State of Content Marketing 2022 PDF

T h e StStaa tet e
o f Co nn tet e n nt t
Ma rkr k ee tin
t ing g
b a l Re po
2 02 2 Glo ba p o rt
T h e St a t e o f Co n t e n t Ma r k e t in g . 2 02 2 Globa l Repor t .
In t r o d u c t io n
Cu ltu re , ta le n t, a n d s tra te gy c o mbin e c re a tio n a n d c a s e - by - c a s e a n a ly s is
to ma k e e v e ry bu s in e s s a s u n iqu e a n d in s te a d—bu ildin g a s tra te gy
a s y o u r th u mbprin t. Th e re is n o o n e - a n d ma ppin g c le a r pro c e s s e s .
s iz e - fits - a ll a ppro a c h to c re a tin g
We h a v e c re a te d th is re po rt be c a u s e
c o n te n t a t s c a le , o rga n iz in g pro c e s s e s ,
we wa n t to s h a re o u r e x pe rtis e
o r ge n e ra tin g qu a lity o rga n ic tra ffic .
a n d in du s try k n o wle dge to h e lp y o u r
Bu t bu ildin g a c o n te n t ma rk e tin g
bu s in e s s gro w be tte r with c o n te n t.
s tra te gy a n d wo rk flo w th a t a llo ws y o u
to de liv e r o n s ta k e h o lde r e x pe c ta tio n s
In s ide , y o u ’ll fin d in s igh ts a n d pra c tic a l
is a to p prio rity in 2022.
a dv ic e ba s e d o n th e o pin io n s
o f in du s try e x pe rts a n d o u r o wn e x pe rt
Ho w y o u e x e c u te y o u r pla n n in g
a n a ly s is o f Se mru s h da ta . Co v e rin g
a n d pro du c tio n de pe n ds o n my ria d
e v e ry th in g y o u n e e d to k n o w to de s ign
fa c to rs . In de e d, with mo re to o ls
a be tte r c o n te n t ma rk e tin g s tra te gy th is
a n d ta c tic s a t y o u r dis po s a l—
y e a r, th is Sta te o f Co n te n t Ma rk e tin g
a n d a s h iftin g, u n c e rta in ma rk e tpla c e —
re po rt pro v ide s a bird’s e y e v ie w o f to p
it’s n e v e r be e n mo re c o mple x .
c o n te n t ma rk e tin g tre n ds a n d a n in -
Th e s o lu tio n u ltima te ly lie s de pth ma n u a l o n h o w to bu ild y o u r
in a v o idin g a d h o c c o n te n t c o n te n t s tra te gy a n d wo rk flo w in 2022.
02
Wh a t ’s
in t h e r e p o r t :
04 Co n t e n t Ma r k e t in g in Nu mb e r s : 40 T r e n d Se v e n : Co n t e n t Au dit s Will Ta k e
Ce n t e r St a ge in 2 02 2
Ke y T r e n d s f r o m 2 02 1
42 T r e n d E ig h t : Co n t e n t Au dit s Will Ta k e
23 2 02 2 Co n t e n t Ma r k e t in g Ce n t e r St a ge in 2 02 2
T r e n d s : As k t h e E x p e r t s 44 Co n t e n t Ma r k e t in g In d u s t r y
24 T r e n d On e : Co n t e n t Will Be c o me
Su r v e y 2 02 1
Mo r e Hu ma n
27 T r e n d T wo : Yo u r Au die n c e Ne e ds Will 73 T h e An a t o my o f T o p -
Co n t in u e t o Sh if t
Pe r f o r min g Or g a n ic Co n t e n t
29 T r e n d T h r e e : In t e gr a t in g Cu s t o me r
in 2 02 2
Empa t h y a n d Cu s t o me r Re s e a r c h in t o
Co n t e n t St r a t e gie s a n d St o r y t e llin g
will Be Ke y
84 T o p Pe r f o r min g Co n t e n t
in Nic h e In d u s t r ie s
32 T r e n d F o u r : Co n t e n t Will Be Se e n
a s a Re v e n u e Ge n e r a t o r
98 Wr it in g Kille r Co n t e n t : T ip s
34 T r e n d F iv e : Clic k - Th r o u gh Ra t e s
f o r Op t imiz a t io n in 2 02 2
in Se a r c h will Be a To p KPI
36 T r e n d Six : Sh o r t - F o r m Vide o Will 114 Ab o u t Se mr u s h
In c r e a s e in Impo r t a n c e
03
Co n t e n t Ma r k e t in g
in Nu mb e r s : Ke y
T r e n d s f r o m 2 02 1
In t h is s e c t io n , we d iv e in t o t h e s e a r c h t r e n d s r e la t in g t o c o n t e n t
ma r k e t in g it s e lf a n d s h o w wh a t ’s g r o win g , wh a t ’s s t a t ic , a n d wh a t
s e e ms t o b e o n t h e d e c lin e . We e x a min e t h e f o llo win g a r e a s :
Se a rc h e s re la te d to c o n te n t ma rk e tin g
To p c o n te n t ma rk e tin g qu e s tio n s
To pic re s e a rc h tre n ds
Co s t pe r c lic k (CPC) tre n ds
Twitte r c o n te n t ma rk e tin g to pic s a n d h a s h ta g tre n ds
04
St a t s t o k e e p y o u r e y e o n
Av e ra ge mo n th ly s e a rc h e s fo r “c o n te n t ma rk e tin g a ge n c y ” fe ll
1 f r o m 5,400 t o 1 ,900
22% mo re pe o ple a s k e d th e qu e s tio n : “ Wha t is c o n t e n t

2 ma r k e t in g? ”
3
Av e ra ge mo n th ly s e a rc h e s fo r “c o n te n t ma rk e tin g s tra te gy ” fe ll
by 33%
4
“Ho w to c re a te c o n te n t fo r a ffilia te ma rk e tin g” s a w a 366%
in c re a s e o n th e pre v io u s y e a r
5 B2B a n d n ic h e in du s trie s a ppe a r in c o n te n t- ma rk e tin g- re la te d

tre n din g to pic s , glo ba lly
05
T o p 2 0 Go o g le
Se a rc h Qu e r ie s
Re la t e d t o Co n t e n t Ma r k e t in g
k e y wo rd Av g.mo n th ly s e a rc h e s k e y wo rd Av g.mo n th ly s e a rc h e s
10 c o n t e n t ma r k e t in g c o u r s e 1 ,900
1 c o n t e n t ma r k e t in g e x a mp le s 6,600
11 c o n t e n t ma r k e t in g f u n n e l 1 ,600
2 c o n t e n t ma r k e t in g s t r a t e g y 6,600 12 c o n t e n t ma r k e t in g jo b s 1 ,600
13 c o n t e n t ma r k e t in g s e r v ic e s 1 ,600
3 c o n t e n t ma r k e t in g in s t it u t e 5,400
14 c o n t e n t ma r k e t in g t o o ls 1 ,600
4 c o n t e n t ma r k e t in g d e f in it io n 4,400 15 s o c ia l me d ia c o n t e n t ma r k e t in g 1 ,600
5 c o n t e n t ma r k e t in g ma n a g e r 2,900 16 b e n e f it s o f c o n t e n t ma r k e t in g 1 ,300
6 d ig it a l c o n t e n t ma r k e t in g 2,900 17 c o n t e n t ma r k e t in g ma n a g e r s a la r y 1 ,300
7 t y p e s o f c o n t e n t ma r k e t in g 2,900 18 c o n t e n t ma r k e t in g q u o t e s 1 ,300
8 c o n t e n t ma r k e t in g p la n 2,400 19 c o n t e n t ma r k e t in g c a le n d a r 1 ,000
9 c o n t e n t ma r k e t in g a g e n c y 1 ,900 20 c o n t e n t ma r k e t in g p la t fo r m 1 ,000
06
T h e mo s t s e a r c h e d q u e r ie s r e la t e d t o c o n t e n t ma r k e t in g :
2 02 0 v s . 2 02 1
k e y wo rd Av g.mo n th ly s e a rc h e s k e y wo rd Av g.mo n th ly s e a rc h e s
1 c o n t e n t ma r k e t in g s t r a t e g y 9,900 1 c o n t e n t ma r k e t in g e x a mp le s 6,600
2 c o n t e n t ma r k e t in g a g e n c y 5,400 2 c o n t e n t ma r k e t in g s t r a t e g y 6,600
3 c o n t e n t ma r k e t in g e x a mp le s 5,400 3 c o n t e n t ma r k e t in g in s t it u t e 5,400
4 c o n t e n t ma r k e t in g in s t it u t e 5,400 4 c o n t e n t ma r k e t in g d e f in it io n 4,400
5 c o n t e n t ma r k e t in g d e f in it io n 3,600 5 c o n t e n t ma r k e t in g ma n a g e r 2,900
6 c o n t e n t ma r k e t in g p la n 3,600 6 d ig it a l c o n t e n t ma r k e t in g 2,900
7 c o n t e n t ma r k e t in g s e r v ic e s 2,900 7 t y p e s o f c o n t e n t ma r k e t in g 2,900
8 d ig it a l c o n t e n t ma r k e t in g 2,900 8 c o n te n t ma r k e t in g p la n 2,400
9 b 2 b c o n t e n t ma r k e t in g 2,400 9 c o n t e n t ma r k e t in g a g e n c y 1 ,900
10 c o n t e n t ma r k e t in g ma n a g e r 2,400 10 c o n t e n t ma r k e t in g c o u r s e 1 ,900
11 s e o c o n t e n t ma r k e t in g 1 ,900 11 c o n t e n t ma r k e t in g f u n n e l 1 ,600
12 t y p e s o f c o n t e n t ma r k e t in g 1 ,900 12 c o n t e n t ma r k e t in g jo b s 1 ,600
13 c o n t e n t ma r k e t in g jo b s 1 ,600 13 c o n t e n t ma r k e t in g s e r v ic e s 1 ,600
14 c o n te n t ma r k e t in g to o ls 1 ,600 14 c o n t e n t ma r k e t in g t o o ls 1 ,600
15 c o n t e n t s t r a t e g y e x a mp le 1 ,600 15 s o c ia l me d ia c o n t e n t ma r k e t in g 1 ,600
16 c o n t e n t a d v e r t is in g 1 ,300 16 b e n e f it s o f c o n t e n t ma r k e t in g 1 ,300
17 c o n t e n t ma r k e t in g b lo g 1 ,300 17 c o n t e n t ma r k e t in g ma n a g e r s a la r y 1 ,300
18 c o n t e n t ma r k e t in g c o mp a n ie s 1 ,300 18 c o n t e n t ma r k e t in g q u o t e s 1 ,300
19 c o n t e n t ma r k e t in g f u n n e l 1 ,300 19 c o n t e n t ma r k e t in g c a le n d a r 1 ,000
20 s o c ia l me d ia c o n t e n t ma r k e t in g 1 ,300 20 c o n t e n t ma r k e t in g p la t fo r m 1 ,000
Wh a t we d id : F o c u s in g o n Go o gle s e a rc h e s re la te d to “c o n te n t ma rk e tin g,” we fo u n d th e a v e ra ge

mo n th ly s e a rc h v o lu me fo r k e y wo rds in th e pe rio d J a n u a ry to De c e mbe r 2021.
07
T o p 2 0 Qu e s t io n s
Ab o u t Co n t e n t Ma r k e t in g
As k e d o n Go o g le
Qu e s tio n s Qu e s tio n sAv g.mo n th ly s e a rc h e s Av g.mo n th ly s e a rc h e s
wh a t a r e e x a mp le s o f c o n t e n t
1 wha t is c ont e nt ma r k e t ing 1 4,800 11
ma r k e t in g
110
wha t is c ont e nt ma r k e t ing

2 in digit a l ma r k e t ing 880 12 wh a t is b 2 b c o n t e n t ma r k e t in g 90
why is c ont e nt ma r k e t ing h o w t o g e n e r a t e le a d s wit h

3 impor t a nt 880 13
c o n t e n t ma r k e t in g
50
wh a t is c o n t e n t ma r k e t in g
4 590 14 wh a t is g o o d c o n t e n t ma r k e t in g 50
s tra te g y
h o w t o u s e c o n t e n t ma r k e t in g
5 h o w t o d o c o n t e n t ma r k e t in g 390 15 40
t o g r o w y o u r b u s in e s s
wh a t is c o n t e n t ma r k e t in g wh a t is s o c ia l me d ia c o n t e n t
6 390 16 40
e x a mp le s ma r k e t in g
h o w mu c h d o c o n te n t ma r k e te r s
7 wh y c o n t e n t ma r k e t in g 390 17 30
ma k e
h o w to c re a te a c o n te n t h o w t o b e c o me a c o n t e n t
8 320 18 30
ma r k e t in g s t r a t e g y ma r k e t in g ma n a g e r
h o w to c re a te c o n te n t h o w t o d e v e lo p c o n t e n t
9 1 40 19 30
fo r a f f ilia t e ma r k e t in g ma r k e t in g s t r a t e g y
h o w t o d e v e lo p a c o n t e n t wh a t is b r a n d e d c o n t e n t
10 110 20 30
ma r k e t in g s t r a t e g y ma r k e t in g
Wh a t we d id : L o o k in g a t Go o gle qu e s tio n s re la te d to “c o n te n t ma rk e tin g,” we fo u n d th e a v e ra ge

mo n th ly s e a rc h v o lu me fro m No v e mbe r 2020 to Oc to be r 2021.
08
Mo s t Po p u la r a n d Mo s t
T re n d in g T o p ic s
T o p p o p u la r t o p ic s
To pic Sc o re
c o n t e n t ma r k e t in g t o o ls 81
c o r p o r a t e c o n t e n t ma r k e t in g 75
s o c ia l me d ia c o n t e n t ma r k e t in g 71
c o n t e n t ma r k e t in g t r e n d s 64
b 2 b c o n t e n t ma r k e t in g s t r a t e g y 2 02 0 59
c o n t e n t ma r k e t in g s t r a t e g y e x a mp le s 59
v id e o c o n t e n t ma r k e t in g s t r a t e g y
in fo g r a p h ic c o n t e n t ma r k e t in g e x a mp le s 53
c o n t e n t ma r k e t in g wr it in g 52
c o n t e n t ma r k e t in g e x a mp le s 48
s e o c o n t e n t ma r k e t in g 45
t y p e s o f c o n t e n t ma r k e t in g 45
g r e a t b 2 b c o n t e n t ma r k e t in g e x a mp le s 45
c o n te n t ma r k e t in g p e r s o n a l lin k e d in p ro f ile s 42
c o n t e n t ma r k e t in g wit h p u r p o s e 41
c r e a t iv e c o n t e n t ma r k e t in g 40
c o n t e n t ma r k e t in g s t r a t e g ie s 39
09
T o p t r e n d in g t o p ic s
To pic Sc o re
s o c ia l me d ia c o n t e n t ma r k e t in g 99
s e o in c o n t e n t ma r k e t in g 76
c o n t e n t ma r k e t in g f o r b u ild in g p r o d u c t s 75
c o n t e n t ma r k e t in g s t r a t e g y e x a mp le s 48
c o n t e n t ma r k e t in g d e c is io n s 41
c o n t e n t ma r k e t in g e x a mp le s 40
v id e o c o n t e n t ma r k e t in g s t r a t e g y 39
c o n t e n t ma r k e t in g t o o ls 31
c o n t e n t ma r k e t in g p la t f o r m f o r a g e n c ie s 30
c o n t e n t ma r k e t in g s ma ll b u s in e s s 30
b 2 b c o n t e n t ma r k e t in g s t r a t e g y 2 02 0 29
c o n t e n t ma r k e t in g s e r v ic e s f o r b u s in e s s 28
c o n t e n t ma r k e t in g p r o b le ms 28
t h e b 2 b c o n t e n t ma r k e t in g b lo g 27
c o n t e n t ma r k e t in g f o r s ma ll b u s in e s s e s 25
c o n t e n t ma r k e t in g r o i 24
g r e a t b 2 b c o n t e n t ma r k e t in g e x a mp le s 21
10
T o p t r e n d in g s e a r c h e s
To pic Se a rc h v o lu me
c o n t e n t ma r k e t in g p la n 67 3,000
c o r p o r a t e c o n t e n t ma r k e t in g 1 1 0,000
c o n t e n t ma r k e t in g f o r b u ild in g p r o d u c t s 1 1 0,000
c o n t e n t ma r k e t in g f o r a r c h it e c t s 1 1 0,000
c o n t e n t ma r k e t in g p la t f o r m f o r a g e n c ie s 1 1 0,000
v id e o c o n t e n t ma r k e t in g s t r a t e g y 1 1 0,000
c o n t e n t ma r k e t in g s t r a t e g y e x a mp le s 62,400
r e a l e s t a t e c o n t e n t ma r k e t in g 60,500
h e a lt h c a r e c o n t e n t ma r k e t in g 40,500
g r e a t b 2 b c o n t e n t ma r k e t in g e x a mp le s 33,550
c o n t e n t ma r k e t in g e x a mp le s 33,1 00
la w f ir m c o n t e n t ma r k e t in g 1 8,1 00
c o n t e n t ma r k e t in g c h a lle n g e s 1 8,1 00
c o n t e n t ma r k e t in g c o u r s e o n lin e 1 4,800
c o n t e n t ma r k e t in g s e r v ic e s f o r b u s in e s s 1 4,800
c o n t e n t ma r k e t in g le a d s 1 4,800
me mb e r o f c o n t e n t ma r k e t in g 1 4,800
Wh a t we d id : We a n a ly z e d th e mo s t qu e rie d to pic s by th e u s e rs o f To pic Re s e a rc h . E a c h

to pic in th e fo llo win g ta ble in c lu de s a n u mbe r o f k e y wo rds . Yo u c a n a ls o s e e
th e to ta l n u mbe r o f s e a rc h e s fo r th e re la te d k e y wo rds c o n n e c te d to e a c h to pic . 11
Ke y
Po pu la r to pic s a re de te rmin e d ba s e d o n th e s e a rc h v o lu me ,
1 a s we ll a s ba c k lin k s , a n d s h a re s
2
Tre n din g to pic s a re th o s e th a t s h o we d th e mo s t s ign ific a n t
gro wth o f me n tio n s o n s o c ia l me dia
3
Tre n din g s e a rc h e s a re re la te d to th e tre n din g to pic s th a t
ge n e ra te d th e bigge s t s e a rc h v o lu me
All v o lu me s a re pre s e n te d a s a we igh te d a v e ra ge .
Se mru s h ’s To p ic Re s e a rc h to o l ↗ h e lps
ma rk e te rs dra w u po n th o u s a n ds o f ide a s
du rin g th e c o n te n t pla n n in g s ta ge . It a llo ws
y o u to fin d po pu la r, re le v a n t to pic s in y o u r
a re a , s e e th e mo s t s h a re d h e a dlin e s ,
dis c o v e r qu e s tio n s u s e rs a s k , a n d fin d
th e to pic s c o mpe tito rs ra n k fo r.
12
2 0 Mo s t E x p e n s iv e
Ke y wo r d s
in t h e Co n t e n t Ma r k e t in g In d u s t r y
k e y wo rd dAv g.CPC (USD) k e y wo r Av g.CPC (USD)
c ont e nt ma r k e t ing 10 c o n t e n t ma r k e t in g a n a ly t ic s 9.93

