Heading into 2023, it's important to review and refresh our content marketing strategies to ensure they are up-to-date and effective.
When done correctly, content marketing is an evergreen and relatively low-cost way to reach out to your target audience. Without a doubt, content strategy evolves year after year in response to changing search engine algorithms and market demands. But in 2023, we may also be looking at a somewhat drastically changed landscape for content marketing, particularly due to the explosion of AI tools like ChatGPT on the scene last year.
Keeping this in mind, it's critical to review and refresh our content marketing strategies to ensure they are current and effective. These three suggestions are intended to assist you in making the most of your content marketing strategy in 2023.
1. Repurpose and Repeat
One key area to focus on is repurposing and repetition. By repurposing content and repeating the process, we can increase the lifespan of our content and drive more organic growth and results.
The first step in this process is to establish subject matter experts within your business. These individuals can provide valuable insights and expertise to inform your content creation and repurposing efforts.
Organise weekly webinars, live sessions, or podcasts (video) to tap into their knowledge and share it with your audience.
One of the most powerful ways to repurpose content is through video. By recording these webinars or live sessions, you can repurpose the content within 24 hours by transcribing it, creating a blog post, or breaking it up into smaller clips for social media. Bounce the content off of feedback from your audience to ensure it is resonating and providing value.
When creating content, remember to be selfless and focus on providing value to your audience. This is the key to building trust and a loyal audience. By following this process and repeating it, you will be able to maximise the ROI of your content marketing efforts in 2023.
2. Make the Most of AI
AI is here to stay, for better or worse. Last year, ChatGPT took the world by storm, but there has also been a general acceleration in AI tools that can assist with content marketing.
For example, do you need to determine the best keywords for blog posts? You can use UberSuggest. Need help in creating the copy for social media and blog posts? Make use of Copy.ai. And of course, you can use ChatGPT's conversational interface to improve existing content, or generate new content.
Keep in mind that, while AI tools are useful because they have access to a vast pool of existing knowledge, we are still far from the point where they can completely eliminate the need for human input.
While AI can assist in producing a variety of content (from blog posts to social media posts) at a much faster rate, a human touch is still required to ensure that content is actually engaging.
As a result, combining the two may be a good way to speed things up and retain an engaging human touch to your content. After all, even if the content is insightful, if a post is all too mechanical and immediately obvious as being generated by AI, it can turn off a lot of people.
Along with that, it also helps to make that little bit of effort to gain the most out of these AI tools. This twitter thread, for example, talks about making the most out of ChatGPT prompts. Using such tips, you can fine tune the responses generated so that they connect better with your target audience.
You can also integrate ChatGPT with platforms like Zapier that let you schedule content for blogs or social media, thus automating a portion of the content marketing process and saving up on time and resources.
We are not yet at the point where artificial intelligence has rendered humans obsolete, but those who ignore AI do so at their peril. To make the most of your content marketing efforts in 2023, the best approach would be to combine human ingenuity and creativity with the scale and speed provided by AI tools.
3. Update your SEO Strategy
In 2023, a successful content marketing strategy requires a focus on strategic SEO. What do we mean by that? A strategic approach to SEO understands that you can't just cram in a bunch of keywords into your title and the rest of the post and expect it to do well with search engine algorithms. To keep up with search engines which are increasingly getting more sophisticated, you also need to step up your SEO game.
Creating an SEO framework around content that addresses problems in your specific niche and mentions your services in a relevant way can provide the best ROI in the age of democratisation of consumption. Although it may seem counter-intuitive, instead of keyword-stuffing, aim to become the authority on a topic by creating high-quality, relevant content that fits the needs of your customers. Search engine algorithms have actually learned on how to pick up on content that provides actual value to readers instead of prioritising keywords.
While many people believe SEO is simply about optimising keywords and tools, content marketers understand that it is a process that requires dedication. Developing an SEO plan will always be a prerequisite for content marketing, as search engines prioritise matching search intent with credible information. Google's most recent update emphasises people-first content that provides significant value compared to other content.
By focusing on click-through rates and engagement metrics, you can show search engines that your content is valuable and worthy of ranking.
To sum up, heading into 2023, it's important to remember that content marketing remains a vital tool for reaching out to audiences. However, with the ever-evolving landscape of content marketing, it's important to stay up-to-date and adapt to new trends.
By repurposing and repeating content, making the most of AI, and updating your SEO strategy, you can maximise the ROI of your content marketing efforts in 2023. Remember to focus on providing value to your audience and to mix the scale and speed offered by AI tools with human ingenuity and creativity. Developing an SEO plan that prioritises high-quality, relevant content that provides value to readers is also essential.
By following these tips, you can ensure that your content marketing strategy stays ahead of the curve and continues to engage and resonate with your audience.