Yes, it’s another ‘content marketing trends 2022’ blog and we’re owning it. Our trends piece is based on experience; we’re highlighting three of the tactics which have proved most successful for our clients in the past 12 months or so.
We’re always honest with clients about content marketing: you can spend thousands of pounds and not get much bang for your buck. For content to be effective, it needs to be strategic, relevant and consistent.
With every year, brands are spending more on content marketing. In 2021, 43% of marketers saw a rise in their content marketing budget, and 66% predict it will increase again this year. Those figures might have been even higher if it wasn’t for the pandemic.
But how do you ensure you’re not just throwing money at content for the sake of it and that it actually sticks? Make sure the following are part of your content marketing strategy in 2022:
1. More relevant long-form content
One of our biggest clients has been seeing big wins from long-form content, packed with all the right keywords (aligned with users’ search queries). We’ve been writing 1000- and 2000-word articles for them on all kinds of subjects and the work has started to translate onto Search Engine Results Pages (SERPs).
They’ve flown up the rankings for some of the most-searched-for terms relevant to their industry and this is reflected in the amount of business they’re bringing in. They’ve even started to rank top of Google for some search terms.
Studies such as the recent one by Sistrix show us the importance of ranking high on Google. From analysis of 80 million keywords, it revealed that the first organic result in Google Search has an average click-through rate of 28.5%. Compare that to tenth position (2.5%) and you can see why big brands have to make SERPs a priority.
Of course, SERPs aren’t the only way of getting your brand seen and heard – but if it forms a large part of your strategy, you might want to consider writing more well-researched, high-quality content pieces that are a minimum of 1,000 words in 2022.
2. Make content more digestible
We’ve also helped clients, operating in industries where their audience are hungry for information but short on time (e.g. health & medical professionals), turn dense, wordy whitepapers/research papers into digestible, image-driven content.
Some information is text heavy for good reason, but that’s not to say you can’t make it easier for readers to scan it and extract the relevant bits.
Eye tracking studies show that users very rarely read online content in full. They just want to cherry pick the information that’s most relevant to them at that moment in time.
Those big, age-old research papers don’t exactly lend themselves to scanning. That’s why we’ve been rewriting and redesigning them on behalf of our clients, with some simple-but-effective devices such as “front-loading” (in which the most important, “big-picture” information is provided first), and converting jargon into plain language (where possible).
It’s having transformative effects on readability – helping brands get their message across in half the time.
3. Plan every piece of content
Great content doesn’t just happen by chance. It’s informed by data and analytics. In a world where more content is being created than ever before, brands need to ensure their efforts to attract and engage their audience are laser focussed.
Every single piece of content you create in 2022 should be meticulously planned – that means putting the foundations in place first, from thorough audience research and persona sketching, to social listening to identify pain points.
If you fail to do the groundwork, you risk sending content out into the ether, never to meet the eyes of the customer. It’s a criminal waste of money and energy!
Data will help you determine what topics to cover and how, while analytics will reveal how effective the content was after it was distributed.
With extensive research and planning, every piece of content you push out will be high quality and relevant to your audience. In turn, this will create a stronger brand image and ensure these visitors keep coming back for more.
But where do you start on creating a data-driven content plan? What kind of data should you collect, how do you do it, and how do you use your research to improve results?
That’s where Q Content can provide real value. We’ve developed a series of modules that are designed to help you create a comprehensive content plan that’s based on facts, not guesswork. Once the expert planning is done, we can then help you execute your content strategy.
Contact us today to get your content marketing strategy on trend.Ben Hollom
January 14, 2022