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Brands need quality content — and LOTS of it. Learn what top trends content marketers need to know about in 2022.
According to Statista and World Wide Web Project, there are 1.88 billion websites in existence. Needless to say, no matter how big your brand is, it’s easy to feel like a tiny fish in a giant ocean when it comes to the vastness of the internet. While the amount of content in existence can be overwhelming, content marketers know that all content is not created equal. Quality, relevant content outranks subpar copy all day long.
But with so many competing priorities and shiny distractions, how can content marketing teams create content that matters? We’ve compiled a list of up-and-coming trends to keep in mind as you develop your content strategy for 2022.
Aiming for time spent on page and further on-site navigation used to be a goal of many content marketers. Instead, content marketing best practices dictate that brands should aim to move users through their site experience faster.
Consumers are strapped for time. Even the most comparative buyers are looking to find an answer — and fast! On average, users are spending less than 15 seconds on-site, and will leave mobile web pages if they don’t load within 3 seconds — a significant decrease from years past. Help your consumers find what they’re looking for, act on it, and move on by keeping your content short, sweet, and to the point. Aim to create informative, brief content that gets the attention of your target audience. Consolidate any relevant data so that users don’t have to hunt or navigate offsite to complete any additional research.
People are turning to Google more than ever for specific and sentence/question queries. More than 3.5 billion searches occur on Google every single day and 20% of queries are brand new. Brands need content about their products and services at the ready to answer specific queries such as “F150 tire size” or “chicken wing delivery near me.” Most importantly, content marketers need a methodical approach to creating a large volume of content quickly without having to rely on — and manage — low-wage freelance writers.
Not quite sure where to publish your content? Here are a few places to start:
Expect to see a decrease in paid social media efforts in 2022 and an uptick in time spent building owned channels.
Wondering why paid efforts are on the decline?
As 2022 approaches, expect to find marketers emphasizing and investing in their owned channels — websites, blogs, organic social, and email campaigns. Beefing out or revamping an owned channel can act as a budget-saving measure and a wise long-term strategy. Plus, enhancing existing owned channels can help complement, boost, and support existing paid campaigns.
From an uptick in ethical consumption to looking for ways to give back, it’s clear that consumers are drawn to brands with values that align with their own. Therefore, expect to see more value-driven marketing campaigns in 2022 related to inclusivity, sustainability, community building, and fair labor practices.
Looking to successfully connect with consumers over a cause? Here’s what to keep in mind.
Consumers are increasingly experience-focused and increasingly online. But, rising consumer expectations are calling for new and exciting ways to create an in-person feel without ever stepping foot in a brick and mortar location. However, creating a memorable online experience can be difficult. That’s where personalization comes in.
Here’s how to create a personalized feel in the digital realm:
Keep in mind that personalization isn’t just simply inserting your consumer’s name into email marketing campaigns. Instead, it’s about creating an experience where your consumer feels informed, guided, and seen.
Artificial intelligence is changing how marketers conduct research, devise strategies, and even create content.
Digital marketers can expect to continue leveraging AI into 2022, including:
“Hey Google, how many people use voice search?” An estimated one-third of the U.S. population uses voice capabilities on their phones or smart speakers, and a further 71% prefer to conduct searches by voice rather than putting their fingers to the keyboard.
Voice search is used by consumers to carry out basic tasks (like checking the weather), conduct research, and even order products. Therefore, it’s more important than ever to create content that’s easily digestible and primed for voice search features.
To create content optimized for voice search, focus on:
Enter: the Metaverse. While currently in its nascent stage, virtual reality will soon shake up how consumers browse the internet, shop, and otherwise engage with content. Stay forward-thinking and keep on top of upcoming developments within the VR industry.
As we approach 2022, one thing is clear: brands need quality content — and LOTS of it. GPO can help you develop your content strategy for 2022. Get in touch to see how to leverage our Content Solutions for your brand.
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