1 f u nne l
2 1 .55
11 b 2 b c o n t e n t ma r k e t in g a g e n c y 9.61
c ont e nt ma r k e t ing
2 a ge nc y ne a r me
1 6.2 9
12 c o n t e n t ma r k e t in g a u t o ma t io n 9.44
c ont e nt ma r k e t ing 13 c o n t e n t ma r k e t in g a g e n c y c h ic a g o 9.37

3 pit t s bu r gh 1 6.1 8
14 t o p c o n t e n t ma r k e t in g a g e n c ie s 9.1 6
4 c o n t e n t s y n d ic a t io n ma r k e t in g 1 6.04 15 c o n t e n t ma r k e t in g f ir m 8.21
5 c o n t e n t ma r k e t in g fo r la w f ir ms 1 4.98 16 b e s t c o n t e n t ma r k e t in g a g e n c ie s 7 .32
6 c o n t e n t ma r k e t in g a t la n t a 1 3.08 17 c o n t e n t ma r k e t in g c o mp a n ie s 7 .25
7 c o n t e n t ma r k e t in g s o lu t io n s 1 2.08 18 c o n t e n t ma r k e t in g fo r n o n p r o f it s 7 .00
mo s t s u c c e s s f u l c o n t e n t
8 c o n t e n t ma r k e t in g c h ic a g o 1 0.42 19 ma r k e t in g c a mp a ig n s
6.90
9 mu lt i c h a n n e l c o n t e n t ma r k e t in g 1 0.21 20 c o n t e n t ma r k e t in g c a le n d a r 6.89
Wh a t we d id : We fo u n d th e mo s t e x pe n s iv e k e y wo rds to bid o n re la te d to th e c o n te n t ma rk e tin g

in du s try glo ba lly —a n d th e n s o rte d th e m by a v e ra ge CPC.
13
T wit t e r T o p ic s
a n d Ha s h t a g
T re n d s
Wh a t we d id :
We e x a min e d a t o t a l o f 21 7 ,247
t we e t s re la tin g to th e to pic
o f c o n te n t ma rk e tin g be twe e n
J a n u a ry a n d De c e mbe r 2021.
We t h e n e x a min e d h a s h t a g s
f e a t u r in g #c o n t e n t ma r k e t in g
in t h e mo s t p o p u la r t we e t s
( 5 + r e t we e t s ) t h a t we r e
p u b lis h e d in t h is t ime p e r io d
t o e s t a b lis h t h e t o p s o c ia l
me d ia h a s h t a g t r e n d s
t h r o u g h o u t t h e y e a r.
14
T o p 2 0 Ha s h t a g s
Us e d wit h #с o n t e n t ma r k e t in g
Mo s t p o p u la r 2 02 1 h a s h t a g s r e la t e d t o c o n t e n t ma r k e t in g
Ra n k #h a s h ta g Co u n t %
- c o n t e n t ma r k e t in g 3,981 1 00%
1 d ig it a lma r k e t in g 1 ,862 47 %
2 seo 1 ,605 40%
3 ma r k e t in g 1 ,484 37 %
4 s o c ia lme d ia 849 21 %
5 b u s in e s s 654 1 6%
6 s o c ia lme d ia ma r k e t in g 629 1 6%
7 s mm 535 1 3%
8 c o n te n t 488 1 2%
9 ai 381 1 0%
10 c o n te n ts tr a te g y 355 9%
11 b ig d a t a 320 8%
12 g r o wt h h a c k in g 31 7 8%
13 s ta r tu p 31 1 8%
14 e n tre p re n e u r 268 7%
15 b lo g g in g 268 7%
16 1 00d a y s o f c o d e 263 7%
17 ppc 261 7%
18 a n a ly t ic s 260 7%
19 s ta r tu p s 258 6%
2 0 o n lin e ma r k e t in g 248 6%
15
T o p 2 0 T wit t e r T o p ic s
Dis c u s s e d wit h #с o n t e n t ma r k e t in g
Ra n k #h a s h ta g Co u n t %
1 c o n te n t s tr a te g y 652 1 6%
2 seo 650 1 6%
3 d ig it a l ma r k e t in g 541 1 4%
4 s o c ia l me d ia ma r k e t in g 286 7%
5 c o n t e n t c r e a t io n 238 6%
6 s o c ia l me d ia 222 6%
7 g r o wt h h a c k in g 1 67 4%
8 c o n t e n t ma r k e t in g s t r a t e g y 1 59 4%
9 b lo g g in g 1 27 3%
10 c o n t e n t p la n n in g 111 3%
11 v id e o ma r k e t in g 1 03 3%
12 e ma il ma r k e t in g 95 2%
13 g o o g le 95 2%
14 c o n t e n t wr it in g 83 2%
15 b lo g g in g t ip s 79 2%
16 c o n t e n t a u d it 75 2%
17 b u s in e s s 71 2%
18 c o n t e n t ma r k e t in g 70 2%
19 b lo g 70 2%
2 0 s mm 68 2%
16
Se a r c h e s r e la t e d t o c o n t e n t
ma r k e t in g
“Co n te n t ma rk e tin g e x a mple s ” re ma in s s ta tic ,

wh e re a s we s e e a s ign ific a n t fa ll in bo th
s e a rc h e s fo r “c o n te n t ma rk e tin g a ge n c y ”
a n d “c o n te n t ma rk e tin g s e rv ic e s ”. At th e s a me
time , th e re is gro win g in te re s t in “c o n te n t
ma rk e tin g pla tfo rm,” wh ic h ju s t n o w c re e ps
in to th e to p 20. Do e s th is me a n we a re s e e in g
a mo v e to wa rd in - h o u s e c o n te n t c re a tio n ?
It c o u ld c e rta in ly be a n in dic a tio n .
Se a rc h e s o n “be n e fits o f c o n te n t ma rk e tin g"

ris e s ign ific a n tly , brin gin g it in to th e to p 20.
We a ls o s e e a n u mbe r o f s e a rc h e s re la te d
to jo b h u n ts a n d c o n te n t ma rk e tin g jo bs ,
wh ic h re ma in s s ta tic , “c o n te n t ma rk e tin g
ma n a ge r s a la ry ,” wh ic h h a s in c re a s e d n e a rly
50%, a n d “c o n te n t ma rk e tin g ma n a ge r,”
wh ic h h a s ris e n o v e r 20%. Mo re pe o ple
s e e m to be lo o k in g a t ta k in g o n a c a re e r
T a k e a wa
in c o n te n t ma rk e tin g.
17
Co n t e n t ma r k e t in g q u e s t io n s
In 2021, mo re pe o ple a s k e d th e qu e s tio n :
1
“Wh a t is c o n te n t ma rk e tin g? ” It s u gge s ts mo re
ma rk e te rs will be ro llin g o u t th e ir o wn c o n te n t
pla n s th is y e a r.
Th e re a re a c o u ple o f n e w qu e s tio n s th a t did n o t

fe a tu re in th e pre v io u s y e a r’s lis t. Th e s e we re :
• “Ho w to u s e c o n te n t ma rk e tin g to gro w y o u r

bu s in e s s ”: Th is s h o ws th a t e n tre pre n e u rs
a n d bu s in e s s o wn e rs a re k e e n o n fin din g o u t
mo re a bo u t c o n te n t ma rk e tin g—s u gge s tin g
th a t mo re s ma ll bu s in e s s e s will a do pt
th e ta c tic in th e c o min g y e a r
• “Ho w to ge n e ra te le a ds with c o n te n t
ma rk e tin g”: Th is re la te s to re tu rn
o n in v e s tme n t a n d th e n e e d fo r c o n te n t
ma rk e te rs to ge n e ra te qu a lifie d le a ds a n d h it
T a k e a wa
th e ir ta rge ts
18
T o p ic Re s e a r c h T r e n d s
Po p u la r t o p ic s g lo b a lly
1
• “Co n te n t ma rk e tin g to o ls ” o n c e a ga in
fe a tu re s in th e mo s t po pu la r to pic s glo ba lly .
Cle a rly , th e re is a n e e d fo r mo re a u to ma tio n
a s ma rk e tin g ma n a ge rs de a l with la bo r-
in te n s iv e pro c e s s e s .
• “Co rpo ra te c o n te n t ma rk e tin g” a n d “B2B

c o n te n t ma rk e tin g s tra te gy 2020” to ge th e r
in dic a te th a t c o n te n t ma rk e tin g is a s tro n g
ta c tic wh e n s e llin g to o th e r bu s in e s s e s
T a k e a wa 19
T o p ic Re s e a r c h T r e n d s
Glo b a l t o p t r e n d in g t o p ic s
1
• “Co n te n t ma rk e tin g pla n ” e v ide n tly do min a te s
s o c ia l me dia c o n v e rs a tio n . Als o o n th e lis t
a re “gre a t B2B c o n te n t ma rk e tin g e x a mple s ”
a n d “c o n te n t ma rk e tin g e x a mple s .” Th e s e
h igh ligh t th e n e e d fo r re s o u rc e s , in s pira tio n ,
a n d ge n e ra l s u ppo rt wh e n de s ign in g
a ma rk e tin g wo rk flo w.
• Nic h e s a re a ls o be gin n in g to e me rge h e re :

Arc h ite c tu re , h e a lth c a re , la w, a n d re a l e s ta te
a ll fe a tu re in th e tre n din g s e a rc h e s . Th is
te lls u s th a t th e re is a n e e d fo r ta rge te d
c o n te n t ma rk e tin g re s o u rc e s , a s we ll
a s s ign a lin g gre a te r in v e s tme n t in c o n te n t
a mo n g c e rta in in du s trie s .
T a k e a wa 20
Co s t p e r c lic k ( CPC)
t r e n d s a n a ly s is
• “Co n te n t ma rk e tin g pla n ” e v ide n tly
1
do min a te s s o c ia l me dia c o n v e rs a tio n .
Als o o n th e lis t a re “gre a t B2B c o n te n t
ma rk e tin g e x a mple s ” a n d “c o n te n t
ma rk e tin g e x a mple s .” Th e s e h igh ligh t
th e n e e d fo r re s o u rc e s , in s pira tio n ,
a n d ge n e ra l s u ppo rt wh e n de s ign in g
a ma rk e tin g wo rk flo w.
• Nic h e s a re a ls o be gin n in g to e me rge

h e re : Arc h ite c tu re , h e a lth c a re , la w,
a n d re a l e s ta te a ll fe a tu re in th e tre n din g
s e a rc h e s . Th is te lls u s th a t th e re is a n e e d
fo r ta rge te d c o n te n t ma rk e tin g re s o u rc e s ,
a s we ll a s s ign a lin g gre a te r in v e s tme n t
in c o n te n t a mo n g c e rta in in du s trie s .
T a k e a wa 21
T wit t e r t o p ic s
a n d h a s h ta g tre n d s
• “Stra te gy ,” “SE O,” a n d “Digita l Ma rk e tin g”
1
do min a te th e lis t o f to pic s , h igh ligh tin g
th e c le a r c o n n e c tio n be twe e n c o n te n t
ma rk e tin g, bu s in e s s go a ls , a n d s e a rc h
tra ffic .
• Ho we v e r, we a ls o s e e Vide o Ma rk e tin g
in th e to p 20 lis t. We s e e th is a s a n impo rta n t
ta c tic fo r c o n te n t ma rk e te rs h o pin g
fo r gre a te r e n ga ge me n t a n d s o c ia l s h a re s
in th e c o min g y e a r.
T a k e a wa 22
2 02 2 Co n t e n t
Ma r k e t in g T r e n d s :
As k t h e E x p e r t s
We s p o k e t o a n u mb e r He n n e k e Du is t e r ma a t ,
F o u n de r a t E n c h a n t in g Ma r k e t in g .
o f ma r k e t in g e x p e r t s t o fn d
o u t wh a t t h e y b e lie v e will He idi Co he n ,
Ch ie f Ma r k e t in g Of f ic e r a t Ac t io n a ble
b e t h e e ig h t t o p t r e n d s Ma r k e t in g Gu ide
in c o n t e n t ma r k e t in g in 2 02 2 .
Ka t hr y n St r a c ha n ,
In t h is s e c t io n y o u ’ll le a r n f r o m: Ma n a g in g Dir e c t o r & Own e r o f Co p y Ho u s e
Ca s ie Gille t t e ,
Se n io r Dir e c t o r, Dig it a l Ma r k e t in g a t Ko Ma r k e t in g
L ir a z Po s t a n ,
In t e r n a t io n a l SE O a n d Sp e a k e r, Co - f o u n de r
a n d CE O a t L iL i Ma r k e t in g Se r v ic e s
An dy Cr e s t o din a ,
Ch ie f Ma r k e t in g Of f ic e r
a n d Co - f o u n de r o f Or bit Me dia St u dio s
Amit Pa n c ha l,
Dig it a l Ma r k e t in g Co n s u lt a n t a t a mit p a n c h a l.c o m
Ada m Co n n e ll,
F o u n de r o f Blo g g in g Wiz a r d a n d St a r t u p Bo n s a i.
Mic ha e l Br e n n e r,
CE O o f Ma r k e t in g In s ide r Gr o u p
23
T r e n d On e :
Co n t e n t Will Be c o me
Mo r e Hu ma n
He n n e k e Du is t e r ma a t ,
F o u n de r a t E n c h a n t in g Ma r k e t in g
1A h u ge a mo u n t
2Nic h in g in to a n a re a
3
Origin a lity a n d be in g
o f c o n te n t is o u t o f c o n te n t is a go o d “h u ma n ” a re a ls o
th e re a n d it’s h a rd a ppro a c h fo r c o n te n t k e y wh e n it c o me s
to s ta n d o u t. ma rk e te rs . to c re a tin g c o n te n t th a t
re s o n a te s .
Th e in te rn e t is a lre a dy a wa s h with a v e ra ge a n d be lo w- a v e ra ge c o n te n t. With

