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Social Media Marketing: A Comprehensive Guide



Social Media Marketing: A Comprehensive Guide

As 4.62 billion people worldwide (54% of the world’s population) spend more time on social media in 2022, it’s no wonder that businesses are spending more time selling and promoting their products or services as well.

Wouldn’t it be fitting to seize every opportunity social media holds for you as a business owner? Social media users have grown to 424 million between January 2021 to January 2022.

If you want more eyeballs for your brand, there is so much to gain from adding social media marketing to your strategy. Acknowledge that social platforms are your odds-on-favorite in acquiring more leads for your business.

Check out our all-inclusive post about social media marketing.

What is Social Media Marketing?

Social media marketing as another digital marketing method where you can build your brand, increase sales, and drive more site traffic by connecting with your audience on social media.

What does social media marketing do?

There are so many reasons why social media marketing can help your business. Some benefits you will get from social media marketing:

It helps increase your brand awareness.

Social media is one most effective marketing channels you can make use of to increase your audience’s awareness of your brand.

With millions of social media users in 2022, it’s no question you can get more eyeballs from your target audience there.

Essentially, what social media does is it organically drives engagement in the form of likes, comments, reposts, and shares.

These types of social engagement help increase your brand awareness.

If there is some social engagement going on between your brand and your audience already, it’ll only be a matter of time before your number of social media followers puffs up.

It generates leads and boosts conversions.

If you haven’t gotten a clue how powerful social engagement is, keep reading.

When you do social engagement and all that jazz, the next thing that will happen is you’ll get more likes and more shares from your followers.

And when you get more content shares, that’s when you could potentially generate more leads.

Yet, we all know that business isn’t just about getting more leads. You need ROI and sales so you need to convert these leads as well.

Here are some ways you can generate leads and boost conversions on social media:

1. Integrate video with your promotions.

If you’re still on the fence about whether short-form or stop-motion videos will work for you or not, stop right there.

Why do Facebook, Instagram, YouTube, and TikTok are the most popular social media platforms for both small businesses and big brands?

Because nowadays, videos are a thing.

If you’re looking to target Millennials and Gen Zs, then it’s high time you include creating video content for your products or service promotions.

In a statistics done by Wyzowl, they surveyed 582 unique respondents and found that:

  • 87% of marketers credit video increasing their (website) traffic.
  • Video has helped 94% of marketers better explain their product or service.
  • 86% of marketers say video helped them generate leads.
  • 81% of marketers say video helped them directly increase sales.
  • 93% of marketers say video increased brand awareness.

Meanwhile, on the consumers’ side, here’s what Wyzowl found:

  • 96% of customers watched an explainer video to learn more about the product or service.
  • 88% of people said they were convinced to buy a product or service after watching a brand’s video.
  • 78% of consumers say watching a brand’s video convinced them to download an app or software.
    Interestingly, 73% of the respondents say they’d prefer to watch a short video when they want to learn more about a product or service.

I hope these numbers will encourage you to start doing short video promotions as early as now. It’s never too late to start.

2. Make compelling calls to action

Over the years, people have become more conscious and savvy when it comes to calls to action (CTA). Unfortunately, hard selling doesn’t work on social media.

Don’t add to the noise by making small changes to your social media profile and captions. Adding a bit of personality to your captions won’t hurt. In fact, it can encourage more engagement with your audiences.

Take a look at one of Melissa’s Instagram image captions. See how they manage to stay relevant with the summer season.

jelly shoes

It only goes to show that Melissa values engagement with their followers more than pushing to sell their footwear on the spot.

3. Make your landing page mobile-friendly

With 5.31 billion unique mobile phone users around the world (and still growing at 1.8% every year), it’s in your best interest to create a seamless experience for your customers. To do this, your social landing page must be at the storefront of your social media account.

Let’s take a look at Lander’s Facebook page:


Landers mobile landing page screen record
When you click on “Shop on Website” button, it will take you directly to Lander’s site landing page.

