Content Production Strategy :
In this article, we have taught you everything about content production from strategy to content analysis, and we will introduce you to producing the best type of content.
Honestly, I, as the author of this text, am desperate to say how important and important it is to produce quality content in 2020.
The importance that is increasing day by day. Also, in the coming year, moving forward will become a priority for many businesses and Internet sites. Do you know why?
Let me tell you a little earlier, when the world of industry was dominated by human activities and everyone had to work, study and live according to the needs of the owners of capital. And in general it was not possible for them to join the upper classes and the more affluent class; But the new world we live in is very different from what you imagine.
Relying on knowledge, the importance of discovering information, using it up to date, as well as having the world of communication and the endless features of the Internet, have enabled us to grow and develop our business.
There are many ways to do this; But one of the main or not the best way to succeed in the twentieth year of the 21st century is to pay attention to how to communicate with the audience. You know that the most important way to communicate this is to produce quality content? It is then that the audience gets to know the business owners better and gains more trust in them.
If you want to get in the way of communicating with your audience by ordering content production or by gaining the skill to do so, read the rest of the text more carefully because what is to be said can make a big difference in the way you look.
But first we have to answer this question :
What is content production? Content production is the process of generating thematic ideas that appeal to your buyers. You can create written or visual content about those ideas. Also generate content from that information, such as blogs, videos, infographics, or other formats.
Definition of content production
This video tells a short story to define content production, I recommend you listen carefully :
With these interpretations, I will go to the important topics, which I will explain in the following order :
- Why should you take content production seriously?
- Content planning and strategy
- Know the types of content
- The process of producing quality content
- Content generation tools
- What is content SEO and what effect does it have on content production?
- Google’s recommendation for content SEO in 2019
- Think of research as a key principle in content production
- Create a content program
- Content analysis
- Remember! Improper content production can make you look stupid…
- Content production trends in 2020
1. Why should you take content production seriously?
Content is a big part of your daily life. It was difficult to avoid; But why are you looking for it? Content informs us, answers our questions, entertains us, makes us smile, guides us in making decisions, and so on.
Content helps you attract customers to engage and delight your audience. You can also bring new visitors to your site. Finally, make money for your company. It is better to say that if you do not produce content, you will fall behind.
You must answer a question explicitly. Do you want an audience or not?
If you want to, then there is nothing left to do, get down to business and produce strong content. I do not know or maybe it is not very important to know what your goal is to attract the audience, it does not matter if you want to promote your services and goods or publish your idea. In any case, you need to get the audience to your site and make them leave reluctantly, then your goal will be achieved.
This is exactly what the world’s largest businesses have planned for and are always moving in that direction. If you want to keep up, it’s time to start the new year with a firm foothold and have better quality content than your competitors.
Content production is the ultimate marketing practice. When you produce content, you provide free and useful information to your audience, you can attract potential customers and retain existing customers through quality interaction.
You also generate core ROI for your company; Because this statistic shows content marketing that:
Content marketing leads to traditional X3 marketing and costs 62% less.
SMBs that use content marketing have 126% more followers than those that do not use content marketing.
61.% of online purchases are the direct result of a customer reading a blog.
Companies that publish more than 16 blog posts per month have 3.5 times more traffic than companies that submit four (or fewer) posts per month.
Content equals the growth of your business. So let’s start with the content strategy.
2. Content planning and strategy
You do not start building a house without a plan, a statue without a plan, or a company without a mission statement. So without creating a program, you should not produce content. Otherwise you may deviate from your goal.
A content strategy encompasses everything from brand and tone to how to promote and ultimately reuse your content.
Let’s take a step-by-step look at how to create your own content program.
Select content goals
To produce content, like a traditional marketing campaign, your content strategy must be in line with your marketing goals (which should be one of your company’s goals). As long as your goals are SMART, it can attract more visitors to your site to generate more revenue; An example of this type of goal is a 25% increase in organic blog traffic in the next quarter.
Once you have identified this, each piece created should be in line with your goals and contribute to your desired outcome. In general, it is better to start with your goals and then produce your content.
