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The Simple (But Complete) Guide to Video Marketing



The Simple (But Complete) Guide to Video Marketing

We hopped onto the video bandwagon in 2018 and never looked back.

Today, we have more than 300,000 subscribers and 14 million views, and that has led to thousands of new customers.

No. of Ahrefs subscribers on YouTube

For a “boring” industry like SEO, I’d like to think that’s pretty impressive.

In this article, we’ll show you how to use video marketing to grow your business.

Video marketing is using videos to promote and educate your target audience. It’s also used to increase brand awareness and social engagement, allowing you to reach new and bigger audiences.

Why is video marketing so powerful?

In other words, why is video marketing effective? Why should you do video marketing? Here are a few reasons:

1. Video is accessible

You watch it. I watch it. We all do. Videos are everywhere. Go to any major metropolitan area like New York or London, and you’ll see videos playing on massive billboards.

Not only that, today, you can literally watch them on any device—your smartphone, tablet, PC, TV, and so on.

In fact, in a 2018 study, 85% of U.S. internet users watched online video content every month. (And that’s not even the highest penetration for video content.)

Bar graph showing percentage of people in various countries who watch online video content every month

That’s how ubiquitous video is.

2. Video allows you to demonstrate concepts faster and more clearly

Watching a video is an interactive experience. You’re using both your senses of hearing and sight. Viewers can actually see something in action, be it a product or a concept.

Compare that to text-based content. Not only are you limited to just sight, but you also can’t see something in action. You have to imagine it.

For example, one of my hobbies is breakdancing. So let’s say I wanted to learn the windmill and had to learn how to do it from this text-based description:

We’re going to start off by kicking into our backspin. And when we get to this position, we’re going to turn onto our head and my left hand.

I would have given up on my dreams of becoming a Red Bull BC One champion within seconds of starting. But everything will be clear if I watch this video:

3. Video allows you to create a personal connection with viewers

The same interactive elements that make it easy for you to demonstrate concepts also make it easy to create a personal connection with your viewers.

Watching a video—especially a talking head one—can feel as if the speaker is having a conversation with you, even if it has been watched by millions of other people.

Sam Oh, who runs our YouTube channel, is beloved by our subscribers. In fact, because he appears on screen so often, he is regarded as a mentor by many of them:

YouTube commenter saying they like the video and Sam is their mentor

YouTube commenter saying they like the video content about niches and Sam is their mentor

YouTube commenter saying they like Sam's teaching style and that he is a great mentor

Creating this effect through text is much, much harder. For example, the Ahrefs blog team has created hundreds of articles. Yet no one has ever called us “mentors.”

Sometimes, people even get our authors confused. They may think that an article written by our Michal Pecánek was written by me instead. This never happens with video, as it is impossible to watch one and confuse Sam with our head of content, Joshua Hardwick, for example.

4. Video allows you to reach audiences on major platforms like YouTube

YouTube has over 2 billion monthly active users. The only way to reach them is to produce videos.

TikTok has over 1 billion monthly active users. The only way to reach them is to produce short videos.

You get my point—there are untapped opportunities in the space, and you lose out if you don’t even try.

Types of marketing videos

We mainly produce tutorial-style videos on our YouTube channel. But it’s not the only type of marketing video you can create. Here are more options you can consider:

1. Product demos

This type of video shows your product in action. It can be done by yourself (e.g., a tour of your software) or done by others (e.g., an influencer unboxing your product).

Here’s an example of a “tutorial-style” video we made that is basically a product demo:

2. Tutorials/how-tos

This type of video teaches your audience how to do something. Here’s an example from our channel where Sam teaches how to scale content creation:

3. Brand videos

The purpose of brand videos is to raise awareness around your brand, products, or services. You’ve probably seen plenty—a lot of them are ads on YouTube. Here’s an example from‑7awVpecvU

4. Animated videos

As its name suggests, this style of video uses animations to explain something, be it a concept, product, or more. While we don’t do full-fledged animated videos, we do typically utilize animations in our tutorials.

But here’s an example of a fully animated video:

5. Event videos

This type of video showcases the highlights of an event. It can also feature interesting talks, presentations, or speeches that took place at the event itself.

Here’s an example from the Chiang Mai SEO conference:

6. Talks

If you (or anyone in your team) give talks regularly, the speech can be recorded and uploaded as video content too.

