– Content marketing will keepbeing one of the strongest marketing channels in 2020.
But it's going to be quite different from what you're seeing right now.
Why? Because there's just a lot of blogs, there's over a billion blogs.
So doing these old tacticswon't work in 2020 anymore.
Hi everyone, I'm Neil Patel and today I'm going to break down how content marketing is changing and this is where it's heading in 2020.
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The first thing I want youto do is optimize your site using structured markup.
That way you have abetter chance of getting those rich snippets and thatwill help you with voice search because in 2020 over 50% of the searches according to Comscorewill be voice-related.
These devices like Alexa and Google Home are just getting more popular.
Whether you like them or not, more people are using them.
You also want to use the header hierarchy to help Google crawl anddecipher the important data and pages and content on your site.
Now another interesting point, and this is from Search Engine Land, roughly 50% of the searchesresult in no click.
That's because Google offeringup the results and answer right then and there.
That's aka, also known as, rich snippets.
That's why you want to makesure you have those snippets and they stand out.
And whenever you're doing a search and you see a rich snippet, look at the personanswering that question.
If you can do a better job, do it with that page.
That will help you knock them out and get your page includedin the rich snippets.
The next thing you need to do is make EAT a priority.
EAT is all about expertise, authority and trust.
Google had a Medic Update a while ago.
And what this Medic Updatedid was, they're like, “Hey, if you're NeilPatel, a marketing expert “and you blog about medicaladvice and surgeries “and what people should do tocure their health problems, that's not good.
” It doesn't matter how muchauthority your site has, how many backlinks, you shouldn't have rankedfor any of this stuff because you're not an expert or authority in anything health-related.
The same goes with finance.
What do I know about401(k)s and retirement? Heck, I'm 34 years old, right? I don't know about anyof that kind of stuff.
So Google wants you to create content that you're an expert on.
It's not about quantity, it's about quality, that'll help built trust and transparency.
So make sure you have yourbio on every single page because this will help you with EAT.
You also want to link outto your social profiles and also want to consider guest-posting on other sites that arepopular within your niche, because it'll also help withyour authority and trust.
Next, you'll see an increasedpersonalization for audiences.
Look, there's content on everything.
Heck, even on the Neil Patel blog I have content on everything out there, from e-commerce to paid ads to analytics.
There's so many areas thatit doesn't interest everyone.
You're going to see morepersonalization in content marketing and that's what you need to do.
A good example of this is Neil Patel Blog.
This is one of my mostclicked areas on my website.
If you go on the Neil Patel Blog, you'll see a sentence that says, “I want to learn about” and you can click on the dropdown, whether it's email-commerce, SEO, content marketing, and all of the content adjusts based on what you want to learn about.
That's really a simple, easy thing to do and by doing that you'llfind that you'll get more engagement from your audience they'll stick around your site more, your bounce rate will go down, more people will keep coming back.
That's what you need to dowith your content marketing, modify it, change it, make it dynamic, so people can adjust the content based on what they're looking for.
The next big trend, AIand machine learning will continue to take precedence.
Google had this update called Blur in which it now understandswhen you type in “Brazilian citizen looking for US visa, ” it ends up telling them, “Hey, this is someone in Brazil and do they need a visa to go to the US?” Versus before, a lot oftimes Google would show results of someone saying, “Oh, US citizens don't needa visa to go to Brazil, ” right? So with their Blur algorithmupdate they're able to clearly identify whatsomeone is really looking for, and they're adjusting theresults based off of that.
So what you need to do to survive with all of Google's future updates that they're going to be doing based off of machine learning and AI is you need to answer precise questions.
So look up Quora and seewhat's popular in your space and that will give youideas of some questions that you consider right and content on, and just nail it.
It's not about having a 5, 000blog posts or about 2, OOO, it's all about having the best blog post that answers that question.
You can also use Ubersuggestunder the keyword ideas report, that shows all the questionsthat people are typing in within your space.
Again you want to answer allof those questions to the point because it'll help you get that traffic that your competitors don't have, because before Google wouldjust rank high authority sites that didn't go as specific, but they're changing this.
They want to rank the most relevant site even if they have less backlinks, less domain authority, because, why? That creates the bestexperience for our users.
And last but not least, interactive content andimagery will take off.
So yeah, videos are already booming, podcasting is already booming, but what things they're doing that nobody's really talking about, check out my Instagram profile.
You'll see that I havecontent that's micro-content, that is broken down inbite-size educational pieces where you can keepswiping, like a carousel, and that'll give you like quick statements that will help you find the solution.
Such as, I have a carousel that breaks in how to get more traffic from Instagram.
And it's just like you keepswiping right, right, right, what I found out is compared to most my posts, every time I post oneof those on Instagram, if I get, let's say, 2, 000likes or 5, 000 likes, I'll get at least half ofthose people sharing it with other people.
So if I got 2, 000 likes, I'll get another 1, 000 people sharing it and sending it to other people.
That's crazy high engagement.
So creating these bite-sizeinteractive pieces of content, think about like infographics, but more so infographicsthat you can engage with, because social site, like Instagram, now let you to swipe.
This is the future of content marketing, you'll see way more peoplecreating content like that.
If you need help growing your traffic check out my ad agency Neil Patel Digital.
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Thank you for watching.