Content Marketing is Changing – This is Where it is Heading in 2020 | Content marketing will keep being one of the strongest marketing channels in 2020. But it's going to be quite different from what you're seeing right now. Why? Because there's just a lot of blogs, there's over a billion blogs. So doing these old tactics won't work in 2020 anymore. Today I'm going to break down how content marketing is changing and this is where it's heading in 2020.
RESOURCES & LINKS:
Alexa – alexa.com
Google Home – googlehome.com
Quora – quora.com
Ubersuggest – ubersuggest.org
The first thing I want you to do is to optimize your site using structured markup.
That way you have a better chance of getting those rich snippets and that will help you with voice search because in 2020 over 50% of the searches according to Comscore will be voice-related. These devices like Alexa and Google Home are just getting more popular. Whether you like them or not, more people are using them.
You also want to use the header hierarchy to help Google crawl and decipher the important data and pages and content on your site. Now another interesting point, and this is from Search Engine Land, roughly 50% of the searches result in no click.
The next thing you need to do is make EAT a priority. EAT is all about expertise, authority and trust.
Google had a Medic Update a while ago. And what this Medic Update did was, they're like, "Hey, if you're Neil Patel, a marketing expert "and you blog about medical advice and surgeries "and what people should do to cure their health problems, that's not good."
Next, you'll see an increased personalization for audiences. Look, there's content on everything. Heck, even on the Neil Patel blog I have content on everything out there, from e-commerce to paid ads to analytics. There's so many areas that it doesn't interest everyone. You're going to see more personalization in content marketing and that's what you need to do. A good example of this is Neil Patel Blog.
This is one of my most clicked areas on my website. If you go on the Neil Patel Blog, you'll see a sentence that says, "I want to learn about" and you can click on the dropdown, whether it's email-commerce, SEO, content marketing, and all of the content adjusts based on what you want to learn about. That's really a simple, easy thing to do and by doing that you'll find that you'll get more engagement from your audience they'll stick around your site more, your bounce rate will go down, more people will keep coming back.
The next big trend, AI and machine learning will continue to take precedence. Google had this update called Blur in which it now understands when you type in "Brazilian citizen looking for US visa," it ends up telling them, "Hey, this is someone in Brazil and do they need a visa to go to the US?" Versus before, a lot of times Google would show results of someone saying, "Oh, US citizens don't need a visa to go to Brazil," right? So with their Blur algorithm update they're able to clearly identify what someone is really looking for, and they're adjusting the results based off of that.
So look up Quora and see what's popular in your space and that will give you ideas of some questions that you consider right and content on, and just nail it. It's not about having a 5,000 blog posts or about 2,OOO, it's all about having the best blog post that answers that question. You can also use Ubersuggest under the keyword ideas report, that shows all the questions that people are typing in within your space.
Again you want to answer all of those questions to the point because it'll help you get that traffic that your competitors don't have, because before Google would just rank high authority sites that didn't go as specific, but they're changing this. They want to rank the most relevant site even if they have less backlinks, less domain authority, because, why? That creates the best experience for our users. And last but not least, interactive content and imagery will take off.
So yeah, videos are already booming, podcasting is already booming, but what things they're doing that nobody's really talking about, check out my Instagram profile.
You'll see that I have content that's micro-content, that is broken down in bite-size educational pieces where you can keep swiping, like a carousel, and that'll give you like quick statements that will help you find the solution.
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