How to Stay on Top in 2020 with your Content Marketing Strategy?
Content Strategy: Where do we stand as 2020 approaches?
Internet users these days are on the lookout for the latest and best tools to help them buy online with ease and efficiency. That’s where content marketing comes in.
Today, two research methods coexist and dominate web navigation:
• Entering keywords into the Google search bar,
• Asking a voice assistant (Siri, Alexa or Google Home).
42% of Americans use both methods. However, the results offered by brands via voice search are not yet optimized. Companies are going to have to invest more in this area in order to adapt to consumer expectations, and above all to remain competitive.
In the content marketing industry, competition has increased significantly and some brands are struggling to keep up. Content is becoming more and more expensive for businesses, and organic traffic is collapsing (not least also due to certain changes to Google’s algorithms).
SEO traffic is no longer as lucrative for brands as it used to be. However, in today’s competitive environment, no brand can do without content marketing, as it is precisely content that first attracts customers, then eventually – if done well, consistently – builds consumer loyalty.
Stay competitive in 2020: Prepare optimized content for voice searches
We are almost there. Using voice to search on Google has begun to take off and is becoming progressivly more widespread. By the end of 2020, more than half of all Internet users will be using voice search via their voice and voice assistants.
So, how is this going to affect content marketing? These are some ways to optimize your content for voice search:
• Imagine the conversational questions that the user might have about you, so you can provide answers in the form of FAQs, or in the form of very specific content.
• Consider local requests, as according to Convince and Convert, voice search is three times more likely to be used for them.
• Focuse on more conversational search phrases, with keywords that are likely to be used more verbally than in writing. The expressions will be more complex, for example: “Where is the nearest restaurant at the exit of the cinema?” will replace “Near Cinema Restaurant” that would probably be used as a search typed into Google.
Focus on authenticity, ethics and transparency
Consumers are increasingly inclinging towards brands that are transparent and straightforward. In an ultra-connected world, Internet users are looking for authentic brands that do not hesitate in highlighting their own values. That’s exactly what content marketing can achieve (if done well) and it should be leveraged as such.
Some valuable steps and reflections you can undertake to further your content marketing:
• Create a blog,
• Communicate in the groups and communities with which you are engaged,
• What ethical standards do you apply to your suppliers and other partners?
• In what ways do you emphasize and integrate diversity in your recruitments and leadership?
• What value does your brand bring?
• Take part in relevant conversations on social networks that will highlight your values
Personalize, again and again.
Nowadays Internet users are attentive and receptive to the personalized contents presented to them. They expect brands to have relevant customizations, and they want their preferences to be taken into account before content is presented to them.
To achieve segmented and relevant content for your consumer sets or products, use Artificial Intelligence (AI). Find out more about the exciting potentialities AI has to offer from our article.
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