In today’s digital age, the one constant marketers can prepare for is change. From the upcoming launch of Zuckerburg’s metaverse to that of Google July 2022 Product Rating Algorithm Update, the Internet and the way people interact with it continue to evolve. Instead of worrying about the uncontrollable, I prefer to see digital changes as an opportunity to make content even more engaging. It helps me approach the ever-changing digital landscape from a place of empowerment rather than reactivity.
As a marketer, you need to prepare for the internet to be different tomorrow than it is today. This can make it difficult to plan and execute a content marketing strategy. Use the following four tips to create content designed to thrive through 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 each year. While it might sometimes seem like they’re just trying to keep marketing teams on their toes, these updates actually serve an important purpose. Every change Google makes to its algorithm helps ensure that users can find the information they need quickly and easily. Over the past five years, algorithm updates have reduction of irrelevant search results by more than 40%.
What does this mean for marketing teams? In a nutshell, Google rewards high-quality content created with user intent in mind. So if you’ve been stuffing your blog posts with keywords without providing any real value, you’ll need to take a new approach if you want to rank in search. Shift your attention 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 also keeps them there.
2. Adapt to new technologies
It’s no secret that most people no longer grab the paper first thing in the morning. That’s why almost every publication now has a digital platform. However, just existing on the Internet is not enough to attract readers’ attention. Brands need to create content that customers can consume on their favorite platforms using their favorite devices.
Although many people consume content on their phones, 91% of small business websites are not optimized for mobile. This means that if a customer wants to learn about your business from their phone, they’re out of luck. As new consumer technologies roll out, it’s important for brands to adapt their content marketing strategies as well. Simply having a website does little to improve sales results. You also need to make sure your content is easy to find and read from any device your customers use now and in the future.
3. Follow changes in social media
Today, TikTok is one of the leading social media platforms as it has gained popularity in recent years among younger generations. In response, brands targeting Gen Z have shifted ad spend and content creation efforts to TikTok from Instagram and Facebook. This increase in video content consumption has also inspired Instagram to start shifting its focus from photos to full-screen videos.
All of these changes can be dizzying for marketing teams. However, keeping up to date with social media trends is an essential part of any content marketing plan, especially since 45% of people say they want to see more social media content in the future. Luckily, all major social media platforms have blogs where they share advertising best practices and platform updates.
4. Have a flexible content schedule
Using a content calendar can help keep your marketing team organized and ensure you’re posting at a steady cadence. However, what was relevant yesterday may not grab your audience’s attention a month from now.
The rapidly changing world that everyone experienced at the start of 2020 was a great example of this. No one could have foreseen the global shutdowns that have altered the way we work, shop and live our lives. Brands that adapted their content strategy to meet the changing needs of their consumers thrived, while those that didn’t struggle to engage readers.
Creating an agile content calendar leaves room for adaptability and change. This ensures that your content is timely, relevant, and empathetic to your consumers’ experiences. Last minute marketing changes are stressful if there is no plan in place. So make sure your team has a designated workflow to smoothly handle current events as they arise.
Use change to your advantage
The online world is constantly changing, but that doesn’t have to derail your content strategy. In fact, the evolution of the internet can push you to create better and more compelling content. Use the tips outlined above to create an agile content strategy that can handle all the changes.