- [Neil] Have you noticed that it's harder
to rank your content in Google?
Or have you noticed that when you share your content
on Facebook, it's getting less shares, less reach
and you're like, Hey, I'm writing all this content,
but no one's really reading it.
Hey everyone, I'm Neil Patel.
And today I'm going to break down
how content marketing will change in 2021
and what you need to do to succeed through this channel.
(gentle music)
Now, before we get started
make sure you subscribe to this channel.
And if you're on YouTube, click the alert notification.
Your probably already finding that is harder
to get your content noticed.
And that's because there's over a billion blogs
on the internet.
Just think of it this way.
If there's a billion blogs
that's roughly one for every seven people.
There's a ton of content.
Everyone's trying to crank out content.
Everyone was trying to crank out even high quality content.
So how do you stand out?
How do you get noticed?
How do you succeed in this busy landscape?
Well, let's go over some trends that'll help you.
Trend number one,
you can't rely on SEO or social media anymore.
SEO is not dead, but it takes longer to get rankings
and is harder, still super effective
you just have to be patient play the long game.
Social media, they're continually cramping down
on how much reach you get unless you spend money on ads.
So you got to find a new way to promote your content.
One strategy that you should be leveraging
that's super effective is push notifications.
You'll see browser notifications like this
also known as push notifications where people can subscribe.
You can use it through tools like subscribers
and here's some of my stats.
So every time I release a new blog post
I'll send out a notification to the subscribers
and within their browser, they'll get notified.
Hey, there's this new post on Neilpatel.com.
Just like you get noticed or notified on your browser
whether Netflix releases a new video
or it's someone's birthday on Facebook.
These are all examples of push notifications.
And I'm driving tons of traffic from my push notifications.
And heck I've even set up a sequence kind of like
email drip sequences, but for push notifications.
And I'm getting tons of clicks as you can see here
some getting 89,000 clicks, 16,000,
27,000,
20,000,
21,000, it all adds up.
And I don't want you to stop there.
Use messenger bots, email marketing,
remarketing and even repurpose your content
and leverage that same piece into audio form,
video form, or vice versa.
So if you don't rely on SEO and social media
and you leverage some of these strategies,
you'll notice that your content
will start getting more views
and indirectly it will also start doing better
on the social web and through SEO.
Trend number two,
you have to start translating your content.
You no longer can just focus on English.
The biggest lesson I learned
from a Google employee is that the majority
of the people in this world are English native speakers.
And I'm like, yeah, I know that there's nothing new there
but they're like, no, you don't get it.
It's not that they're not native English speakers.
They also don't search on Google in English.
They use all these other languages
but English tends to be the most competitive language
for SEO.
So I was like, ah, and then I started serving
and looking a lot of corporations.
And we ended up learning
that people's biggest traffic gains came from translations.
So I was like, Oh wow.
So we started translating and transcribing our content
and you can use Ubersuggest to help you out with this.
And it'll even tell you what keywords are popular
in each of the countries.
And when I started doing this over time
United States only ended up making up 20%
of my traffic, Brazil, India, United Kingdom, Germany
all these other regions started really picking
up steam because I started creating content
and Italian, German, Japanese, Portuguese
and all this has really helped my traffic grow over time.
You need to start doing this
now you have no choice just
because it's so competitive in English.
Trend number three,
you'll spend more time updating your content
and then creating new content.
Can you guess how much content I write on a weekly basis?
It's actually just one post a week.
Can you guess how many times my team updates older posts?
It's actually 21 times a week.
I'm writing one, they update 21 older pieces of content.
If you look at what's led to big traffic gains
for companies who are leveraging content marketing
is a lot of it is updating old content.
It's actually more than blogging
more from what we're seeing
we serve it over 200 companies.
So if you update your content, you'll generate more traffic
than if you just focus on writing more content.
And if you look at my traffic, getting a lot of visitors
a lot of it's due to updating content.
As I said, I spent time creating one article a week, myself
my team updates 21 a week of my older articles.
Now, if you're new to blogging or you have a new site
of course you're not going to update much
but once you get established,
you've been around for more than a year or two,
you're going to spend more time updating.
Trend number four, companies will hire people
who just optimize for CTR.
