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Old Content Marketing is Dying
As we navigate the landscape of content marketing in 2023, it’s clear that traditional approaches are falling short. It’s not AI that’s the challenge – it’s the rapid evolution of content systems and formats, and the direct impact on marketing.
Let’s break this down:
**1. SEO is Shifting:**
Data from Sparktoro shows almost half of Google searches conclude without a click through to a website. This trend is escalating as Google continues to upgrade its SERP UX, aiming to answer queries directly on the search page.
With Google’s new chatbot integration, your website data will be used to answer queries. This is a worrying trend for content marketers, as potential leads are being intercepted. How do we combat this?
The focus must be on personalizing your content and strengthening your brand identity. Despite recent trends, including your site name at the end of blog post titles may become essential to associate the value users receive directly from SERPs with your brand.
Furthermore, broad SEO strategies will lose their efficiency. It’s time to hone in on long-tail keywords that are specific to your target audience. The demand for better content structuring is evident – it’s less about “how to write a blog” and more about “how to write a B2B blog”.
**2. The Social Media Landscape is Transforming:**
Despite the additional link options in our Instagram bios, website traffic originating from social platforms is dropping. This decline isn’t limited to just a few platforms. Twitter, under Musk’s leadership, has seen a significant decrease in link sharing, and Pinterest’s policy changes have affected content visibility.
The rise of video marketing on social media has also affected user behavior, reducing their inclination to leave the platform to consume content. Traditional content distribution strategies are no longer effective – simply reposting your blog or event content doesn’t drive traffic anymore.
The solution? Reconsider your content distribution strategy as a content *recreation* strategy. Each platform has unique requirements and audience characteristics. For instance, Instagram and TikTok require simplified content, Twitter needs a structured thread, and LinkedIn content should spark thought-provoking discussions. Adapting to these requirements is crucial.
**3. The Emergence of Personalized Content:**
We’re witnessing the rise of private communities and channels. Brands like Ahrefs & Sprout Social are establishing private communities to provide personalized content based on user needs. These communities offer structured value through conversations, AMAs, and group meetings.
In conclusion, the future of content marketing involves adapting your SEO and social media strategies, and embracing the trend of personalized content spaces. The landscape is changing – we must change with it.
What are your thoughts? How are you planning to adapt to these changes? Let’s discuss.
**PS: I share latest marketing changes, trends & insights like this one. You can subscribe to my newsletter (link in my bio) to receive it like 8k others.**
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1 Reply
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1. SEO is fundamentally going to become similar to content snippets optimization
2. What the fuck did they expect? they have deprioritized links for years and they’re algorithms. Native conversions, ads, and direct messaging it are the primary conversion points right now.
3. Vectorized knowledge bases with a GPT agent interface are going to become a pretty standard way of interacting with brands. That set up can create a 100% personalized experience of all content. -
Subscribed. Thanks for sharing.
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