Trend 1: Good Performing Articles Are Growing in Length
It’s true that a significantly small percentage of marketers write articles larger than 2000 words, but these bloggers report that their content performs around 2 times better than the average article that has a length of 1150 words. This is why, we can actually conclude Blogging Trends that the longer the publication – the better it performs.
Now, with word-stuffing long dead, to rank higher in search one of the essential things you must know is that Google is constantly optimizing its search engine to provide users with more relevant and intent-based content.
To answer the needs of customers, the company has developed LSI (latent semantic indexing) – an algorithm that uses mathematical techniques to understand the relationship patterns between different words in your text. LSI helps Google understand the topic of your article.
LSI helps Google understand the topic of your article. In fact, LSI keywords add more context to your content, thus helping both users and search engines understand what it is about. As a result, they can boo
st your website’s ranking, improve the relevance of your content, and help increase the traffic to your website.
Therefore, to rank higher, you have to use a precise subset of keywords rather than a singular one because this helps LSI understand your article more in-depth and rank you higher for a particular search.
Trend 2: Bloggers Invest More Time per Post
Both search engines and users demand content personalization. Respectively, to ensure that your article can attract a particular kind of audience you need to do more thorough research. This involves, working with buyer personas to segment your audience, and with psychographic targeting to personalize your content.
Writing two thousand words is not enough anymore. You have to provide supplementary content that keeps the audience engaged and helps them better understand the topic. Adding video, infographics, or audio in an article helps engage more people, yet it also means you may need to put even more effort and time into publishing a lead-generating article nowadays.
This also means that you may need to put even more effort and time into publishing a lead-generating article nowadays. After all, getting to know your target customers and learning their needs, wants and pain points takes some time. However, when done right it will enable you to effectively nurture your leads throughout the purchase funnel, and close any sale.
Related article: How to Turn Your Blog Posts into Social Media Content
Trend 3: Frequency Is King
A research by Social Media Examiner shows that blogs that post daily get 5 times more traffic compared to those that don’t. Regular engagement is one of the surest ways to establish consistently high-volume traffic.
Also, take into consideration that marketers who prioritize blogging efforts are 13x more likely to see positive ROI.
How to start blogging consistently? Create an editorial calendar and elaborate your workflow. Think about the topics you are going to write depending on your business and your customer’s pain points.
Many companies have blogs but what’s curious is that just 2% of businesses use them to their maximum efficiency, publishing a post at least once per day. However, 60-68% of those that publish daily or more regularly, report high results driven by their publications.
That’s easily explainable. To run a blog effectively, you have to invest a significant amount of resources and have people contributing to the daily publishing process. However, once you manage to post at least once per day – you slowly become a recognizable source increasing consumer dependency on your brand. Becoming a source of daily information makes you rise above competitors, especially locally, presenting bigger market opportunities.
Another reason why blogging daily is important is that most users online are interested in time-relevant topics and demand everyday access to new content to be active readers of a blog. If users know there’s always something new to find once they visit your blog, they will dive into your content each time they require info in your company’s field.
Related article: 19 Expert Tips on How to Build a Successful Business Blog
Trend 4: An Editor Is a Blogger’s Bestie
Almost half of the users report that they skim through articles. This means that making your writing as up-to-the-point as possible and polishing content in order to be easily comprehensive is essential to engage the viewer skimming your text. Working with editors helps copywriters engage more leads and personalize their content to fit users’ needs even more precisely.
Here are some free editor tools you can try in order to improve your content’s readability:
- Grammarly – Checks your grammar and spelling. It’s free and you can add the Grammarly extension to your browser.
- Hemingway – Helps you to write clearly, it highlights the places in your text where you can improve your wording or points whenever your sentences are too long.
- Ginger – Ensures you never make grammatical or spelling errors across a wide range of sites. It’s a browser extension that follows you everywhere you’d need it – when writing a post on Facebook or Twitter, preparing an email to your colleague or sending messages to friends.
Do not forget to update your already published articles: older content that gets updated scores much stronger results than old-content that is not up-to-date or accurate. Furthermore, the relevancy an experienced editor could tailor in your article makes you sound much more trustworthy.
Trend 5: The Hunt for Original Content
Users are not looking for something reposted that they’ve read at least 20 times with different wording. Especially active readers, consuming content daily and being highly engaged, are looking for articles that provide them with unique knowledge and relevant perspective.
Nowadays people are busy and overwhelmed with information. They don’t have time for irrelevant content where they can’t find anything valuable. That’s why you should think of their needs and provide the right solution.
Whatever your business is your goal should be educating and helping your customers. This is the essence of inbound marketing. There are different formats you can experiment and see if they work for your audience or not. For instance, listicles are the most popular blog post format among business blogs.
There are different formats you can experiment with and see if they work for your audience or not. For instance, listicles get two times more shares than other blog formats among business blogs.
Trend 6: Analyze Every Step of the Way
More and more bloggers are using data to drive their creative processes and 36% of those who always use analytics (i.e for 100% of their posts) report strong results. This once again proves the fact, that researching your target market is an essential part of marketing nowadays.
Knowing users’ intent and psychographics is important if you want to answer the constantly evolving expectations of customers. Not only demographic data is important nowadays, but understanding what your target market is interested in, what are their pain points and goals, who are they following and how are they consuming content. All of this data helps you to properly reach out and use content that appeals to users’ intent, engages and converts leads.
Marketing is an iterative process; adjusting your strategy to the market requirements, rather than not making mistakes is the difference between good and bad marketers.
Trend 7: Attention Bloggers, Guest Posting Is NOT Your Enemy
Even though most bloggers guest-post, the stigma among some in the copywriting community is that guest-blogging is bad for your personal brand. Well, finally there’s a statistic that proves these people couldn’t be more wrong.
Brand blogs implementing guest blogging not only score better in search engines due to content quantity but they usually have larger audiences than personal blogs. Guest posting doesn’t only serve the brand you’re writing for but also lets you reach new audiences, get powerful insights into their consumer behavior, and even become a known name in the blogging industry.