GaryVee often does this:

7. Entertaining/storytelling videos

Tell a story about your product or make your videos entertaining. Here’s one from ClickUp:

8. Expert interviews

Pick the brains of the experts, thought leaders, and influencers in your industry. Get them to share their knowledge with your audience.

9. Case studies/testimonials

Get your satisfied, loyal customers to share how your product or service helped them with their problems.

10. Webinars/livestream

The purpose is to either share knowledge or teach an audience (usually live) how to do something. The video can later be uploaded as a form of video content.

How to get started with video marketing

Ready to market your business with video? Here’s how to get started.

1. Define your audience

You can’t just create a video and hope that someone will be interested in it. You need to know who should be consuming your content so that you can create content for them.

If you have an existing list of customers, start there. Define who they are, what kind of problems they face, how they found you, and why they choose you over your competitors.

Don’t assume you know the answers. You should actually talk to them. Reach out to your customers and ask if they are OK with jumping on a call with you. Ask them those specific questions and get to know their business. If calls are out of the question, customer surveys work too.

If you don’t have an existing list of customers, then start by thinking of who your product or service serves. Feel free to keep it broader for now.

For example, as providers of SEO software, something like this makes sense for us:

People who want to drive more traffic to their website(s).

It’s somewhat oversimplified, but it can get us started on the right foot and prevent us from creating content around topics that don’t make sense.

2. Define your primary objective

There are three main categories for objectives.

A. Brand awareness

The goal here is to create videos that make people aware of your existence. After watching your videos, your audience should know your brand name and have an idea of what exactly it is you do.

B. Education

The goal here is to create videos that teach your customers how to solve their problems, especially those that your products help with.

This is basically what we do with our channel: We create tutorials on SEO and marketing strategies, then show our viewers how our tools make the processes easier and more effective.

C. Entertainment

This is pretty self-explanatory. If you are subscribed to Netflix or Disney+, you already know what this looks like.

For example, the Red Bull YouTube channel does a great job of creating series and videos around extreme sports, effectively drawing in its target customers.

3. Create the video(s)

Since your audience, goals, and creative process will differ from us (and everyone else), it is almost impossible to tell you exactly what to create or how to create it.

But we can discuss a few subcategories that may guide you in the right direction.

A. Planning the video

Before you begin recording or filming the video, you need to plan it out. Specifically, you need to know the topic you’re creating content about.

This depends entirely on your goal.

If your goal is to create a brand video, ad, or storytelling series, then it’s really up to your creativity and the concept you want to show. There’s no model answer here.

If you’re creating educational content—like what we do—then you can do keyword research to see what kind of topics or questions people are searching for on YouTube.

Here’s how to do it:

  1. Go to Ahrefs’ Keywords Explorer
  2. Switch the tab to YouTube
  3. Enter a relevant keyword or keywords
  4. Go to the Matching terms report
  5. Switch the tab to Questions

Matching terms report results

Here, we can see over 6,700 questions we can potentially create videos about. Look through the list and pick out those that are relevant.

Recommended reading: How to Do YouTube Keyword Research in 3 Easy Steps

B. Video length

The length of your video is usually determined by your primary objective.

For example, a brand awareness video can be as short as 15 seconds and usually won’t exceed a couple of minutes. Educational content is usually anywhere from five to 120 minutes. Our videos are around 7–20 minutes long, while a webinar can be up to an hour.

Entertainment-style videos can also vary in duration. This can range from 10 to 180 minutes, depending on the format.

C. Scripting your video

Unless you’re blessed with incredible improvisation skills like Dave Chappelle, we highly recommend that you script your video.

This will make your video recording smoother, prevent bad speaking habits like “ums” and “ahs,” and so on. The last thing you want to do is to go off on a random tangent or click the wrong link in your screencast and end up losing the attention of your audience.

For educational videos, we’ve found a script format that works well for us:

  1. Problem – Lead with the problem your video is solving
  2. Teaser – Show that there’s a solution to the problem without giving it away
  3. Solution – Teach how to solve the problem

For brand and entertaining videos, again, there’s no fixed way of doing things. It’s up to how you want to tell your story. If you’re stuck, I recommend watching this video from YouTuber Casey Neistat on his process of filmmaking:

D. Recording the video

I asked Sam about a few aspects of the video-making process. Here are his tips:


Sam recommends choosing a location where you can control the environment, specifically the amount of echo and light.

