How Content Marketing Will Change in 2021
– [Neil] Have you noticed that it’s harder to rank your content in Google? Or have you noticed that
when you share your content on Facebook, it’s getting
less shares, less reach and you’re like, Hey, I’m
writing all this content, but no one’s really reading it.
Hey everyone, I’m Neil Patel.
And today I’m going to break down how content marketing will change in 2021 and what you need to do to
succeed through this channel.
(gentle music) Now, before we get started make sure you subscribe to this channel.
And if you’re on YouTube,
click the alert notification.
Your probably already
finding that is harder to get your content noticed.
And that’s because there’s
over a billion blogs on the internet.
Just think of it this way.
If there’s a billion blogs that’s roughly one for every seven people.
There’s a ton of content.
Everyone’s trying to crank out content.
Everyone was trying to crank
out even high quality content.
So how do you stand out? How do you get noticed? How do you succeed in this busy landscape? Well, let’s go over some
trends that’ll help you.
Trend number one, you can’t rely on SEO
or social media anymore.
SEO is not dead, but it
takes longer to get rankings and is harder, still super effective you just have to be
patient play the long game.
Social media, they’re
continually cramping down on how much reach you get
unless you spend money on ads.
So you got to find a new
way to promote your content.
One strategy that you should be leveraging that’s super effective
is push notifications.
You’ll see browser notifications like this also known as push notifications
where people can subscribe.
You can use it through
tools like subscribers and here’s some of my stats.
So every time I release a new blog post I’ll send out a notification
to the subscribers and within their browser,
they’ll get notified.
Hey, there’s this new
post on Neilpatel.
Just like you get noticed
or notified on your browser whether Netflix releases a new video or it’s someone’s birthday on Facebook.
These are all examples
of push notifications.
And I’m driving tons of traffic
from my push notifications.
And heck I’ve even set up
a sequence kind of like email drip sequences, but
for push notifications.
And I’m getting tons of
clicks as you can see here some getting 89,000 clicks, 16,000, 27,000, 20,000, 21,000, it all adds up.
And I don’t want you to stop there.
Use messenger bots, email marketing, remarketing and even
repurpose your content and leverage that same
piece into audio form, video form, or vice versa.
So if you don’t rely
on SEO and social media and you leverage some of these strategies, you’ll notice that your content will start getting more views and indirectly it will
also start doing better on the social web and through SEO.
Trend number two, you have to start
translating your content.
You no longer can just focus on English.
The biggest lesson I learned from a Google employee
is that the majority of the people in this world
are English native speakers.
And I’m like, yeah, I know
that there’s nothing new there but they’re like, no, you don’t get it.
It’s not that they’re not
native English speakers.
They also don’t search
on Google in English.
They use all these other languages but English tends to be the
most competitive language for SEO.
So I was like, ah, and
then I started serving and looking a lot of corporations.
And we ended up learning that people’s biggest traffic
gains came from translations.
So I was like, Oh wow.
So we started translating
and transcribing our content and you can use Ubersuggest
to help you out with this.
And it’ll even tell you
what keywords are popular in each of the countries.
And when I started doing this over time United States only ended up making up 20% of my traffic, Brazil, India,
United Kingdom, Germany all these other regions
started really picking up steam because I
started creating content and Italian, German, Japanese, Portuguese and all this has really helped
my traffic grow over time.
You need to start doing this now you have no choice just because it’s so competitive in English.
Trend number three, you’ll spend more time
updating your content and then creating new content.
Can you guess how much content
I write on a weekly basis? It’s actually just one post a week.
Can you guess how many times
my team updates older posts? It’s actually 21 times a week.
I’m writing one, they update
21 older pieces of content.
If you look at what’s
led to big traffic gains for companies who are
leveraging content marketing is a lot of it is updating old content.
It’s actually more than blogging more from what we’re seeing we serve it over 200 companies.
So if you update your content,
you’ll generate more traffic than if you just focus
on writing more content.
And if you look at my traffic,
getting a lot of visitors a lot of it’s due to updating content.
As I said, I spent time creating
one article a week, myself my team updates 21 a week
of my older articles.
Now, if you’re new to blogging
or you have a new site of course you’re not going to update much but once you get established, you’ve been around for
more than a year or two, you’re going to spend more time updating.
