Updating Content: Here’s Why Your Old Content Needs a Refresh
By Izabelle HundrevMay 18
Content marketing is being re-defined and disrupted by fast-advancing technologies.
Are you staying behind?
Here are five innovative content marketing tactics you should consider integrating into your marketing strategy in 2020, and a few tools to make your life easier:
Social media updates are getting old. New generations are leaning towards new social media formats, like live videos and stories.
Story-telling is re-defining social media making it faster, more creative and quite ephemeral. Stories live for 24 hours only and contain seconds-long glimpse of people’s lives.
If you needed any proof of this new social media phenomenon, here are some of the most recent stats:
Social media stories can boost engagement, build brand awareness on several popular social media platforms, beyond Instagram:
Well, the obvious takeaway here is of course “Go ahead and post stories everywhere” but it is easier said than done.
With so much awesome content already being created, how can you create social media stories that stand out
Being unique means being you.
The secret of successful social media stories is making authentic content that reflects your personality. This is one of those marketing areas where competitive research might not help. Your social media story content ideation should be driven by your brand’s unique assets: That is you (the founder, CEO, etc,) and your team, your company’s vision, day-to-day office life, etc.
To help you create more beautiful and diverse stories, here’s a cool new app to try: StoryBoost by BoostApps. The app offers thousands of unique templates, eye-catching animations, creative stickers, etc. – everything you may need to package your unique authentic ideas into memorable social media stories on Instagram and Facebook.
Google has moved away from exact-match keyword matching. These days they understand context and search intent to be able to deliver results that answer the search query in the best possible way.
In other words, Google has embraced semantic search algorithm that understand users’ needs beyond the exact keyword strings they chose to type (or speak) into the search box:
Google’s fast-advancing algorithm calls for more advanced content research and creation tactics. It is no longer enough to put together a 500-article focusing on an identified keyword string. Your content need to provide in-depth research into the topic mentioning related concepts and entities.
To help you out, here are a few tools:
Text Optimizer is another semantic optimization tool to check out. It helps you match your copy with Google’s and its users’ expectations by suggesting closely related and underlying concepts to cover in your content. It also helps build sentences to keep those important terms in close proximity:
According to multiple reports (all summarized in this comprehensive omnichannel marketing guide) more than 70% of consumers use multiple channels throughout their shopping journeys.
On the other hand, omnichannel marketing strategy can drive higher engagement and brand loyalty, according to ClickZ:
For a content marketer, making sure your content is findable and available on multiple platforms is key to online visibility and recognizability. In the era when everyone – from independent bloggers to huge brands – has become an online content publisher, you really need to be everywhere to get your content and expertise noticed.
You can do that by using a content re-packaging tactic.
Content re-packaging is about creating multi-format content assets simultaneously.
For example, you can:
Despite the growing privacy concerns, advanced personalization is quickly becoming a norm. According to Salesforce, the majority of consumers are willing to share their personal data in exchange for a personalized shopping experience, and most of online shoppers expect to receive personalized product suggestions after the first purchase.
Personalization is driving customer loyalty and buying decisions. Many consumers reveal that, thanks to personalized suggestions, they buy more products they didn’t even think they needed.
This means consumers use traditional search less and less. Their buying decisions are influenced by AI algorithms and personalized recommendations.
As a content creator, you can still use AI-driven personalization to build brand loyalty and boost conversions. Here are a few ideas:
You personalize your readers’ experience by using tools like Finteza that allows to set up conversion goals and launch advertising campaign based on the visited pages and past events. For example, you can serve personalized ads to your free guide readers to encourage them to download your premium eBook:
Mobile browsing surpassing desktop browsing is no news at this point but it doesn’t mean it has stopped being a trend. The growth is unprecedented and it still happening:
On average, US-based Internet users spend around three hours browsing the web from their smart phones (which is more than watching TV). The majority of that time is spent using apps.
There are obvious steps to take here, including:
But, keeping in mind that mobile browsing trend is leaning toward app-like experiences, are there more effective steps to take here?
Yes! Consider both of either of these tricks:
All of the above tactic will provide your content readers with app-like experience and make your content discoverable through mobile app search.
Are there new content marketing tactics you are going to try in 2020? Please share your list!