As you can see, the featured items on sale above the fold are mostly focused on healthy food. At the same time, you can instantly see the name of the items and prices when you scroll down to its page.

Also, it didn’t take long for the webpage to load. The site speed wasn’t bad as well. Landers made sure that their customers have easy access to their website for smooth checkout.

I also took Google’s mobile-friendly test for Landers to see if they’re mobile-optimized already. Here it is:

Google mobile friendly test

If you want to boost conversions for your business, you can use Google’s mobile-friendly test as your benchmark.

To pass the test, you need to make sure that your social landing page or your webpage is optimized for site speed and loading time. When you have both of these important factors, you surely create a seamless experience for your customers.

4. Use user-generated content as your social proof

If you want to increase your sales, nothing is as powerful as using your customers’ photos as your social proof.

In this day and age, people give more prominence to authenticity. They can identify outright if the brand makes enough effort to engage with the customers.

While some brands have wisened up with their marketing strategies, some still need work.

To do this, you may use a short video or a photo taken by your customer with your product in use.

Here’s one great social proof example from Rob and Mara’s Instagram account:

Rob and Mara shoes

There is not much more evidence you need to know that Rob and Mara appreciate the photos taken from their clients than this.

My two cents? Try to get as much social proof from your customers as you can and use it to gain more leads and boost your sales.

It helps you with an almost instantaneous customer service

As more brands jump into the social media bandwagon, people have begun setting their expectations in getting almost immediate customer feedback and interaction. And you can’t blame customers. They want to make sure that they’re getting the value for what they’re paying.

Some businesses still don’t know that customer service can build meaningful relationships between brands and their customers. In fact, 71% of people who have had a positive experience with a brand on a social media platform are more likely to recommend it to their friends.

Helps build relationships with your customers

When you connect or engage with your social media followers, you’re likely building relationships with them. When you reply with their comments or questions or put the effort into helping your customers in any way that you can, these are ways you’re nurturing them.

The good thing about fostering relationships with your customers is that it’s easier to ask questions about your product or know their challenges that were solved by your product.

Also, if you want to foster loyalty from your customers, you might want to consider a giveaway on occasion to gain their trust.

It helps you understand your competitors

Because most brands and businesses use social media, chances are your competitors are there, too. And with that in mind, social media allows you to check out and understand how your competitor do their marketing strategy or campaigns, interact with their customers and find which product they’re promoting.

Knowing how your competitor moves provide you the opportunity to create a more effective marketing strategy for your brand.

How does social media marketing work?

There are 5 pillars that will help make your social media marketing work. These are:


You will not be able to do social media marketing right without a sound strategy in place. You need a strategy to identify which goal you need to prioritize, which content resonates with your customers and your brand, and when you should implement your marketing campaigns.

Furthermore, a well-thought-out social media marketing strategy can help you identify which social media channels you might want to focus more of your energy on.

The biggest mistake most brands make is that they try to be present on every social media platform they could get their hands on. This strategy might seem like a good way to find out which platform gets the most engagement, but analyzing the data won’t be easy.

It’s best that you focus on a maximum of 3 social media platforms and put all your efforts to engage with your customers there. If you want to know where most of your customers are, do your research and create your customer avatar or marketing persona.

Creating a marketing persona or customer avatar will also help you choose which content gets the most engagement.

If you want to reach your goals, creating a social media marketing strategy is a must. A social media marketing strategy provides clarity on why you want to reach your goals. I’ll discuss more of this in a while.

Planning and Publishing

Planning saves you time and effort in coming up with ideas for which content gets the most engagement from your audience and figuring out when is the right time to post content. You can avoid adding to the social media noise when you plan your content ahead of time.

You can organize your content schedule by creating a social media content calendar. A social media calendar helps you schedule which content is ideal for your audience, and be consistent in publishing content.

Ideally, you can post content on your social platforms 3-4 times a week for consistency and grow your online presence.

