- Content marketing will keep being one of the strongest
marketing channels in 2020.
But it's going to be quite different from
what you're seeing right now.
Why?
Because there's just a lot of blogs,
there's over a billion blogs.
So doing these old tactics won't work in 2020 anymore.
Hi everyone, I'm Neil Patel
and today I'm going to break down
how content marketing is changing
and this is where it's heading in 2020.
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The first thing I want you to do is optimize your site
using structured markup.
That way you have a better chance of getting
those rich snippets and that will help you with voice search
because in 2020 over 50% of the searches
according to Comscore will be voice-related.
These devices like Alexa and Google Home
are just getting more popular.
Whether you like them or not,
more people are using them.
You also want to use the header hierarchy
to help Google crawl and decipher the important data
and pages and content on your site.
Now another interesting point,
and this is from Search Engine Land,
roughly 50% of the searches result in no click.
That's because Google offering up the results and answer
right then and there.
That's aka, also known as, rich snippets.
That's why you want to make sure you have those snippets
and they stand out.
And whenever you're doing a search
and you see a rich snippet,
look at the person answering that question.
If you can do a better job,
do it with that page.
That will help you knock them out
and get your page included in the rich snippets.
The next thing you need to do
is make EAT a priority.
EAT is all about expertise,
authority and trust.
Google had a Medic Update a while ago.
And what this Medic Update did was, they're like,
"Hey, if you're Neil Patel, a marketing expert
"and you blog about medical advice and surgeries
"and what people should do to cure their health problems,
that's not good."
It doesn't matter how much authority your site has,
how many backlinks,
you shouldn't have ranked for any of this stuff
because you're not an expert or authority
in anything health-related.
The same goes with finance.
What do I know about 401(k)s and retirement?
Heck, I'm 34 years old, right?
I don't know about any of that kind of stuff.
So Google wants you to create content
that you're an expert on.
It's not about quantity,
it's about quality,
that'll help built trust and transparency.
So make sure you have your bio on every single page
because this will help you with EAT.
You also want to link out to your social profiles
and also want to consider guest-posting
on other sites that are popular within your niche,
because it'll also help with your authority and trust.
Next, you'll see an increased personalization for audiences.
Look, there's content on everything.
Heck, even on the Neil Patel blog
I have content on everything out there,
from e-commerce to paid ads to analytics.
There's so many areas that it doesn't interest everyone.
You're going to see more personalization in content marketing
and that's what you need to do.
A good example of this is Neil Patel Blog.
This is one of my most clicked areas on my website.
If you go on the Neil Patel Blog,
you'll see a sentence that says,
"I want to learn about"
and you can click on the dropdown,
whether it's email-commerce, SEO,
content marketing,
and all of the content adjusts based on
what you want to learn about.
That's really a simple, easy thing to do
and by doing that you'll find that you'll get
more engagement from your audience
they'll stick around your site more,
your bounce rate will go down,
more people will keep coming back.
That's what you need to do with your content marketing,
modify it, change it,
make it dynamic,
so people can adjust the content
based on what they're looking for.
The next big trend, AI and machine learning
will continue to take precedence.
Google had this update called Blur
in which it now understands when you type in
"Brazilian citizen looking for US visa,"
it ends up telling them,
"Hey, this is someone in Brazil
and do they need a visa to go to the US?"
Versus before, a lot of times Google would show
results of someone saying,
"Oh, US citizens don't need a visa to go to Brazil,"
right?
So with their Blur algorithm update they're able
to clearly identify what someone is really looking for,
and they're adjusting the results based off of that.
So what you need to do to survive
with all of Google's future updates
that they're going to be doing based off
of machine learning and AI
is you need to answer precise questions.
So look up Quora and see what's popular in your space
and that will give you ideas of some questions
that you consider right and content on,
and just nail it.
It's not about having a 5,000 blog posts or about 2,OOO,
it's all about having the best blog post
that answers that question.
You can also use Ubersuggest under the keyword ideas report,
that shows all the questions that people are typing in
within your space.
Again you want to answer all of those questions to the point
because it'll help you get that traffic
that your competitors don't have,
because before Google would just rank high authority sites
that didn't go as specific,
but they're changing this.
They want to rank the most relevant site
even if they have less backlinks,
less domain authority,
because, why?
That creates the best experience for our users.
And last but not least,
interactive content and imagery will take off.
So yeah, videos are already booming,
podcasting is already booming,
but what things they're doing
that nobody's really talking about,
check out my Instagram profile.
You'll see that I have content that's micro-content,
that is broken down in bite-size educational pieces
where you can keep swiping, like a carousel,
and that'll give you like quick statements
that will help you find the solution.
Such as, I have a carousel that breaks in
how to get more traffic from Instagram.
And it's just like you keep swiping right, right, right,
what I found out is
compared to most my posts,
every time I post one of those on Instagram,
if I get, let's say, 2,000 likes or 5,000 likes,
I'll get at least half of those people sharing it
with other people.
So if I got 2,000 likes,
I'll get another 1,000 people sharing it
and sending it to other people.
That's crazy high engagement.
So creating these bite-size interactive pieces of content,
think about like infographics,
but more so infographics that you can engage with,
because social site, like Instagram,
now let you to swipe.
This is the future of content marketing,
you'll see way more people creating content like that.
If you need help growing your traffic
check out my ad agency Neil Patel Digital.
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Thank you for watching.