Building a content strategy is more than just thinking about what kind of content you want to create. First you need to know who you are talking to, how you want to talk to them and where you will find them. The key to successful content production in the first place is for each reader to feel that you are talking to them directly and personally.
The only way to do that is to be intimate with visitors and customers. You need to know them as an old friend. You need to be aware of the obstacles, pain points, challenges and fears. In the same way, you can understand the best possible result, the dream solution and their biggest fantasies.
Rely on Buyer’s Journey
If you have ever had a headache, the first thing you probably did was try to find the cause. You may be dehydrated or lack caffeine, or you may be sick. Once the problem is diagnosed, you will move on to solutions, such as drinking some water, taking an espresso, or taking a medicine.
Finally you decide between the solutions: Evian (a famous brand of mineral water) or faucet? Starbucks or Peet Coffee? Aleve or Tylenol? I hope your headache subsides and you can get through your day.
This is a demonstration of the buyer’s journey in content production. Each of your perspectives follows a path to reach a solution, which includes the stages of awareness, attention and decision making. But each of your perspectives is in separate parts of the journey. Therefore, it is important to use your content for attractiveness at every stage.
By generating content for each stage of the buyer’s journey, you ensure that no visitors see the gaps; And everyone who comes to your website feels that they are receiving relevant and useful information.
The role of the audience
It is best to choose a format for your content that is appropriate for each stage of the buyer’s journey. A new visitor in the awareness stage does not want a live demo of your product; But they do read a quick checklist or blog post to help them better understand their problem.
In the decision-making phase, you do not need to know all the possible solutions, they need advice or a demonstration that your product is the right solution for them. Always try to put your audience at this stage. Here is a guide to the best content templates for each stage of a buyer’s journey:
Awareness : Whitepaper, blog post, checklist, schedule list, infographic, e-book, game, contest
Notes : podcast, webinar, worksheet, comparison matrix, template
Decisions : Demo, Free Trial, Product Help, Advice, Coupons
Have you been producing content for a while without any specific direction or have you followed a strategy? Every marketing department can benefit from a content audit. Just because you did not start with a clear strategy does not mean that your content has not already been included in a text.
Content auditing in content production simply includes what you have already done, then rearrange it so that you can use it in your new content program. This process may involve rewriting the article, or it may show gaps that should be full of content that is relevant to your character and your audience’s journey. Here’s how to do a content audit:
Collect all your content on a spreadsheet
Create columns for keywords, buyer persona, buyer journey, template, and main topic, then fill in these for each piece of content.
Add columns for your key metrics, such as page views, shares, audience engagement, and more.
Finally, you should rewrite each post (using highlights or other columns) by those that do well or need improvement, or you can merge with another post.
While a content audit may seem tedious; But all handicrafts are worth increasing traffic and navigation. Additionally, you can pursue an approved plan.
Choose the right format
Remember the buyer persona you created? You produce content for them. This means that you have to prepare the content in a format that can easily and happily use your perspective.
The form you choose may be a blog post, a video, a slideshow, a graphic, an e-book, a whitepaper, a podcast, or anything your creative mind can imagine. As long as they serve your persona, you will be fine.
You also do not have to stick to one template for each piece of content you produce; But you should be able to produce content – in any form – on a fixed frame. I mean, a series of podcasts can be a great marketing tactic, but if you keep your resources (wait) and stick to them, it might be a better way for your blog. Use these questions as a guide when choosing your content format:
- What is the stage of this buyer’s journey?
- How easy is it for your audience to use this content?
- Where does your persona spend time online?
- What template can you create consistently?
- Can you produce this content at a quality level that is competitive?
What good is a web site if it simply “blends in” with everything else out there? In the real world, every time you post a new post, a lot of people come to your site. In fact – especially when you are a beginner – you need to get people to use your content and even post it online.
Therefore, in content production training, content promotion is as important to your strategy as you are producing content. Your advertising program should be led by your persona; Do they spend their time online? What time of day do they use a special bed? How many times do they want to see your content? How do they like to use content? Content promotion is moderately different and there are specific rules for each.