a rtific ia l in te llige n c e (AI), th is ts u n a mi o f lo w- qu a lity c o n te n t will o n ly a c c e le ra te .
Th e c o n te n t ma rk e te rs wh o will c o n tin u e to s ta n d o u t a re th o s e with th e mo s t
in tima te k n o wle dge o f th e ir (n ic h e ) a u die n c e . Th e y a re th e o rigin a l th in k e rs ,
th e c re a tiv e write rs , th e e x pe rime n te rs , th e pe o ple with th e s k ills to c a ptiv a te ,
e du c a te , e n te rta in , a n d in s pire th e ir a u die n c e .
24
In s h o rt, th e mo s t h u ma n c o n te n t win s . So , h o w c a n y o u s te p u p a n d c re a te
mo re h u ma n c o n te n t?
Be o r ig in a l F in d y o u r v o ic e
Do n ’t s h a re th e s a me s tu ff Do n ’t s o u n d th e s a me
e v e ry o n e is s h a rin g. In s te a d, a s e v e ry o n e e ls e . Tre a t y o u r
c o mmis s io n o rigin a l re s e a rc h , gro w c o n te n t a s a c o n v e rs a tio n
y o u r e x pe rtis e , a n d re fo c u s y o u r with y o u r a u die n c e , le t y o u r
a tte n tio n by re a din g be y o n d wh a t (bra n d) pe rs o n a lity s h in e th ro u gh ,
th e a lgo rith ms s u gge s t. If y o u a n d we a v e o rigin a l s to rie s in to y o u r
re a d a n d wa tc h wh a t e v e ry o n e c o n te n t.
e ls e is re a din g a n d wa tc h in g, y o u ’ll
pro du c e s imila r c o n te n t to o .
и л л юс т ра шк а
25
Imp r o v e y o u r c o n t e n t c r e a t io n s k ills
Do n ’t s e ttle fo r ju s t a bo v e a v e ra ge . • Wr ite mo re c le a r ly a n d c o n c is e ly s o
F o r in s ta n c e , mo s t o f u s a re go o d re a de rs glide th ro u gh y o u r c o n te n t
a t c re a tin g s c a n n a ble blo g po s ts mo re s mo o th ly
with c a ptiv a tin g s u bh e a ds , lo ts
• Us e e x a mple s , s h a re min ia tu re
o f wh ite s pa c e , pic tu re s , a n d bu lle t
s to rie s , a n d wr ite mo re v iv id ly s o
po in ts th a t a ttra c t a tte n tio n . Bu t
re a de rs c a n v is u a liz e y o u r a dv ic e
wh a t do e s it ta k e to ge t pe o ple
to re a d y o u r blo g po s ts fro m y o u r
• L e a rn h o w to o v e rc o me h e s ita tio n s
firs t to y o u r la s t wo rd, a n d th e n
s o re a de rs fe e l e a ge r to imple me n t
a ls o imple me n t y o u r a dv ic e ?
y o u r a dv ic e
Wh a t h e lps :
• Be in g h e lpfu l is a giv e n . To s ta n d
o u t, c o n te n t h a s to bu ild s tro n ge r
re la tio n s h ips a n d ga lv a n iz e y o u r
fa n s . So , c re a te c o n te n t th a t’s
diffe re n t, mo re o rigin a l, a n d mo re
e n ga gin g. Cre a te c o n te n t th a t
re s o n a te s mo re s tro n gly with y o u r
a u die n c e . Be h u ma n .
26
T r e n d T wo :
Yo u r Au d ie n c e Ne e d s
Will Co n t in u e T o Sh if t
He id i Co h e n ,
Ch ie f Ma r k e t in g Ofic e r a t Ac t io n a b le Ma r k e t in g Gu id e
1Bu s in e s s e s h a v e
2
Av o id ta lk in g to o mu c h
3
Th in k a bo u t o th e r
c h a n ge d th e ir a bo u t th e pa n de mic fo rms o f c o n te n t
a ppro a c h to wo rk to a v o id o v e rlo a din g in c lu din g v o ic e - to -
po s t- COVID. y o u r a u die n c e te x t ma te ria l in 2022
Yo u r a u die n c e a n d th e ir n e e ds h a v e c h a n ge d o v e r th e pa s t two y e a rs . Th e
k e y diffe re n c e s a c ro s s bu s in e s s e s a re h o w e mplo y e e s wo rk , th e ir life s ty le s ,
a n d th e ir u s e o f de v ic e s a n d me dia c o n s u mptio n . Th is in c lu de s th e u s e o f v o ic e -
firs t de v ic e s lik e s ma rtph o n e s a n d v o ic e a s s is ta n ts .
To e n s u re y o u r c o n te n t ma rk e tin g c o n tin u e s to me e t y o u r a u die n c e ’s n e e ds , ta k e

th e time to ta lk to th e m to de te rmin e wh a t th e ir h o t bu tto n is s u e s in c lu de .
27
Ba s e d o n y o u r fin din g, u pda te y o u r e x is tin g c o n te n t to :
Re mo v e a n y e x c e s s iv e Add v o ic e to te x t Tra n s fo rm v o ic e
re fe re n c e s to COVID c o n te n t: Th is a llo ws a n d a u dio c o n te n t
s in c e y o u r a u die n c e y o u to re a c h y o u r in to te x t a n d v is u a l
lik e ly h a s pa n de mic o n - th e - go a u die n c e c o n te n t. E x te n d
fa tigu e . An y re fe re n c e wh o pre fe rs lis te n in g th e ra n ge o f e x is tin g
to th e pa n de mic ma y to c o n te n t o n v o ic e - c o n te n t to re a c h mo re
s e e m o ff-pu ttin g. firs t de v ic e s . o f y o u r a u die n c e .
By ta k in g th is a u dit- lik e a ppro a c h to y o u r e x is tin g c o n te n t, y o u c a n

fre s h po s t- pa n de mic .
28
T re n d T h re e :
Co n t e n t Ma r k e t e r s
Will F o c u s o n
Cu s t o me r E mp a t h y a n d
Cu s t o me r Re s e a r c h
Ka t h r y n St r a c h a n ,
Ma n a gin g Dir e c t o r & Own e r o f Co p y Ho u s e
1In 2022, y o u ’ll

2
Co n te n t n e e ds
3
Yo u r c o n te n t s h o u ld
n e e d to c o n n e c t to c o n tin u e to be in c o rpo ra te a ll s ta ge s
with B2B c u s to me rs pe rs o n a liz e d o f th e ma rk e tin g
o n a h u ma n le v e l fu n n e l
29
In th e B2B in du s try , we c a n o fte n In te gra tin g e mpa th y in to y o u r

lo s e s igh t o f th e pe rs o n be h in d c o n te n t s tra te gy a n d re s e a rc h in g
th e s c re e n a n d ma rk e t to wa rds y o u r c u s to me r's n e e ds will h e lp y o u r
th e bu s in e s s its e lf. Bu t if th e pa n de mic bra n d c o n n e c t with y o u r a u die n c e
h a s ta u gh t u s a n y th in g, it’s th a t it’s by pro du c in g pe rs o n a liz e d c o n te n t
v ita l to u n de rs ta n d y o u r c u s to me r fo r th e m.
a v a ta r. Th e re a re to n s o f wa y s to do
th is , s u c h a s diggin g in to th e ir pa in Did y o u k n o w th a t 5 5 % o f ma rk e tin g
po in ts a n d wh a t's k e e pin g th e m u p pro fe s s io n a ls s ta te d th a t in c re a s e s
a t n igh t, th e n le a rn in g h o w to c a te r c o n v e rs io n ra te s a n d pro mo te s gro wth ?
to th e ir n e e ds . It’s n o wo n de r wh y it’s e s s e n tia l to ta k e
time o u t a n d dig de e p in to y o u r
c u s to me r pe rs o n a s .
30
So , h o w c a n y o u c r e a t e p e r s o n a liz e d
c o n t e n t f o r y o u r t a r g e t a u d ie n c e ?
F irs t th in g’s firs t. Re s e a rc h y o u r th e ir s e a rc h in te n t, c re a tin g s o u n d
c u s to me r a v a ta r a n d s pe a k to y o u r SE O th a t ge ts o u r c o n te n t o u t th e re ,
ide a l c u s to me rs if y o u c a n . Th is is a n a n d c re a tin g re le v a n t c o n te n t fo r o u r
impo rta n t pa rt o f le a rn in g wh o y o u r c u s to me rs a n d c lie n ts .
c u s to me r is a n d h o w to ta rge t th e m.
We a ls o u s e t h e c o n te n t p illa r a p p ro a c h
He re y o u mu s t lo o k a t fa c to rs s u c h to c re a te c o n te n t fo r c u s to me rs
a s th e ir c a re e r, life s ty le , h o bbie s , a t a ll s ta ge s o f t h e s a le s fu n n e l. Th is
in te re s ts a s we ll a s wh a t ma k e s th e m me a n s th a t be c a u s e e a c h c u s to me r
tic k . Yo u mu s t a ls o fin d o u t wh e th e r is a t a diffe re n t s ta ge o f th e ir bu y in g
th e y ’re th e fin a l de c is io n - ma k e rs , a n d, jo u rn e y , th e y re qu ire diffe re n t
if n o t, wh o is th e fin a l de c is io n ma k e r in fo rma tio n .
a n d h o w mu c h a u th o rity do e s y o u r
Wh e n c re a tin g a c o n te n t s tra te gy , y o u
c u s to me r a v a ta r h a v e ?
n e e d a mix o f a ll th re e to h e lp pu s h y o u r
By pic k in g a pa rt y o u r ide a l c u s to me r, le a ds th ro u gh th e fu n n e l a n d c o n v e rt
y o u c a n th e n le a rn h o w to be s t th e m in to c u s to me rs . E a c h s ta ge
c a te r to th e m wh ile e n s u rin g y o u r re qu ire s in - de pth re s e a rc h o f wh a t y o u r
c o n te n t a n s we rs th e qu e s tio n s po te n tia l c u s to me r n e e ds a n d h o w y o u
o f th e fin a l de c is io n -ma k e rs to o . By tru ly c a n de liv e r it to th e m.
u n de rs ta n din g wh a t th e ir pa in po in ts a re
To c re a te th is c o n te n t, y o u mu s t o n c e
a n d wh a t’s k e e pin g th e m u p a t n igh t.
a ga in ta p in to y o u r c u s to me r a v a ta r
At Co py Ho u s e , we ’re c o n s ta n tly a n d s e e th e ir pa in po in ts a n d h o w
c a te rin g c o n te n t to wa rds o u r c u s to me r to c a te r dire c tly fo r th e m. Afte r a ll, if y o u
a v a ta rs . We do th is by u n de rs ta n din g c a te r to e v e ry o n e , y o u ’ll re a c h n o o n e .
31
T re n d F o u r:
St o r y t e llin g in Co n t e n t
Ma r k e t in g Will Be Ke y
Ca s ie Gille t t e ,
Se n io r Dir e c t o r, Digit a l Ma r k e t in g a t Ko Ma r k e t in g
1Te llin g a s to ry
2Be in g a go o d
3
Ta lk in g to th e s a le s
with y o u r c o n te n t s to ry te lle r me a n s a n d c u s to me r s u ppo rt
is e qu a lly impo rta n t u n de rs ta n din g y o u r te a ms in y o u r c o mpa n y
fo r a ll fo rma ts a u die n c e re a lly we ll. c a n h e lp y o u ga th e r
a n d c h a n n e ls . impo rta n t in s igh ts
a bo u t y o u r c u s to me rs .
Ca s ie s a y s we mu s t “If y o u 're go in g to wo rk o n o n e s pe c ific

c o n s ide r t h is t we e t fro m ma rk e tin g s k ill th is y e a r, wo rk o n be in g a be tte r
digita l ma rk e te r Ma tt s to ry te lle r.”
Mc Ge e , wh ic h s ta te s ,
32
F o r c o n te n t ma rk e te rs , be in g Th a t is a big c h a n ge I h a v e s e e n o v e r
a ble to c re a te s o me th in g th a t is th e pa s t fe w y e a rs a n d s o me th in g
in te re s tin g to y o u r c u s to me rs me a n s th a t will c o n tin u e to pla y a ro le
be in g c re a tiv e . It me a n s be in g a ble in th e fu tu re . Bre a k do wn th e s ilo s
to te ll a s to ry . If y o u a re pro mo tin g in y o u r o rga n iz a tio n . Ta lk to y o u r s a le s
a pro du c t, wh a t is it a bo u t th a t te a m, ta lk to y o u r c u s to me r s u ppo rt,
pro du c t th a t is in te re s tin g? If y o u a re c h e c k o u t s o c ia l me dia to fin d o u t
writin g a d c o py , wh y s h o u ld s o me o n e wh o is ta lk in g a bo u t y o u a n d wh a t
c lic k o n y o u r a d a bo v e th e o th e rs ? e ls e th e y a re in te re s te d in . By ta lk in g
So mu c h o f wh a t we do is a bo u t to th e pe o ple wh o ta lk to y o u r
th e c u s to me r, bu t it’s a ls o a bo u t c u s to me rs , y o u c a n be tte r u n de rs ta n d
th e s to ry we a re te llin g. wh a t th e y wa n t a n d th e s to ry y o u
n e e d to te ll th e m.
Wh e th e r y o u a re c re a tin g c o n te n t
fo r pro du c ts , fo r le a d ge n e ra tio n ,
fo r SE O, o r fo r s o c ia l me dia , y o u
mu s t write s o me th in g c o mpe llin g
fo r y o u r c u s to me rs . An d to be
a be tte r s to ry te lle r a n d to be a be tte r
c o n te n t ma rk e te r, we h a v e to k n o w
o u r a u die n c e . We c a n n o lo n ge r
ju s t write fo r a k e y wo rd o r write
fo r a s e a rc h re s u lt, we n e e d to tru ly
u n de rs ta n d wh o it is we a re try in g
to re a c h .
33
T r e n d F iv e :
Co n t e n t will Be
Se e n a s a Re v e n u e
Ge n e r a t o r
L ir a z Po s t a n ,
In t e r n a t io n a l SEO a n d Spe a k e r, F o u n de r o f L ir a z Po s t a n L T D
1Sma ll bu s in e s s e s will
2Co n te n t ma rk e tin g c a n
3
Th e re will be mo re
be in v e s tin g mo re be e x pe n s iv e , s o it’s po s itio n s o pe n
in c o n te n t ma rk e tin g impo rta n t to s e t go a ls fo r ta le n te d c o n te n t
a n d e x pe c ta tio n s ma rk e te rs in 2022
Sin c e COVID, s ma ll bu s in e s s e s h a v e be e n in v e s tin g e ffo rts in digita l ma rk e tin g

s tra te gy —a n d c o mpe titio n fo r ra n k in g is a s to u gh a s e v e r.
34
Ne v e rth e le s s , c o n te n t re s o u rc e s a re e x pe n s iv e —a n d th a t’s a c h a lle n ge

fo r s ma ll bu s in e s s o wn e rs . Sin c e e v e ry pie c e o f c o n te n t re qu ire s re s o u rc e s
a n d bu dge t, it’s impo rta n t to me a s u re o u r c o n te n t a n d c re a te a n e ffe c tiv e
c o n te n t fu n n e l to e n s u re we ma k e th e mo s t o f it.
He r e a r e s o me t o p t ips t o he lp y o u do s o :
1
Alwa y s s e t KPIs a n d h o ld y o u rs e lf a c c o u n ta ble fo r e v e ry pie c e o f c o n te n t.
It do e s n 't me a n th a t e v e ry c o n te n t pie c e will a lwa y s pe rfo rm pe rfe c tly
a n d a dd to th e bo tto m lin e , bu t e v e ry pie c e o f a n a ly s is will a t le a s t h e lp
y o u u n de rs ta n d wh a t wo rk s a n d wh a t do e s n ’t.
2
Us e to o ls to a n a ly z e c o n te n t pe rfo rma n c e . So me po te n tia l pe rfo rma n c e
me tric s in c lu de tra ffic , e n ga ge me n t, tra c k a ble e v e n ts o n y o u r we bs ite ,
c o n v e rs io n ra te s , le a ds —e v e n re tu rn o n in v e s tme n t.
3
Optimiz e y o u r c o n te n t pla n s a n d y o u r c o n te n t a c c o rdin gly . Co mple tin g
th e pre v io u s s te ps will h e lp y o u ma k e mo re de c is io n s ba s e d o n th e re a l u s e r
da ta . Try to re mo v e y o u rs e lf fro m th e e qu a tio n , be c a u s e , a t th e e n d o f th e da y ,
it's y o u r c u s to me rs wh o will be in te ra c tin g with th is c o n te n t, n o t y o u .
2022 will be th e y e a r we will s ta rt lo o k in g a t o u r c o n te n t a s a n o th e r c h a n n e l.

