Content marketing is changing. It is no longer good enough to just create content with the hope that people will somehow stumble across it.
To give you an idea of what I mean, simply searching Google for "the future of content marketing" comes up with nearly 35 million different individual results.
For the last few years, the overall objective of content marketing has been to provide value to your target audience, and while that isn't changing, there's more content than ever before. There are nearly 2.13 million blogs written per day on WordPress sites alone, which amount for nearly a quarter of all websites on the internet. It's safe to assume that the world isn't slowing down their content creation efforts any time soon.
How do you make sure your content is getting viewed? And, how can you ensure the views on your content are the right views?
The answer: By implementing an effective content distribution strategy to make your content omnipresent.
What is omnipresent content?
Because omnipresence refers to the quality of being everywhere, it should be easy to understand how omnipresent content works. Omnipresent content is easily found because it's in so many different parts of the internet. Through various online tools, strategic publishing areas, and a heavier importance placed on data-driven content creation, companies will see overall amplification of their content.
It's imperative to understand that it's very unrealistic to try to attain true omnipresence, as it's virtually impossible to get your content 'everywhere' on the Internet. Instead, get your content in as many strategically relevant areas as possible.
Let's go through an example. The National Aeronautics and Space Administration (NASA) has one of the best omnipresent marketing strategies out there. If you follow them on social media, you might understand what I mean.
'Good night Earth from Space Station – headed back your way tomorrow!' wrote astronaut Shane Kimbrough (@astro_kimbrough) when he posted this image from aboard the International Space Station (@ISS). Kimbrough and two Russian cosmonauts will undock their Soyuz spacecraft from the space station at 4 a.m. EDT Monday and land in Kazakhstan at 7:20 a.m. (5:20 p.m. Kazakhstan time). Their return will wrap up 173 days in space for the crew members since their launch last October. Image Credit: NASA #nasa #space #iss #spacestation #soyuz #earth
A post shared by NASA (@nasa) on
Not only do they post incredible images of Earth, the Moon, and other extraterrestrial objects, they're directing people to other science-y accounts to follow, where to go for more information, and more. And that's just referring to social media. NASA has an online TV channel, apps on the iTunes store and the Google Play store, and their images are widely used by photo sharing companies all across the Internet.
NASA does a great job making their content omnipresent. It's everywhere! You can find it on Google, social media, TV, online streams, and more.
How to make omnipresent content
It's important to understand that there is no digital marketing strategy that you can implement overnight that will make your content better. In fact, it takes quite a while to understand what kind of content people are looking for, where it should be shared, how people consume it, and how small tweaks can change a user's experience. In other words, all of those things matter and are key ways to help your content become truly omnipresent.
NASA didn't start out in 1958 as the world-renowned spacefaring organization they are today. Even more, their content strategy evolved over time to get where it is today. They didn't always have a Facebook page and they certainly didn't always have a mobile-friendly website. One might even argue that they have stumbled into success, but there are a few things that digital marketers can do to create omnipresent content.
Where & How is your content being consumed?
It's no longer "good enough" to only share your content on social media, and evaluate the "performance" of your content by clicks, interactions, or even views. That's becoming the expectation; the bare minimum.
Understanding where people consume your content by looking at real data will help you get rid of the "gut-feeling" often associated with content creation. Again, it's not as simple as simply finding the social media platform that gets you the most traction with your content. It's evaluating how your content is consumed on social media.
For example, if the videos you've made aren't getting watched, make a hypothesis about the lack of performance that your videos are seeing. If you make a change to how your videos are shared, maybe they will be watched more. If this is the case for you, look at video hosting platforms or products to make your content do more for you.
How can your content help you differentiate?
When it comes to differentiation, the devil is in the details. The smallest aspect of web design can delight a user, and providing value is the end goal for your content. However, there are two sides to this story.
First, it is unrealistic to try to please everyone. Just because one person enjoys an aspect of your website doesn't mean everyone else will like it.
Second, don't just look to the industry leaders and experts to do what they are doing. Sure, you can cherry-pick certain ideas from them, but don't blindly follow their lead.
One of the best examples of someone doing content right is Neil Patel's QuickSprout blogs. His articles are jam-packed full of valuable insights, and he's always giving away content that he knows will help his audience. Patel's differentiation is that his readers can trust the advice in his articles. His blogs are some of the most expert-laden digital marketing advice columns on the Internet. He inserts helpful screenshots, infographics, development tweaks, and more to get his point across. (If you're reading this Mr. Patel: keep up the good work!)
Can you differentiate your content in the way Neil Patel does? Probably, but not as well as he can. Until you discover your point (or points) of differentiation, it's best to start small and determine what works best for you.
SEO Really Does Matter
If, at this point in time, you don't understand how huge of a role SEO plays in content marketing, you should probably educate yourself. Content marketing requires solid writing skills and a creative mind, but if people aren't finding your website in their search results, your content will not get seen.