While social media is a tool for building relationships, it can also be used to promote content. It all depends on finding the right balance between advertising, sharing useful information and entertainment. Facebook, Twitter, Instagram, YouTube and Snapchat are all good media for generating and sharing related content. The key is to change that content to fit any platform.
Email is one of the best ways to reach your audience, especially in content advertising; Because everyone on your email list chooses to listen to your content, you can also be sure that they will receive your messages.
However, it is better to improve your rate of return by submitting content related to split lists; This means that your audience is eager to read everything you send them in different ways.
Promote by click advertising method
Pay Per Click (PPC) helps you get your content in front of new audiences through targeted and paid ads. These ads can run on social media, search engines or other websites.
Once you’ve identified your buyer persona, you want to make money so you don’t waste time targeting disinterested people. When you bring down your audience, upgrading costs can generate a great ROI.
Advertising your content through reputable third party channels is a great way to build an audience. Content Publishing Content production training can provide you with more audience, otherwise you will not be able to reach that audience on your own.
When you reuse content, you are reusing something that you have spent a lot of time producing and converting to different formats so that you can make more use of it.
Look at it as recycling. You want to spend less time producing your content in front of your audience. For example, the blog post you wrote about marketing statistics can also be used as a great infographic or even a video. If you have created something with a template, try using all the other ways you can make that information equally effective.
3. Know the types of content
First of all, you need to know who your audience is and what kind of content they find attractive and take the time to read it. This can help you choose between several types of content and present it to your audience. Some of the most popular types of content are:
Blog content is easily digestible and deceptive and is designed to keep your audience informed about what is going on in your business. If you have a restaurant, you may want to publish several short articles on your blog. This can be about anything from the menu, how the food is cooked, how it differs from other competitors, and even your restaurant’s work history. Producing quality content can attract an audience and invite more people to your restaurant, so how to produce quality content for your business is a priority.
Another important point about posting content on a blog is that you should not prepare it for a long time because it is boring for the audience and will not be attractive to them. The best content in the field of blogging is about 700 to 1000 words.
If you have an e-commerce website, you need to think about categorizing your content. You can’t use all the real-world words on your website, in fact, your use of words depends on how you want to promote your products. The general rule is to use up to 200 words in each content category.
Long writings are usually used for education and information. Think about how to articulate these teachings and use the right ideas. There is no limit to the number of words for this type of content because it must be informative and provide all the information the user needs.
I do not know whether you believe it or not, but it is good to know that many companies use guest posting on their site. By doing this, they can increase the accessibility of their site and interaction with their readers. Of course, you should always pay attention to the number of words because the number of words can limit you in the type of writing.
What do you think is the most important principle when reading the text of a blog?
- Humor: I like to read posts that make me laugh.
- Images: It is easier to read the texts that are included in the text of those images.
- Infographic: If all the information is in the form of an infographic, it can highlight the importance of the content.
- Legal and professional articles: Educational articles should be professional in terms of tone and facts presented in it.
- Variety: If the blog uses good humor, I enjoy the humor in the blog, but it is very important to use a serious tone for the articles.
4. The process of producing quality content
You may have unique information about your business, but do you know how to present it? Are you familiar with different types of writing? How do you know how to categorize texts? If you have never encountered such things and do not know how to attract the audience by producing quality content, it is better to first get acquainted with the principles of content production and then take a step in this direction. In fact, you need to make it clear to yourself what content you want, what audience you write for, and in what atmosphere you publish it. Then you can make the right decisions when producing your content.
We marketers are working. We do not waste our time on inefficient systems. That’s why we create a process for whatever we want to do. In content production, we invent a system, we pull it out as long as it works; Then we repeat the created system over and over again to get the desired result.
Think about every marketing campaign you have ever created, such as webinars, autos responders, reviews. Each of them had a process. Content production is no different. Follow these steps to generate content, eliminate guesswork, and create a creative mindset.
Creating a buyer personality will likely give you ideas for what to write about and understand what your audience is asking, which is a great start. Now you need to make sure that these ideas can be applied to a larger audience on a larger scale. Sure, writing a blog post would be great for a single person, but it’s a waste of energy.
