With each algorithm update, Google continues to focus on search intent, so there has never been a better time to prioritise the distribution of audience-focused content. Here are three ways that you can use content to deliver great, accessible user experiences across a variety of platforms and boost search engine optimisation.
Topic expertise
E-A-T (Expertise, Authoritativeness and Trustworthiness) is hot right now as Google rewards brands that can deliver value-packed content. Value is a hard term to pin down in terms of organic content, but it generally means satisfying your target audience by giving them what they need or by solving a problem.
Mixing up topics works well, but actually doubling down on a couple of key areas can pay dividends in 2020, especially if you can call on experienced writers who are capable of coming up with well-researched content. Consider working with an agency who can help you to become topic experts this year, and you’ll find content with search intent will come easier.
Distribute and promote
Following up your value-added content with a multi-channel approach is important. Google recently said that awesome content needs a little shove in the right direction to increase its exposure and to send the right signals to search to improve rankings in SERPs.
You don’t even need more content for omni-channel strategies. If you have got a blog post ready for publication, consider breaking it down into bite-size chunks for posts on social media. You can also repurpose and recycle content to give an article or a news piece a new lease of life.
Invest in visuals
Stock images will always have a place in content marketing, but you might want to go the extra mile and create some more interesting visuals in 2020. Infographics are a great place to start as they combine eye-catching graphic design and descriptive writing for the best of both worlds.
Infographics are a great form of shorthand and will complement blog posts and editorials, especially if you have a treasure trove of facts and data to deliver to B2B audiences. The right mix of visuals can really drive social engagement and do wonders for your SEO efforts.