Co n te n t will be tie d to th e u s e r in te n t a n d be mo re de ta ile d. Ho pe fu lly , Go o gle
will c o n tin u e to be c o me s ma rte r by a n a ly z in g pa ge s th a t c a n brin g th e be s t
c o n te n t e x pe rie n c e . Th is c o n te n t in c lu de s in fo rma tiv e v ide o s , gre a t v is u a ls ,
c o mpa ris o n ta ble s , a n d we ll- fo rma tte d c o n te n t. With th a t a dv a n c e , we c a n pa y
mo re a tte n tio n to th e u s e r e x pe rie n c e a n d wo rry le s s a bo u t a rtic le le n gth .
35
T r e n d Six :
Clic k -T h r o u g h Ra t e s
in Se a r c h Will Be
a T o p KPI
An d y Cr e s t o d in a ,
Ch ie f Ma r k e t in g Ofic e r a n d Co - f o u n de r, Or b it Me d ia St u d io s , In c .
1Th e bigge s t tre n d

2Be wa re o f to pic s th a t
3
Cre a tin g me mo ra ble
in SE O is n ’t a ra n k in g n o lo n ge r ge n e ra te c o n te n t is th e k e y
fa c to r. It’s a CTR c lic k s . Write de e p to lo n g- te rm s u c c e s s .
fa c to r. a n s we rs to big
qu e s tio n s .
Th e bigge s t tre n d in s e a rc h is n ’t th e mo s t ta lk e d- a bo u t tre n d. It is n ’t E x pe rtis e ,

Au th o rita tiv e n e s s , Tru s two rth in e s s (E - A-T) o r Co re We b Vita ls (CWV). It’s mu c h
bigge r a n d mo re fu n da me n ta l. It’s a c h a n ge th a t a ffe c ts v irtu a lly a ll k e y ph ra s e s .
Th is tre n d do e s n ’t a ffe c t ra n k in gs . It a ffe c ts c lic k - th ro u gh ra te s .
36
Wh e n y o u be gin y o u r jo u rn e y in to SE O, y o u ma y th in k a bo u t ra n k in gs . Th a t’s
u n de rs ta n da ble : No ra n k in gs me a n s n o tra ffic . Bu t th e mo re y o u le a rn a bo u t
s e a rc h , th e mo re y o u re a liz e th a t ra n k in gs a re n ’t re a lly th e go a l. Th e go a l is
a s te a dy s tre a m o f qu a lifie d v is ito rs . An d th a t me a n s c lic k s .
E v e r s e e n a n a c c o u n t wh e re a to p po s itio n fo r a go o d k e y ph ra s e h o lds s te a dy ,
bu t tra ffic to th e pa ge is gra du a lly de c lin in g. Th is is c o mmo n .
Wha t ’s a n SE O a n d a c o n t e n t ma r k e t e r t o do ? The r e a r e a fe w t hin gs .
Ta r ge t t o pic s fo r whic h t he r e is n ’t a s imple a n s we r. Co n te n t th a t pro v ide s

s h o rt a n s we rs to qu ic k qu e s tio n s is th e le a s t lik e ly to a ttra c t tra ffic . Go o gle
is s imply pro v idin g th e a n s we r in th e SE RP. “Ho w ma n y c a lo rie s in pe a n u t
bu tte r? ” No o n e will e v e r a ttra c t tra ffic fro m th a t o n e .
On th e o th e r h a n d, wh e n th e to pic re qu ire s a de ta ile d a n s we r with a le n gth y

e x pla n a tio n , th e v is ito r will h a v e to c lic k to ge t th a t a n s we r, a n d y o u h a v e
a c h a n c e o f win n in g a v is ito r. “Ho w to ma k e h o me ma de pe a n u t bu tte r? ”
Go o gle c a n ’t a n s we r th a t righ t in th e SE RP, c a n th e y ?
37
Go be y o n d t e x t in t o v ide o . If Go o gle s h o ws o th e r fo rma ts in s e a rc h

re s u lts , y o u n e e d to pu blis h in th o s e fo rma ts to c o mpe te . Th is c o u ld
me a n ima ge s , bu t mo re o fte n it me a n s v ide o .
Wh e n it wo rk s we ll, it’s a ma z in g. It’s lik e a gia n t TV s c re e n e mbe dde d

in th e SE RP. No , it’s n o t go in g to driv e tra ffic , bu t bra n d a wa re n e s s is re a l.
An d if y o u do n ’t win it, s o me o n e e ls e will.
If y o u pu t th e s e v ide o s o n Yo u Tu be , th e n e mbe d th e m o n pa ge s th a t a re
a lre a dy a ttra c tin g v is ito rs . Th e n y o u h a v e a n a u to ma t ic a lly s u c c e s s fu l
Yo u Tu b e s t r a te g y . Yo u a re gu a ra n te e d to win .
Cr e a t e c o n t e n t t ha t is a c t u a lly me mo r a ble . Th e tra ffic we do s qu e e z e

o u t o f s e a rc h is ty pic a lly v e ry s h o rt- liv e d. Yo u r v is ito rs ma y n o t be
o n y o u r s ite fo r lo n g (5-7 min u te s o n a v e ra ge a t mo s t) a n d c lic k - th ro u gh
ra te s fro m th e la n din g pa ge to s u bs e qu e n t pa ge s a re u s u a lly lo w
(10- 15% o n a v e ra ge a t mo s t).
Bu t wh a t h a ppe n s in th e ir min d du rin g th a t v is it? We re th e y s u rpris e d by

th e v a lu e th e y fo u n d o n th e pa ge ? Did th e c o n te n t c h a lle n ge th e ir po in t
o f v ie w? Did th e y th in k ba c k o n th e in fo rma tio n da y s o r we e k s la te r?
If th e a n s we r to a n y o f th e s e qu e s tio n s is y e s , th a t v is ito r is mo re lik e ly

to s e a rc h fo r y o u n e x t time u s in g a bra n de d qu e ry n e x t time . Yo u h a v e
s u c c e s s fu lly ma de a ll o f y o u r c o mpe tito rs irre le v a n t, a n d de c lin in g CTRs
do n ’t ma tte r. Yo u a re bu ildin g a bra n d.
38
Amit Pa n c h a l,
Digit a l Ma r k e t in g Co n s u lt a n t a t a mit p a n c h a l.c o m a dds :
An o th e r a s pe c t ma rk e te rs s h o u ld lo o k a t a re th e Go o gle a lgo rith m

u pda te s , wh ic h h a v e a lwa y s impa c te d th e wo rk o f SE O a n d c o n te n t
ma rk e tin g s pe c ia lis ts . Re c e n tly , Go o gle re le a s e d a n o th e r ma jo r u pda te ,
th e Co re We b Vita ls u pda te , a ls o k n o wn a s th e Pa ge E x pe rie n c e Upda te .
It fo c u s e s o n pa ge lo a d time s a n d u s e r e x pe rie n c e a n d c o n s is ts o f th re e
me tric s th a t s c o re a u s e r’s e x pe rie n c e wh ile lo a din g a we bpa ge . Th e s c o re
is de te rmin e d by :
Ho w qu ic k ly pa ge c o n te n t lo a ds
Ho w qu ic k ly a we bpa ge c a n re s po n d to a u s e r’s in pu t
Ho w u n s ta ble th e c o n te n t is wh ile it is be in g lo a de d in th e we b bro ws e r
In o th e r wo rds , if y o u a re s tru gglin g to ra n k y o u r c o n te n t o r s e e y o u r tra ffic

de c lin in g, c h a n c e s a re , y o u n e e d to impro v e th e u s e r e x pe rie n c e o n y o u r
we bs ite . To c h e c k y o u r Co re We b Vita ls , y o u c a n h e a d to Pa g e Sp e e d
In s ig h ts o r u s e th e Co re We b Vita ls re po rt in th e Site Au dit to o l by Se mru s h .
39
T r e n d Se v e n :
Sh o r t - F o r m Vid e o
Will In c r e a s e
in Imp o r t a n c e
Ad a m Co n n e ll,
F o u n de r o f Blo g g in g Wiz a r d a n d St a r t u p Bo n s a i
1Sh o rt- fo rm v ide o s

2 3
Co n s ide r wh e re y o u r
Us in g v ide o a s pa rt
a re e n ga gin g a u die n c e is a n d lo o k
o f y o u r c o n te n t o u tpu t
a n d h e re to s ta y a t y o u r dis tribu tio n
in 2022 is a n impo rta n t
s tra te gy be c a u s e th e re
wa y to gro w y o u r
a re lo ts o f v ide o - firs t
bu s in e s s
c h a n n e ls to le v e ra ge
If Tik To k a n d In s ta gra m h a v e ta u gh t u s a n y th in g re c e n tly , it’s th a t s h o rt- fo rm

v ide o s didn ’t die with Vin e . Th e y a re h e re to s ta y a n d th e y 're o n ly ge ttin g
mo re po pu la r.
40
Th is is be c a u s e th e y a llo w u s to re a c h bu s y c o n s u me rs wh o wo u ldn ’t o rdin a rily

h a v e th e time to wa tc h lo n ge r-fo rm c o n te n t. It’s th e qu ic k a n d e n te rta in in g n a tu re
o f th e s e v ide o s th a t is ge n e ra lly re s po n s ible fo r th e ir a bility to s pre a d lik e wildfire
a c ro s s th e in te rn e t. So n o te th a t a s v ide o le n gth in c re a s e s , y o u ru n th e ris k
o f de c re a s in g th e s h a re a ble n a tu re o f v ide o s .
Re me mbe r, s h o rt-fo rm v ide o is n ’t ju s t fo r we ird da n c e mo v e s o r fa ils . Yo u c a n pu t

th e m to wo rk in y o u r c o n te n t s tra te gy a n d u s e th e m to gro w y o u r bu s in e s s .
He r e a r e s o me s u gge s t io n s t o ge t y o u s t a r t e d:
F AQs : Co mpa n y Ne w a d ty pe s :
Do y o u o r y o u r bra n d a n n o u n c e me n ts : Co n s ide r u s in g s h o rt-
ge t a lo t o f fre qu e n t Do y o u h a v e n e ws fo rm v ide o s in y o u r pa id
qu e s tio n s ? An s we r th e m to s h a re ? Sh a re it a dv e rtis in g s tra te gy . Th e y 're
dire c tly in a n F AQ v ide o . in a s h o rt- fo rm v ide o . e s pe c ia lly e ffe c tiv e wh e n
pa rtn e rin g with in flu e n c e rs .
E du c a tio n a l v ide o s : Ch a lle n ge s : Te s timo n ia ls :

E du c a tin g y o u r c u s to me r Us e r- ge n e ra te d c o n te n t Sh in e th e s po tligh t
ba s e is impo rta n t. An d (UGC) c a n be e x tre me ly o n po s itiv e c u s to me r
it c a n be a n e ffe c tiv e po we rfu l. Ch a lle n ge s a re fe e dba c k . Th is is e s pe c ia lly
gro wth to o l. Try dis tillin g o n e o f th e mo s t e ffe c tiv e impo rta n t fo r s ma ll
s pe c ific c o n c e pts wa y s to e n c o u ra ge y o u r bu s in e s s e s . In s ta gra m
do wn in to s h o rt c o mmu n ity to c re a te s to rie s a re e s pe c ia lly go o d
a n d e n te rta in in g v ide o s . c o n te n t fo r y o u . fo r th is .
Oth e r s o c ia l pla tfo rms a re s ta rtin g to c a tc h o n to s h o rt- fo rm v ide o c o n te n t s o

y o u h a v e mo re wa y s to s h a re it th a n e v e r be fo re . No t o n ly do we h a v e Tik To k ,
In s ta gra m re e ls , F a c e bo o k s to rie s , a n d In s ta gra m s to rie s , bu t we a ls o h a v e
Pin te re s t ide a pin s , Yo u Tu be s h o rts , a n d mo re .
41
T r e n d E ig h t :
Co n t e n t Au d it s Will
T a k e Ce n t e r St a g e
in 2 02 2
Mic h a e l Br e n n e r,
CEO o f Ma r k e t in g In s id e r Gro u p
12022 will be mo re
2Se e k o u t o ppo rtu n itie s
3
F in a lly , c o n te n t a u dits
a bo u t fo c u s in g fo r impro v e me n t in y o u r a n d u pda te s will be
o n wh a t de liv e rs e x is tin g c o n te n t a prin c ipa l fo c u s
re s u lts th a n a bo u t fo r ma n y ma rk e te rs
fin din g n e w c o n te n t in th e c o min g y e a r
ma rk e tin g ta c tic s
In 2022, c o n te n t ma rk e tin g le a de rs a re ma in ly fo c u s in g o n h o w to ge t th e be s t
re s u lts fro m e x is tin g c o n te n t ma rk e tin g e ffo rts . Su re , s o me will s a y th a t v ide o ,
AR, VR, v o ic e , a n d pro ba bly e v e n AI a re th e bigge s t tre n ds in c o n te n t ma rk e tin g.
42
Bu t if y o u ta lk to re a l c o n te n t Upda tin g th is c o n te n t will be c o me le s s

ma rk e tin g in n o v a to rs , th e y a re lo o k in g o f a s ide pro je c t a n d mo re o f th e ma in
fo r th o s e s imple 20% o f th in gs th a t pro je c t fo r ma n y c o n te n t ma rk e te rs .
will de liv e r a n 80% u ps ide . F o r u s , We h a v e s e e n lo s t ra n k in gs c o me ba c k ,
we 're do in g mo re c o n te n t u pda tin g, tra ffic re tu rn , a n d le a d-driv in g re s u lts
pru n in g, a n d re pu rpo s in g. fro m u pda tin g qu a lity pa ge s a n d pru n in g
(re -dire c tin g) s o me o f o u r n o n -
Th e tric k is to fin d c o n te n t th a t pe rfo rmin g o lde r c o n te n t.
pe rfo rme d we ll in th e pa s t. Ma y be
it h a d pa ge -o n e ra n k in gs o r h igh E x p lo re o u r s te p - b y - s te p g u id e
tra ffic , gre a t c o n v e rs io n s , o r h igh to p e r fo r min g a c o n te n t ma r k e t in g a u d it .
pa ge a u th o rity . Bu t if a pa ge h a s lo s t
th o s e re s u lts , it is ripe fo r pru n in g
o r u pda tin g.
43
In d u s t r y Su r v e y
2 02 1
T o t r u ly u n d e r s t a n d t h e s t a t e o f c o n t e n t ma r k e t in g in 2 02 1 ,
we s u r v e y e d 1 ,5 00 ma r k e t e r s in c o mp a n ie s r a n g in g f r o m
o n e t o 1 ,000 e mp lo y e e s o r mo r e , a c r o s s mo r e t h a n 2 0
in d u s t r ie s a n d o v e r 4 0 c o u n t r ie s . T h e ir a n s we r s p a in t a p ic t u r e
o f a ma r k e t in g in d u s t r y t h a t t r u ly f a v o r s c o n t e n t a s a t a c t ic ,
wit h 9 7 % o f r e s p o n d e n t s s a y in g it f o r me d p a r t o f t h e ir s t r a t e g y .
At th e s a me time , it s e e ms th a t in to wh a t ma k e s a s u c c e s s fu l
ma n y bra n ds a re ju s t ge ttin g s ta rte d c o n te n t ma rk e tin g te a m.
with c o n te n t ma rk e tin g. 42% a re ta k in g
Re a d o n to u n de rs ta n d h o w
th e ir firs t s te ps , 36% s a y th e y h a v e
o th e r ma rk e te rs a re a ppro a c h in g
fa irly de v e lo pe d c o n te n t ma rk e tin g
th e ir c o n te n t s tra te gy . Yo u ’ll
o pe ra tio n s , v e rs u s o n ly 19% th a t
le a rn h o w c o mpa n ie s o f diffe re n t
be lie v e th e y h a v e a ma tu re s y s te m.
s iz e s be n c h ma rk a n d me a s u re
Ac ro s s th e fo llo win g pa ge s , we pro gre s s a n d s e e h o w th e mo s t
h igh ligh t s o me o f th e mo s t in te re s tin g s u c c e s s fu l c o n te n t ma rk e te rs
a n s we rs a n d do s o me de e p div e s a c h ie v e th e ir go a ls .
44
Us e o f Co n t e n t
Ma r k e t in g
Is c o n t e n t
ma r k e t in g p a r t
3%
o f y o u r ma r k e t in g
s tra te g y ?
Ye s
No
97%
45
Us e o f Co n t e n t Ma r k e t in g
Do y o u h a v e Ho w wo u ld y o u r a t e
a d o c u me n t e d c o n t e n t y o u r c o n t e n t ma r k e t in g
ma r k e t in g s t r a t e g y ? s t r a t e g y ’s ma t u r it y a n d
c o mp le x it y ?
40% 3% 1 9% 3%
57 % 36% 42%
Ye s F irs t s te ps
No F a irly de v e lo pe d
No t s u re Adv a n c e d
No t s u re
46
St r a t e g y & Su c c e s s
In t h is s e c t io n o f t h e s u r v e y , we e x p lo r e h o w c o n t e n t
ma r k e t in g is wo r k in g f o r o u r s u r v e y r e s p o n d e n t s .
Ho w wo u ld y o u e v a lu a t e y o u r
c o mp a n y ’s c o n t e n t ma r k e t in g
s u c c e s s in 2 02 1 ? 39% 9%
Ve ry s u c c e s s fu l
Mo de ra te ly s u c c e s s fu l
So me wh a t s u c c e s s fu l
Un s u c c e s s fu l
33% 1 9%
47
Co n t e n t Ma r k e t in g St r a t e g y & Su c c e s s
Wh ic h t a c t ic s h e lp e d y o u t h e mo s t t o ma k e
y o u r 2 02 1 c o n t e n t s t r a t e g y s u c c e s s f u l?
Imp r o v in g t h e q u a lit y o f o u r c o n t e n t 55%
Se a r c h E n g in e Op t imiz a t io n 46%
Cr e a t in g mo r e v id e o a n d v is u a l c o n t e n t 41 %
Up d a t in g a n d r e p u r p o s in g e x is t in g
38%
c o n te n t
We b s it e o p t imiz a t io n 35%
An a ly z in g c o mp e t it o r s ’ c o n t e n t 28%
Re s e a r c h in g o u r a u d ie n c e
26%
a n d o p t imiz in g t h e c u s t o me r jo u r n e y
Pu b lis h in g mo r e “ Ho w t o ”
25%
a n d e d u c a t io n a l c o n t e n t
Ad a p t in g t o COVID- r e la t e d c h a n g e s
24%
(e .g ., a g ilit y )
Div e r s if ic a t io n a n d p u b lis h in g
24%
n e w c o n te n t ty p e s
Co lla b o r a t in g wit h o t h e r t e a ms
22%
(e .g ., s a le s )
Op t imiz in g c o n t e n t f o r mo b ile 21 %
Tr y in g n e w d is t r ib u t io n c h a n n e ls 20%
Co lla b o r a t in g mo r e wit h in d u s t r y
1 4%
in f lu e n c e r s
48
Wh ic h t a c t ic s h e lp e d y o u t h e mo s t wit h r a n k in g
y o u r c o n t e n t o r g a n ic a lly in 2 02 1 ?
Imp r o v in g t h e q u a lit y o f o u r c o n t e n t ,
61 %
ma k in g it mo r e a u t h e n t ic
Cr e a t in g mo r e c o n t e n t a n d p o s t in g
45%
mo r e o f t e n
Pa y in g mo r e a t t e n t io n t o k e y wo r d
43%
re s e a rc h
Cr e a t in g mo r e c o n t e n t wit h
32%
u n iq u e r e s e a r c h a n d in s ig h t s
Imp r o v in g t e c h n ic a l SE O o n o u r we b s it e 28%
Cr e a t in g a n d imp r o v in g o u r c o n t e n t c lu s t e r
26%
s tr a te g y
L in k b u ild in g a n d g u e s t p o s t in g 23%
Ot h e r 1%
49
Wh a t a r e y o u r k e y c o n t e n t ma r k e t in g g o a ls
f o r 2 02 2 ?
In c r e a s e b r a n d a wa r e n e s s 45%
At t r a c t mo r e t r a f f ic t o o u r we b s it e 37 %
Ge n e r a t e le a d s 36%
Ge n e r a t e s a le s / r e v e n u e 27 %
Imp r o v e c u s t o me r lo y a lt y a n d e n g a g e me n t 23%
Bu ild a n d n u r t u r e a s u b s c r ib e r b a s e 1 4%
Pr o mo t e n e w p r o d u c t s a n d imp r o v e
11%
p r o d u c t p o s it io n in g
Ot h e r 0%
50
Wh a t a r e y o u r t o p c o n t e n t ma r k e t in g
c h a lle n g e s ?
At t r a c t in g q u a lit y le a d s wit h o u r c o n t e n t 41 %
Ge n e r a t in g e n o u g h t r a f f ic a n d p r o mo t in g
39%
o u r c o n te n t
Cr e a t in g c o n t e n t t h a t r e s o n a t e s
31 %
wit h o u r a u d ie n c e
Pr o v in g t h e ROI o f o u r c o n t e n t 30%
Imp r o v in g t h e SE O p e r f o r ma n c e
29%
o f o u r c o n te n t
Pr o d u c in g a u t h e n t ic a n d h ig h - q u a lit y
28%
c o n te n t
Ge n e r a t in g c o n t e n t id e a s 25%
Op t imiz in g o u r c o n t e n t ma r k e t in g
21 %
wo r k f lo w/o p e r a t io n s
F in d in g e n o u g h r e s o u r c e s t o p r o d u c e
20%
c o n te n t
Pu b lis h in g c o n t e n t a t s c a le 1 9%
F in d in g t h e r ig h t c o n t e n t ma r k e t in g
1 9%
t e c h n o lo g ie s
Ma in t a in in g a c o n s is t e n t t o n e o f v o ic e
1 6%
a c r o s s a ll c h a n n e ls
Hir in g h ig h ly q u a lif ie d c o n t e n t ma r k e t in g
1 6%
t a le n t
Cr e a t in g e d u c a t io n a l c o n t e n t v s ,
1 4%
p r o d u c t- c e n t r ic c o n t e n t
Ot h e r 1%
51
Ho w will COVID a fe c t y o u r ma r k e t in g
o p e r a t io n s a n d p la n s in 2 02 2 ?
We will d o s e le c t e d e v e n t s o f f lin e , wh ile s t ill

