While the corona virus pandemic shows no signs of slowing down, claiming by the thousands daily, its effect of fear and alarm is certainly on the decline. The UK government has relaxed the lock-down to levels where it feels like business-as-usual.
And, now more than ever, people are turning to content, to know and understand how the businesses are changing around them, how they’re adapting, and how they are available to customers.
The Lockdown Story
Perhaps this is the first time in decades that businesses have had to adapt to marked conditional alterations within a single year, or even, only 4 months. The first was when businesses shut down left and right at the wake of the pandemic, and the second is now when they are staggeringly getting back on their feet.
When the lockdown first began, businesses had to adapt to digital solutions overnight, fundamentally changing almost every aspect of how they went about their operations.
And, that saw a tremendous spike in content generation. However, in a frenzy to gain market share by means of content has led most businesses in the UK to focus on quantity and not quality, which simply means more time and effort with proportionately dismal results. While others worked strategically, outsourced their campaigns to content marketing agencies and capitalised on the situation.
And as the lockdown situation tends to loosen up, businesses are looking at another marked change in how they do things.
What Follows the Coming Months?
The following months shall mark another significant shift in consumer behaviour in the UK, and that means another stark change for businesses. And this time, it is far more significant than what unravelled during the lockdown, because this time customers are here to spend and not simply engage in the internet for wasting hours or scouring for essentials only.
Therefore, the practice of quantity over quality is a strict no in these coming months. Google will be more stringent in its crawling, and the competition would be stricter than ever. SEO insights are the gateway to that, both generic and local; understanding how consumers are engaging on the internet is a critical prerequisite for immaculate content strategy and gaining competitive advantage.
You might want to start by finding answers to these questions before concocting a content strategy:
- Where and how are your customers spending their internet minutes now?
- What are the changes witnessed in customer preferences and behaviour now?
- Are your customers still committed to their usual brands or are exploring alternatives?
- How are readers engaging with your content, and are there any changes in that?
- How are consumers using your products or services or related ones?
These are the starting points to your content generation process and shall guide your market strategies well into the future.
Types of Content to Explore
And since the content is the monarch in current times, here’s a list of content types that you can incorporate in your digital marketing campaigns to ramp up your business.
- Textual content
The content type that still sits at the top in the UK is text-based. While over the years, text-based content has been propped up with other digital content types, more of that later, the text still constitutes a large portion of search results.
And, it’s no wonder that’s the case. Text-based content is cost-efficient and can become the basis of a wide variety of other content types.
However, you need to keep a few things in mind, in line with Google’s SEO compliance and also its continually evolving content standards.
- Do not produce syndicated content
What is that? According to Google’s Webmaster guidelines, syndicated content is when you copy text from another website and incorporate it into your content. It does not matter if it is topically relevant or not, or even if it’s high-quality. Syndicated content does not provide users with any additional value as it is the same as another site.
Google always prefers content that is rich with information is original and reflects significant expertise. It’s called E-A-T principles, denoting Expertise, Authoritativeness, and Trustworthiness.
That way, users’ experience is enriched. You can outsource your content campaign for that purpose. Since most content writing agencies have subject experts, it becomes easier to come up with original ideas and an expert take on topics, thus, significantly improving chances to feature on top of search results.
- Incorporate Voice Search Optimization
Another phenomenon that has gained considerable traction in recent times is Voice Search Optimisation. It is where content is oriented to the utilisation of digital assistants like Siri, Alexa, and Google Assistant. You should utilise this method to drive traffic on your website for voice searches.
- Pictorial content
Images are a prominent part of search results, and you should most definitely incorporate pictures in your content. It enhances the effectiveness of written content significantly, highlighting key portions while the text does the explaining.
Pictorial content can also be standalone; however, that’s rarely the case. Nevertheless, pictures can often replace text as the main content of a piece. Google explains “Main content” as anything that achieves a page’s purpose adequately.
A couple of things that you should keep in mind when using images in your content:
- Google’s evaluators look for pictures, which take considerable skill, time, and effort apparently
- Images unsuited to the content, or pictures that do not fit mobile screen are poor SEO indicators and can, therefore, rank poorly as well.
So, when producing content, brainstorm ways how you could illustrate points better using images to improve your rankings.
- Video and audio content
Video and audio content types are absolute in your marketing strategy arsenal. If it’s not like that yet, maybe start thinking of ways how you can incorporate it all the same. Even though a bit more expensive, its effectiveness is also more significant. It can enhance the quality of your text-based content and also qualify as the main content.
For instance, how-to videos, explainers, etc. work great and produce considerable value both in the eyes of Google and for users.
However, similar to other content types, it shall be original, add value, and should have an expert touch to it to appear in the good books of search engines.
Alongside these content types, you can also consider podcasts, which can also prove to be a source of various content types, like audio, transcripts in written content.
And lastly, a tip to ensure that search engines find your content easily is to provide a sitemap. Sitemaps allow Google and other search engines to crawl more effectively through your content and therefore, chances of featuring in SERPs improve.