Content Discovery is the process of users searching, Discover and access content on the Internet. Immediately after searching for data, Users can easily come across similar content based on the platform's auto-suggesting algorithm. Hence, Customers can easily access it, Search and interact with brand content on social networks.
To clearly understand every customer touch point from awareness to product search, Marketers need to clearly understand Content Discovery. Let's explore together 5 Trends marketers need to know to develop this strategy this year 2024.
User search intent is the answer to the Content Discovery problem
Years ago, A perfect SEO Marketing strategy will need to optimize SEO internally (on-page) and outside (off-page) webpage, including placing appropriate keywords in the URL optimization title within the article, Optimize Meta tags and images/videos in articles. Now, platforms like Google, TikTok, Facebook just needs to focus: user's search intent.
Search platforms, Social and shopping offers increasingly diverse content based on user search intent. This is a measure of the quality of content and also one of the factors influencing strategy. Marketing of the brand.
To develop Content Discovery based on user intent, marketers should:
- Focus on content that is relevant to the platform's user base: Each platform has its own characteristics regarding its target audience, how users access information. For example: Facebook directs articles to share detailed content, while users at TikTok will love short video formats. Focusing on analytics and creating relevant content will help increase brand engagement.
- Demographic research, Customer psychology and behavior through Facebook user reports, TikTok, YouTube,…: By studying demographics and psychographics through user data on social media platforms, Brands can better understand customer expectations, From there, you can optimize your content strategy.
- Optimize and analyze data related to consumer content experiences: This helps marketers tailor content to their interests, customer's wishes. For websites, Optimizing through image editing or providing clear links can help increase conversion rates and keep users on your site longer..
Flexible change, The ultimate goal is the user
Although platforms like TikTok, Google is gradually changing the way users interact and search for content, The essence of “putting users at the center” is still one of the core elements in content recommendation. Therefore, Marketers need to be flexible, You should know when to follow advice or suggestions from the platform to "touch" the customer's intention. According to the Content Marketing Institute, Marketers can perform the following activities to build a suitable Content Discovery strategy:
- Find and capture niche customer groups instead of general customer groups (For example, The group of customers who like to travel will be a niche group instead of the group of customers from 20 – 30 year old): Brands can create unique content and products that meet specific needs through niche customer groups. So, The brand gradually creates a clear difference from its competitors as well as builds its own group of loyal customers..
- Review data related to your brand's content to increase customer journey touchpoints (temporary translation: Customer journey): Consider from the brand awareness stage to the purchase and post-sale stages, Marketers will have more of an overview of how customers interact with the brand and change content to best suit each touch point..
- See engagement rate per post, the time the customer stops or leaves the post/video,… bounce rate or traffic acquisition for each keyword: According to research from Content Marketing Institute, Engagement rate helps marketers evaluate the extent to which customers interact with content, The time a customer pauses or leaves content emphasizes the user experience,… Tracking the above metrics not only helps brands recognize which content does not meet the needs of searchers, but also contributes to creating a more positive experience for them..
Understand algorithms, understand meta, Automatic Content Discovery is effective
According to information from Content Marketing Institute, users often spend 90 minutes every day on TikTok, 78% Among them will be looking for humorous and entertaining content. So, Brands need to incorporate entertainment elements to diversify the content of their TikTok channels and attract users. However, Content Marketing Institute also suggests that if 84% Users participate on Facebook for entertainment, Educational content may not be as responsive to users and may not have as much engagement.
Platforms like Facebook, TikTok, Google,… will prioritize content that users love. When a brand's content "scratches the right itch" and solves a problem for users, Search engines or other social platforms will automatically distribute this content widely to a wide audience. Besides, Focusing on developing Content Discovery tools based on the platform's algorithms and user-favorite trends is a safe way to ensure brand engagement..
New updates related to Content Discovery may make it difficult for marketers to create content in the near future.. However, Marketers should build content and put the audience at the heart of their strategy. Besides that, Marketers should try to find trends and manage content closely. Tạo nội dung mà khán giả thực sự mong muốn và phát triển phù hợp với nền tảng chính là chìa khóa cho Content Discovery.
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