Serial Entrepreneur, Founder and CEO Vlad Gozman let me inFollow @vladgozman on Twitter.
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The Internet as we know it is about to change. February 6th, Google bard, a conversational AI service integrated into Google Search. This new technology is designed to interact with users in a more human way, understanding queries just like humans do.At the same time, Microsoft Bing and ChatGPT eventshighlighting a new search engine tool that allows users to receive AI-generated answers in a bubble above their search results.
The integration of large language models into search engines is a major development in the Internet search world. This helps users find more relevant results in less time and with less effort. However, this presents new challenges for the marketing team as the content appears further down in search engine results. As AI-powered search engines become the norm, marketers need to stay ahead of the curve and adjust their strategies accordingly. Let’s take a look at some ways marketers can respond.
Use a data-driven approach.
The old-fashioned approach to content marketing was to create a lot of material and hope something sticks. Now, with the advent of new forms of search, marketers need to approach it more strategically. By leveraging data, you can understand what kind of content your audience is looking for and adjust your content accordingly.
Google Analytics can help you understand what content resonates and identify gaps in your content strategy. This free tool tracks site visits, where visitors come from and which pages are viewed the most. So if you find that a particular blog post gets a lot of traffic, consider creating more content on that topic. Or, if you find that visitors to your site are bouncing without viewing other pages, it may be time to rethink your site’s overall design.
Of course, this just scratches the surface of the data. You can also track time spent on site, conversion rates, social media engagement, and more. Additionally, the content itself can be the source of the data. For example, if you’re A/B testing her for headlines, you can use the results of that test to inform your future content strategy.
Go beyond blog posts.
Blogs were once the cornerstone of content marketing, but AI-powered search engines may make them obsolete. To stand out on a crowded 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 pivoting to video in recent years. The idea is that as more and more content is available online, traditional blog posts are becoming less effective. There’s no denying that video is a powerful medium, but it’s much more than that.
Most people like watching explainer videos, while others like reading how-to guides. That’s why it’s important to mix different types of content on your site. Not only does this make your site more engaging, but it also increases your chances of reaching people who may not respond to certain types of content. You can also use it to create video demos and infographics.
Implement interactive content.
Traditional static content has taken a big hit. If users start reading only her AI-generated answers to their queries, 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. You can also capture and analyze data to better understand what your customers want and how they interact with your content.
Interactive content can be anything from quizzes and polls to calculators and tools. For example, a real estate company uses an interactive calculator to help buyers understand how mortgages work, and a fashion brand creates quizzes to help customers find the right style. can do.
Interactive content not only provides valuable insight into your audience, but it also helps capture email addresses and other contact information. This is valuable because it allows you to directly reach people who are interested in your product or service.
Even something as simple as a poll can be considered interactive content. Used judiciously, it can add much-needed levity to a dry topic. And if that poll happens to be shareable, you get the added benefit of getting your content seen by a wider audience.
Understand the dynamics of supply and demand.
A few decades ago, demand for statically written content was high and supply relatively low. This meant that companies that produced quality content had a competitive advantage. The landscape changed today. Content created by the internet and tools like ChatGPT is overkill and can be difficult to stand out from the crowd. At the same time, people were more likely to skim rather than read.
Creating interactive and engaging content that is relevant to your audience is critical to success in this environment. Additionally, data should be used to understand what is working and what is not. Adopting a data-driven approach ensures that your content strategy is right and meets your customers’ needs.
