Are you looking for new ways to update your content marketing and SEO strategy?
Is it an odd challenge figuring out which marketing channels to prioritize for maximum performance and ROI this year?
When you’re under pressure to increase performance on reduced budgets, we’ve got you covered.
On April 19th I hosted a webinar with Pat Reinhart and Allie Bhutani from Conductor. Reinhart and Bhutani explored the latest SEO and content marketing trends that will shape the digital landscape in 2023.
Here is a summary of the webinar. To access the entire presentation, fill out the form.
Trend 1: Searches in closed environments are increasing
Closed environments are starting to take market share from Google.
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40% of people, especially the younger generation, start their search on Instagram and TikTok.
That’s why Google has created more visual search experiences and improved the mobile experience.
Trend 2: Google updates are coming out faster
In terms of SEO, there will be more volatility in the Google algorithm.
Google is now starting to roll out updates on top of each other and in quick succession.
As closed environments like TikTok and Instagram begin to invade Google, you can expect Google to keep changing more than ever.
Trend 3: Fluctuations in marketing strategy
In content marketing, fluctuations in marketing budgets and goals are one of the biggest challenges for marketing and content teams.
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In late 2022, Conductor looked at how SEO and content marketing performed over the year and how marketers judged production in 2023.
The following came out:
So how do you balance a decrease in budget with an increase in goals and expectations?
Analyze spend and ROI across channels, collaborate with your team and invest in organic channels that generate high returns and serve your audience’s interests.
With many brands overwhelming consumers, can smaller local businesses compete with big national brands for top search results and generic search terms?
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How incorporating SEO and content marketing into overall marketing strategies helps get the needle moving
Most people underestimate the power of SEO.
But SEO is more than just ranking in search engines.
Here’s how SEO and content marketing work together to move the needle:
The right way to approach SEO is to become an authority in your niche.
You want to come in, make a name for your brand, answer a question and solve a problem.
Then get help from experts to increase your authority in this area.
When you make SEO a cultural thing in your company, teams work together in unison—with technology, data, and reporting around them.
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By incorporating SEO into your content strategy, you align teams and minimize effort because everyone knows how each piece of content contributes to your overall goals.
Deliver the content you want
By approaching your strategy from a data-driven perspective, you can also come up with topics that resonate best with your audience.
Watch videos too, as the content isn’t just written. 3 billion rolls are released every day, so you should check how to sync your content with videos.
AI and machine learning in 2023 for content marketing
AI is a great productivity tool. It is also useful in SEO.
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As for content, you will see a shift from content writers to content editors tasked with fact-checking, and production will increase.
AI will also emphasize authentic thoughts and voices. Authority pieces are highlighted through blogs and social posts from people with unique perspectives and original opinions.
No doubt the AI is here to stay and will continue to help you with writer’s block, social posts, meta descriptions, event session titles and many other tasks that usually take a long time.
[Slides] Forecast 2023: SEO and content marketing trends you need to know
Here is the presentation:
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Featured image: Paulo Bobita/Search Engine Journal