SEO Research in Content Generation Training – Keyword Research a.k.a. – The search volume shows you a specific keyword phrase and whether it is worth investing in creating a piece of content around it.
A good way to research keywords is to write down questions that your buyer’s persona may be based on. Then research the keywords associated with the questions to see if enough people are searching for them.
A small rule of thumb is to target available keywords, meaning you have a monthly search volume (MSV), and identify keywords that are within range of your content domain. If you are new to blogging, it is not right for you to target competing keywords.
How to get on the first page of Google?
Before we move on, let’s get rid of a quick and inappropriate SEO explanation:
Domain strength is one of the most important factors in helping you rank in search engines (SEO). You gain domain authority with the number of external sites that link to your content. For this to happen, you need to have a very large library of content that relies on it.
This means that the longer it takes to write high quality content, the more powerful your domain is, and the easier it is to rank for highly competitive keywords that put you on the first page of Google.
If you are not fully present yet, it is best to target low-volume, minimal-keyword keywords (<50) (we are talking about 200-1000 MSVs). This is the best position for you to rank better for your keywords and present your content to more people. This is where the SEO lesson ends. Let’s go back to our planned programming.
There are several ways to do your keyword research :
- Use keyword research tools like SEMRush or Moz Keyword Explorer.
- Type your keyword into a search engine and write down what it shows.
- Check the Related Searches section on Search Engine Results (SERPs) pages.
Now that you’ve identified the keywords for your goal, it’s time to create content ideas like brainstorming in content production training. HubSpot research shows that the best way to organize content is to use topic clusters, which means that you create a long, full column page based on a keyword, then add the content you generate to these sub-topics. You link.
The model makes brainstorming clusters much simpler, because you now follow a specific structure. You can use your main keyword to create a pillar piece to cover that topic in depth. You can then produce shorter content – infographics, blog posts, templates – that help your audience relate more deeply to the topic and target longer keywords.
In content production, if you are looking for your ideas, it is better to get help from the books you have read, studies about your industry, your competitor sites or search related to SERPs. Once you have all your ideas on paper, you can develop your editorial calendar and get started.
Want to write a joke on your business blog? Just as you should not use business or professional terms in a hilarious text, you should not use jokes in a commercial text. You can shape your content production style based on the content of your competitors and the various articles that have been able to attract the audience. Try to review your content several times to fix any errors, so always consider quality in your content before quantity.
The people who set the tone for your content production are your audience, and you should pay attention to their needs as much as possible. This will help them decide whether or not to return to your site and blog to read your content. Learn what can make you lose your audience and what is the best way to attract an audience? Ask your audience what they want and then try to meet their needs.
We will talk about the writing process here; Because that’s what I do. The power to produce your specific content may be movies, graphics or podcasts. Whatever it is, the production process follows the same instructions:
Write for your persona. Use their sound, their charms and even their humor to create a resonant work.
Use titles, meta descriptions and other teasers to force your audience to read your content. Put the benefit of your content right in your title so they know why they should read it.
Create something unique. Do not use simple information that already exists. Use a unique style or cite new research to emphasize your points.
Stick to an idea and use your content to reinforce it. Do not confuse your reader by explaining several semi-related topics in one article.
Write honestly. Do not try to impress your audience with eloquent prose or broad words.
Write concisely and clearly. You want your audience to connect with you to value your content. No need to use confusing metaphors.
How to edit your own (or others’) work is a very mental process. You may want to edit right away or wait a few days and browse your content without tired eyes. You may pay a lot of attention to grammar or choose a dialog as your goal.
However, there are some things to keep in mind when editing content production, including active expression, clear language, short sentences, and white space. It’s a good idea to get help from a colleague or administrator to review your content.
Now that your content is ready, you need to put it in a place where people can access it. Content Management System (CMS) is software that hosts digital content and allows you to display it on your website (or anywhere else on the web).
The benefit of a CMS is that it connects all of your content and stores it in one place. So you can easily link them to your blog page or email. You can also analyze the results of all the content you have created for a particular campaign (which can help with content auditing). A CMS keeps you from having a separate content marketing system.