An example is to not film right beside a window because the changing amount of sunlight can affect how your videos look.

Sam records most of his videos at home:

Sam recording his video behind a black backdrop

Whereas our very own Tim Soulo and Rebekah Bek record their videos in the Ahrefs office:

Rebekah recording her video in Ahrefs' office


You can start with any modern-day smartphone. If you’re looking for something more “advanced,” you can’t go wrong with a DSLR camera.


According to Wikipedia, a teleprompter is a display device that prompts the person who is speaking with an electronic visual text of a speech or script.

Use it if you’re scripting your videos.


In Sam’s opinion, this is even more important than the camera equipment you’re using.

While this depends on the type of videos you’re recording, here are Sam’s suggestions based on using a DSLR:

  • Shotgun mic – Good if the subject is in one place (i.e., a “talking head” video)
  • Lavalier mic – Works well if you have multiple subjects or you’re moving around a lot


Some people prefer natural lighting, but Sam finds it hard to control. He recommends a key light and a fill light.

Learn how to set up lighting for your YouTube videos here:


When recording, you’ll want to prevent additional or random sounds from affecting your video quality.

For example, you can use furniture to dampen the sound. Sam uses two rugs and a couch; others may use thick moving blankets.

If you have the budget, you may even opt for foam or acoustic panels.

E. Editing the video

Once you’re done with all the recording, it’s time to edit the video. Watch this video to learn how we edit our videos for high engagement:

Overcoming common roadblocks and struggles

Making videos does not come naturally to everyone. There are many people who feel awkward in front of the camera. But these roadblocks can be overcome.

Here are some common struggles and how to overcome them:

1. I’m not good in front of the camera

Watch our videos, and Sam may look like a complete natural in front of the camera. But that only came after years of practice. And still, Sam feels awkward when he has to record.

Don’t feel like you have to be “natural” or get it right the first time. The “trick” to making videos is actually in the editing.

B‑rolls like screencasts, animations, and text screens help to take the attention off Sam while creating a better educational experience.

Another way to combat the jitters is to use the teleprompter. This helps you deliver information without worrying about going off on various tangents.

2. I don’t have equipment or the budget to buy it

You already have one of the most powerful cameras with you. It’s right in your pocket, and it’s called your smartphone.

In fact, there have been tons of movies made just from phone filmography. You’re overthinking it if you think your smartphone isn’t good enough.

Plus, when we first started our YouTube channel in 2015, Tim, our chief marketing officer, recorded all his tutorials on a GoPro. No fancy cameras, no microphones, and no backdrops—but our channel grew from 0 to 2,600 subscribers in five months.

Line graph showing Ahrefs' subscribers going from 0 to 2,600 in 2015

3. English is not my first language/I have a strong accent

Tim is Ukrainian. English is not his first language. In fact, Tim was worried about this in the beginning and even asked GaryVee how to overcome it.

Watch GaryVee’s advice to Tim on accents:

How to promote your videos

Don’t publish your video and wait for someone to discover it. Actively promote it to your target audience.

Here are some video promotion tactics you can use:

1. Rank your videos on YouTube and/or Google

One of the best ways to promote your video is to have it rank on YouTube and Google. For as long as your video ranks, you’ll be able to get views continuously over the long term.

To do this, you need to target video topics people are searching for.

We’ve already shown you how to find these topics for YouTube, so let’s look at how to find these topics for Google.

To rank your video on Google, you need to find topics that have “video intent.” That means that when someone is searching on Google, they will prefer to watch a video about the subject than read something.

Here’s how you find these topics:

  1. Go to Ahrefs’ Content Explorer
  2. Run this search inurl:watch title:topic
  3. Sort the results by Page traffic
Content Explorer search results

For example, “Beginners Eye Makeup Tutorial” gets around an estimated 15,500 clicks from organic search every month. If you have a beauty channel, it may be worth creating a video on this topic.

Once you have a list of topics, watch this to learn how to create a video that’ll rank:

2. Embed your videos on your blog or landing pages

In the past year alone, our YouTube videos got around 275,000 views from our website:

Table showing data for Ahrefs is 275K

This is because we embed our videos almost everywhere—on relevant blog posts, landing pages, and even our homepage:

Ahrefs' video on "what is SEO" embedded on its homepage

Embedding your videos can also help you win a spot in the “Videos” tab on Google:

Google SERP for "how to do affiliate marketing"

The easiest way to begin is to use common sense. If you have a blog post and a video on the same topic, then simply embed the video in that post.