Learn how you can grow your social media presence in 12 steps.

Listening and Engagement

The best way to understand your customers better is through listening and engagement.

A growing following and a business entail conversations with customers. This is when social monitoring and social listening come to your aid.

Social monitoring is a reactive way of keeping track of what your customers say about your brand. You do this by responding to your customers’ feedback, queries, and comments in real-time.

This approach gives you better insight into what your customers say about your product or service. In addition, this provides you the opportunity to engage more with your audience.

Analytics and Report

You can’t measure what you don’t track, so it’s crucial to keep tabs on how your social media marketing performs.

Unlike social monitoring, social listening is proactive. It’s almost similar to social monitoring in the sense that you still do gather feedback and comments from your audience.

Yet for listening, every data gathered is used for analysis to improve your social media marketing strategy.

To do this, you will need social listening tools to help you gather data.

Gathering data can help you gain insight and pick up what’s trending in your industry, and finetune your marketing campaigns to outperform your competitors.


Any digital marketing campaign at some point needs a boost that involves both organic and paid advertising. Social media marketing is no exception.

The majority of social media channels offer free sign-ups to users, and for them to provide a better user experience, they offered paid promotions to advertisers.

Don’t get me wrong but paid social media advertising is good in the sense that it helps you get a wider audience reach, apart from your organic social media followers.

If you want to find your target audience, social media advertising platforms can help you precisely identify who they are based on their behavior, demographics, and which electronic device they use.

If you want to build brand loyalty and recognition or increase conversion, invest in social media advertising.

How to create your social media marketing strategy

Your social media marketing strategy must provide how you’re going to achieve your social media marketing goals.

Essentially, your strategy will serve as your roadmap so you can get to your destination with success.

To give you a context on how you will create your social media strategy, here are some steps needed:

Identify and choose your social media marketing goal for your brand

If you want to reach your goal, you need to answer your “why”.

For your social media strategy to work, you need to have specific, measurable, achievable, relevant, and time-bound (SMART) goals. Without SMART goals, you can’t track your progress.

Make at least three social media marketing goals to make them more achievable first.

Learn about your audience by doing research

Nothing can be truer than this quote “If you sell to everyone, you’re selling to no one.”

Don’t fall into the trap of marketing your product or service to everyone. Create your audience persona from the get-go to save you time, effort, and money in running campaigns.

If you don’t know how to create your persona, think about the audience you’re trying to reach and figure out why you’re targeting them for your product or service.

What pain points or problems do they have that you want to solve?

Get to know your followers or customers to a deeper level so you can easily engage with them on your content posts.

Choose which social media platform you will use for marketing

Don’t overwhelm yourself by setting up an account on every social media platform you can find.

To get a head start, choose which social media platform you will often post your content.

But, when you do this, make sure you have done your research already and identify which network is best for engaging with your customers, promoting your company culture, customer feedback, and user-generated content.

Do social media audit and identify your most important KPIs and metrics

To track your progress, focus on metrics that provide real value for your business like engagement, reach, conversion rates, hashtag performance, and click-through rates.

Identify what works and what doesn’t, which network the majority of your audience use and how are they using it, and how does your competitor fare with their online presence.

Doing an audit and identifying your most important KPIs will help you focus on your social media marketing goals.

Get to know your industry competitor

When you keep your competitor close, you gain insight into their social media strategy. You can gauge which social media platform is their weakness, and which one is their strength. You can do this with a competitive analysis.

A competitive analysis allows you to determine who your competitor is and what they’re doing well or wrong. With competitive analysis, you can easily identify opportunities to outsmart them.

While it’s not bad to compete for head to head with your brand rival, it’s going to be an uphill battle. If you want to make your social media marketing strategy work, focus on your competitor’s weakness instead.

Create a social media content calendar

A social media marketing strategy without a social media content calendar won’t do you good.