Publish content simply by clicking a button. So why include a section? Because this is not always the case. You can publish your content immediately after uploading, or maximize its impact by waiting for the right time.
If you are a beginner, clicking immediately to publish content will probably not affect your audience. But if you have a regular publication schedule, such as posting a new post every Wednesday, and your audience expects the post to be published on Wednesday, they will definitely see it.
Another thing to keep in mind is publishing according to time-sensitive trends or events. For example, if you produce content about national holidays or current events, it is best to publish that content at specific times. The CMS lets you schedule posts for specific times, then forget about it because it automatically publishes the content.
Content production has its own way in each subject
There are other ways you can get more traffic to your site. One way is to add a video to the site, which can have a huge impact on audience engagement. Video blogs, newsletters, and even podcasts can add more value to your information and provide more information than people want.
You can also add images, captions, and whatever you need for a text to enhance your content. Once the text is ready, read it again to make sure the content meets the required standards.
The last thing you need to improve your content is good editing. Before publishing your content on the site, check the text for grammatical and spelling errors so that it does not have any problems. You can even ask someone else to critique your work and point out things you may not see. Remember that the content should be fluent, smooth, informative and engaging. Also note that a long, flawed text can cause the audience to not understand what you mean and to be discouraged from posting it on your site.
5. Content generation tools
While CMS helps you manage your content, it cannot play a role in its production. Here we will introduce useful content production tools. This is especially useful if you can not get help from someone to produce content and have to do it alone. From GIFs to infographics, these content creation tools help you look like a content creator, no matter what type of content you produce.
Canva software can help you create beautiful designs for any platform, from social media to Facebook, image coverage to infographics. This software has aesthetic templates that you can use to adjust colors, images and text for free.
Giphy software replaces emojis with gifs, so it is an acceptable way to present content. Giphy lets you search millions of pre-created GIFs in your database, or even create your own new gifs.
Vidyard is a video hosting operating system built for marketers. This software allows you to customize your video by adding layer buttons, text or CTA buttons, split testing, transcription and SEO features.
SurveyMonkey is a polling platform. Why is it possible that you need such a thing? Because a good marketer knows that customer feedback is very important for an effective marketing campaign.
MakeMyPersona is a great tool in HubSpot that helps you in the process of creating a buyer persona. You can create a document as a reference for the whole content production process.
Anchor is a podcast tool for beginners. This program is free and allows you to record and save unlimited episodes and you can easily upload it on any platform.
This list is a comprehensive list of content production tools in content production training, each of which is very practical and useful.
6. What is content SEO and what effect does it have on content production?
There are many definitions of SEO these days, but the answer to the question “What is SEO content” is much simpler than what we constantly encounter.
Generating SEO content means that the author can create enough appeal in his text, provide accurate and correct information, do not copy the text from anywhere, pay attention to keywords and the audience and try to provide content. That search engines value it.
The writer should know what ideas close to the subject of his writing when he is writing and producing content. What is the audience looking for and what information does it want? It is in this way that the site ranks higher in search engines and the author presents his content with higher quality due to the keywords that are formed in the minds of different audiences.
Of course, you should be aware that overuse of keywords as well as placing irrelevant words in the content can be to your detriment and your content will be poorly valued by Google. So, first of all, take steps towards providing a genuine and quality content to multiply its value.
7. Google’s recommendation for content SEO in 2019
Content review is one of the most important and main recommendations of Google in the new 2019 update. With this trend in the next Google update, you may be able to see effects on your site ranking.
Of course, we must also emphasize that this is not certain, and the Google update, which occurs every few months, may not change the position of your site.
We need to tell you that search engines can not understand your content as a human being, and changes in your content process may not be as noticeable to search engines, but an important point that can be valuable to you. And to get search engines to know you better than ever, linking sites to your site.
In fact, Google and other search engines are looking for signals that give you a better understanding of the value of your content, and you should know that linking is one of the most important of these signals.
Paying attention to content review as well as linking other sites to your site, can cause your SEO site in 2019 and in the new Google updates, to achieve much better conditions than before.