Another option is to look for high-traffic pages that can drive views to your YouTube videos:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your domain
  3. Go to the Top pages report
Top pages report results

3. Share it with your audience

If you have an existing audience, then you should share your newly published videos with them. This is what we do every time we publish a video.

For example, we share it on Twitter, LinkedIn, and Facebook:

Shared post on Linkedin about DoorDash's landing page; below, picture of Sam riding a bike while carrying a food pack

We also share it in Ahrefs’ Digest, our weekly newsletter:

Article on DoorDash's landing page featured in our newsletter

4. Repurpose your videos

Making a video is hard, hard work. So don’t let it end by just hitting the “publish” button. Make your content go the extra mile by repurposing it.

For example, you can turn your video script into a blog post. We do this often at Ahrefs. In fact, this blog post you’re reading was originally a script (with some additions) from one of our videos. We’ve also done this for other videos too—this post was originally a video.

You can also turn your video into multiple shorter videos. With YouTube Shorts, this can be done quite easily. Just hit “Clip” on any of your videos:

Clipping videos to create a YouTube Short

You can then take this short video and repost it on TikTok, Instagram, Facebook, Twitter, and so on.

If you’ve created a bunch of videos, you can consider repackaging them into a course. This is exactly what we’ve done with our “Best of AhrefsTV” course:

"Best of Ahrefs TV" page on Ahrefs Academy; below, Sam holding a logo of YouTube

Finally, if your video is an expert interview or a presentation, you can extract the audio and turn it into a podcast. Many popular podcasters have done this, including Tim Ferriss (YouTube channel/podcast), Peter Attia (YouTub channel/podcast), and more.

Recommended reading: The Complete Guide to Content Repurposing

5. Create “sequels” that keep people hooked

Leave people wanting more by creating a connected series of videos. At the end of your first video, hook them in by leaving some things unsaid and get them to follow your series (or even your channel, if it’s on YouTube).

For example, we did a case study on building links to a statistics page. Rather than give away the entire process in a long video—which people may not watch—we decided to create a series:

Then, at the end of each video, we left a call to action (CTA) to tell people to subscribe so they won’t miss out on the next video:

Frame of Sam's video where he does a CTA, telling viewers to check in next week for the next video

6. Run ads

If you have the budget, the best way to get more views for your videos is to pay for them. And you can do that using YouTube ads.

Here are some tips from Sam to get your ads running:

Here are some examples of businesses succeeding with video marketing.

1. Ahrefs

I’ve already discussed a lot about our channel, videos, and results. We’ve used video marketing with great success and have acquired thousands of customers.

Data on search results for YouTube; below, "29K" appears next to "Messages"

Number of people who have signed up for Ahrefs and indicated that they found us via YouTube.

The strategies and tactics that I’ve talked about in this post are from our experience. If you want to hear from the horse’s mouth, aka Sam, then listen to this podcast that he did on the Growth Marketing Today show.

2. Slidebean

Slidebean is a pitch deck design platform for startups and small businesses. Its YouTube channel covers topics related to startups.

I actually reached out to Caya, Slidebean’s CEO, two years ago to ask about the platform’s YouTube strategy. From what he told me, the strategy was twofold:

  1. A recurring video series about startups that targeted startup-related keywords.
  2. A series called “Company Forensics” focused on targeting topics higher up the marketing funnel and, therefore, generating brand awareness.
"Company Forensics” playlist on YouTube

3. ClickUp

Unlike both Slidebean and us, ClickUp has taken an approach that is more creative. Rather than produce educational content, ClickUp has decided to go for the entertainment angle. Its videos, especially those targeting remote workers returning to the office, are like comedy skits designed for virality.

And it’s working because its videos get millions of views:

This approach is interesting, but it may not be for everyone. ClickUp’s videos seem relatively high-budget, and the main purpose is likely to raise awareness of its brand.

Its space is extremely competitive, with entrenched brands like, Asana, Trello, and so on. So this strategy works in the sense that it puts ClickUp’s brand in the minds of its target customers.

Final thoughts

I hope this guide has served as a good primer for understanding and executing video marketing. It should be a decent foundation for learning more about the topic.

Did I miss out on anything important about video marketing? Let me know on Twitter.

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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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