From search behaviour to St. Patrick’s Day: content marketing trends
Jumpshot data shines light on search behaviour
Since the rise of voice search via Siri, Alexa and co., we’ve expected a surge in question-based search terms. This presents a challenge to marketers; adapt your keyword terms to better match natural speech patterns.
Data from Moz and Jumpshot indicates that 8% of search queries are now phrased as questions. This includes terms beginning with the typical ‘who’, ‘what’, ‘where’, ‘when’, ‘why’, ‘how’ and the oft-overlooked prefixes ‘am’ and ‘is’.
The data also told us more about average search query length:
*Graph courtesy of Jumpshot
As you can see, the average search query now contains around three words. Of the six-word search queries, 16% came from desktop compared to 14% from mobile.
This shows that there might not be that wide a gap between desktop and mobile-based search methods after all.
This data might not revolutionise your content strategy (much just confirms things we half-knew already). But, such confirmation should give you confidence in the choices you’re making as we continue to move deeper into the realm of semantic search.
B2B buyers just can’t get enough content
51% of B2B buyers are more reliant on content than they were last year, according to Demand Gen’s new ‘Content Preferences‘ survey.
We’ve long known that B2B buyers want to be assured by authoritative content before committing to a purchase, but these are the starkest figures yet.
The report also told us that:
- 73% will look at a case study before committing to purchase
- 47% review 3–5 pieces of content before contacting a sales rep
- 96% want content developed by industry thought leaders
In essence, we know what they want, how much of it they want and who they want delivering it.
But, for all the love B2B buyers have for content, they have their turn-offs too. An aggressive sales pitch made too early in the sales funnel will simply make them volte-face and walk away.
So, to fine-tune your content strategy for B2B buyers, focus on educating rather than selling until you’re confident they’ve had a chance to evaluate all their options. Instead, use these preliminary stages to explain why you’re a credible source for solving their specific dilemma.
Spotted in the news…
From li’l old leprechauns to the great Giant’s Causeway, The Emerald Isle has it all. So, it was with much face-palming that the Twittersphere greeted McDonald’s short-lived advert for their customary ‘Shamrock Shake’ – complete with bagpiper droning over an image of Stonehenge.
It’s difficult not to feel a pang of schadenfreude when it comes to Maccy D’s. But, there’s a lesson here for content marketers. You need to be aware of the sensitivities of local and regional markets – their cultural reference points, demographics and desires – and tailor your content accordingly.