Friday, August 12, 2022

4 ways to overcome changes in the content strategy landscape

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Shreya Christina
Shreya has been with for 3 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider team, Shreya seeks to understand an audience before creating memorable, persuasive copy.

In today’s digital age, change is the only constant marketers can prepare for. From the upcoming launch of Zuckerburg’s metaverse to Google’s July 2022 Product Review Algorithm Update, the internet and the way people interact with it continue to evolve. Instead of worrying about uncontrollable things, I prefer to see digital change as an opportunity to make content even more appealing. This helps me approach the ever-evolving digital landscape from a place of empowerment rather than reactivity.

As a marketer, you have to prepare yourself that the internet will look different tomorrow than it does today. This can make it challenging to plan and execute a content marketing strategy. Use the following four tips to create content designed to thrive during the inevitable changes of the Internet.

1. Create high-quality content to stay relevant in Google Search

Google updates its search algorithms thousands of times a year. While it sometimes seems like they want to keep marketing teams on their toes, these updates actually serve an important purpose. Every change Google makes to its algorithm makes it quick and easy for people to find the information they need. Over the past five years, algorithm updates reduced irrelevant search results by more than 40%.

What does this mean for marketing teams? In a nutshell, Google rewards high-quality content created with the user’s intent in mind. So if you’ve crammed your blog posts full of keywords to no avail, you’ll need to take a new approach if you want to rank in search results. Shifting your focus to a growth marketing mindset puts customers and their experience at the forefront of every interaction. This means creating content that not only helps people find your site, but keeps them there.

2. Adapt to new technology

It’s no secret that most people no longer reach for the newspaper first thing in the morning. That is why almost every publication now has a digital platform. However, its existence on the Internet is not enough to grab the attention of the readers. Brands need to create content that customers can consume on their favorite platforms using their favorite devices.

While many people use content on their phones, 91% of small business websites are not optimized for mobile. This means that if a customer wants to learn more about your business over the phone, he or she is out of luck. As new consumer technologies evolve, it is important for brands to adapt their content marketing strategies as well. Having a website does little to improve sales results. You also need to make sure your content is easy to find and read from whatever device your customers use today and in the future.

3. Stay on top of social media changes

Today, TikTok is one of the best social media platforms as it has become more and more popular among younger generations in recent years. In response, brands targeting Gen Z have shifted ad and content creation efforts from Instagram and Facebook to TikTok. This increase in video content usage has also inspired Instagram to shift its focus from photos to full-screen videos.

All of these changes can be dizzying for marketing teams. However, staying on top of social media trends is an essential part of any content marketing plan, especially because 45% of people say they want to see more content on social media in the future. Fortunately, all major social media platforms have blogs where they share advertising best practices and platform updates.

4. Provide a flexible content calendar

Using a content calendar can help keep your marketing team organized and ensure you post regularly. But what was relevant yesterday may not catch your audience’s attention in a month.

The rapidly changing world that everyone experienced at the beginning of 2020 was a good example of this. No one could have predicted that global lockdowns would change the way we worked, shopped and lived. Brands that adapted their content strategy to meet the changing needs of their consumers thrived, while those that didn’t struggled to engage readers.

Creating a flexible content calendar leaves room for adaptability and change. This ensures that your content is current, relevant, and empathetic to your consumers’ experiences. Last minute marketing changes are stressful when there is no plan. So make sure your team has a designated workflow to smoothly handle current events as they happen.

Use change to your advantage

The online world is always changing, but that doesn’t have to derail your content strategy. In fact, the evolving internet can push you to create better, more engaging content. Use the tips above to create a flexible content strategy that can handle all changes.

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