Trend number four,
companies will hire people who just optimize for CTR.
Rand Fishkin did an SEO
experiment years ago where he told everyone to
click on the fourth result instead of, you know, the other ones he technically said click
on the first result, click the back button then
click on the fourth result.
Within minutes, that result
went from number four to number one.
And it sticked around for a while.
And that was because of click-through rate that tells Google that, Hey people prefer this listing instead.
So you need to get more
clicks and you do that by optimizing your title tag
and meta description venture you’re going to see companies
hiring just for that.
Some 10 hacks that you can do to get more clicks, questions and titles tend to get more clicks titles that are 15 to
40 characters in length tend to get 8.
6% more clicks.
You get a 45% increase in CTR.
When the keyword that someone
searched for is the exact URL.
Not necessarily your domain
name, but the URL part, right the ending part of your domain name like slash whatever it may be.
Power words like amazing, effortless increase click through
rate by roughly 13.
You get a 7.
3% higher click through rate for titles that contain
emotions versus ones that don’t.
You also get a 5.
higher click through rate if you have a meta description versus letting Google
put whatever they want for your meta-description
if you didn’t create one.
Titles with years tend to
9% higher click through rate evoking curiosity like the
seven benefits of green tea number six will shock you.
What’s number six? Wow.
That tends to increase
click-through rate by 5.
And titles resemble education
4% more clicks and you can also look at
paid ads for inspiration.
Trend number five, you’ll have to learn SEO in a new form.
What I mean by this is content these days isn’t just about texts
it’s also about video.
I rank for a lot of terms on YouTube.
I’m also getting tons
of traffic from YouTube.
As you can see here, I’m
doing that without paid ads but the way I’m doing it
is through YouTube SEO.
You want to promote the videos really hard and heavy in the first 24 hours.
Use tools like Ubersuggest
to include keywords in your titles, your meta
descriptions, add the tags and the keywords.
Mention those keywords within the video.
You want to use the Hot Script
by Sunny to hook people in.
If you’re not sure what the Hot Script is just Google Hot Script Sunny YouTube.
You’ll see a video that
breaks on how to leverage it.
These are all examples of YouTube SEO that can
help you rank higher.
So you’re going to have to start
learning this kind of stuff because content isn’t just, text-based people love videos these days.
Trend number six, You’ll have to spend more time on CRO.
CRO’s conversion optimization.
Just think of it this way.
How much revenue does your content drive? You’ll find that you
keep getting more traffic through content as you
do, SEO, build more links but how much revenue is it really driving? You may double triple your traffic but is your revenue doubling and tripling? If I had a bet I would
bet a thousand dollars that you probably are going to say no at least a majority of
the people will say no.
So why is this? Well, people are writing
content for traffic but they’re not optimizing
And you’re going to see
a lot more companies hiring CRO people to adjust their content to optimize for conversions.
For example, are you
talking about your products or services within your content? Chances are, you may not.
Are you adding ads, ads for your own products or
services in your sidebars? Probably not.
Are you doing exit pop-ups collect emails and then drip people over time to convert them into customers.
These are all ways to
generate more revenue from your content.
And my last trend for you
is free tools is cheaper than content marketing
and is more effective.
So I have this tool called
Ubersuggest, check it out.
It’ll give you ideas on any
key word, track your rankings.
You can do so much for free.
They’ll even tell you
who’s getting traffic and your competition and
the keywords they rank for.
And over time if you want to keep using Ubersuggest more and more.
You can log in for free.
And as they log in, sometimes
they collect details.
Sometimes they don’t depending
on the country you’re in.
And I pass some of these leads to my sales teams and it
generates me tons of leads.
And if you had to guess many how many do you think? I’ll give you a hint, here’s some high traffic
sites just to Ubersuggest.
So if you had a look at this how many leads do you think? Over 200,000 leads a month? That’s the power of tools.
I think it’s way more effective
than content marketing.
It’s cheaper in the long run.
Not as many people are doing it and it’s people find it much more valuable than content marketing as well.
So if you enjoy this
video, like it, share it tell the people about it,
subscribe to the channel.
If you have any questions,
leave a comment, I’ll answer it.
I’ll help you out.
And if you need extra help
getting that extra traffic doing really well in 2021, or just with your content marketing or any marketing in general.
Check out my ad agency, NeilPatel Digital.