How To Adjust Your Content Marketing Strategy In Response To AIPowered Search Engines
Vlad Guzman, serial entrepreneur and founder and CEO of England Me . Follow @vladgozman on Twitter.
The Internet as we know it is about to change. On February 6, Google unveiled Bard, a conversational AI service that will integrate with Google Search. This new technology is designed to interact with users in a more human way, understanding how a person might ask a question. At the same time, Microsoft Bing and ChatGPT held an event to highlight a new search tool that lets users get AI-generated answers in a bubble at the top of search results.
The inclusion of large language samples in search engines is a major development in the world of Internet search. This allows users to find more meaningful results with less time and effort. However, this creates new challenges for marketing teams as their content appears at the bottom of search engine results. As AI-powered search engines become mainstream, marketers need to stay ahead of the game and adapt their strategies. Let's look at some ways marketers can respond.
Use a data-driven approach.
The old school approach to content marketing was to create a lot of content and hope something sticks. With the emergence of a new form of research today, marketers need a more strategic approach. With data, you can understand the type of content your audience is looking for and customize your content accordingly.
Google Analytics can help you understand what content is resonating and identify gaps in your content strategy. The free tool tracks how many views your website gets, where your visitors come from, and which pages are viewed the most. So if you see that a certain blog post is getting a lot of traffic, you might want to consider creating more content on that topic. Or, if you find that your visitors are leaving without going to another page, it may be time to rethink the overall design of your site.
Of course, this only scratches the surface of information. You can also track time on site, conversion rates, and social media engagement. Furthermore, the content itself can be a source of information. For example, if you're running an A/B test, you can use the results of that test to inform your future content strategy.
Ignore the blog posts.
Blogs were once the mainstay of content marketing, but AI-powered search engines may make them obsolete. To stand out on the search engine results page, you need to go beyond your standard blog posts and start creating more unique content.
There's been a lot of talk about video conversion in recent years, with more and more content online, traditional written blog posts are becoming more and more effective. There is no denying that video is a powerful tool, but it is not the only one.
Some people prefer to watch a video, while others prefer to read a guide. That's why it's important to mix up the types of content on your website. This will not only make your website more attractive, but will also give you a better chance of reaching people who don't respond to a certain type of content. For example, if you have a new product guide, you can also create an explainer video or infographic to go along with it.
Creating interactive content.
The old static content was very successful. If users start reading only AI-generated answers to their questions, marketers need to step up their game and create real reasons for users to visit their sites. Interactive content provides users with the information they need in a more dynamic way. This allows you to collect and analyze data to better understand what customers want and how they interact with your content.
Interactive content can be a quiz or a calculator or tool from a survey. For example, a real estate company can use an interactive calculator to help buyers find out how a mortgage might work, or a fashion brand can create a quiz to help customers find the right style.
In addition to providing valuable information about your audience, interactive content can help you acquire email addresses and other contact information. It is useful because it provides a direct way to contact people who are interested in your product or service.
Even something as simple as a survey can be considered interactive content. Used judiciously, it can add much-needed punch to a dry subject. If this request is shareable, you'll have the added benefit of getting your content seen by a wider audience.
Understanding the dynamics of supply and demand.
Decades ago, static written content was in high demand and relatively low supply. This means that companies that produce high-quality content have a competitive advantage. Today the landscape has changed. The internet and tools like ChatGPT have created so much content that it can be difficult to stand out from the crowd. At the same time, people nowadays surf more than they read.
To succeed in this environment, it's important to create engaging and engaging content that resonates with your audience. You also need to use data to learn what works and what doesn't. By taking a data-driven approach, you can ensure your content strategy is strong and responsive to your customers' needs.
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