With just two months of the calendar year left, marketers are quickly making plans for their content campaigns in 2019, but what needs to be updated or changed to ensure that articles, blogs and videos resonate with increasingly demanding audiences?
The first factor to consider is that content marketing will be even more important in the New Year and beyond, and how it is created and disrupted will continue to evolve. Keeping pace with new trends is key then. Evolution rather than revolution is the order of the day, and this is true for search, SEO and other aspects of content marketing. Here are a few tips to get started.
Look beyond typed search queries
Almost half of people in the US now use voice assistants on connected devices and around a fifth of all Google searches on smartphones are voice activated.
Obviously, typed is still important, but to update content for newer forms of search, try to use longer natural phrasing in headers and titles, consider the conversational aspect of search when studying keywords, optimise natural language to improve “near me” performance, and make use of rich snippets and structured data to aid Google’s quest to serve up relevant information.
Personalisation with a new twist
Personalisation has been trumpeted as a go-to activity for brands looking to deliver added value content that end users want to engage with this year, and this will continue to be crucial in 2019 as exceptional experiences drive a range of positive, lasting impressions.
For the New Year, consider slowing things down by using more personal data as you nurture relationships with loyal customers. Data privacy has been a hot topic this year, so try not to come on too strong from the start. Personalising calls to action is an interesting tactic to use to hook audiences in after a compelling, high-quality price of writing.
Mix long-form content with snackable
Research shows that longer posts with around 1,000 words are best for ranking on the first page of SERPs, but audiences now want a mix of long-form and short-form content. Consider using infographics and images to break up large blocks of text, and repurpose editorial-grade output into snackable posts for social media so that end users can consume with ease on the go.