Beyond) Superficial Content
We’re seeing brands leave superficial content behind in favor of blogs and articles that plumb the depths of a topic.
That means more and more blogs are comprehensive, thoroughly researched and – you guessed it – long.
For instance, look at the SERP for the query [content marketing examples]. The top 4 results have an average length of 2,207 words.
Furthermore, all these results are chock-full of real-world examples, studies, statistics, and facts.
This research had to be accurately and carefully compiled, referenced, and cited.
This Optinmonster blog (result #2 and a featured snippet) is well-researched, meaning it includes lots of examples, links to sources, and screenshots. It also clocks in at over 3,000 words:
This is what is necessary to rank well with readers and search engines these days.
Still publishing unplanned, unresearched, fly-by-the-seat-of-your-pants content?
Not going to work anymore. In fact, I could argue this method never worked in the first place.
Superficial content will get you superficial results, at best. There is rarely any value in content that skims the surface of a topic.
No value = no audience interest. No audience interest = no results.
2. Invest in Content Creation Processes
To create best-of-the-best content, more brands than ever are investing in content creation processes.
According to Content Marketing Institute’s 2019 B2C research, 56% of content marketers increased spending within the last 12 months on content creation.
That might involve:
- Researching keywords and topics.
- Planning what the content will cover (and why).
- Writing the content.
- Creating graphics, pulling screenshots, or leveraging the written content into multimedia.
- Posting and promoting the content across multiple channels.
The interest in creating content is a matter of course.
Content marketing has reached peak popularity over the last few years, according to Google Trends.
Most marketers want a piece of the promised land.
Investing more dollars in content creation processes makes sense:
How else can you create the type of value-packed, high-quality content that readers love and search engines rank?
If you don’t invest, you won’t have the resources to do it right.
End of story.
3. Use Content Personalization for Ultra-Targeted Content
Another widely-adopted content marketing trend is content personalization.
According to a survey from Evergage, 93% of marketers use personalization for at least one channel in their digital marketing strategy.
This practice focuses on tailoring the content your site serves to different users based on readily available personal data like demographics, preferences, and search/browsing history.
According to the Evergage survey, most marketers agree that this tactic:
- Helps deliver better customer experiences.
- Increases customer loyalty.
- Generates measurable ROI.
The point is, the content that speaks to one type of user won’t speak to another. A first-time visitor to your page has different needs than a visitor on their 20th session, for example.
Content personalization gives each of them slightly different pages filled with content that will appeal to their personal needs.
This chart from ConversionXL shows how two different versions of content are served to two different users.