30%
f o c u s in g o n o n lin e e v e n t s (e .g ., we b in a r s )
It wo n ’t c h a n g e a n y t h in g 30%
We will s t a r t p la n n in g c o n t e n t f o r t h e
30%
lo n g e r t e r m
We will s wit c h t o r e g u la r ly h o s t in g
26%
a n d a t t e n d in g in - p e r s o n e v e n t s
We will in c r e a s e o u r c o n t e n t ma r k e t in g
26%
b u d g e t a n d g ro w o u r te a m
Ou r c o n t e n t t e a m will b e b a c k in t h e o f f ic e
20%
(o r in a h y b r id mo d e )
52
Ma r k e t in g Bu d g e t s
a n d Co n t e n t
In v e s t me n t
No w le t ’s lo o k a t 2 02 1 ’s ma r k e t in g b u d g e t s a n d h o w t h e y
a r e lik e ly t o s h if t in 2 02 2 .
Ho w mu c h o f y o u r t o t a l ma r k e t in g
b u d g e t d id y o u s p e n d o n c o n t e n t
ma r k e t in g in 2 02 1 ?
17 % 7% 3%
10-29%
30- 50%
5- 9%
L e s s th a n 5%
50-7 0%
Ov e r 7 0%
1 9% 20% 34%
53
Ma r k e t in g Bu d g e t s a n d Co n t e n t In v e s t me n t
Ho w d o y o u e x p e c t y o u r c o n t e n t
ma r k e t in g b u d g e t t o c h a n g e in 2 02 2 ?
1 5% 8% 2%
Me diu m in c re a s e
(11-25%)
Sma ll in c re a s e
(u p to 10%)
Re ma in
u n c h a n ge d
L a rge in c re a s e
(mo re th a n 25%)
I do n ’t k n o w
De c re a s e
1 8% 25% 32%
54
Ma r k e t in g Bu d g e t s a n d Co n t e n t In v e s t me n t
Wh a t will b e y o u r k e y a r e a s o f c o n t e n t
ma r k e t in g in v e s t me n t in 2 02 2 ?
So c ia l me d ia a n d c o mmu n it y b u ild in g 41 %
Be t t e r q u a lit y o f t h e wr it t e n c o n t e n t 40%
Co n t e n t p r o mo t io n a n d d is t r ib u t io n 40%
Vid e o 35%
Cu s t o me r r e s e a r c h 34%
SE O 33%
Be t t e r c o n t e n t a n a ly t ic s 31 %
Ot h e r a d v a n c e d v is u a l c o n t e n t
23%
(e .g ., d a t a v is u a liz a t io n , in t e r a c t iv e c o n t e n t )
In t e g r a t e d c o n t e n t ma r k e t in g c a mp a ig n s 22%
Gr o win g t h e c o n t e n t t e a m 21 %
E v e n t s ( in - p e r s o n , h y b r id , a n d d ig it a l) 1 6%
Co n t e n t d e s ig n a n d u s e r e x p e r ie n c e ( UX) 1 4%
Au d io c o n t e n t 11%
Ot h e r 0%
55
Co n t e n t Cr e a t io n
a n d Dis t r ib u t io n
He r e ’s wh e r e c o mp a n ie s a r e d is t r ib u t in g t h e ir c o n t e n t
a n d h o w t h e y a r e b u ild in g ma r k e t in g f u n n e ls wit h c o n t e n t .
Wh a t f u n n e l s t a g e s h a v e y o u c r e a t e d
c o n te n t fo r?
Mid d le o f t h e f u n n e l 53%
To p o f t h e f u n n e l 35%
Re t e n t io n 25%
Bo t t o m o f t h e f u n n e l 22%
Ot h e r 2%
56
Co n t e n t Cr e a t io n a n d Dis t r ib u t io n
Wh ic h c o n t e n t f o r ma t s b r o u g h t y o u r c o mp a n y
t h e b e s t r e s u lt s in 2 02 1 ?
Vid e o 37 %
Blo g p o s t s 36%
Su c c e s s s t o r ie s 22%
Ca s e s t u d ie s 1 6%
We b in a r s 1 6%
In f o g r a p h ic s 1 5%
Pr o d u c t g u id e s a n d ma n u a ls 1 3%
Da t a v is u a liz a t io n s 1 2%
Ebooks 11%
Wh it e p a p e r s 11%
Pr in t 11%
Po d c a s t s 1 0%
Qu iz z e s 7%
Ot h e r 2%
57
Wh ic h c h a n n e ls d o y o u u s e t o d is t r ib u t e
a n d p r o mo t e y o u r c o n t e n t ?
So c ia l me d ia (o r g a n ic ) 69%
E ma il ma r k e t in g 54%
So c ia l me d ia ( p a id ) 48%
Or g a n ic s e a r c h 44%
Sp o n s o r s h ip s
24%
(e .g ., e v e n t s , we b in a r s , p o d c a s t s )
PPC / Pa id a d v e r t is in g 24%
PR / me d ia o u t r e a c h 22%
In f lu e n c e r ma r k e t in g 21 %
Gu e s t p o s t s 1 4%
Na t iv e a d v e r t is in g / Sp o n s o r e d c o n t e n t 1 3%
Co n t e n t s y n d ic a t io n 8%
Ot h e r 1%
58
In 2 02 1 , h o w d id y o u r s p e n d in g o n p a id
p r o mo t io n o f y o u r c o n t e n t c h a n g e ?
1 2% 8% 4%
Sta y e d a bo u t
th e s a me
In c re a s e d
We do n ’t u s e pa id
pro mo tio n fo r o u r
c o n te n t
De c re a s e d
Oth e r
35% 42%
59
Co n t e n t
T e a ms
Pe o p le a r e a t t h e h e a r t o f c o n t e n t ma r k e t in g . He r e ’s wh a t
t e a ms lo o k e d lik e in 2 02 1 a n d h o w o u r r e s p o n d e n t s e x p e c t
th e m to c h a n g e .
Ho w ma n y p e o p le d o
y o u h a v e in y o u r c o n t e n t
ma r k e t in g t e a m? 20% 9% 3% 2%
1-3 s pe c ia lis ts
We do n ’t h a v e
a de dic a te d c o n te n t
te a m o r pe rs o n
Mo re th a n
50 s pe c ia lis ts
21 % 42% 3%
No t s u re
60
Co n t e n t T e a ms
Wh ic h s p e c ia lis t s a r e wo r k in g in y o u r c o n t e n t
ma r k e t in g t e a m?
Wr it e r o r c o n t e n t c r e a t o r 45%
So c ia l me d ia ma n a g e r 38%
Co n t e n t ma r k e t in g ma n a g e r 30%
De s ig n e r 26%
SE O s p e c ia lis t 24%
Co n t e n t ma r k e t in g s t r a t e g is t 23%
We b d e v e lo p e r 22%
He a d o f c o n t e n t ma r k e t in g 21 %
Ge n e r a lis t ma r k e t in g ma n a g e r 1 9%
E ma il ma r k e t in g s p e c ia lis t 1 5%
Pr o je c t o r c a mp a ig n ma n a g e r 1 4%
E d it o r 1 4%
Da t a s c ie n t is t 5%
Ot h e r 4%
Do y o u e x p e c t y o u r c o n t e n t ma r k e t in g t e a m
t o g r o w in 2 02 2 ?
It will s t a y t h e s a me 49%
It will b e la r g e r 48%
It will b e s ma lle r 2%
No t s u r e 1%
61
Co n t e n t T e a ms
Wh ic h t e c h n o lo g ie s d o e s y o u r t e a m u s e
t o le v e r a g e y o u r c o n t e n t ma r k e t in g e fo r t s ?
Co n te n t ma rk e tin g te a ms n e e d th e righ t to o ls fo r th e jo b. He re ’s h o w o u r
re s po n de n ts u s e te c h n o lo gy to e x e c u te th e ir pla n s .
So c ia l me d ia p o s t in g 65%
We b s it e a n a ly t ic s t o o ls 50%
E ma il ma r k e t in g s o f t wa r e 44%
SE O t o o ls 41 %
Wr it in g a n d e d it in g t o o ls 37 %
Co n t e n t ma n a g e me n t s y s t e m ( CMS) 26%
Te a m c o lla b o r a t io n t o o ls 25%
Vis u a l c o n t e n t c r e a t io n t o o ls 24%
E d it o r ia l c a le n d a r 1 9%
Ma r k e t in g a u t o ma t io n p la t f o r m 1 9%
In t e g r a t e d c o n t e n t ma r k e t in g p la t f o r m 1 2%
Co mp e t it iv e In t e llig e n c e 1 0%
AI a n d ma c h in e le a r n in g 7%
62
Ou t s o u r c in g
Do y o u o u t s o u r c e
c o n t e n t c r e a t io n ?
51 %
Ye s
No
49%
63
Ou t s o u r c in g
Wh ic h o f t h e f o llo win g c o n t e n t - r e la t e d
s e r v ic e s d o y o u o u t s o u r c e ?
Gr a p h ic d e s ig n 58%
Vid e o d e s ig n a n d a n ima t io n 43%
Co p y wr it in g 40%
E d it in g a n d p r o o f r e a d in g 32%
SE O Op t imiz a t io n 29%
Co n t e n t ma r k e t in g s t r a t e g y 28%
Tr a n s la t io n 21 %
An a ly t ic s a n d a u d it s 17 %
Ot h e r 2%
64
Co n t e n t
Pe r f o r ma n c e
Me a s u r e me n t
As Pe t e r Dr u c k e r s a id , “ Yo u c a n ’t imp r o v e wh a t y o u
d o n ’t me a s u r e .” He r e ’s wh a t c o n t e n t ma r k e t in g t e a ms
we r e t e s t in g in 2 02 1 .
Do y o u me a s u r e t h e c o n t e n t
p e r f o r ma n c e in y o u r c o mp a n y ?
20% 1 5%
Ye s
No
I’m n o t s u re
66%
65
Co n t e n t Pe r f o r ma n c e Me a s u r e me n t
Wh a t a r e t h e k e y me t r ic s y o u u s e t o
me a s u r e y o u r c o n t e n t ’s s u c c e s s ?
Or g a n ic t r a f f ic 51 %
Se a r c h r a n k in g 42%
Leads 40%
Co n v e r s io n r a t e / c o n v e r s io n s 34%
So c ia l s h a r e s 32%
E ma il e n g a g e me n t 32%
Se s s io n s / p a g e v ie ws 31 %
Time o n p a g e 30%
Nu mb e r o f s u b s c r ib e r s 27 %
Bo u n c e r a t e 22%
Co mme n t s 22%
Me n t io n s 1 8%
ROI 1 5%
Co s t to a c q u ir e a le a d , s u b s c r ib e r, o r c u s to me r 1 3%
Ba c k lin k s 8%
Ot h e r 1%
66
Au d it s
Ho w o f t e n d o y o u c o n d u c t
c o n t e n t a u d it s ?
1 5% 7% 3%
Twic e a y e a r
Mo re th a n th re e
time s a y e a r
On c e a y e a r
Ne v e r
On c e e v e ry
2-3 y e a rs
No t s u re
1 8% 25% 32%
67
Au d it s
Wh e n d o y o u u s u a lly u p d a t e y o u r e x is t in g
c o n te n t?
E v e r y t ime we s e e t h a t t h e c o n t e n t
44%
h a s b e c o me o u t d a t e d
We u s u a lly u p d a t e h ig h - p e r f o r min g
29%
c o n t e n t a s a p r e v e n t a t iv e me a s u r e
Wh e n we s e e t h a t t h e r a n k in g s
28%
a n d t r a f f ic a r e d o wn
We r a r e ly u p d a t e o u r e x is t in g c o n t e n t 9%
Ot h e r 1%
Wh ic h r e s u lt s d id y o u a c h ie v e a f t e r
u p d a t in g y o u r c o n t e n t ?
Th e e n g a g e me n t we n t u p 45%
Ou r r a n k in g s o r t r a f f ic in c r e a s e d 43%
No t h in g c h a n g e d 11%
Ou r r a n k in g s o r t r a f f ic d e c r e a s e d 7%
Th e e n g a g e me n t we n t d o wn 7%
We d id n ’t u p d a t e o u r c o n t e n t 4%
Ot h e r 1%
68
Wh a t ma k e s a c o n t e n t
s t r a t e g y s u c c e s s f u l?
We k n o w h a t’s a lo t o f in fo rma tio n to ta k e in . So , h e re we s u mma riz e
h o w s u c c e s s fu l te a ms ru n th e ir c o n te n t ma rk e tin g o pe ra tio n s .
Ha v in g a d o c u me n t e d Co n t e n t ma r k e t in g s p e n d
c o n te n t s tra te g y
7 8% 8 1% 53% 7 3%
o f c o mp a n ie s t h a t o f c o mp a n ie s o f c o mp a n ie s t h a t of
be lie v e t h e ir c o n t e n t wit h u n s u c c e s s f u l didn ’t h a v e mu c h
ma r k e t in g wa s v e r y c o n t e n t ma r k e t in g s u c c e s s wit h c o n t e n t
s u c c e s s f u l in 2 02 1 e f f o r t s didn ’t h a v e ma r k e t in g in 2 02 1
h a v e a do c u me n t e d a do c u me n t e d s p e n t le s s t h a n 5 %
c o n t e n t ma r k e t in g c o n te n t s tra te g y o f t h e ir ma r k e t in g
s tra te g y bu dg e t o n c o n t e n t
Pro mo t in g y o u r c o n t e n t Siz e o f t h e c o n t e n t
o n p a id c h a n n e ls ma r k e t in g t e a m
46% 3 1% 59% 36%

