Content marketing is an ever-evolving category. Do you remember the times when click baits were the big thing? Some websites still stick to that strategy, but it’s clear: the baits no longer work for the largest part of the online audience. That’s only an example that shows how the trends in content marketing evolve.
To be a successful content marketer, you have to think forward. You need to analyze how the needs of your audience change and follow the trends. Moreover, you need to make trends!
What Content Ranks Well in 2017?
The current trends are all about quality. No more short blog posts with hopes to get clicks without providing value. You have a responsibility to make the Internet a better place for everyone. That’s what the audience expects. Let’s see what kind content is expected to be popular in 2017:
The Internet gives all of us a chance to become celebrities. People with great intellect, wit, and ability to share opinions in an authoritative manner become influencers. Those are the personalities that content marketers target with their campaigns. When a social media influencer, such as George Takei for example, shares a blog post they liked, the particular site gets traffic from a huge audience. As you build the authority of your site through social media, that success will reflect on the rank on search engines as well.
Content that follows a precise marketing strategy
When content marketers develop a strategy and produce posts that fit in the pattern, the audience is getting something they expect… on a regular basis.
When the audience is interested in a topic that requires a huge post in order to tackle all details, they prefer getting information in stages. Bloggers are doing it: they select a particular weekly or monthly category and they are educating the audience through connected posts. Serial content may come in the form of blog posts, interviews, tutorials, guest posts, videos, podcasts, and everything else that fits the theme.
Facebook is flooded with them. We’re watching recipes, news, and random content in the form of videos. This is a powerful marketing strategy because it’s based on storytelling. A video is more attractive than a photo, and much more successful than plain text.
Tips for Creating Successful Content
Once you understand the trends, you’ll have to take action. How exactly do you craft content that will be successful in 2017? We have few tips that will lead you in the right direction.
Don’t forget SEO
SEO is still not dead, people! It’s the best strategy that gets you more traffic from Google. However, keep in mind that content overstuffed with keywords no longer works. Google is smarter than most marketers realize. It can recognize quality, so you need to fit those keywords into logical, high-quality posts. The SEO strategy involves more than content and keywords.
You need to make the website as responsive as possible. Keep broken links to a minimum.
When people visit your pages through Google, you need to keep them at your website. For that purpose, the website has to be nice and the content should provide value for the visitors.
Long-form content is the best!
Let’s try a test: search any keyword in Google. For example, let’s search with feminism in 2016. You’ll notice an interesting thing: the articles ranked at the top are long. Long-form content (1500+ words) easily outranks brief posts.
Does that mean that writing a huge post will guarantee you a spot in the first page of Google’s results? No. That post has to be great, and it has to be relevant.
Switch keyword stuffing with LSI keywords
Stuffing your content with too many keywords can only lead to one result, and it’s not pretty: getting penalized by Google. If you want to rank well on search engines, you shouldn’t repeat the target keyword over and over again. Instead of doing that, you should switch to Latent Semantic Indexing keywords.
The term sounds complicated, but the practice is simple: using terms relevant to the keywords you target. Find synonyms and paraphrase the key phrase in few ways. For example, LSI keywords for SEO would be search engine optimization and optimization for search engines.
Same, Same, But Different
The keys to achieving good rankings on search engine remain the same: SEO, detailed content that provides solutions, and high-quality writing with no keyword repetition. However, content marketers have to keep an eye of the way these strategies are being implemented into practice. Video content, for example, is gaining on popularity, so we need that approach in our marketing strategies as well. You have to recognize the subtle (and not so subtle) changes and let your content evolve.
The important thing is to stay focus and keep analyzing the needs and practices of your audience. Once you get into their mindset, you’ll start delivering exactly what they want to see.
Robert Morris is a freelance writer. Now he teaches digital marketing in New York and works as an blog editor at essay writing service ratings blog.