5 Leading Content Marketing And SEO Trends To Adopt For 2022
Updated on: 28 April 2022
Digital marketing is a highly dynamic industry with an ever-changing landscape. Thus, brands must continually refresh their strategies and their components to push out successful campaigns. However, this is easier said than done, and in reality, it is rather challenging to always stay on top of everything.
In addition, drawing in customers through your sales funnel with the help of valuable content is also a long game filled with unspoken rules and milestones that change year after year. As the world of content expands in 2022, there are a slew of continuing trends and emerging ones that you can leverage to transform your approach and refine your digital marketing in Indonesia for today’s climate. Below are six of the leading trends to keep an eye out for
1. Prioritise making humanised and personalised content
In an increasingly noisy digital landscape saturated with mediocre content, more and more consumers now gravitate and look toward unique and authentic content. According to experts, this type of content requires two drivers: finding your voice and doing original research. With these combined, one can then create thoughtful and inspiring content that resonates with target audiences. This entails going beyond the algorithm of what the rest of the competition is doing. Conducting interviews with customers and commissioning surveys are only a few ways to define the face of your buyer persona and pinpoint the customers you wish to reach.
Brands can elevate their humanity in the eyes of consumers in many ways, such as doing case studies or sharing real-life stories with their audiences. Unlike a search engine, they can immediately pick up on your thought leadership, further increasing their brand loyalty. In short, regardless of whether a sea of competition surrounds them, any brand can carve out their niche and voice their unique insights to stand in the digital world.
2. Ranking organic content on Google will be more challenging
With a market share of nearly 92 per cent and around 3.5 billion searches performed daily, many marketers and brands know that Google search is the leading place to get content seen by target audiences. Therefore, it is vital to secure a spot on Google’s first search engine page results (SERP) or, better yet, rank in the topmost list to attract potentially millions of visitors.
However, it seems like Google is no longer exercising equal treatment when ranking SEO-optimised organic content searches. More and more of the SERP is being allocated for Google’s own products and services, making it more challenging to rank organic content and thus pushing everyone to branded searches. Branded search is any search query that includes the brand or one of its product names. The good thing about branded search queries is that customers actually know the business and have high intent.
3. Put more focus on Core Web Vitals
Google announced its Core Web Vitals back in May 2020, a set of user-focused metrics used to measure the well-being of a website from a consumer’s perspective. These Core Web Vitals now rank signals directly affecting your digital and content marketing. Optimising them will lead to improving site performance and usability. The following are the three metrics used and what they measure:
- Largest Contentful Paint (LCP) – The loading performance of a page
- Cumulative Layout Shift (CLS) – The visual stability of a page
- First Input Delay (FID) – The interactivity of a page
If your brand has not paid much attention to your Core Web Vitals performance, it is recommended to check your Google search console and start monitoring it. The ultimate goal is to attain a higher Core Web Vitals score since it is a SEA ranking factor, improves usability, and enables faster loading times that help convert more visitors into sales.
4. Pay more attention to Click-Through Rates (CTRs)
When coming up with a content marketing strategy, keep in mind that measuring success cannot be achieved without first defining its criteria. Hence, it is vital to set data benchmarks like CTRs as a core component of a marketing strategy or campaign. Of course, ranking high is important at the end of the day, but it is undoubtedly better to attract more clicks and traffic on a positive trajectory.
Suppose you publish an article piece that ranks in the top position of Google’s first SERP for an important keyword in your campaign. Although it may have ranked the highest, is it getting the number of clicks you expect?
If not, here are a couple of tips to improve your CTR this 2022:
- Create content around “big” questions
Snippets make for good content, but they will not necessarily generate enough clicks. Therefore, it is better to diversify your content that touches on related questions but at a more profound level to offer more value to consumers.
- Repurpose content into other media
Since Google also shows results for images, videos, news, and more, think of ways to repurpose existing content, like landing pages and blog posts, for more clicks for other SERP features. For example, if you post video content on YouTube and embed it on high traffic pages, you are already winning!
5. Short-form videos are here to stay
With the ever-increasing popularity of social media platforms like TikTok and Instagram, it is safe to say that short-form videos are an engaging type of content that is here to stay. As such, more companies are jumping in on the trend and doubling down on making videos as a key component of their content strategy for 2022. Although making videos at a professional level of quality usually incurs a hefty price, it does not always have to be costly. Below are a few content ideas to try out to diversify your marketing mix:
Video ads
If you already have an influencer marketing strategy, partnering with them in video ads can be a big hit that leads to more exposure and trust.
FAQs
Frequently asked questions are common for every business, so making a video series for each one is a perfect way to make more video content while giving a face to your brand.
Testimonials
Interested in getting your customers more involved and fostering greater brand loyalty? If so, you can invite them to provide their feedback on the brand’s products, services, and other experiences through short-form stories or other video formats.
Conclusion
2022 is shaping up to be a rather busy yet exciting year for brands and marketers. With the insights above, you should now have a better idea of the emerging developments to incorporate into your digital marketing campaigns to get the most of your activities across different channels. Just remember that since every brand is unique, it is vital to shape your digital marketing strategy based on your target audience and a deep understanding of your industry and its nuances.