At the beginning of the new year, we can be sure of two things: Content marketing will become even more critical. The creation and distribution of content will change radically (again).
While few people doubt the effectiveness of content marketing, the channels, approaches and tools used to create and distribute content will continue to evolve through 2020 and beyond. Here is a trend you need to keep an eye on.
Simplified, there are four types of web searches:
- Information: Broad questions are applied when the user is looking for information. A question like “why does the elephant have a trunk?” will give thousands of results, some of which are likely to provide the answer the user is looking for.
- Navigation: Specific questions are applied when the user wants to visit a specific website – instead of typing facebook.com, the user searches on Google for “facebook”.
- Survey: For example, “best headphones 2020”, “reviews bose”, etc.
- Transaction: An active search when the user wants to do something – “buy nike sneakers” or “book a flight ticket Mallorca”.
The latest updates to Google’s algorithms therefore indicate that content marketing is completely superior when it comes to getting traffic through search. Since Google can detect the nature of the search, the search engine points to the type of content the user is currently searching for.
Consequently: make sure you have content that matches each type of search query (a simple title change can work wonders, for example). Also because the search intensity is usually in line with the customer journey.