Develop a content-led strategy to ensure success as search continues to evolve
Everything we do as digital marketers is underpinned by content—and in today’s Expectation Economy, where consumers have more control over how and when they consume content than ever before, personalization is no longer optional, it’s mandatory. You must leverage the massive data provided by search and social signals to create robust, ongoing content that is aligned with your consumers’ wants and needs (as demonstrated by both declared and inferred intent).
Every piece of content is built to be not only sharable, but discoverable. More and more searches are taking place “outside the search box,” so it’s critical to optimize content for other consumer discovery paths such as voice search and image search. However, customizing every point of consumer interaction, from site content, offers, and even inbound telephone opportunities, provides the most relevant information possible at every step of the journey and makes it easy for the customer to take the next step along the path from interest to purchase to loyalty.
As consumer connection points continue to evolve, content and context are the foundation that delivers success in each new entry point. Marketers should work with their agencies to build and optimize content that fuels the knowledge graph on each search engine, voice search, digital assistants like Amazon’s Alexa and Google Assistant, and even IoT devices. By harnessing the data surrounding each interaction point, marketers can create intelligent content that scales across established and emerging touch points, delivering performance for today and future-proofing their businesses. – iProspect