The majority of people searching for information on the web still trust search engines but the way people search for information online has changed.
Increasingly, people are using voice search on their smartphones, tablets or voice assistants to search for information on the internet.
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1. Voice Search Dominates
In essence, voice searches are largely about answering questions, not about focusing on individual keywords. SEO is fast becoming AEO (Answer Engine Optimisation).
Here are 3 more tips to consider while generating content for voice activation devices:
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1. Voice Search Dominates
- Use long-tail keywords. A great tip here is to use the “People Also Asked” Feature in Google.
- Structure SEO around conversational keywords — in other words, address not just a specific keyword with your content, but rather the breadth of what someone is trying to learn when they search for that keyword
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1. Voice Search Dominates
- Account for misspelled/misinterpreted words (sometimes Siri or Alexa can misinterpret what you’re saying).
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2. Social Audio Comes Into Its Own
After Clubhouse popularized the format with its live conversation rooms, a slew of social networks began experimenting with social audio — from Twitter Spaces to Facebook’s Live Audio, which allows users within a particular Group to host a chat room.
Why add voice content to your marketing mix?
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2. Social Audio Comes Into Its Own
To quote, marketer Heidi Cohen,“ …while your marketing may be rooted in the beauty of words and images, roughly 80% of the population listens to content on their smartphone or other device. (Source: Edison Infinite Dial 2021)”
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3. More Personal Content Creates Authenticity
To build trust and authenticity in 2022 focus on being relatable and human in your online communications.
Video and podcasting are two ways to do this. I like how
Megan Elizabeth Clark describes the benefits of podcasting.
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3. More Personal Content Creates Authenticity
“There is no medium quite as personal as a podcast due to the fact that you are speaking directly into the ears of your listeners,” she says. “With a podcast, you can provide more of a personal and authentic window into your business, mission, and story.”
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4. Mental Health and Wellness Matter
Adrian Gaston writing for Good Rebels observes that “the impact of the pandemic has put the spotlight on the importance of raising awareness of mental health issues such as anxiety and depression.”
According to Google’s Year in Search 2021 data, how to maintain mental health was
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4. Mental Health and Wellness Matter
searched more this year globally than ever before.
Expect to see this trend continue and think about how to create content and offerings around this.
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5. Email Marketing Can Have High Impact
According to content marketer superstar, Ann Handley, a global pandemic is a great time to launch an email newsletter.
Now is “a time to be helpful and sincere,” she says. “It’s a time to build relationships, nurture customers, and create long-term loyalty and there’s no better way to do that than with the
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5. Email Marketing Can Have High Impact
slow, steady cadence of an email newsletter.”
While you can go for a few days without checking social media, most people check their email several times a day. Ignoring email as part of your marketing strategy means you are missing out on potential business opportunities.
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6. We’re Now Marketing to Generation Z
Gen Z (aged from 9–24 years) is the hyper-connected, highly opinionated generation, moved to activism as the internet and social media landscape has made them acutely conscious of and concerned about world events.
Social causes like LGBTQ issues, body positivity, and mental health are increasingly at the core.
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7. TikTok Continues Its Exponential Rise
There can hardly be a person reading this who hasn’t seen at least one TikTok over the pandemic.
Globally the platform most beloved of Gen Z exceeds 1 billion monthly active users, and if current growth continues it may be set to outperform Instagram over the next 12 months.
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7. TikTok Continues Its Exponential Rise
Also worth noting, according to this Social Media Examiner post, “TikTok crushes all of the other social networks for time spent on the platform and is predicted to hold that lead for years to come…. The appeal of TikTok is highly aligned with Gen Z’s overall desire for less ‘manufactured’ engagement and more ‘real people’ organic content.”
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8. Changes To The Gram
Instagram’s focus in 2022 will be on retaining users in the face of TikTok’s ascendancy.
In 2021 IGTV was absorbed into “Instagram Video”. The IGTV tab on user profiles has since vanished, and the video tab on your profile now displays all of your videos (except for Reels, which has its own tab.
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8. Changes To The Gram
Expect to see more focus on Reels (IG version of TikToK, Shopping and Messaging (the ability to make videos calls is in the beta phase). IG’s Adam Mosseri explicitly stated: “We’re going to double-down on our focus on video and consolidate all of our video formats around Reels.”
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8. Changes To The Gram
Andrew Hutchinson predicts that eventually “Instagram will open to a full-screen Reels/Stories feed, moving away from the traditional home stream of static posts, which will put significantly more focus on the format, and make it the primary connection option, again moving more into line with TikTok.”
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9. Will 2022 Be The Year Of The Metaverse?
Finally, and I confess I am still trying to get to grips with the full reality of this trend — the Metaverse.
As described by Meltwater in its 2022 Marketing Trends report, “metaverse refers to the idea of a virtual world where people can interact with a variety of environments.”
In this article, Jeff Kagan, calls it “the Wild,
Wild, West.”
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