o f c o mp a n ie s t h a t o f c o mp a n ie s t h a t h a d o f c o mp a n ie s wh o s e o f c o mp a n ie s wh o s e
h a d h ig h ly s u c c e s s f u l u n s u c c e s s fu l c o n te n t c o n t e n t ma r k e t in g wa s c o n t e n t ma r k e t in g wa s
c o n t e n t ma r k e t in g t h is ma r k e t in g in 2 02 1 u n s u c c e s s f u l in 2 02 1 u n s u c c e s s f u l in 2 02 1 h a d
y e a r in c r e a s e d t h e ir h a d n o p a id p r o mo h a d n o de dic a t e d 1 - 3 s p e c ia lis t s in t h e ir
p a id c o n t e n t p r o mo f o r t h e ir c o n t e n t a t a ll c o n t e n t ma r k e t in g c o n te n t te a m
bu dg e t in 2 02 1 t e a m o r s p e c ia lis t
Ru n n in g c o n t e n t a u d it s
a n d u p d a t in g c o n t e n t
46% 65%
o f c o mp a n ie s wh o s e o f c o mp a n ie s wh o se
c o n t e n t ma r k e t in g wa s c o n t e n t ma r k e t in g wa s
u n s u c c e s s f u l in 2 02 1 v e r y s u c c e s s f u l in 2 02 1
n e v e r ru n c o n te n t r u n c o n t e n t a u dits mo re
a u dit s t h a n t wic e a y e a r
69
Ha v e a d o c u me n t e d s t r a t e g y a n d p la n
Of o u r r e s p o n de n t s , 91 % s a id t h a t c o n t e n t
ma r k e t in g wa s s u c c e s s f u l t o s o me de g r e e ,
s o it ’s c e r t a in ly wo r t h c o n s ide r in g a s a t a c t ic
in 2 02 2 . It ’s a ls o e s s e n t ia l t o h a v e a h ig h - le v e l
s t r a t e g y f o r y o u r c o n t e n t , wh ic h s h o u ld in v o lv e
t h e k e y c o n t e n t ma r k e t in g r e s u lt s , g o a ls ,
me t r ic s , bu y e r p e r s o n a s , a n d c o n t e n t p la n s .
Of t h o s e wh o h a d a s u c c e s s f u l c o n t e n t
ma r k e t in g s t r a t e g y , 7 8 % h a v e a do c u me n t e d
c o n t e n t ma r k e t in g s t r a t e g y .
Pr io r it iz e q u a lit y o f c o n t e n t
It ’s wo r t h be a r in g in min d wh a t k in d o f c o n t e n t
do e s we ll. Ou r s u r v e y u n c o v e r e d t h a t q u a lit y
o f c o n t e n t is t h e p r ima r y s u c c e s s f a c t o r
in o r g a n ic r a n k in g a n d in c o n t e n t ma r k e t in g
in g e n e r a l. Th is is f o llo we d by in c r e a s in g
t h e c o n t e n t o u t p u t , in v e s t in g in k e y wo r d
r e s e a r c h a n d c r e a t in g u n iq u e a n d r e s e a r c h -
dr iv e n c o n t e n t .
T a k e a wa 70
Pu t y o u r mo n e y wh e r e y o u r mo u t h is
On t o p o f t h is , p a id p r o mo t io n c a n h e lp y o u r
c h a n c e s o f be in g h ig h ly s u c c e s s f u l in c o n t e n t
ma r k e t in g : 46% o f c o mp a n ie s t h a t did
e x t r e me ly we ll in c r e a s e d t h e ir p a id c o n t e n t
p r o mo t io n bu dg e t in 2 02 1 . In c o n t r a s t , 31 %
o f c o mp a n ie s t h a t h a d u n s u c c e s s f u l c o n t e n t
ma r k e t in g h a d n o p a id p r o mo t io n f o r t h e ir
c o n t e n t a t a ll.
Giv in g y o u r c o n t e n t a n e x t r a p a id bo o s t c a n
h e lp y o u a t t r a c t n e w a u die n c e s a t t h e t o p
a n d middle o f t h e f u n n e l. F o r e x a mp le , r u n n in g
a ds t o p r o mo t e y o u r g a t e d c o n t e n t ( e .g .,
e bo o k s ) is a n e f f e c t iv e t a c t ic f o r g e n e r a t in g
q u a lif ie d le a ds .
T a k e a wa 71
Ru n c o n t e n t a u d it s a n d me a s u r e
y o u r r e s u lt s
Ru n n in g c o n t e n t a u dit s c a n h e lp y o u p ic k
t h e lo w- h a n g in g f r u it s a n d g e n e r a t e q u ic k
win s wit h o u t s p e n din g e x t r a r e s o u r c e s o n n e w
c o n t e n t . 65 % o f c o mp a n ie s wh o s e c o n t e n t
ma r k e t in g wa s v e r y s u c c e s s f u l in 2 02 1 r u n
c o n t e n t a u dit s mo r e t h a n t wic e a y e a r. Be s ide s ,
t h e e n g a g e me n t we n t u p by 45 % a n d o r g a n ic
r a n k in g s a n d t r a f f ic in c r e a s e d by 43%
f o r t h e r e s p o n de n t s t h a t u p da t e d t h e ir c o n t e n t .
F in a lly , 66% o f c o mp a n ie s me a s u r e c o n t e n t
p e r f o r ma n c e , wh ic h le a v e s 2 0% o f t h o s e
wh o do n ’t a n d 1 5 % wh o a r e n o t s u r e . It ’s
imp o r t a n t t o ma k e s u r e we a r e mo v in g
t o 1 00% o f c o mp a n ie s me a s u r in g c o n t e n t
p e r f o r ma n c e in 2 02 2 . Do in g s o is t h e o n ly
wa y t o u n de r s t a n d wh e t h e r y o u r c o n t e n t
r e s o n a t e s wit h y o u r c u s t o me r s a n d g e n e r a t e s
t a n g ible bu s in e s s r e s u lt s . It ’s a ls o t h e o n ly wa y
t o imp r o v e a n d o p t imiz e y o u r s t r a t e g y . Th e t o p
t h r e e c o n t e n t ma r k e t in g me t r ic s , a c c o r din g
t o o u r r e s p o n de n t s , a r e o r g a n ic t r a f f ic , s e a r c h
T a k e a wa
r a n k in g s , a n d le a ds .
72
T h e An a t o my
o f T o p - Pe r f o r min g
Or g a n ic Co n t e n t
in 2 02 2
Wh ile 7 7 % o f ma r k e t e r s We a im t o o f fe r in s ig h t in t o h o w
r e p o r t t h a t b lo g g in g d r iv e s t o in c r e a s e t r a f f ic , dr iv e ba c k lin k s ,
r e s u lt s , t h e r e ’s n o c h e a t a n d ma k e y o u r o r g a n ic c o n t e n t mo r e
s h e e t f o r c r e a t in g v a lu a b le , s h a r e a ble by e x a min in g t h e f o llo win g
o r ig in a l c o n t e n t . Ac h ie v in g c o mmo n c h a r a c t e r is t ic :
t h o u s a n d s o f v ie ws , b a c k lin k s ,
a n d s h a r e s t a k e s t ime , t o o ls , He a d lin e s
a n d e x p e r t is e . Ho we v e r, St r u c t u r e
t h e a n a ly t ic s s h o w c o n t e n t L is t s
t h a t p e r f o r ms we ll d o e s t e n d L e n g th
t o e x h ib it a n u mb e r o f c o mmo n Vis u a ls
c h a r a c t e r is t ic s t h a t y o u c a n
e mu la t e in y o u r o wn wo r k .
73
Ho w we d e t e r min e d c o n t e n t
p e r f o r ma n c e
We s e le c t e d 5 00,000 a r t ic le s
p u b lis h e d o n b lo g s t h a t h a d
b e t we e n 3 0,000 a n d 5 00,000
a v e r a g e mo n t h ly v ie ws in 2 02 1 ,
e x c lu d in g b lo g s p u b lis h e d a f t e r
No v e mb e r 2 02 1 . We lo o k e d
a t o r g a n ic t r a fic , e n g a g e me n t
o n s o c ia l me d ia ( F a c e b o o k ) ,
a n d b a c k lin k s . F in a lly , we
e s t a b lis h e d t h e me a n r e f e r e n c e
v a lu e s f o r t h e mo s t c o mmo n
c h a r a c t e r is t ic s o f c o n t e n t .
In re c o gn itio n o f th e fa c t th a t
th e re a re s o me big diffe re n c e s
a c ro s s in du s trie s , we h a v e
in c lu de d c h a ra c te ris tic s
fo r s u c c e s s fu l c o n te n t in te n
s e le c te d fie lds .
74
Ke y St a t s
1
He a d lin e s
• He a din gs with “Gu ide ” in th e title a ttra c t th re e time s mo re o rga n ic tra ffic
th a n o th e rs , a n d th o s e c o n ta in in g "h o w to ” o u tpe rfo rm by 1.5 time s
• Artic le s with s e v e n o r fe we r wo rds in th e ir H1 ge t 36% mo re a v e ra ge
2
Pa g e s t r u c t u r e
• 47 % o f a rtic le s th a t h a v e a n a dv a n c e d h e a din gs s tru c tu re (H2 + H3 +

H4) be lo n g to th e h igh e s t- pe rfo rmin g o rga n ic c o n te n t gro u p
• 39% o f a rtic le s with n o H2 a re lo w- pe rfo rmin g
• Artic le s with o n e o r two lis ts pe r 500 wo rds ge t 68% mo re tra ffic th a n

th o s e with n o lis ts
75
Ke y St a t s
3
Vis u a ls
• Artic le s with mo re th a n s e v e n ima ge s ge n e ra te 116% mo re o rga n ic

tra ffic th a n th o s e with n o n e
• Artic le s with v ide o s ge t 83% mo re tra ffic th a n th o s e with o u t
• Artic le s with mo re th a n th re e v ide o s ge n e ra te d 55% mo re

ba c k lin k s th a n th o s e with n o n e
4
T o p ic c o v e r a g e
• Artic le s o v e r 3,000 wo rds ge t 138% mo re tra ffic th a n th o s e with fe we r

th a n 500 wo rds
• 7 8% o f a rtic le s with fe we r th a n 500 wo rds h a v e n o t be e n s h a re d
• Wh e th e r a ta rge t to pic is fu lly c o v e re d o r n o t is k e y
76
He a d lin e T y p e : H1 L e n g t h :
Imp a c t o n Or g a n ic Pe r f o r ma n c e Imp a c t o n Or g a n ic Pe r f o r ma n c e
Or g a n ic t r a fic Or g a n ic t r a fic
g u id e s 116 <7 wo r d s 46
h o w- t o 55 7 – 9 wo r d s 37
lis t s 44 1 0– 1 3 wo r d s 36
Sh q au erset iosn s 41 Sh 1 a4+r wo

e sr d s 32
<o t h e r > 39
Sh a r e s Sh a r e s
lis t s 7 <7 wo r d s 7
<o t h e r > 7 7 – 9 wo r d s 6
h o w- t o 6 1 0– 1 3 wo r d s 6
q u e s t io n s 5 1 4+ wo r d s 6
g u id e s 4
Ba c k lin k s Ba c k lin k s
g u id e s 6 <7 wo r d s 4
h o w- t o 5 7 – 9 wo r d s 4
q u e s t io n s 4 1 0– 1 3 wo r d s 4
lis t s 4 1 4+ wo r d s 3
<o t h e r > 4
Wh a t we did: We c o mpa re d h e a din gs Wh a t we did: We c o mpa re d H1 le n gth

with diffe re n t wo rdin g (th o s e th a t a ga in s t th e a v e ra ge mo n th ly o rga n ic
o ffe re d a qu e s tio n a n d a n a n s we r, tra ffic , n u mbe r o f s h a re s o n F a c e bo o k ,
gu ide s , to p- N lis ts , h o w- to s , a n d mo re ) a n d ba c k lin k s th e a rtic le h a d. No te th a t
a ga in s t th e a v e ra ge mo n th ly o rga n ic th e s e re s u lts a re re fle c tiv e o f th e fa c t
tra ffic , n u mbe r o f s h a re s o n F a c e bo o k , th a t we a re lo o k in g a t o rga n ic tra ffic —
a n d ba c k lin k s th e a rtic le h a d. a n d h e a dlin e s in th e SE RPs a re c u rta ile d.
Blo g a n d s e a rc h h e a dlin e s c a n be
diffe re n tia te d a n d be o f diffe re n t le n gth s .
77
Dis t r ib u t io n Nu mb e r o f L is t s :
o f He a d in g De p t h Imp a c t o n Or g a n ic Pe r f o r ma n c e
L o w p e r f o r ma n c e Or g a n ic t r a fic
No H2 39% 1 lis t p e r 5 00 wo r d s 67
H2 o n ly 24% 2 lis t s p e r 5 00 wo r d s 63
H2 + H3 17 % 3 lis t s p e r 5 00 wo r d s 53
Sh H2a r+eH3s + H4 17 % Sh 4a lisr tes sp e r 5 00 wo r d s 45
5 + lis t s p e r 5 00 wo r d s 43
n o lis t s 33
Me d iu m p e r f o r ma n c e Sh a r e s
H2 o n ly 41 % 3 lis t s p e r 5 00 wo r d s 8
No H2 39% 5 + lis t s p e r 5 00 wo r d s 8
H2 + H3 39% 1 lis t p e r 5 00 wo r d s 7
H2 + H3 + H4 36% 2 lis t s p e r 5 00 wo r d s 7
4 lis t s p e r 5 00 wo r d s 7
n o lis t s 6
Hig h p e r f o r ma n c e Ba c k lin k s
H2 + H3 + H4 47 % 1 lis t p e r 5 00 wo r d s 5
H2 + H3 44% 2 lis t s p e r 5 00 wo r d s 4
H2 o n ly 35% n o lis t s 3
No H2 22% 3 lis t s p e r 5 00 wo r d s 3
4 lis t s p e r 5 00 wo r d s 3
5 + lis t s p e r 5 00 wo r d s 2
Wh a t we did: We lo o k e d a t th e pe rc e n ta ge Wh a t we did: We lo o k e d a t th e n u mbe r

o f a rtic le s with diffe re n t s tru c tu re s (pre s e n c e o f lis ts pe r e v e ry 500 wo rds o f pla in te x t
o r a bs e n c e o f H2, H3, H4, e tc .) in e a c h (with n o bu lle ts ) a n d c o mpa re d it a ga in s t
o f th e pe rfo rma n c e gro u ps a s s ign e d ba s e d th e a v e ra ge mo n th ly o rga n ic tra ffic ,
o n o rga n ic tra ffic , s o c ia l s h a re s , a n d ba c k lin k s : n u mbe r o f s o c ia l s h a re s , a n d ba c k lin k s it
We a v e ra ge d th e me tric s to s plit a ll a rtic le s in to h a d.
h igh -pe rfo rmin g (20%), a v e ra ge -pe rfo rmin g
(60%), a n d lo w-pe rfo rmin g (20%) o n e s . 78
Nu mb e r o f Ima g e s : Nu mb e r o f Vid e o s :
Imp a c t o n Or g a n ic Pe r f o r ma n c e Imp a c t o n Or g a n ic Pe r f o r ma n c e
Or g a n ic t r a fic Or g a n ic t r a fic
7 + ima g e s 95 2 v id e o s 92
6- 7 ima g e s 81 3+ v id e o s 80
4- 5 ima g e s 71 1 v id e o 74
Sh 2 a- 3r ima
e sg e s 48 Sh Noa rv eid es o s 38
1 ima g e 36
n o ima g e s 25
Sh a r e s Sh a r e s
7 + ima g e s 10 1 v id e o 9
6- 7 ima g e s 8 3+ v id e o s 8
n o ima g e s 7 No v id e o s 6
1 ima g e 6 2 v id e o s 6
2 - 3 ima g e s 6
4- 5 ima g e s 6
Ba c k lin k s Ba c k lin k s
2 - 3 ima g e s 5 3+ v id e o s 7
6- 7 ima g e s 4 1 v id e o 5
n o ima g e s 4 2 v id e o s 5
1 ima g e 4 No v id e o s 4
4- 5 ima g e s 4
7 + ima g e s 3
Wh a t we did: We lo o k e d a t th e n u mbe r Wh a t we did: We lo o k e d a t th e n u mbe r

