Changes Should You Make To Your Content Marketing Strategy In Light Of AI-Powered Search Engines
We’re about to see changes to the internet as we know it. Google launched Bard, a conversational AI service that will be incorporated into Google Search, on February 6. The goal of this new technology is to engage with users more human-likely by comprehending their questions naturally. Microsoft conducted a Bing and ChatGPT event around the same time to tout a new search engine feature that will let users receive AI-generated replies in a bubble above the search results.
A significant advancement in the field of internet search is the incorporation of massive language models into search engines. Users will be able to find more pertinent results faster and with less effort thanks to it. As a result, marketing teams will face new difficulties because their content will rank lower in search engine rankings. Marketers will need to keep ahead of the curve and modify their strategy as AI-powered search engines become the standard. Let’s examine a few possible responses from marketers.
Use a data-driven strategy
Producing a tone of content and hoping that some of it would stay was the traditional method of content marketing. With the introduction of a new type of search, marketers must now adopt a more strategic strategy. You may learn what kinds of content your audience is interested in and modify your content to suit their needs by utilising statistics.
You may find any holes in your content strategy and see which content is most popular with Google Analytics. The free tool keeps tabs on how many people visit your site, where they are coming from, and which pages are getting the most attention. Hence, you might think about producing more content on that subject if you notice that a certain blog article is receiving a lot of attention. It may also be time to reevaluate your site’s overall design if you see that visitors are leaving your site after seeing only a few pages.
Of fact, that only scratches the surface of the information. The length of time spent on a website, conversion rates, and social media involvement are all trackable metrics. In addition, the content itself may be a data source. You can utilize the outcomes of an A/B test on headlines, for example, to guide your future content strategy.
Don’t stop at the blog post
The foundation of content marketing used to be blogs, but AI-powered search engines may make them obsolete. You’ll need to go beyond the typical blog post and start producing more original material if you want to stand out on the crowded search engine results page.
Switching to video has been a hot topic in recent years. The premise is that traditional written blog articles are losing their effectiveness as there is more and more content online. Video is undoubtedly a potent medium, but it’s not the only one.
While some people might prefer reading a how-to manual, others would like watching a video. Because of this, it’s crucial to have a variety of content categories on your website. This will not only make your website more interesting, but it will also increase your chances of connecting with visitors who might not be interested in one particular kind of material. You may produce a video demo or an infographic to accompany a guide about a new product, for instance.
Put interactive content into practices
Just now, static content from the past suffered a severe setback. Marketers will need to step up their game and develop genuine reasons for users to visit their site if users start to only read AI-generated responses to their queries. Users receive the information they require through interactive material in a more engaging way. You can also collect and analyse data to learn more about your audience’s preferences and interactions with your content.
Anything from a quiz or poll to a calculator or utility might be considered interactive content. A fashion retailer might develop a quiz to assist clients choose the correct look, while a real estate company might utilize an interactive calculator to help buyers understand how a mortgage might work for them.
Interactive content can help you gather email addresses and other contact information in addition to offering insightful data about your viewers. This is beneficial since it allows you a direct channel to communicate with individuals who are considering your good or service.
Even a simple poll might be categorized as interactive content. When utilized wisely, it can inject some much-needed humor into a subject that might otherwise be dry. Also, you’ll gain the extra advantage of having your content noticed by a larger audience if the poll is shareable.
Recognize the dynamics of supply and demand
There was a huge demand and a dearth of static written content decades ago. Because of this, businesses that created high-quality content had a competitive advantage. The surroundings have altered today. It might be challenging to stand out from the crowd due to the volume of content produced by the internet and applications like ChatGPT. At the same time, people are now less likely to read and more likely to skim.
Provide dynamic, interesting material that is relevant to your audience if you want to succeed in this environment. Also, you must use data to determine what is and is not functioning. You can make sure that your content strategy is on target and that you are satisfying the needs of your clients by adopting a data-driven approach.