The process of content generation has come a long way. There was a time when keyword stuffing was part of the strategy. In those early days, most of the search engine optimization efforts were driven more or less by guesswork.
Today, audiences want content that is engaging and authentic. Your web visitors are no longer satisfied with marketing information blasted their way through blogs and podcasts. Luckily, technological advancements are promising solutions that boost your content creation and link building efforts. Here are some trends set to take over the virtual space for the next few years.
AI to Boost Content Marketing
AI and machine learning will be critical for generating engaging content. Thanks to technological advances, algorithms can now analyze data and make conclusions from previous experiences. Link building, SEO, and other elements of content marketing can be time-consuming. One of the benefits of these applications is that they will automate many aspects to allow marketers to focus on their core business. Research already shows that an automated marketing system can boost ROI by 800% for every dollar spent.
But AI is not simply about automating tasks. Marketers can create multiple targeted audiences, each with personalized content. You can establish the interest, location, need, and buying behavior, much faster and effectively. For example, it can tell you which visitors to your site are likely to respond to a particular offer.
When developing your content strategy, determine the KPIs to analyze metrics. Also, ensure you optimize different aspects of your strategy, such as content curation and re-purposing.
Audience Tailored Content
Audiences are no longer responding to the usual generic content that is too broad. Visitors to your website want content that is fresh, relevant, and interesting. More importantly, they want to content that will feel like it was made just for them.
When you are thinking about link building or on-page optimization, you need to understand where your target audience is in the buyer’s cycle. Are they looking for information, or are they looking to buy a product? If you can find out exactly where they are, it is easier to create engaging content that generates traffic.
Once you establish your goals, you can automate more effectively. For example, you can send the same newsletter to different audience segments. Each segment gets different links to websites that are relevant to them.
One way you can create targeted segments and take advantage of automation is through dynamic pages. These pages filter the results depending on the search terms from visitors to your website. For instance, on a website about software applications, users will get different pages depending on whether they searched for free or paid apps. Even though you may need a website development professional for the task, it is worth it if carefully implemented.
To make videos and blogs more personable, marketers are turning to conversational content. That means there are two-way discussions between the creator and her audience. There are several benefits to making virtual interactions two-way.
One benefit is that you can engage your audience directly and make them feel you care about addressing their concerns. You can begin to intuitively learn your web visitors’ persona, likes, and dislikes. Additionally, the information you acquire is more authentic than filling multiple forms.
There are different types of content you can use in 2020 and beyond. With this type of content, you can engage your audience and find ways to boost your link building strategy:
- Live Video: Video continues to take center stage. Half of all consumers prefer to get information from brands that share video content. But the increase in competition means marketers have to do more. For example, you can incorporate VR for an immersive experience.
- Chat bots: Chat bots are ideal in situations where quick, accurate answers are needed. They have proven useful for customer service. Statistics show 67% of businesses are using chat bots for customer service. The number is expected to rise to 85% worldwide by 2020.
It is important to start with a clear SEO and content strategy. You can take advantage of a wide range of tools at your disposal. The key is to create personalized content that resonates with your audience.