o f ima ge s in th e a rtic le a n d c o mpa re d it o f v ide o s in th e a rtic le a n d c o mpa re d
a ga in s t th e a v e ra ge mo n th ly o rga n ic tra ffic , it a ga in s t th e a v e ra ge mo n th ly o rga n ic
n u mbe r o f s o c ia l s h a re s , a n d ba c k lin k s it h a d. tra ffic , n u mbe r o f s o c ia l s h a re s ,
a n d ba c k lin k s it h a d.
79
Co n t e n t L e n g t h : No n - Sh a r e d Ar t ic le s
Imp a c t o n Or g a n ic Pe r f o r ma n c e b y L e n g th
Or g a n ic t r a fic
>3000 wo r d s 17 9 <5 00 wo r d s 7 8%
2 000- 3000 wo r d s 1 56 5 00- 1 000 wo r d s 68%
1 5 00- 2 000 wo r d s 1 04 1 000- 1 5 00 wo r d s 63%
Sh 1 a000-
r e 1s5 00 wo r d s 70 >3000 wo r d s 63%
5 00- 1 000 wo r d s 40 2 000- 3000 wo r d s 62%
<5 00 wo r d s 33 1 5 00- 2 000 wo r d s 61 %
Sh a r e s
<5 00 wo r d s 6 Wh a t we did: We lo o k e d a t th e wo rd
c o u n t o f e a c h a rtic le a n d c o mpa re d
5 00- 1 000 wo r d s 6
it a ga in s t th e a v e ra ge o rga n ic tra ffic ,
1 000- 1 5 00 wo r d s 6 n u mbe r o f s h a re s o n F a c e bo o k ,
1 5 00- 2 000 wo r d s 6 a n d th e n u mbe r o f ba c k lin k s it h a d.
2 000- 3000 wo r d s 6
>3000 wo r d s 5
Ba c k lin k s
>3000 wo r d s 11
2 000- 3000 wo r d s 10
1 5 00- 1 2 00 wo r d s 7
1 000- 1 5 00 wo r d s 5
5 00- 1 000 wo r d s 4
<5 00 wo r d s 3
80
Ke y
T a k e a wa y s
1
Cr a f t y o u r h e a d lin e s c a r e f u lly
In o u r a n a ly s is , we s e e th a t a rtic le s th a t fe a tu re “Gu ide ” a n d “Ho w to ”
in th e ir h e a dlin e s a ttra c t th e mo s t o rga n ic tra ffic . Gu ide s a n d h o w- to s
pe rfo rm we ll be c a u s e th e y e n a ble y o u r a u die n c e to o v e rc o me a c h a lle n ge .
Wh e n lo o k in g fo r a n a n gle , y o u c a n try to ta p in to th e ir de s ire to s o lv e
a pro ble m o r le a rn s o me th in g n e w by ge n e ra tin g F OMO (fe a r o f mis s in g
o u t). Yo u c a n a ls o u s e s c a rc ity o f time (I n e e d to re a d th is n o w), my s te ry (I
h a v e to k n o w a bo u t th is ), o r go o d o ld- fa s h io n e d h u mo r.
2
St r u c t u r e c o n t e n t t o imp r o v e r e a d a b ilit y
He a dlin e s h e lp bo th re a de rs a n d s e a rc h e n gin e s n a v iga te a n d u n de rs ta n d
th e c o n te n t. Us in g th e c o rre c t s u bh e a din gs (H1, H2, H3, e tc .) c a n h e lp y o u
c o v e r th e e n tire to pic wh ile e n s u rin g a s mo o th e x pe rie n c e fo r th e re a de r.
It a ls o impro v e s y o u r we bs it e a c c e s s ibilit y , a s s c re e n - re a de rs (fo r v is u a lly
impa ire d a u die n c e me mbe rs ) a re be tte r a ble to de liv e r th e c o n te n t.
81
Ke y T a k e a wa y s
3
Us e lis t s wis e ly
L is ts do h e lp with c o n te n t pe rfo rma n c e a s th e y e n a ble re a de rs

to be tte r u n de rs ta n d impo rta n t in fo rma tio n , bu t o n ly in c lu de th e m
wh e re n e c e s s a ry . To o ma n y lis ts pe r 500 wo rds ma y n e ga tiv e ly impa c t
th e re a din g e x pe rie n c e . Th is ru le a pplie s to a ll o th e r a re a s : It’s impo rta n t
to a lwa y s fo c u s o n ple a s in g th e a c tu a l re a de r v s . th e s e a rc h e n gin e s .
4
L e v e r a g e ima g e s
Ima ge s te ll a s to ry , bre a k u p th e c o py a n d a ls o a ppe a r in th e ima ge
s e c tio n o f th e s e a rc h re s u lts (if y o u in c lu de re le v a n t k e y wo rds in th e a lt.
te x t). Wh ile it’s be s t to u s e o rigin a l ima ge s a n d in fo gra ph ic s , y o u c a n a ls o
fin d fre e - to - u s e a n d pa id s to c k ph o to gra ph s o n we bs ite s lik e Un s p la s h ,
Pe x e ls , Pix a ba y , a n d Ca n v a .
82
Ke y T a k e a wa y s
5
In t r o d u c e v id e o s
It’s be c o min g e a s ie r a n d e a s ie r to c re a te qu a lity v ide o s to in c lu de
a lo n gs ide y o u r writte n c o n te n t. In te rms o f wh a t s o rts o f v ide o s
to pro du c e , y o u c a n e x pa n d o n po in ts ma de in th e a rtic le , a dd
c o mme n ta ry o r a diffe re n t pe rs pe c tiv e , in c lu de c a s e s tu die s
o r e x a mple s , o r s imply a dd a n F AQ v ide o .
Th e re a re fre e a n d pa id v ide o c re a tio n pla tfo rms th a t ma k e th e jo b

re la tiv e ly s tra igh tfo rwa rd. So me o f th e mo s t po pu la r in c lu de In Vide o ,
An imo t o , a n d Ca n v a , a mo n g o th e rs .
6
Do n ’t wr it e lo n g e r a r t ic le s f o r t h e s a k e o f it
No te th a t wh ile lo n ge r a rtic le s o u tpe rfo rm, it’s be c a u s e th is c o n te n t
te n ds to be mo re in - de pth —n o t s imply be c a u s e it h a s mo re wo rds . Th e
pre fe re n c e s o f y o u r a u die n c e a n d th e to pic o r fo rma t de te rmin e h o w lo n g
e a c h pie c e s h o u ld be . If y o u a re u n s u re wh a t th e o ptima l le n gth fo r a n y
pa rtic u la r pie c e o f c o n te n t is , y o u c a n ide n tify it by ru n n in g a n a n a ly s is
u s in g y o u r ta rge t k e y wo rds a n d th e Se mru s h SE O Co n t e n t Te mp la t e
t o o l ↗. To ge t a be tte r u n de rs ta n din g o f wh a t y o u r re a de rs a re lo o k in g
fo r wh e n e x plo rin g y o u r ta rge t to pic , u s e th e To p ic Re s e a rc h t o o l ↗.
83
T o p Pe r f o r min g
Co n t e n t in Nic h e
In d u s t r ie s
F o llo win g o n f r o m o u r g lo b a l We a n a ly z e d 8,4 3 5 a r t ic le s
a n a ly s is o f t o p - p e r f o r min g o n 9 6 9 d o ma in s in E n g lis h
o r g a n ic c o n t e n t , we e x a min e d t h a t we r e g e t t in g t h e mo s t
s o me imp o r t a n t p a t t e r n s t r a fic b e t we e n Oc t o b e r
o f t o p - p e r f o r min g b lo g p o s t s 2 02 0 t o Oc t o b e r 2 02 1
in a n u mb e r o f in d u s t r ie s in t h e 1 0 in d u s t r ie s t h a t a r e
in t h e U.S. An a ly z in g a ll a mo n g t h e mo s t e x p e n s iv e
t y p e s o f t r a fic , o u r a im wa s f o r PPC a d v e r t is in g . T h e n ,
t o e s t a b lis h s o me b e s t p r a c t ic e s we lo o k e d a t t h e t r a fic
a n d b e n c h ma r k s f o r t h o s e s o u r c e s , b a c k lin k a n d o r g a n ic
in d u s t r ie s . k e y wo r d s d a t a , o r g a n ic t r a fic ,
a s we ll a s t h e c o mmo n p a t t e r n s
r e la t e d t o c o n t e n t t y p e s
a n d e n g a g e me n t .
84
Av e r a g e CPC f o r
Bid d in g o n Ke y wo r d s
in E a c h In d u s t r y
Ca te go ry Ca te go ryAv g.CPC (USD) Av g.CPC (USD)
5 In t e r n e t & t e le c o m 5.54
1 Ins u r a nc e 2 0.1 2
6 Ba n k in g 4.98
2 Dis t a nc e le a r ning 1 3.2 0 7 Re a l e s t a t e 1 .90
8 Be a u t y & s k in c a r e 1 .60
3 Le ga l 1 1 .41
9 Tr a v e l 1 .46
4 Ma r k e t in g & a d v e r t is in g 7 .33 10 J e we lr y 1 .26
Wh a t we d id : We lo o k e d a t th e a v e ra ge c o s t pe r c lic k fo r e a c h o f th e c o n s ide re d in du s trie s

fro m J a n u a ry to No v e mbe r 2021.
85
T r a fic t o In d u s t r y Blo g s b y So u r c e
Dis t a n c e In t e r n e t &
Tr a v e l
le a r n in g t e le c o m
Dir e c t 1 0.80% Dir e c t 1 1 .1 5% Dir e c t 1 5.98%

Re f e r r a l 2 .1 1 % Re f e r r a l 1 .62 % Re f e r r a l 1 .95%
Pa id 0.43% Pa id 0.32 % Pa id 0.66%
So c ia l 0.80% So c ia l 0.60% So c ia l 2 .1 6%
Se a r c h 85.86% Se a r c h 86,31 % Se a r c h 7 9,2 4%
Ad v e r t is in g &
Ba n k in g Legal J e we lr y
ma r k e t in g
Dir e c t 1 5.49% Dir e c t 1 1 .47 % Dir e c t 1 5.2 4% Dir e c t 1 4.95%

Re f e r r a l 2 .2 6% Re f e r r a l 2 .04% Re f e r r a l 2 .44% Re f e r r a l 1 .60%
Pa id 0.89% Pa id 0.65% Pa id 0.94% Pa id 0.57 %
So c ia l 0.95% So c ia l 1 .08% So c ia l 0.62 % So c ia l 3.04%
Se a r c h 80.42 % Se a r c h 84.7 6% Se a r c h 80.7 7 % Se a r c h 7 9.84%
Re a l
Be a u t y In s u r a n c e
e s ta te
Dir e c t 1 5.2 6% Dir e c t 1 9.94% Dir e c t 1 2 .43%

Re f e r r a l 1 .7 8% Re f e r r a l 2 .2 2 % Re f e r r a l 2 .58%
Pa id 0.87 % Pa id 2 .7 1 % Pa id 1 .09%
So c ia l 1 .07 % So c ia l 3.62 % So c ia l 0.34%
Se a r c h 81 .02 % Se a r c h 7 1 .52 % Se a r c h 83.57 %
Wh a t we d id : We c h e c k e d th e tra ffic s o u rc e s o f th e s e le c te d in du s try blo gs a c ro s s

in th e U.S. fro m Oc to be r 2020 to Oc to be r 2021 a n d s plit th e ir tra ffic by
s o u rc e s . All da ta s h o wn is fo r a n a v e ra ge blo g po s t in e a c h c a te go ry .
86
In d u s t r y Blo g s
Pe r f o r ma n c e b y Ba c k lin k s
Сa te go ry Me dia n n u mbe r o f ba c k lin k s
Re a l e s t a t e 3
Dis t a n c e le a r n in g 2
Tr a v e l 2
Ba n k in g 2
Ad v e r t is in g & ma r k e t in g 2
In t e r n e t & t e le c o m 1
Legal 1
J e we lr y 1
Be a u t y 1
In s u r a n c e 1
87
Pe r f o r ma n c e b y Or g a n ic
Ke y wo r d s
Сa te go ry Me dia n n u mbe r o f o rga n ic k e y wo rds
In t e r n e t & t e le c o m 1 37
Tr a v e l 91
Legal 84
Be a u t y 84
Ba n k in g 82
In s u r a n c e 71
J e we lr y 56
88
Pe r f o r ma n c e b y Or g a n ic
T r a fic
Сa te go ry Me dia n mo n th ly o rga n ic tra ffic
Dis t a n c e le a r n in g 7 54
In t e r n e t & t e le c o m 1 58
Tr a v e l 1 35
J e we lr y 1 22
Be a u t y 113
Legal 110
Ba n k in g 87
In s u r a n c e 77
89
Pe r f o r ma n c e b y So c ia l Me d ia
E n g a g e me n t
21
26
8
15
41
Tr a v e l 28
62
12
Ba n k in g 9
20
16
Legal 9
14
36
19
ma r k e t in g
34
6
J e we lr y 18
16
23
17
12
Be a u t y 11
16
21
In s u r a n c e 14
13
Me dia n F a c e bo o k s h a re s Me dia n F a c e bo o k c o mme n ts Me dia n F a c e bo o k re a c tio n s
Wh a t we d id : We de te rmin e d e n ga ge me n t in to p-pe rfo rmin g c o n te n t, de fin e d by me dia n F a c e bo o k

s h a re s , c o mme n ts , a n d re a c tio n s a c ro s s e a c h o f o u r c h o s e n in du s try c a te go rie s . 90
T o p - Pe r f o r min g Ar t ic le s :
b y Ar t ic le T y p e s
Dis t a n c e In t e r n e t &
Tr a v e l
le a r n in g t e le c o m
L is t 2 2 .2 % L is t 1 4.3% L is t 2 8.7 %
Qu e s t io n 8.6% Qu e s t io n 1 8.4% Qu e s t io n 7 .3%
Ho w t o 1 3.8% Ho w t o 1 9.2 % Ho w t o 3.6%
Gu id e 5.7 % Gu id e 4.3% Gu id e 7 .0%
Ot h e r 49.6% Ot h e r 43.8% Ot h e r 53.5%
Ba n k in g Legal J e we lr y
ma r k e t in g
L is t 1 4.6% L is t 1 2 .6% L is t 36.9% L is t 1 4.6%

Qu e s t io n 2 1 .8% Qu e s t io n 2 1 .6% Qu e s t io n 6.2 % Qu e s t io n 1 5.2 %
Ho w t o 1 2 .3% Ho w t o 9.0% Ho w t o 1 8.9% Ho w t o 9.4%
Gu id e 3.2 % Gu id e 3.6% Gu id e 7 .6% Gu id e 7 .3%
Ot h e r 48.2 % Ot h e r 53.1 % Ot h e r 30.4% Ot h e r 53.5%
Re a l
Be a u t y In s u r a n c e
e s ta te
L is t 2 4.6% L is t 2 2 .2 % L is t 1 5.8%
Qu e s t io n 1 2 .1 % Qu e s t io n 1 4.9% Qu e s t io n 2 1 .2 %
Ho w t o 9.6% Ho w t o 1 5.7 % Ho w t o 9.8%
Gu id e 4.2 % Gu id e 4.4% Gu id e 3.6%
Ot h e r 49.6% Ot h e r 42 .% Ot h e r 49.7 %
Wh a t we d id : We ide n tifie d a rtic le s fro m e a c h o f th e in du s try blo gs a n d c a te go riz e d ty pe s

o f c o n te n t s e e n th e re . 91
b y Nu mb e r o f Ima g e s
Сa te go ry Me dia n n u mbe r o f ima ge s pe r a rtic le
Tr a v e l 5
J e we lr y 5
Be a u t y 3
Ba n k in g 1
Legal 1
In s u r a n c e 1
Wh a t we d id : We de te rmin e d th e a v e ra ge n u mbe r o f ima ge s in a blo g po s t pe r e a c h in du s try .
92
b y He a d in g St r u c t u r e
7 3.1 %
Dis t a n c e le a r n in g 62 .4%
2 0.0%
69.2 %
In t e r n e t & t e le c o m 47 .2 %
1 0.9%
65 .4%
Tr a v e l 49.0%
1 1 .4%
66.8 %
Ba n k in g 47 .9%
1 2 .2 %
68 .0%
Legal 46.4%
1 2 .5 %
8 8 .1 %
7 3.3%
ma r k e t in g
2 4.7 %
5 5 .2 %
J e we lr y 40.4%
8 .1 %
7 0.0%
Re a l e s t a t e 5 3.7 %
1 5 .4%
63.5 %
Be a u t y 42 .6%
1 4.2 %
65 .6%
In s u r a n c e 44.7 %
1 3.7 %
% o f a rtic le s c o n ta in in g h 2 % o f a rtic le s c o n ta in in g h 3 % o f a rtic le s c o n ta in in g h 4
Wh a t we d id : We pic k e d th e to p pe rfo rmin g a rtic le s fro m e a c h in du s try blo g a n d a v e ra ge d

