If you’re sticking with your content approach from three years ago, it’s now 50% less effective! Content engagement, such as shares, likes, and comments on social networks, has halved since 2015, writes Buzzsumo in their latest, eye-popping post The Ten Most Important Trends in Digital Marketing.
Here’s what has happened, and what you can do about it.
Think “information density” and “content shock” where massive volumes of information in a niche drives up marketing costs. Posts, videos and infographics go nowhere, not shared and immobile in a sea of noise.
Wait. There’s more.
- Social traffic referrals have declined sharply.
- Facebook changes have made it harder to see and share publisher content.
- There has been a sharp decline in viral posts that gain hundreds of thousands of shares.
- The volume of content published continues to increase, and new topic areas get rapidly saturated with content.
The big winners are sites that have built a strong reputation for original, authoritative content.
Take heed of the NEW developments in a medium that is ALWAYS changing.
- The ascendance of private sharing with a rise in private messenger groups and in platforms such as Slack, and social messaging via the top four social messaging apps (WhatsApp, Messenger, WeChat, and Viber).
- Content discovery is also changing. Your website, your email list and SEO are even more important. Good news!
What to do?
- A flight to quality
If you are going to share something with your audience you want to make sure it is well researched and authoritative from a trusted source. People have become more selective in their sharing. We call that “evergreen content”. - Be clear with your objectives for content and social media.
- Build authority and an audience.
- Focus on the “long tail” or sub topics.
- SEO? More important than ever.
The data alarm is ringing and telling us that it’s time to do what the best marketers have always done: adapt, adopt, and overcome.” -Buzzsumo.
Read the entire article below:
10 most important trends in digital marketing.