Rand Fishkin did an SEO experiment years ago
where he told everyone to click on the fourth result
instead of, you know, the other ones
he technically said click on the first result,
click the back button then click on the fourth result.
Within minutes, that result went from number four
to number one.
And it sticked around for a while.
And that was because of click-through rate
that tells Google that, Hey people prefer
this listing instead.
So you need to get more clicks and you do that
by optimizing your title tag and meta description venture
you're going to see companies hiring just for that.
Some 10 hacks that you can do to
get more clicks, questions and titles
tend to get more clicks
titles that are 15 to 40 characters in length
tend to get 8.6% more clicks.
You get a 45% increase in CTR.
When the keyword that someone searched for is the exact URL.
Not necessarily your domain name, but the URL part,
right the ending part of your domain name
like slash whatever it may be.
Power words like amazing, effortless
increase click through rate by roughly 13.9%.
You get a 7.3% higher click through rate
for titles that contain emotions versus ones that don't.
You also get a 5.8% higher click through rate
if you have a meta description
versus letting Google put whatever they want
for your meta-description if you didn't create one.
Titles with years tend to generate 4.9% higher click
through rate
evoking curiosity like the seven benefits of green tea
number six will shock you.
What's number six?
Wow. I'm curious.
That tends to increase click-through rate by 5.9%.
And titles resemble education get 10.4% more clicks
and you can also look at paid ads for inspiration.
Trend number five,
you'll have to learn SEO in a new form.
What I mean by this is content these days
isn't just about texts it's also about video.
I rank for a lot of terms on YouTube.
I'm also getting tons of traffic from YouTube.
As you can see here, I'm doing that without paid ads
but the way I'm doing it is through YouTube SEO.
You want to promote the videos really hard
and heavy in the first 24 hours.
Use tools like Ubersuggest to include keywords
in your titles, your meta descriptions, add the tags
and the keywords.
Mention those keywords within the video.
You want to use the Hot Script by Sunny to hook people in.
If you're not sure what the Hot Script is
just Google Hot Script Sunny YouTube.
You'll see a video that breaks on how to leverage it.
These are all examples
of YouTube SEO that can help you rank higher.
So you're going to have to start learning this kind of stuff
because content isn't just, text-based
people love videos these days.
Trend number six,
You'll have to spend more time on CRO.
CRO's conversion optimization.
Just think of it this way.
How much revenue does your content drive?
You'll find that you keep getting more traffic
through content as you do, SEO, build more links
but how much revenue is it really driving?
You may double triple your traffic
but is your revenue doubling and tripling?
If I had a bet I would bet a thousand dollars
that you probably are going to say no
at least a majority of the people will say no.
So why is this?
Well, people are writing content for traffic
but they're not optimizing for conversions.
And you're going to see a lot more companies
hiring CRO people to adjust their content
to optimize for conversions.
For example, are you talking about your products
or services within your content?
Chances are, you may not.
Are you adding ads,
ads for your own products or services in your sidebars?
Probably not.
Are you doing exit pop-ups collect emails
and then drip people over time
to convert them into customers.
These are all ways to generate more revenue
from your content.
And my last trend for you is free tools is cheaper
than content marketing and is more effective.
So I have this tool called Ubersuggest, check it out.
It'll give you ideas on any key word, track your rankings.
You can do so much for free.
They'll even tell you who's getting traffic
and your competition and the keywords they rank for.
And over time if you want to keep using
Ubersuggest more and more.
You can log in for free.
And as they log in, sometimes they collect details.
Sometimes they don't depending on the country you're in.
And I pass some of these leads
to my sales teams and it generates me tons of leads.
And if you had to guess many
how many do you think?
I'll give you a hint,
here's some high traffic sites just to Ubersuggest.
So if you had a look at this
how many leads do you think?
Over 200,000 leads a month?
That's the power of tools.
I think it's way more effective than content marketing.
It's cheaper in the long run.
Not as many people are doing it
and it's people find it much more valuable
than content marketing as well.
So if you enjoy this video, like it, share it
tell the people about it, subscribe to the channel.
If you have any questions, leave a comment, I'll answer it.
I'll help you out.
And if you need extra help getting that extra traffic
doing really well in 2021,
or just with your content marketing
or any marketing in general.
Check out my ad agency, NeilPatel Digital.