In today’s digital age, the only constant marketers can prepare for is change. From the upcoming launch of Zuckerburg’s metaverse to Google’s July 2022 product review algorithm update, the internet and how people interact with it continue to evolve. Instead of worrying about uncontrollables, I prefer to view digital changes as an opportunity to make content even more compelling. This helps me approach the ever-evolving digital landscape from a place of empowerment rather than reactivity.
As a marketer, you have to prepare for the internet to 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 through the internet’s inevitable changes.
1. Create High-Quality Content to Stay Relevant in Google Search
Google updates its search algorithms thousands of times each year. While it can sometimes feel like they’re just trying to keep marketing teams on their toes, these updates actually have an important purpose. Each change Google makes to its algorithm helps ensure that people can quickly and easily find the information they need. Over the past five years, algorithm updates have decreased irrelevant search results by over 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 full of keywords without providing any real value, you’ll need to take a new approach if you want to rank in search. Shifting your focus to a growth marketing mindset puts customers and their experience at the forefront of every interaction. This means creating content that doesn’t just help people find your site, but also 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’s why nearly every publication now has a digital platform. However, existing on the internet isn’t enough to grab readers’ attention. Brands need to create content that customers can consume on their favorite platforms using their preferred devices.
Although many people consume content on their phones, 91% of small business websites aren’t optimized for mobile. This means if a customer wants to learn about your company 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 outcomes. You also need to ensure that your content is easy to find and read from whatever device your customers are using today and in the future.
3. Keep Up With Changes in Social Media
Today, TikTok is one of the top social media platforms, as it has gained increasing 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 surge in video content consumption has also inspired Instagram to begin shifting its focus from photos to full-screen videos.
All of these changes can be dizzying for marketing teams. However, staying up to date on social media trends is a vital component of any content marketing plan, especially since 45% of people say they want to see more social media content in the future. Luckily, all of the major social media platforms have blogs where they share advertising best practices and platform updates.
4. Have a Flexible Content Calendar
Using a content calendar can help keep your marketing team organized and ensure that you post on a regular cadence. However, what was relevant yesterday may not catch your audience’s attention a month from now.
The rapidly changing world everyone experienced at the beginning of 2020 was a prime example of this. No one could have anticipated global lockdowns that altered how we worked, shopped and lived our lives. Brands that adapted their content strategy to meet their consumers’ evolving needs thrived, while those who didn’t struggled 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 isn’t a plan in place. So make sure your team has a designated workflow to smoothly deal with current events as they arise.
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 compelling content. Use the tips outlined above to create an agile content strategy that can handle any changes thrown its way.