Your strategy always comes with a plan. Without a plan, you won’t get to your destination. A social media content calendar serves as your planning tool so you can easily prepare images or videos, and write captions or short content ahead of time.
If you prepare your content ahead of time, you will be able to create posts designed to engage your audience.

Once you’re done creating content, it’s time to schedule these accordingly. See which time of day you receive the most engagement with your content posts and stick to that schedule going forward.

Create engaging and compelling content

A good mix of educational and entertaining content works on almost every social media platform. When you have both of these elements in your content, you’re creating engaging and compelling content.

In addition, if you want to keep your audience engaged with your social media platform, you need to align your posts with what purpose your social media channels serve.

For example, if your goal for LinkedIn is to share your company culture and values, your content must be aligned with it.

If you’re using Facebook for your giveaways, be consistent in creating Facebook Live video content.

Get creative. Create content that is both suited to your audience and to your brand’s purpose.

Also read: 10 Types of Digital Marketing Channels to Try [in 2022]

Different social media platforms and their statistics

Now that we’ve covered almost everything you need to know about social media marketing, you might ask:

Which social media platform will get me more leads and increase conversions?

As I mentioned earlier, it entirely depends on your goal.

However, I want to help you choose which social media platform will help you achieve success with your social media marketing.

So, here are the most popular social media platforms in January 2022 including their statistics and their uses:


Users: 2.9 billion monthly active users
Top 3 dominant age groups: 25-34, 18-24, 35-44
Best for: business to consumers, direct to consumers, brand awareness, advertising

Facebook places first in the most active social media platform rankings to this day, in spite of the so-called “adpocalypse”, and surrounding controversies with the platform. 43.4% of Facebook’s advertising audience is female, and 56.6% is men.


Users: 2 billion monthly active users
Top 3 dominant age groups: 15-25, 26-35, 36-45
Best for: business to business, business to consumer, how-to videos, brand awareness, long-form edutainment videos

Because YouTube is the second most popular platform, the majority of marketers find it easy to build a community here. In addition, because YouTube is also popular among young demographics, it continues to innovate in terms of content video forms.

Its short-form videos mostly cater to the younger demographic, while long-form videos appeal to a variety of audiences.


Users: 1.4 billion monthly active users
Top 3 dominant age groups: 25-34, 18-24, 35-44
Best for: business to consumer, (emerging) business to business, user-generated content, advertising, high-quality videos and images

Instagram ranks 4th’s most active social media platform in the world. When Instagram launched in 2010, it only took them 3 years to double its user base to 2 billion.

Because Instagram is a visually compelling content social platform, many brands and influencers have successfully promoted their products here, making it a potential e-commerce hub even to this day.


Users: 1 billion monthly active users
Top 3 dominant age groups: 10-19, 20-29, 30-39
Best for: business to consumer, (emerging business to business) short-form creative videos, user-generated content, brand awareness

TikTok disrupted the social media world as it has become the most downloaded short-form video platform since its inception.

It became even more popular in 2020. Brands and influencers have jumped on the short-form video bandwagon, and so marketers found TikTok’s potential in building community within their audiences here as well.


Users: 217 million monthly active users
Dominant age groups: 18-29, 30-49
Best for: business to business, business to consumer, customer service, community building, public relations

Surprisingly, Twitter remained consistent every year, although its platform was majorly used by the younger demographics nowadays. This platform became a prime place to discuss events, what’s trending, and breaking news.

On the other hand, Twitter has expanded and offers Spaces, a new audio tool that could potentially breathe life into the platform.


Users: 810 million monthly active users
Dominant age groups: 25-34, 35-54
Best for: business to business, social selling, business development

LinkedIn is almost similar to Facebook as it’s a social network – for professionals. This platform demographic is mostly B2B professionals and is the marketer’s perfect haven for generating leads.

If you’re seeking new opportunities or simply looking to network with like-minded professionals, this will be your go-to platform.

Key Takeaway

Billions of people are on social media today. If you’re looking to prioritize social media marketing for your business, you’ve made a good choice. 

