Where content marketing is headed in 2022
Content marketing will keep being one of the strongest marketing channels in 2022. 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 2022 anymore.
The first thing we want you to do is 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 2022 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. That’s because Google offers up the results and answers right then and there. That’s aka, also known as, rich snippets. That’s why you want to make sure you have those snippets and they stand out. And whenever you’re doing a search and you see a rich snippet, look at the person answering that question. If you can do a better job, do it with that page. That will help you knock them out and get your page included in the rich snippets. 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 Stratosphre, 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.” It doesn’t matter how much authority your site has, how many backlinks, you shouldn’t have ranked for any of this stuff because you’re not an expert or authority in anything health-related. The same goes with finance. What do we know about
401(k)s and retirement? Heck, I’m 34 years old, right? we don’t know about any of that kind of stuff. So Google wants you to create content that you’re an expert on. It’s not about quantity, it’s about quality, that’ll help build trust and transparency. So make sure you have your bio on every single page because this will help you with EAT.
You also want to link out to your social profiles and also want to consider guest-posting on other sites that are popular within your niche, because it’ll also help with your authority and trust. Next, you’ll see an increased personalization for audiences. Look, there’s content on everything. Heck, even on the Stratosphre blog we 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 Stratosphre Blog. This is one of my most clicked areas on my website. If you go on the Stratosphre Blog, you’ll see a sentence that says,
“we 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. That’s what you need to do with your content marketing, modify it, change it, make it dynamic, so people can adjust the content based on what they’re looking for.
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 a 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 what you need to do to survive with all of Google’s future updates that they’re going to be doing based off of machine learning and Aweis you need to answer precise questions. 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 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 we 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 quick statements that will help you find the solution. Such as, we have a carousel that breaks in how to get more traffic from Instagram. And it’s just like you keep swiping right, right, right, what we found out is compared to most my posts, every time wepost one of those on Instagram, if we get, let’s say, 2,000 likes or 5,000 likes, I’ll get at least half of those people sharing it with other people. So if we get 2,000 likes, I’ll get another 1,000 people sharing it and sending it to other people. That’s crazy high engagement. So creating these bite-size interactive pieces of content, think about infographics, but more so infographics that you can engage with, because social sites, like Instagram, now let you to swipe.
This is the future of content marketing. If you need help putting out great content and growing your traffic, feel free to reach out to us.