And why hardly anybody managed to nail it during the last couple of years.
Knowing what the new trends are, is always important – just as important as knowing what’s not working anymore.
I practice marketing from all different angles – from paid acquisition to branding. Content has always been my favorite part. It has a magical combination of creativity, providing real value and being data-driven. Throughout my 3 startups, I’ve built a blog for developers which attracted more than 200K unique visitors a month- a successful personal blog, a Facebook page with over 500K organic followers and much more.
Content ≠ Blog
Why did all companies start blogging?
Content is still the king. But in most cases, a company blog is a waste of time. There are better paradigms to produce content. Let’s start with the bottom line. Content works well but the format of a blog is limiting and not relevant anymore.
A few major trends have changed the content marketing landscape in the last couple of years:
- Google’s algorithm constantly evolves. A few years back, it was enough for good organic traffic to buy links, use the right terms on your homepage and select the right headers. But it has reached a point where in order to rank high, companies need to produce content. The rise of content marketing was mainly due to Google becoming ‘smarter’. Simple ‘cheats’ didn’t work anymore and companies had to start writing high-quality content to get organic traffic.
- Social media used to be one of the main traffic sources. About 7 years ago, 40% of the traffic to my site was from Facebook and Twitter. Today, unless you’re using paid acquisition, traffic from social media will be close to zero. It means companies had to look for reasonable alternatives.
- All companies have a blog. Giving new companies the impression that it’s mandatory to have one.