One other 12 months has come and gone within the blink of an eye fixed, and our content material advertising and marketing staff have had loads to have fun – from being topped ‘Finest Massive Built-in Search Company’ on the European Search Awards, to saying hey to some new faces and one other epic weekend at BrightonSEO – it’s been a busy 12 months.
However, the highs haven’t been met with no few lows, and as one other 12 months involves a detailed, it’s time to look in direction of the longer term. We’re planning for what 2023 might entail, each for Hallam and for our purchasers, and the way we are able to deal with any challenges that may head our method. Right here’s what’s going to be on our content material advertising and marketing radar in 2023.
Prioritising UX
Google algorithm updates this 12 months have centered on offering essentially the most useful content material to customers – and we are able to see this solely changing into more and more essential over the following 12 months and past.
The replace, which got here into play again in August, focuses on de-prioritising Search engine optimisation-first content material constructed to climb search engine outcomes pages, and as an alternative focuses on human-centric content material that’s unique and high-quality.
Google has offered a checklist of questions to ask your self about your present and deliberate content material providing. A few of the key ones to contemplate are:
- Are you producing a number of content material on a spread of matters in hope that a few of it’d carry out properly within the SERPs?
- Are you writing about issues just because they appear trending and never along with your current audience in thoughts?
- Does your content material go away readers feeling like they should search once more to get higher data from different sources?
- Are you writing to a specific phrase depend since you’ve heard or learn that Google has a most popular phrase depend? (They don’t, apparently.)
Different issues to contemplate are whether or not you’re utilizing intensive automation to supply your onsite content material, in case you’re merely summarising content material from different sources or in case you’re writing round a distinct segment matter since you assume it should generate site visitors with out having any actual experience.
Should you’re answering sure to loads, or all, of those questions, then it is likely to be time to re-evaluate your content material processes.
Use this as your content material UX bible to any extent further, as a result of if Google says one thing is true, then we should always hear – they hardly ever give golden nuggets like this to level us in the proper course.
Synchronising information and human-centric content material
Alongside the identical vein, while having a human ingredient to your content material is now extra essential than ever, information ought to nonetheless be on the centre of what you do – not simply from a ‘UX / Google says so’ perspective, however from a wider advertising and marketing perspective, as properly.
From key phrase analysis to data-led campaigns to reporting, information has an enormous function to play and it’s simple to neglect that typically. For instance, in case you’re creating a bit of content material that features key statistics, then it is advisable to take into consideration how that data may be shared throughout social media and how one can doubtlessly repurpose it into PR exercise.
We not too long ago wrote a weblog that goes into much more element about the place content material entrepreneurs are going improper on the subject of the misplaced artwork of data-led content material with a human contact.
Utilising TikTok
All through 2023, we’re going to proceed seeing TikTok develop extra and extra quickly. In keeping with Bytedance (TikTok’s guardian firm), they now have 1 billion month-to-month energetic customers and Gen Z’s are utilizing it not simply to eat and interact with content material, however to go looking.
Google not too long ago ran a examine that confirmed virtually 40% of younger individuals are disregarding Google Search or Maps in favour of TikTok and Instagram for queries resembling the place to go for lunch.
By way of how this data can be utilized for companies and in-house groups, it’s going to imply creating content material that solutions queries in a enjoyable and interesting method – just like how video content material has been seen over the previous few years however in faster bursts.
On high of this, with Google now introducing TikTok and Instagram content material within the SERPs, it’s solely going to be extra essential to know your viewers and get the sort of content material proper.
Getting the foundations proper
None of our predictions can be price their salt if we didn’t spotlight the significance of getting the foundations proper.
It’s worthwhile to ensure you’ve bought foundation to start out – out of your web site to your social channels – earlier than working any extravagant campaigns or taking your content material to ‘the following stage’, no matter that may imply for you.
It’s the foundations of your exercise that can lead the struggle in driving outcomes, whether or not that’s conversions, leads, rankings or model consciousness.
Should you’re searching for some extra inspiration, our 2023 Social Media Calendar will make it easier to resolve the type of exercise you have to be working in your social channels this coming 12 months.
Additionally, in case you want an additional hand along with your content material advertising and marketing exercise in 2023, don’t hesitate to ask us.