SEO is essential for content that converts business. I've listed out a few SEO Dos and Don'ts below:
- Always use alt text. Google's bots need help figuring out what the images on your website are, and the meta description typically defaults to the name of the image you uploaded. Don't be lazy here! It doesn't take long to change "mysupercoolimage.png" to "10 Reasons to Use Alt Text." Pro tip: use a keyword in your alt text for a small SEO benefit.
- Optimize for relevant keywords. Take the keywords that you came up with, and make sure you're using them intermittently throughout your writing. Gone are the days that you need to bold your keywords. Your keywords need to appear naturally in your content. Remember, your keywords can go in your header text, your alt text, in your content, and in your meta description. Pro tip: look for long-tail keyword opportunities to capture the visitors searching for longer queries, similar to phrases.
- Create an honest meta description. One of the most forgotten about and neglected parts of a web page is the meta description. This 165-character depiction of your page gives people an idea of what they will see when they visit that page on your website. Knowing this, you should describe your page honestly and simply. Of course, you want to make your page sound unique, but a unique meta description that over-promises a site's features can lead to high bounce rates. Pro tip: Meta descriptions are NOT ranking factors for Google's algorithms, but a good one will influence how often your site is visited.
- Publish duplicate content. If your website has a good amount of duplicate content, you may be penalized with SEO related errors. Duplicate content can be from your own website or an external website. If you want to repurpose your own content, be sure to use noindex tags on those pages. Those tags will tell Google's bots not to 'crawl' that page. Here's a valuable article that explains how to add noindex tags. Pro tip: Google will be able to tell if a website is taking your original content and using it on their website. Those people will be penalized, not you.
- Make up irrelevant and erroneous keywords. This practice is more detrimental to a website's keyword rankings than most people think. It results in a negative user experience, and has been dubbed "keyword stuffing." Check out this article from Google Search Support for more information. Pro tip: don't try to rank for viral trends, as that kind of online traffic is typically uninterested in your business.
- Create content for search engines. Sure, people use search engines to find your content. However, your content has to sound like a person wrote it. Too often I see online content written as if it came from a robot. Before your company is a B2B or B2C company you are an H2H, or human-to-human, company. You sell your products and/or services to humans, so be sure that you're writing valuable content that humans would enjoy. Pro tip: ask for a co-worker to read your content and ask them for feedback. Their edits will, more ofthen than not, help you.
Search engine optimization, when done properly, can get a page on the front page of web results. However, that's only one avenue towards achieving truly omnipresent content.
How Long-tail Keywords Help with Content Creation
Long-tail keywords are similar to normal keywords, but they're longer (SEO types are a real creative bunch). A simple keyword for "content marketing," can have a long-tail keyword similar to "the future of content marketing."
Long-tail keywords are great ideas for blog posts. This is because optimal, high-ranking keywords are getting a good portion of searches. It should be noted that these types of keywords aren't receiving the same numbers as shorter, more competitive keywords. However, they amount to 70% of search traffic.
What this means is that your website can start ranking for phrases relevant to your business. For example, a law firm can start writing on topics relating to "understanding colorado real estate law and ownership for condos" to drive traffic from that low search volume keyword.
Even more, long-tail keywords can get very specific. Instead of speaking towards a large audience, you're honed in on a distinct group of people. This is a unique opportunity to create something unique and special for a very specific audience: your buyer personas. For help getting started on your long-tail keywords, click here.
More Mobile Content
Smartphones, tablets, and mobile computing capabilities have fundamentally changed the Internet. Companies with non-responsive websites will be perceived as being behind their competition, and their online traffic will consider other options.
Mobile responsiveness is a must for modern websites, but having a mobile website means that you can't sacrifice the user experience for a responsive site. Sometimes, mobile sites don't have a similar navigation menu and users can't find what they're looking for. Other times, these sites take longer to load.
The solution to all of these problems associated with those darn mobile devices can be resolved with a responsive website. Mobile website traffic isn't going away anytime soon, so your website needs to be able be optimally viewed on all devices.
There's a lot to be aware of to get your content to an omnipresent level, but that's to be expected. The word omnipresent literally means 'the physical quality of being everywhere.' Getting your content everywhere requires time and effort that large organizations like NASA & companies like Coca-Cola have taken decades to build and grow. Because of this, achieving omnipresence is more of a concept that companies should goal towards.
Content marketing is changing, but not in the underlying strategies or in it's best practices. It's changing the way companies are thinking about the Internet. Digital marketers need to understand where their targeted audience(s) are spending time online, so they can be there as well.
The best way to ensure that your target audience is finding you online is to create omnipresent content. Create content that is easily shared, easily read, and give your audience the chance to raise their hands and convert as leads on your website.
Content marketing is changing the way an online presence drives results. Find out how we can make your content do more for you.