Learn more about the SEO and content marketing best practices for 2023 that you should incorporate into your new year’s strategy.
There are new factors to consider for your content marketing plan in the new year, but many factors have not altered.
Content marketing is one of the finest strategies to assure your brand’s continued relevance and organic traffic growth. There are a number of best practices that must be followed if you want your material to be discovered, despite the fact that content creation has taken on numerous forms.
This post will examine several best practices that content marketers should continue to implement and some rising trends in the content industry.
Here are the best content marketing techniques for 2023:
Utilizing the customer’s voice in content
Utilizing the customer’s voice in your content will always be the best and most crucial content marketing approach. You must ensure that your content corresponds to what the buyer is genuinely seeking.
Without doing so, you may never be able to contact your target audience, even if they are searching for a product or service that you offer.
Keyword research is the backbone of content creation, and a large part of developing relevant material is ensuring that you use phrases that people actually look for.
Develop content with the hub-and-spoke content marketing model
What better approach to demonstrate to Google and consumers that you know what you’re talking about than by producing copious amounts of information on the subject?
The hub-and-spoke content marketing model is one of the finest ways to achieve this.
Using the hub and spoke model, you may establish authority around a hub, which is often one of your most important business lines or services.
Typically, the spoke content consists of queries connected to the hub or multiple buyer’s journey segments that connect to the hub.
Thus, you may target customers at various stages of the search process and ensure that Google recognizes your expertise when users visit your site.
By developing hub and spoke content for a given topic, you become much more authoritative in Google’s eyes on that issue, which can enhance your organic traffic, keyword ranks, and conversions.
Create Content According To Result Types
However, new sorts of search results are constantly being added to Google. As a result, search engine result pages have become extremely congested with numerous types of results.
Similar to ensuring that the keywords we are targeting have sufficient search volume, we must also structure our content in such a way that Google will want to uncover and display it.
This year, a handful of result types have become particularly popular, with short-form videos being the most popular.
Typically, short-form videos vary from 10 to 30 seconds or up to 5 minutes in length.
With the rise of TikTok and Instagram Reels, short-form video content has become popular and has even begun to appear as a result type on Google.
Visual information or graphics can make text more comprehensible and shareable on social media. This is also an excellent strategy to appear on Google Images, the second-largest search engine after Google’s primary search page.
Podcasts have become a popular way for individuals to receive audio content in the modern era.
When creating content, you must understand how Google believes users are consuming this content based on what appears on Google’s Page 1. Then, determine if you can develop content for these platforms.
Measure the ROI of your content
This is why it’s crucial to explicitly establish how you will measure your content for ROI and prove that it drives the organization’s results.
Reporting on how the content is attracting more users to the site or assisting with conversions is the most effective technique to increase buy-in for SEO and content’s value.
It’s recommended that you set up reporting, either using an enterprise SEO platform or smaller solutions, prior to developing the content so you can assess how your material is doing, such as target keywords now ranking on Page 1, which will lead to an increase in organic traffic and organic conversions.
It’s all occurring! Finally, AI-generated material has reached the people, but do not believe the hype.
People believe that so many current acronyms, such as VR (virtual reality), AR (augmented reality), and NFTs (non-fungible tokens), will break through and become the future.
However, none have become the disruptors of the mainstream they were billed as. Certainly not yet.
AI will be around for a long time since it can make life easier in so many ways.
Recently, Google revised its E-A-T standards to incorporate an additional “E” for experience. This demonstrates that Google continues to prioritize authoritative information, and it is crucial that you demonstrate your expertise to the user.
Similar to the YMYL algorithm tweak back in the day, the new “E” around experience appears to be a jab against AI-generated material since Google wants to ensure consumers are receiving accurate information from reliable sources.
In addition, Google’s helpful content update has completed its rollout and is now impacting websites with unsatisfactory or unhelpful content. This is due to the fact that many websites now create material primarily for search engines and not for humans.
Use AI to assist with content creation, but don’t use it on a large scale like CNET did, since they’ve already reversed course when people discovered numerous flaws in the article itself.
Re-optimize and repurpose outdated or underperforming content
By analyzing the performance of your site’s existing content, you may determine whether obsolete or underperforming content can be re-optimized or repurposed.
One of the most effective methods to achieve this is to do a content audit to determine which material is working well and which content may want a little TLC this year.
There is no use in spinning the wheel, particularly if the material is already of high quality but could benefit from the addition of additional target keywords.
Auditing the site’s content will always be a best practice, and it’s a terrific procedure because you can unearth many hidden treasures while also determining what additional content upgrades, improvements, or brand-new creations the site could benefit from.
Internally Break Down Team Silos (If You Haven’t Already)
You must ensure that all of these divisions collaborate to achieve the same objective – attracting more visitors to your website and encouraging them to convert – in any organization, and especially in large organizations. There are numerous approaches to increase the efficacy of your organic marketing processes.
Establish mechanisms for developing new material and enhancing existing content through regular meetings with other departments. You can increase productivity and guarantee that everyone understands their roles throughout the process.
If you do not outline the roles of each team in advance and explain why they are required, that department may not prioritize the correct tasks, resulting in delays in the content development process.
In Conclusion
When developing content, you must be proactive with the insights you uncover and engage with the internal departments about how we may require their assistance.
Content marketing is one of the most effective strategies for a company to increase website traffic since it helps to continue educating consumers about the benefits of specific service lines and instills confidence in your brand as the best option for their needs.
This year, artificial intelligence (AI) will be a hot issue, but don’t make any radical changes to your content generation strategies just yet. It is ultimately more critical to ensure that content is accurate and authored by humans for humans.
Instead than focusing on the newest trend each year, concentrate on mastering these fundamentals.
