From SEO and content marketing to Trump’s tweets (again) – content marketing trends
Will SEO and content marketing work together in 2018?
57% of respondents claim that ‘relevant content creation’ is the most effective SEO tactic they use to achieve their goals. This suggests that if your content is up to scratch and highly-targeted, you’ll do well in search engine rankings.
This is not just an example of SEO and content marketing working together, it also demonstrates that content marketing is becoming part of SEO. This isn’t much of a surprise; content marketing is starting to infiltrate all areas of digital marketing.
However, the relationship between SEO and content marketing is not a one-way street. SEO can help make your content marketing efforts more visible in a crowded marketplace. There’s a whole world of content out there and search engines are still the primary source of traffic – so you can easily improve content performance by boosting your SEO processes.
So, for SEO and content marketing to work together in 2018, we need to change our approach. They’re no longer separate entities, but two disciplines that can work in harmony to create a powerful and engaging online experience. Who could say no to that?
What effect is instant gratification having on content marketing?
Online users have an incredibly short attention span – if a page takes longer than three seconds to load, the user will probably leave – and this is seriously affecting how we create and share content.
Bite-size content is becoming more popular. Consumers are looking for short, snappy pieces of content they can read while on the move, so you’d better deliver!
New technologies have been created specifically to provide instant gratification to demanding audiences. Google AMP and Facebook Instant Articles provide stripped-back versions of your sites, so they load faster. Try using them as part of your content distribution strategy.
Personalisation is another way of providing instant gratification to your users. By giving them highly-targeted content, they get the answers they need immediately without having to trawl through your site. This will vastly improve their online experience and help you work out which of your pages are most effective. It’s a win-win!
Spotted in the news…
You probably saw last week that Trump retweeted several anti-Muslim videos direct from one of the leaders of the far-right movement, Britain First.
Sadly, most people weren’t too surprised by this – he has a history of dodgy tweets. However, there’s a lot we can learn from this blunder.
First of all, the videos were found to be fake or grossly out of context within a few hours. In fact, the boy Trump claimed to be a Muslim migrant was neither Muslim nor migrant, and some of the events occurred years ago in Egypt.
This shows us the importance of owning your content, so you know exactly where it comes from and are sure of its validity. It also raises an argument for having a rigorous fact-checking process in place, to ensure accuracy.
Trump made a further mistake during this saga. The British PM condemned his tweets, and he responded to @Theresa_May basically telling her to mind her own business.
Not only is it rude to speak to a fellow leader like that, he sent his response to the wrong Theresa May! The poor owner of this private account had just six followers and had nothing to do with it.
So, what content marketing lesson can we can learn from this? Know your audience and your distribution channels, otherwise things could turn a little pear-shaped!