The Future of Content Marketing: How to Adapt Your Content for 2017

The Future of Content Marketing: How to Adapt Your Content for 2017. This article examines the ways content marketing and content marketing SEO will continue to evolve in the next 12 months. It helps sort through Google’s search results and is an important new part of how Google is improving their rankings. Great Content Marketing Focuses on the End User There’s one, all important thing about content. How long does it take to write a typical blog post? The Length of Time to Write Blog Posts: 5 Research Studies Combine these and you’ll increase the chance of your content marketing appearing in the knowledge box at the top of search results. I can’t say for sure if this affects your clickthrough rate (Google is giving visitors the answer right there in the search results page) but it is fun to see yourself at the top. As search evolves, natural language search will still happen in browsers, on screens. A lot of SEOs don’t really work to improve their writing skills. What are people searching for?

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2017 sunrise

With the nights now looming long, it’s that time of season when
we begin looking forward to the next year and thinking about what
we need to change to stay competitive. There’s not much more we can
learn about 2016, but there’s a lot we can learn
from 2016. This article examines the ways content
marketing and content marketing SEO will continue to evolve in the
next 12 months.

#1 Trend: Content Will Become More Labor Intensive and
Higher Quality

Taking more time to produce longer content is the big trend in
content marketing. Marketers are spending a lot more time on each
post and writing a lot longer than they did in the past. My company
Orbit Media Studios just finished our third annual
survey of 1,000 bloggers
and the trend is clear.

  • In 2016, the average blog post took 3 hours 16 minutes to
    write. That’s a 26% increase from last year.
  • The average blog post is 1,050 words long, up 19% from last
    year.

It’s a quest for quality and more bloggers are
going big. This is probably the biggest trend in content
marketing.

length_of_a_post
time spent blogging graph

Influencer Marketing Will Continue to Increase in
Importance

I don’t see anything reducing the importance of influencer
marketing, unless celebrities somehow become less famous. Hard to
imagine that happening. But there are influencer marketing tactics
that may decline. For example, readers may get tired of
mega-roundups, CTRs for those posts may decline and results would
drop. This could make those giant roundups less effective and less
popular.

Otherwise influencer marketing is on the rise, and that probably
won’t slow down in our lifetimes. Orbit’s survey found that it’s
become a more popular tactic every year for the last three years.
Take a look:

Blog traffic channels

This doesn’t surprise me. Here’s why:

  • There are people in every industry who have become influential
    over large groups of people. In the future, they will
    likely become even more influential.
  • There are brands that want very badly to connect with
    those people
    . In the future, this will also continue.
  • The tools and tactics that connect those brands to those people
    have become more efficient and effective. This
    will also continue.

So look for more mini-celebrity endorsements and more
collaborative content. Influencer marketing rewards those that are
good at networking and personal branding. The future belongs to
friendly, generous people!

Robot thinker: artificial intelligence

Artificial Intelligence is Changing SEO


RankBrain
is the name of Google’s machine-learning artificial
intelligence system. It helps sort through Google’s search results
and is an important new part of how Google is improving their
rankings.

  • Before: Google engineers (humans) created hypothesis
    about possible improvements to its algorithm, then they made
    changes within test environments. Next those test search results
    were shown to small armies of quality raters (humans) who then
    scored the search results against criteria provided by Google. If
    the tests looked good, Google would make the change.
  • Now: Google is built to use machine learning (artificial
    intelligence) to create and run its own tests to see how they
    perform with a group of searchers. If the searchers click on a
    search result without immediately searching again, that’s a good
    sign. If they click on a search result and stay on that page rather
    than immediately hitting the back button, that’s a good sign.

So now more than ever, search optimization is about quality.
It’s about the visitor. It’s about making great pages. But what’s a
great page? It’s a page that people land on and love.

To maximize your visitors’ time on page, to increase your
visitors’ “dwell time,” to reduce the “short click” and to send
strong “user-interaction signals,” you need to build pages that
keep scanners moving and make visitors forget they have a back
button. Here’s how:

  1. Start with a visual. A strong featured image helps get
    the visitor engaged
    .
  2. Add a video. Videos are the strongest visuals.
    Adding videos high on pages is a good way to keep visitors.
  3. Short paragraphs. No one wants to read a long
    paragraph on the Internet.
  4. Subheads and bolding. These are types of
    formatting that keep scanners moving.
  5. Internal links. This encourages visitors to
    click forward, not back.
  6. Long, detailed articles.

Here’s the “human factors” section of Orbit’s
content checklist
. Add as many of these as you can!

web content checklist...

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