In the past five years, I’ve created a ton of content marketing content. And I’ve heard a lot of impressive stats about content performance. More leads. Less cost. Higher rankings.
You’ve heard the same, no doubt.
This was never untrue. I’ve gotten to ride that wave firsthand and see the fruits of my labors.
But as we enter a new year and a new decade, it’s time to pause and take note. Are you still creating the right kind of content for your customers?
A Changing Content Landscape
Today, analysts estimate that over 600 million blog posts exist and nearly two billion websites.
So think you’ve got a bright idea? Just do a search. I dare you. You’ll find at least 10, likely hundreds, covering the same topic.
Can you do it better? It’s a worthy endeavor. And you may succeed. But there’s another element to consider in the shifting sands of content marketing.
You know those pieces of generic content on the first page–the ones we think we’re competing with? A great many of them are ranking not because of the material itself but because the website of which they’re a part already has a high domain authority (DA).
It’s like Game of Thrones out there. Only those born into the right house can vie for the throne. But that doesn’t mean you have no influence.
How do you exert influence when you inherently have none? You don’t play by their rules.
And this is why generic content is out in 2020. You’ll pay more pushing that generic content through social media and other advertising, as that ROI you seek plummets.
You and I have to think differently. What was once considered high-quality content, no longer cuts it. So I stopped creating so much content. And I shifted my focus to the right kind of content for 2020 content marketing.
Better Content Expanding Your Possibilities
What is the right content for 2020 content marketing? First, past quality standards still apply. You still need content that is well:
- Researched
- Planned
- Created
- Polished
- Formatted
- Analyzed and continually improved
Longer content with great visuals still tends to outperform. The average page one post is around 2000 words now.
But the content needed today goes beyond these basics. And in that’s especially true if you don’t already have a spectacular domain authority that already has your back. Content today is different in three primary ways.
1. It’s Built on Real Strategy
It’s aligned with your buyer persona, the customer journey and clearly defined business goals.
You’ve clearly mapped these out and understand how the content you’re creating helps you achieve these goals. You analyze and measure the effectiveness to improve continually.
If you’re not a content strategist, I know you recognize the value of real content strategy when it comes to getting results in content marketing.
2. It’s Unique
You can put that plagiarism checker away. Unique and original doesn’t just mean putting something in different words.
The content you need today not a re-creation of content already out there and ranking well. Even If it is inspired by content on the same topic that ranks well, this new generation content exceeds in so many ways.
So instead of creating another 10 tips for X, think in terms of:
- Storytelling
- Case studies and customer experiences (with permission)
- Curation of best examples of X and why they work
- Expert commentary on trends
- Conclusions drawn from studies and surveys conducted by your business
- Interactivity
Show. Don’t tell.
This level of creation takes tremendous research, content strategy knowledge, customer persona understanding and critical thinking skill in addition to time. You’re not creating so much content. You’re making sure each piece of content meets a higher standard.
In WriterAccess terms, you obtain this level of writing ability and experience only from five/six-star writers and above.
3. It’s Human
We’ve always said the goal was to connect with our customers and build trust. And I know that I’ve worked to do that with every piece I write. But how many times have I fallen short and failed to create a stand out piece?
Most often, when this happens, it’s because I’ve forgotten the person on the other end of the content. So I’m no longer a human writing to a human. I’m just creating another generic piece of content.
This won’t fly in 2020 content strategy. You have to connect on a more meaningful level through the above methods. With this kind of content, you can soar to new heights in the new decade.
Content marketing is changing. We must all change with it. WriterAccess gives you access to the pre-screened and dedicated professionals you need to create the right kind of content for 2020 and beyond. Request a demo today.
Leigh M. is a full-time writer who specializes in Marketing, B2B, and Healthcare writing for businesses promoting their brands through engaging and informative books, articles and copy. She has MBA level education, a strong Medical Management background as well as extensive Marketing, SEO and Analytics experience. She leverages advanced content optimization tools like Yoast, Grammarly Pro, Moz, Advanced Marketing Institute, Hemingway Editor and more to deliver polished content ready to meet content objectives.Leigh has the heart of a teacher and her clients appreciate that she can break down high-level topics like biology, nutrition, risk management, analytics, branding, technology, as she shares information in a friendly and informative way. She receives stellar reviews from clients for her consistent customer care, high-quality product and dynamic creativity.
