Content Marketing: Developments and Innovations #8

Have you heard of TikTok’s “de-influencing” trend? Social media influencers often promote products by making deals with brands. You’ve probably come across criticism on this subject:

“Do you really use the products you market?”, “Does the product really work or are you recommending it as part of your advertising deal?” and much more.

In light of all these criticisms, the concept of de-influencing emphasizes that viral products may actually be overrated. Could such a trend be related to how people approach content, despite the growing effect of the influencer marketing industry?

The world of content is evolving in a different direction. As the amount of content created increases, people increasingly value content that is useful, candid, and provides accurate information. It is important to follow the latest trends in content marketing and to create useful content for your target audience in this aspect.

We have compiled for you the developments and useful information in the world of content, where what we know to be true is constantly changing.

The wellness market: the future of well-being

The study, published in McKinsey & Company, examines the trends and $1.5 trillion future of the “wellness” market. Today, consumers have turned to a comprehensive understanding of healthy living that includes wellness, physical and mental health, in addition to healthy nutrition.

In the article, there is very important information in the survey, which includes the opinions of consumers about healthy living.

According to this:

• Consumers who have a sense of social responsibility prefer sustainable and clean/natural ingredients, and they overpay for them.
• The majority of consumers say that if they have to choose between more natural or more effective supplements, they will choose the more natural ones.

The increasing importance of concepts such as sustainability, environmental impact, responsible production, and consumption confirms these results.

Another important trend is “personalization”. In order to meet the expectation of personalization, it is necessary to target the consumers who may be most interested in your products. This is done by offering personalized content with messaging and storytelling tailored to these consumers.

On the other hand, while influencers still maintain their effect, this rate may decrease in the coming years. The influencer effect seems to be waning in the UK, for example, according to the survey.

It is now a fact that mental and physical health is considered as a whole and turned into a big market. Content producers and brands can get a share of the market through marketing activities based on consumer trends. Responsible brands are likely to stay ahead of the competition, and content marketing strategies that emphasize this take precedence.

Meta description tips to help your content get clicks

In an article published at the Content Marketing Institute, Ann Gynn compiled five meta description tips to help your content get clicks. Before we get into the details, let’s look at how we defined meta description in our previous newsletters:

“A meta description is an HTML attribute that summarizes the content on a page and can be approximately 160 characters long. Meta descriptions greatly affect click-through rate when results are listed in front of the reader in search engines.”

Ann Gynn lists five meta description tips that can help you get clicks:

• Consider the searcher: Why would someone search for this content? Make sure your meta description is relevant to the target searcher’s intent. Keywords are also important here. They allow you to get to know your target searchers better.
• Include keywords: Include keywords in your meta description, even if they’re in your title. Yes, we need to avoid repeating the same words, but the meta description is about getting clicks, not flow. So, some repetition wouldn’t hurt here.
• Don’t just give the answer: If your only goal is to answer the searcher, reply directly — but that will result in fewer clicks. In order to get more clicks, you need to do more than answer: arouse curiosity. It’s often helpful to both provide an answer and engage them to read more.
• Consider adding the company name to the meta description: If your company has sufficient brand awareness in your industry, use its name in the meta description (or title). It provides reliability that other results can’t provide. However, if the company name is long, you can add it to the end of the meta description.
• Write easy to read: The meta description should be easy to read and understand. Searchers often scan the page quickly. You can write an easy-to-read meta description using punctuation correctly and avoiding passive voices.

As PUN Content, we create useful and reader-oriented content that adds value to businesses. Contact us today to reach your target audience.

Internal linking for SEO

Yoast SEO defines an internal link as: “An internal link is any link from one page on your website to another page on your website. Both your users and search engines use these links to find content on your website. ”

Google follows links to discover content on your website and ranks it in search results. That’s why, for example, contextual links to your content are very important for SEO because the more links a page gets, the more important and high-value it appears to search engines.

We don’t want the content we work on to be “orphaned content”, do we? Orphaned content is pages on your website that don’t have internal links pointing to them. Without an internal link, search engines can’t find and index them. An internal linking strategy can help you avoid this and improve your SEO.

Here are a few of the points to consider when creating your strategy:

• Determine the ideal structure for your site: Imagine your website as a pyramid and sort the categories with your home page at the top.
• Identify your best, most important content: You need to link to this content many times for Google to know about this content.
• Add contextual links: When you write various blog posts on a topic, relate them to each other.
• Add a relevant post section: In this way, you can reach more people.
• Link to your most recent post: After you publish a post, link to this new post from other content on your site (relevant ones, of course).

When it comes to content marketing, it is of great importance to create informative content that appeals to your target audience.

The latest developments in the industry also show that people value and care about sincere content. Following new developments and being aware of changing trends every day allows you to achieve success while creating content.

As PUN Content, you can review our services to see how we can help you with your content marketing. Write to us to gain visibility, introduce your brand to your target audience, or clear your question marks.