Think of research as a key principle in content production
You may be an expert in your field and know everything about your field of activity, but that does not mean that you can express all this expertise and skill in one text. If you want to write in a completely different but relevant field of business, you need to do the necessary research before producing content. This research should include the following:
A thorough understanding of a topic can be the key to producing quality content. Online research on reliable publications and resources allows you to gain a good understanding of what you want to write. You can also use these resources to gather information for future referrals and backlinks.
What is your goal in producing content? Do you want to sell something? Do you want to inform a group of people about a particular topic? Never start writing before answering these questions.
Before you start producing content, you need to know what kind of tone to use. Your content should be generated in a way that helps people achieve their goals by reading your content, on the other hand the tone of your content should be commensurate with the type of content you are writing.
Your audience is important
It’s not just about content production that matters, people who want to read your content are also important. Men and women have different reading styles and personalities, so you need to consider these when producing content.
8. Create a content program
Content is everywhere, but success depends on your ability to adapt to the network in which you publish the content. One content is not suitable for all social networks – with different platforms. Social media content is different from blog content, and both are different from website content. So you need to know how to align your content with your audience.
Now to share your content on different platforms, we want to mention some guidelines.
Social media content
Creating content for social media is an art in teaching content production. They are also highly valued with the 2.6 billion users on these platforms worldwide. In addition, someone who follows you on social media loves you and is interested in what you say. So you have an enthusiastic audience that is ready to engage with your content. Here are some quick tips for creating content on some popular social networks.
Facebook pages can be used to create small communities through groups on Facebook or to share with a large audience. When it comes to content sharing, questions and videos cause the most conflict for the user.
The best option for sharing high quality images and short videos with subtitles. Hashtags work well on this platform as long as they are relevant to your account and brand. Instagram Story includes a new way to interact with your fans, from quick polls to answering questions, live and..
1.3 billion users. Some of the most successful content on this platform is how to guide, vlogs, review products and educational videos.
The best ways to use Twitter include text messages, backup images, relevant hashtags, and retweeting. Definitely your audience response is a great way to get your posts seen.
Website content should focus on three things: your personality, your keywords, and your solutions. Unlike blog content, you need a copy on your website to get visitors what they want in a consistent and natural way. It is better to look at the content of the website as a blueprint for your product.
Be careful not to divert visitors from your website through social media feeds and other misleading elements. After attracting customers, you should do your best to keep them and this is the main function of your website content.
The purpose of the blog is to support businesses by attracting strangers and qualified people. Blog content is a free resource that is often directly linked to sales, but do not underestimate the power of a well-functioning blog to ultimately generate revenue for your business. In content production training, research shows that companies that are more active in their blogs get more traffic 9. Content analysis
The last and certainly the most important step in content production is analyzing your content. Without data, you will not know what works or how you should improve it.
There is a lot of data that you can check when analyzing your content, so it is best to use your goals as a guide for setting various parameters. Whatever you want to achieve with your content can help you choose the criteria. (Remember what the main purpose we talked about was?)
What you analyze is entirely up to you, but here are some ways to look at content analysis:
- Page Views : The number of users who visit your content.
- Organic traffic : The amount of traffic that gets from search engines.
- Bounce Rate : Percentage of visitors who leave your site after visiting a page.
- Conversion Rates : Percentage of visitors who engage with CTA.
- Interaction rate : The number of people who interact with your content through likes, shares, comments or other methods.
- Audience Growth : New audiences or users who follow you through content.
10. Remember! Properly generated content can make you look stupid
Be a little honest with yourself, if you do not have the ability to produce original and quality content, leave it to someone else and meet the needs of your site by ordering content production; Because producing inappropriate content and presenting it on the site makes you look stupid and you lose your audience forever. So not writing is better than bad writing. In many cases, it is best to hire a professional copywriter or reader to carefully review your writing. These people are looking for textual bugs for their entertainment. I bet you think how spending money on such things can bring you value.
11. Content production trends in 2020
Content marketing is going to change a lot in 2020. A bright future is emerging in the content world. Content production improves; Because we become smarter day by day in the strategy of research, research, production and publication. Content marketing is not entirely an experimental marketing idea; Rather, it is a proven strategy that can pave the way for any brand.
