After the latest Google Content Update, it could be argued that it became just that much harder for content creators to produce something that will keep their audience interested. The old ways of content creation will no longer do. Apart from the text itself, new trends will have to be integrated. Which makes it even more necessary to consult professionals of the sort, rather than trying to navigate through on your own. Let’s discuss on the 5 major lanes that will have to be considered.
What’s no longer viable.
To begin with, let’s see what will no longer work. First, the buildup of content around a keyword. This was a common practice in the past, meant to achieve higher ranking. Now, every word must be useful to the reader and no longer put in place just to satisfy the prerequisites of the search engines. Second, even though there is high appreciation for content written by AI software, it will have to be revised through the use of advanced versions that would make the text more viable.
What will work is the following:
- A mix of realities
The two terms that should already be known are Augmented Reality, or AR, and Virtual Reality (VR). Their usage has the purpose of making the audience react fully in a virtual space in ever changing new ways. Admittedly, this is still a new technology. The original intention is to carry the viewers inside the topic. For example, a war correspondent could produce their report and have the users «transported» right inside the war zone. The point of the exercise is to enhance what they understand about what is happening. - SFV
The term «short-form video» has already become a staple. It has to do with clips lasting from 5 to 90 seconds usually after being cut from a movie or another sort of longer entertainment video. The main advantage here is that it is a sort of content that can be completely personalized while it is easy to develop and encourages the next step. - User reaction
Here is where it gets dicey. Previously we were looking for content that could engage long enough so that there would be low to no bounce rate. Now we are looking into content that must produce a reaction from the audience. Either through a comments’ section, or feedback, or any other means where people can generate an interaction with the owners of a web page. The practice should bring forth content that’s actually based on opinion and it would be best if the basis of the topic is a real time event. - First party collection of data
While the gathering of information through third parties still exists (however, in a quite diminished capacity), the focus now is to be given to gathering content directly from the users themselves. It doesn’t matter if they are connected to social media, simple visitors of a site, or customers. And here comes the art and the ability to convince people to provide information voluntarily. Data must be collected in a way that’s considered as ethical. This fact must be balanced with the demands of the audience and the restrictions of the applicable legislation. And then use this data for content creation. It would not be an understatement to characterize this step as the hardest one to achieve. - Podcasts
If you cannot have video, it would be best to at least have audio. It’s the best way to cover an event in depth. The major advantage here is that this content can be accessed according to the schedule of each user.
The name of the game in content creation is QUALITY
Previously, it was enough to have content that complied with the niche of the site. It was also enough to establish trust through obtaining authoritative status. While those are still required, they are far from adequate. It is not even enough to have high quality text. Now, it has to be combined with other aspects in order to allow the users to fully absorb it, interact and produce a reaction. The general consensus of opinion now, is that content creation had to level up a few notches. Consequently, it requires better content writers or even content managers to make sure that the new terms for ranking are met.