Making sure your content strategy adapts to whatever search engine algorithms throw at it is vital. There is no doubt about that, especially if you take into account the recent rumors about Google updating its search engine algorithms. This doesn’t mean much for regular folks, but it can make a huge difference for anybody who owns a business and is trying to increase brand awareness. Google has yet to comment about these speculations, leaving a lot of business owners in the dark.
However, this does make you think, doesn’t it? Is your current content strategy safe from any possible algorithm update? Probably not. Whether the rumors about the update going live are true or not, one thing is certain: using a stale strategy will get you nowhere. Here are some things you should consider about keeping your content strategy up to date and ensuring long-term traffic in 2015:
1. Visuals are a must!
Long paragraphs and a huge word count are a thing of the past. If you want to keep your content relevant, then you need to start thinking about short paragraphs, bullet lists and eye-catching visuals. Captioned photos, GIFs, infographics and videos are a must. It might not seem smart, but keep in mind most readers tend to scan content nowadays. A short video or a GIF can do more for your content strategy than three long paragraphs ever could.
2. Let your clients build your content strategy.
Forbes was quick to pick up on this minor detail. Allowing potential customers to come up with their own stories about the products or services you are selling is a smart move in 2015. It will save you a lot of work and give your content strategy a personal touch, making the story more relatable to your potential readers.
It might seem risky, but it will seriously increase your brand’s likability. Think about how more and more news stations are encouraging viewers to send in their stories. This concept is pretty similar to what they are doing. By adjusting products and services descriptions according to what your customers have to say you will not only be showing them you care, but also establishing a powerful client-company trust-based relationship.
3. Your content needs to be mobile-friendly.
Speed, convenience and accessibility are everything in today’s fast-paced world . It comes as no surprise that, in 2015, mobile usage has surpassed PC usage, especially when it comes to the Internet. This is why it is vital to make sure your content is optimized for mobile devices as well. Keep in mind they have smaller screens and the users generally have a shorter attention span.
[ Photo Credits: NiklasNikon’s flickr ]
Wake up with new leads from the content you publish.
TheNextWeb already covered this back in November, showing how Google started highlighting websites that are mobile-friendly.
They also recently stated that, beginning April 21st, Google will start increasing the rankings of websites that are optimized for mobile devices.
4. Social media posts need to be personalized.
Even though certain web tools save you time by allowing you to post one thing across a dozen social media platforms, this will not be a trend in 2015. Posting the same message on all social websites will definitely hinder your content strategy. If you want your brand to reach different people of different backgrounds and also show up on the first search results pages, then you need to make sure you personalize your content and social media presence.
5. Give up on generalized content.
You need to understand that your audience doesn’t function like a single entity. Not all members share the same preferences. Different backgrounds make for different people. You need to see your audience as being segmented and adjust your strategy to meet each specific demand. Content may be king, but diversity is queen.
If you want to get the most out of your content strategy, then you need to keep up with the times. Fail to adapt it and you will only be met with failure. Implement these changes and 2015 will be a great year for both your content and your business.
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