Content Discovery is the user search process, 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 understand clearly Content Discovery. Let's explore together 5 trends of marketers need to know to develop this strategy during the year 2024.
Educational videos through the brand's products and services
According to HubSpot research, Customers often make easier decisions after watching videos (Content has images and sounds) because of getting brand and product information in an intuitive way. Don't just be attracted by entertaining videos or sensational news, Users also love videos that teach them how to do something new, or simply provide useful information related to the product. This type of content is predicted to become a popular trend this year 2024.
Expected from the quarter 4/2023 until the end of the year 2024, Educational videos from the brand's own products will be promoted across platforms. When implementing this type of content, Marketers should integrate to turn the brand's products and services into effective tools to support users.
Searching for content on search engines and social media platforms is almost the same
Previously, Google Search was considered one of the tools “top-of-mind” (appeared first) when users want to search for information, TikTok's current growth, YouTube,… contributes to providing a variety of information pages for users to look up.
The consumer content discovery process is almost the same 90% at all 2 tools. While Google uses the Discovery feature to personalize search content, TikTok is popular with users because of its ability to suggest videos that are close to the keywords the user looks up.
Some ways marketers can apply to the change in users' search habits according to suggestions from Marketing experts:
- Align your content plan to "match" both on search engines and on social networks: Firstly, Marketers need to preview how their website will appear on search results and gradually overcome issues related to image optimization., key word, content. Besides that, Marketers can use tools like Google Trends, Google Keyword Planner, or other keyword research tools to understand search trends and user language on search engines. The above steps help marketers optimize search engines and ensure the quality of content.
- Expand your SEO strategy beyond Google: YouTube, Facebook, Threads, TikTok, and many other major search engines will be potential sources for marketers to exploit. Each platform requires different content formats. YouTube is optimized for videos, Facebook has pictures, document, Threads are mostly text. Optimizing content in the right format helps brand content be compatible and attract users on each platform..
- Thoroughly moderate content before publishing it on community groups, newsletter or other Internet sources: Uncensored content may contain inaccurate information, unreliable or even fake news. Moderation helps ensure that the information shared is trustworthy and represents the truth
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