Now with these descriptions, what will be the change in content production in 2020? Read searches of the search chengine journal site below.
The next generation of visual content
Visual platforms will become more trendy by 2020. From entertainment to communication, people are involved in dynamic and interactive images.
Among the new generations, visual social media is dominant. According to PEW research, Instagram, YouTube and SnapChat are the most popular platforms used by teenagers. For adults, YouTube is the most widely used platform; Even higher than Facebook! That’s why visual content is gaining traction in 2020.
By 2020, we are sure to see that most businesses will use dynamic images and animations that they create specifically for their brand in their content.
Video content and video storytelling
In 2019, video was a unique and great idea.
With the popularity of YouTube and dynamic images, it should come as no surprise that video content and visual storytelling will continue to increase in 2020.
For example, in 2018, 85% of Internet users in the United States watched video content on a monthly basis on any device (whether mobile phone or desktop computer).
Also, 56% of people aged 25 to 34 and 54% of people aged 35 to 44 see more video content to support some brands.
In addition, video is a type of content that is fully used by 62% of consumers. This means that the minds of the audience become more involved with the video content.
What does this mean for marketers? Since the audience is accustomed to watching video content, we either have to step in that direction or disappear on the horizon!
Of course, what sets video content apart is the quality of the storytelling; You need to be able to engage your audience through any medium, such as movies.
If you can tell great stories, you are halfway there!
In August 2019, Google published an article on its blog about updating the core and its core.
In this article, Google’s advice to webmasters is :
Read and understand search quality assessment guidelines and E-A-T (Expertise: Authority, Trustworthiness).
The fact that Google specifically refers to this source and separates E-A-T is a big and important point. We all need to focus on proving expertise, credibility and trust in our content.
How can you prove your E-A-T?
- By getting links or mentions from other reputable websites
- By providing E-A-T information on your site, which includes a bio (about us) site and author page.
- For data and information on content, link to credible sources.
- Regularly update the site and text content with relevant, accurate and up-to-date information.
- Produce more targeted and better content than ever before
Following the trends of 2019, there is still a need for first-class and targeted content in 2020.
Many marketers and executives understand the importance of high quality content:
According to a B2B report from the Content Marketing Institute, 90% of the most successful content marketers prioritize the information needs of their audiences over their advertising messages.
In the field of content marketing, a lot of expenses have been incurred from 2018 to 2019 for content production.
Marketers have come to realize that in order to succeed in search results and attract readers, they need to produce better quality content. In fact, it must be said that ranking in a competitive environment becomes difficult when everyone has their best performance and turns their so-called ace card.
In this section, we will introduce the items that are more important in 2020 than before:
A better understanding of what the target audience needs from search results for a particular keyword.
Better writing to fit the audience, to fit the tone and style of the brand.
Better research, including available statistics and more information from reputable sources.
Deeper investigation and more results on topics.
Better images, such as infographics and custom blog images.
It is interesting to know that the more seriously Google rankings are taken, and the harder it is to reach the top rankings, the more people are driven to produce quality content.
Highly targeted content, customer first
Prioritizing customer information needs was one of the key factors for successful marketers at the beginning of sales messages in 2018-2019, as we saw earlier in the B2B CMI 2019 report. In fact, 90% of the most successful in this field said that they pay attention to this.
They find that building trust with your audience begins with providing tips, help, information, or entertainment for free.
In addition, the best content that meets the user’s needs in achieving the goal is produced in a way that ranks 1st in Google. This trend will continue in 2020; Because it still meets the needs of customers.
How do you know what your audience needs in your content?
Ask a question. Interact with the community. Discovering and recognizing the audience.
Once you know them closely, you can create content that connects them to a deeper level. In short, these are targeted.
This type of content is a priority right now, and this is what we need to consider for the future.
The future of content is here
Most content marketers have always put quality first and provide customer information needs through sales messages; But we focus on building trust and authority with originality, not sales tricks.
More importantly, visual media will be in an interesting and new context in 2020. So this year it is better to look for innovative marketers to push the boundaries of content creation.