From improving content marketing to audience analysis: content marketing trends

From improving content marketing to audience analysis: content marketing trends

Deep learning SEOWhy deep learning means improving content marketing

Deep learning could be just about to make a change to SEO in a way that ends up improving content marketing – hooray!

Deep learning is a mega-concept. But, at its most simplistic, it’s a type of machine learning that mimics the neural activity of human brains. Computers can analyse patterns derived from huge datasets and re-programme themselves to come up with relevant conclusions. In this case, the patterns relate to human habits, language and speech patterns, while the conclusions represent search results.

If SEO is a static formula with accepted rules and techniques, then deep learning is a dynamic formula that can’t be predicted or manipulated. That means super-accurate search results based on the search histories and behaviours of individuals, rather than on universal popularity.

SEO has been a mainstay of B2B marketing for well over a decade. But, Google is set to shift towards using deep learning to determine search engine rankings in the near future.

When deep learning forces copywriters to move on from traditional optimisation techniques, this should end up improving content marketing in a whole variety of ways, including:

  • Content written in more natural language, free from awkwardly shoehorned keyword phrases
  • More niche content that provides a higher level of value for specific customer groups
  • Additional focus on high-level content, like guides and white papers
  • Increased attention paid to shareability and social media promotion to help it reach a smaller target

Have we seen the end of SEO? Not now, certainly. And, possibly not ever. But, deep learning will definitely turn SEO (and, therefore content) into something much more authentic and valuable to readers. Needless to say, improving content marketing can only be a good thing!

Manufacturing brands should invest more in content marketing

Content Marketing Institute recently published the 2017 edition of ‘Manufacturing Content Marketing‘, and all stats point towards a need for greater investment in content marketing.

As a sector, manufacturing’s relationship with content marketing has been more like a roller coaster ride than most. Faith in manufacturing content marketing actually fell in 2015 and 2016, but has been on the rise once again in 2017.

Manufacturing content marketing

*Image courtesy of Customer Think

Despite this, manufacturing content marketers still seem to be in something of a muddle.

According to the 2016 edition, the most frequently cited challenge was ‘producing engaging content’. For 2017, content marketers expect overall volume to increase (see ‘Fig 1’), despite 64% claiming to prioritise quality over quantity (see ‘Fig 2’).

Fig 1

Manufacturer Content

Fig 2

Copywriting manufacturing

Consistency is key – this means producing high quality content at regular, defined intervals.

Spotted in the news…

Content conversationTwo-thirds of content marketers have been led to wonder whether they truly understand their target audience in the wake of the political bulldozers that are Brexit and Trump.

The spike in populist sentiment was wholly misread by pollsters, politicians and even the public themselves, implying a major shift in the public’s motivations and desires that went unnoticed. Content marketers have clearly learned the lesson that knowing your audience is critical to good communication.