From content relevance to lead generation: content marketing trends

Content relevance is killing keywords

Since recent changes to Google’s algorithm, content relevance is growing in importance. Only half of the top 20 search content relevancequeries now have keywords in the title tag, according to Searchmetrics’ new ‘Ranking Factors’ study.

In 2016, just 53% of content contained the focus keyword in the title, down from 75% in 2015. In total, there were 20% fewer matching keywords in the copy analysed than the same time last year.

This suggests we’ve almost reached a major tipping point; when keywords become a secondary concern in the content creation process.

We’ve had an inkling that the influence of the keyword has been waning for some time now, but this study is the first to set out this transition so explicitly.

What’s more, you should set this decline in keyword usage against the backdrop of increasing content length. The average post length for top performing content was well above 1,000 words, so you might find the decline of the keyword is perhaps more pronounced that these statistics suggest.

But, you should be welcoming this news. In essence, it shows that Google is now placing more emphasis on relevance in its content evaluation process, not just the almost arbitrary use of a couple of individual keywords.

Content marketing triples lead generation

Content marketing generates around three times more leads than traditional marketing for every pound spent, recent research from Demand Metric has found.

This method has always had a way of punching well above its weight (when it’s done with a little forethought at least). But, a full tripling of effectiveness is something that’s only dwelled in our dreams – until now.

Not only is it more effective, content marketing will also cost you considerably less than other techniques. You can implement a comparable content marketing campaign for 62% less than a traditional marketing campaign.

You can surmise from this research that – regardless of the resources available – content marketers can create a definitive brand voice that outperforms traditional techniques by speaking to audiences about the things they want to hear, in the way they want to hear it.

Spotted in the news…

Google’s top 10 most-searched terms of 2016 has now been revealed.

It includes lost icons, sporting events, online games, blockbuster films and a man Crayola would label ‘atomic tangerine’. Here’s Google’s top 10:

  1. Pokémon Go
  2. iPhone 7
  3. Donald Trump
  4. Prince
  5. Powerball
  6. David Bowie
  7. Deadpool
  8. Olympics
  9. io
  10. Suicide Squad

With 2016 setting a whole new precedent for cultural and political surprises, who knows what might make the cut in 2017?