What sets social media marketing apart from other digital marketing types is that it enables you to connect with people instantaneously, in real-time. 

There are virtually endless opportunities with this type of marketing. However, determining your business’ course of action can be daunting. 

To avoid overwhelm, read more and understand the trends in social media marketing. 

Invest the time and effort into researching available resources like this post to gain a deeper understanding of how social media marketing can boost awareness, conversions, and engagement for your business.

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators



Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

Elon Musk, owner and CEO of Twitter, announced that starting today, Twitter will share ad revenue with creators. The new policy applies only to ads that appear in a creator’s reply threads.

The move comes on the heels of YouTube launching ad revenue sharing for creators through the YouTube Partner Program in a bid to become the most rewarding social platform for creators.

Social networks like Instagram, TikTok, and Snapchat have similar monetization options for creators who publish reels and video content. For example, Instagram’s Reels Play Bonus Program offers eligible creators up to $1,200 for Reel views.

The catch? Unlike other social platforms, creators on Twitter must have an active subscription to Twitter Blue and meet the eligibility requirements for the Blue Verified checkmark.

The following is an example of a Twitter ad in a reply thread (Promoted by @ASUBootcamps). It should generate revenue for the Twitter Blue Verified creator (@rowancheung), who created the thread.

Screenshot from Twitter, January 2023

To receive the ad revenue share, creators would have to pay $8 per month (or more) to maintain an active Twitter Blue subscription. Twitter Blue pricing varies based on location and is available in the United States, Canada, Australia, New Zealand, Japan, the United Kingdom, Saudi Arabia, France, Germany, Italy, Portugal, and Spain.

Eligibility for the Twitter Blue Verified checkmark includes having an active Twitter Blue subscription and meeting the following criteria.

  • Your account must have a display name, profile photo, and confirmed phone number.
  • Your account has to be older than 90 days and active within the last 30 days.
  • Recent changes to your account’s username, display name, or profile photo can affect eligibility. Modifications to those after verification can also result in a temporary loss of the blue checkmark until Twitter reviews your updated information.
  • Your account cannot appear to mislead or deceive.
  • Your account cannot spam or otherwise try to manipulate the platform for engagement or follows.

Did you receive a Blue Verified checkmark before the Twitter Blue subscription? That will not help creators who want a share of the ad revenue. The legacy Blue Verified checkmark does not make a creator account eligible for ad revenue sharing.

When asked about accounts with a legacy and Twitter Blue Verified checkmark, Musk tweeted that the legacy Blue Verified is “deeply corrupted” and will sunset in just a few months.

Regardless of how you gained your checkmark, it’s important to note that Twitter can remove a checkmark without notice.

In addition to ad revenue sharing for Twitter Blue Verified creators, Twitter Dev announced that the Twitter API would no longer be free in an ongoing effort to reduce the number of bots on the platform.

While speculation looms about a loss in Twitter ad revenue, the Wall Street Journal reported a “fire-sale” Super Bowl offer from Musk to win back advertisers.

The latest data from DataReportal shows a positive trend for Twitter advertisers. Ad reach has increased from 436.4 million users in January 2022 to 556 million in January 2023.

Twitter is also the third most popular social network based on monthly unique visitors and page views globally, according to SimilarWeb data through December 2022.

Featured Image: Ascannio/Shutterstock

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AI Content Detection Software: Can They Detect ChatGPT?



AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.


For the first prompt’s answer, fails, identifying ChatGPT’s content as 94% human-generated. resultsScreenshot from, January 2023

For the second prompt, it worked and detected it as AI-written content. test resultScreenshot from, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from, January 2023

However, when I tested real human-written text, did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from, January 2023

4. did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from, January 2023

You will notice that doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.


Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

More resources: 

Featured Image: /Shutterstock

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Five things you need to know about content optimization in 2023



5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization


As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.


ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.


The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.


It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare


The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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