th e n u mbe r o f H2s , H3s , a n d H4s . 93
T o p - p e r f o r min g Ar t ic le s :
b y Ar t ic le L e n g t h
Сa te go ry Me dia n blo g po s t le n gth (wo rds )
Ad v e r t is in g & ma r k e t in g 1 ,845
Dis t a n c e le a r n in g 1 ,324
Tr a v e l 1 ,1 04
Re a l e s t a t e 1 ,064
Legal 989
Ba n k in g 97 7
J e we lr y 896
Be a u t y 891
In s u r a n c e 884
Wh a t we d id : We pic k e d th e to p- pe rfo rmin g a rtic le s fro m e a c h in du s try blo g a n d de te rmin e d

th e ir a v e ra ge le n gth .
94
T a k e a wa y s
1
Or g a n ic t r a fic a n d e n g a g e me n t
Th e in du s try with —by fa r a n d a wa y —th e mo s t e n ga ge me n t o n F a c e bo o k
is tra v e l a n d to u ris m. Se a rc h is th e do min a n t s o u rc e o f tra ffic in a ll
in du s trie s . Th e fa c t th a t dis ta n c e le a rn in g a n d ma rk e tin g a n d a dv e rtis in g
a re le a din g in te rms o f o rga n ic tra ffic a n d k e y wo rds s u gge s ts it’s wo rth
le a rn in g fro m c o mpa n ie s in th e s e s e c to rs .
2
Us e o f ima g e s
Tra v e l a n d to u ris m, a lo n gs ide je we lry a n d lu x u ry go o ds le a d th e wa y wh e n
it c o me s to u s e o f ima ge s . F o r th e re s t, th e u s e o f ima ge s ra n ge s be twe e n
o n e a n d th re e pe r a rtic le . Ta k in g in to a c c o u n t th e glo ba l tre n d, wh ic h s h o ws
th e u s e o f ima ge s a ffe c ts ra n k in g, it’s wo rth s e le c tin g v is u a ls c a re fu lly .
95
T a k e a wa y s
3
St r u c t u r e a n d t r a fic
Adv e rtis in g a n d ma rk e tin g a re le a din g th e wa y wh e n it c o me s

to s tru c tu re , with th e h igh e s t n u mbe r o f H2s a n d o th e r s u bo rdin a te
H ta gs . Dis ta n c e le a rn in g is s e c o n d, s h o win g th e re ma y be a lo o s e
c o rre la tio n be twe e n s tru c tu re a n d ra n k in g. Th is is wo rth k e e pin g in min d
a s y o u pro du c e y o u r o wn c o n te n t.
4
Ar t ic le t it le s
Artic le title s fe a tu rin g th e wo rd “lis t” do we ll in ma n y o f th e in du s try
c a te go rie s . “Qu e s tio n ” a n d “Ho w to ” a re a ls o to p pe rfo rme rs . Th is is wo rth
c o n s ide rin g, n o ma tte r wh ic h in du s try y o u o pe ra te in . Ho we v e r, y o u s h o u ld
a ls o k e e p in min d th a t s o me fo rma ts c o u ld wo rk e s pe c ia lly we ll in c e rta in
s e c to rs . F o r e x a mple , th e lis tic le a rtic le s a re po pu la r in tra v e l a n d “qu e s tio n ”
blo g po s ts a re mo re re le v a n t fo r ba n k in g a n d le ga l.
96
T a k e a wa y s
5
Ar t ic le le n g t h a n d q u a lit y
In te rms o f a rtic le le n gth , a dv e rtis in g a n d ma rk e tin g a re th e ru n a wa y

le a de rs with a n a v e ra ge wo rd c o u n t o f 1,845. Dis ta n c e le a rn in g
a n d tra v e l a n d to u ris m a re in s e c o n d a n d th ird pla c e —pe rh a ps re fle c tin g
th e n e e d to c o mpe te o n c o mpre h e n s iv e n e s s in a re n a s with a h u ge
v o lu me o f c o mpe tin g a rtic le s .
Wh e n c re a tin g c o n te n t, pa y a tte n tio n to y o u r re a de rs ’ s e a rc h

in te n t. Co n s ide r h o w mu c h in fo rma tio n s h o u ld be pro v ide d to c o v e r
th e qu e s tio n . Als o th in k a bo u t y o u r a u die n c e ’s pre fe re n c e s , div e in to
c o mpe titiv e re s e a rc h a n d de fin e th e o bje c tiv e o f e a c h pie c e y o u
pro du c e . F o r e x a mple , if y o u a re writin g a n e ws pie c e , th e re is n o n e e d
to c re a te a gia n t h o w- to gu ide .
If y o u a re u n s u re a bo u t h o w de ta ile d y o u r a rtic le s n e e d to be , e x plo re

th e to p 10 s e a rc h re s u lts fo r y o u r ta rge t k e y wo rds a n d ma k e u s e
o f th e SE O Co n t e n t Te mp la t e to a u to ma te th is pro c e s s .
Ke e pin g a ll th is in min d, it’s impo rta n t to c o n s ide r o u r re c o mme n da tio n s

c a re fu lly a n d ma k e s u re y o u r de c is io n s o n h o w to c re a te c o n te n t s te m
fro m th e k n o wle dge o f y o u r c u s to me rs a n d y o u r in du s try .
97
Wr it in g Kille r
Co n t e n t : T ip s
f o r Op t imiz a t io n
in 2 02 2
Yo u ’v e s e e n wh a t wo r k s He r e ’s wh a t we d id
a n d wh a t d o e s n ’t in c o n t e n t Se mru s h a n a ly z e d a y e a r’s wo rth
ma r k e t in g . No w le t ’s t a k e a s t e p o f da ta (J u n e 2020 to J u n e 2021)
f u r t h e r a n d s t a r t o p t imiz in g fro m th e SE O Writin g As s is ta n t (SWA)
y o u r c o n te n t. to o l, wh ic h c h e c k s wh e th e r te x t is
o ptimiz e d fo r e n ga ge me n t a n d SE O.
In t h is s e c t io n o f t h e r e p o r t , In to ta l, we a n a ly z e d 23,561 te x ts th a t
we ’ll d iv e in t o c o n t e n t ra n k e d in Go o gle ’s to p 10 re s u lts . 5,000
o p t imiz a t io n t e c h n iq u e s o f th e s e te x ts h a d a pe rfe c t s c o re
t a k e n f r o m a g lo b a l a n a ly s is (SWA s c o re 9- 10).
o f Se mr u s h Wr it in g As s is t a n t
d a t a . We e x a min e wh e t h e r • Th e h igh e s t s c o rin g c o n te n t wa s
h ig h ly o p t imiz e d c o n t e n t d o e s c o n s ide re d a n y th in g th a t s c o re d
b e t t e r (o r wo r s e ) in t h e s e a r c h be twe e n a n 8- 10 in th e to o l.
e n g in e r a n k in g s , a n d t h e n
• Th e lo we s t s c o rin g c o n te n t wa s
s h a r e s o me t ip s o n h o w b e s t
c o n s ide re d a n y th in g th a t s c o re d
t o a p p r o a c h y o u r o wn c o n t e n t
u n de r a 6 in th e to o l. We a ls o c a ll
o p t imiz a t io n .
th is “u n de r- o ptimiz e d” c o n te n t.
98
SWA Sc o r e
a n d Ra n k in g
Co r r e la t io n
In e x a min in g SWA d a t a , we f o u n d t h a t t h e h ig h e r
t h e s c o r e , t h e mo r e t h e c h a n c e t h e r e is o f r a n k in g
in t h e t o p 1 0 s e a r c h r e s u lt s :
On ly 13% o f a rtic le s th a t s c o re d ba dly in SWA ra n k in th e to p 10
Ne a rly a qu a rte r with a go o d s c o re ra n k
34% o f th o s e with th e pe rfe c t s c o re ra n k
Pe r c e n t a g e o f a r t ic le s in T o p 1 0 Go o g le r e s u lt s
v s . t h e SE O Wr it in g As s is t a n t s c o r e
SE O Writin g As s is ta n t s c o re % o f a rtic le s in To p 1 0 Go o gle re s u lts
Pe r f e c t 31 %
Go o d 24%
Me d io c r e 20%
Ba d 1 3%
99
Imp r o v in g
Re a d a b ilit y
Wh e t h e r y o u a r e wr it in g B2 B o r B2 C c o n t e n t —a n d d e p e n d in g
o n t h e n e e d s a n d e x p e r t is e o f y o u r t a r g e t r e a d e r s —y o u r
wr it in g will v a r y in c o mp le x it y . Bu t in a ll c a s e s , if y o u r wr it in g
is h a r d t o r e a d a n d f o llo w, it d o e s n ’t ma t t e r h o w in t e r e s t in g
o r v a lu a b le y o u r id e a s a r e . Yo u r r e a d e r s will a lmo s t c e r t a in ly
s wit c h o f, c lic k a wa y , o r s c r o ll s o me wh e r e e ls e .
T h e Imp o r t a n c e o f Imp r o v in g Re a d a b ilit y
17 % 13 %
o f a ll lo we s t- s c o rin g te x ts a re o f lo w- s c o rin g te x ts a re to o
to o c o mple x fo r th e ir a u die n c e s imple fo r th e ir a u die n c e
5 1% 43% 4 1%
o f lo w- s c o rin g te x ts h a v e o f lo w- s c o rin g te x ts h a v e o f lo w- s c o rin g te x ts h a v e
pa ra gra ph s th a t a re to o lo n g s e n te n c e s th a t a re to o lo n g wo rds th a t we re to o c o mple x
9 0 wo r d s 2 8 wo r d s 14 c h a ra c te rs
th e a v e ra ge le n gth o f pa ra gra ph s th e a v e ra ge le n gth o f s e n te n c e s th e a v e ra ge le n gth o f wo rds th a t
th a t a re to o lo n g th a t a re to o lo n g a re to o lo n g
Da ta s o u rc e : Se mru s h a n a ly z e d a y e a r’s wo rth o f da ta fro m th e SE O Writin g As s is ta n t be twe e n J u n e 2020

a n d J u n e 2021. Th e h igh e s t- s c o rin g c o n te n t wa s c o n s ide re d a n y th in g th a t s c o re d be twe e n
a n 8- 10, a n d th e lo we s t- s c o rin g c o n te n t—a n y th in g th a t s c o re d u n de r a 6. 1 00
Wr it in g t ip s
Us e s h o rte r wo rds in s te a d o f c o mple x o n e s , wh e re po s s ible . It s o u n ds

pa tro n iz in g, bu t th e tru th is , y o u wa n t y o u r re a de rs to be a ble to s k im y o u r
c o py a n d ge t a s mu c h in fo rma tio n a s qu ic k ly a s po s s ible .
41% o f te x ts we a n a ly z e d u s e wo rds th a t a re to o c o mple x .
So , fo rge t y o u r h igh s c h o o l E n glis h te a c h e r. Us e “u s e ,” n o t “u tiliz e ,” “fe a tu re ,”

n o t “c h a ra c te ris tic .” Th e ide a is to s o u n d lik e y o u a re ta lk in g to th e re a de r, n o t
giv in g th e m a le c tu re .
43% o f lo w- s c o rin g te x ts h a v e s e n te n c e s th a t a re to o lo n g. Ma k e s u re to mix

u p th e le n gth o f y o u r s e n te n c e s . L o ts o f s h o rt ph ra s e s ma k e y o u r c o py
s o u n d c h o ppy . At th e s a me time , to o ma n y lo n g s e n te n c e s c a n be h a rd
to fo llo w a n d th e te x t will s o u n d lo n g- win de d a n d bo rin g.
Write s h o rt pa ra gra ph s . Ac c o rdin g to SWA, y o u s h o u ld a im fo r fe we r

th a n 90 pe r pa ra gra ph .
1 01
Ma in t a in in g
a Co n s is t e n t T o n e
o f Vo ic e
Ma r k e t e r s a r e o f t e n t o ld t o wr it e c o n v e r s a t io n a lly . As me n t io n e d
a b o v e , t h is me a n s t o ima g in e y o u a r e s p e a k in g t o t h e r e a d e r d ir e c t ly .
Bu t c o n v e r s a t io n s c a n h a v e d ife r e n t t o n e s , f r o m s o mb e r t o s a r d o n ic
a n d lig h t h e a r t e d t o p r o f e s s io n a l.
It ’s imp o r t a n t t h a t y o u d e fn e a b r a n d t o n e o f v o ic e . T h is will h e lp y o u
ma in t a in c o n s is t e n c y a c r o s s y o u r c o mmu n ic a t io n s . It will a ls o h e lp y o u
s t a y c o n s is t e n t wit h in y o u r we b p a g e s a n d a r t ic le s .
T h e Imp o r t a n c e o f t h e T o n e o f Vo ic e
75% 3 0%
o f a ll te x ts h a v e s e n te n c e s o f a ll te x ts h a v e wo rds th a t
th a t a re to o c a s u a l a re to o fo rma l
78 %
o f h igh - s c o rin g po s ts a re c o n s is te n t with th e ir to n e o f v o ic e

Wr it in g t ip s
Co n s ide r wh o y o u a re ta lk in g to . Ima gin e th e y we re s ittin g a c ro s s th e ta ble

fro m y o u . Wo u ld y o u be c a s u a l, u s in g s la n g o r v e ry in fo rma l wo rds ? Or wo u ld
y o u be a little mo re po lite a n d fo rma l? Th is will h e lp y o u ge t th e to n e fo r e a c h
pie c e o f c o n te n t righ t. It’s wo rth th e e ffo rt, a s 7 8% o f h igh -s c o rin g po s ts
ma in ta in th is c o n s is te n c y .
Th e righ t to n e o f v o ic e fo r y o u r bra n d s h o u ld be de te rmin e d o n th e c o mpa n y

le v e l a n d in c o rpo ra te d in to e v e ry c o n te n t pie c e y o u c re a te . It s h o u ld s te m
fro m y o u r k n o wle dge o f y o u r c u s to me rs a n d y o u r br a n d s t o r y .
1 03
Re a d e r
E x p e r ie n c e
Blo g s a r e mo r e t h a n ju s t wo r d s o n t h e p a g e . T h e y a r e
e n t e r t a in in g in f o r ma t io n s o u r c e s , f u ll o f t a k e a wa y s a n d in s ig h t s .
Pa r t o f t h e r o le o f a c o n t e n t wr it e r is t o a mp lif y t h e b r a n d ’s
me s s a g e a n d ma k e t h e wr it t e n c o n t e n t e a s ie r t o c o n s u me . T h a t
in c lu d e s a d d in g ima g e s a n d r e le v a n t lin k s .
T h e Imp o r t a n c e o f Ad d in g Ima g e s a n d L in k s
55% 1 0%
o f lo w- s c o rin g po s ts do n ’t o f lo w- s c o rin g po s ts h a v e
h a v e e n o u gh lin k s bro k e n lin k s
57% 18 %
o f lo w- s c o rin g po s ts do n ’t o f lo w- s c o rin g po s ts fa il
h a v e e n o u gh ima ge s to a dd a lt ta gs to ima ge s

Wr it in g t ip s
Ide n tify a re a s th a t c o u ld be e x pa n de d o n o r n e e d s o u rc e s to ba c k
u p wh a t y o u a re s a y in g. Add in te rn a l o r e x te rn a l lin k s . Wh e re y o u a re
a ddin g e x te rn a l lin k s , be s u re to fin d tru s two rth y , u p-to -da te s o u rc e s
th a t do n ’t c o mpe te fo r th e s a me c lie n ts o r k e y wo rds .
Us e ima ge s to illu s tra te y o u r po s t. Th e y s h o u ld c o mple me n t

th e c o n te n t, ra th e r th a n dis tra c t fro m it. Us e a c o n s is te n t s ty le a n d s iz e
fo r y o u r ima ge s , s o a s to k e e p y o u r bra n din g c o n s is te n t.
Do n ’t fo rge t to a dd a lt ta gs to a n y v is u a ls . Th e s e s h o w Go o gle
a n d o th e r s e a rc h e n gin e s th a t y o u ’re s e rio u s a bo u t a c c e s s ibility
a n d h e lp pe o ple wh o u s e s c re e n re a de rs to u n de rs ta n d wh a t’s
o n th e pa ge . Yo u c a n a ls o in c lu de re le v a n t k e y wo rds in th e de s c riptio n s
to o . To ma k e s u re a ll o f y o u r ima ge s h a v e a lt ta gs , y o u c a n u s e th e SE O
Writin g As s is ta n t (SWA).
1 05
Ho w T o Op t imiz e
Yo u r Co n t e n t
He r e a r e o u r t ip s t o h e lp y o u g iv e y o u r c o n t e n t t h e b e s t p o s s ib le
c h a n c e o f a p p e a r in g in t h e t o p 1 0 r e s u lt s a n d p r o v id e t h e b e s t
p o s s ib le e x p e r ie n c e f o r y o u r r e a d e r s .
• Sta rt with k e y wo rds . 44% o f lo w- s c o rin g c o n te n t did n o t in c lu de a ta rge t

k e y wo rd. E n s u re th e k e y wo rds a re in c lu de d in a n y brie fs (a n d do n ’t ge t
e dite d o u t la te r). Ma k e s u re th e h e a dlin e is o ptimiz e d—it s h o u ld in c lu de
a k e y wo rd. 7 1% o f lo w- s c o rin g c o n te n t fa ils to do s o .
• Co v e r th e to pic c o mpre h e n s iv e ly . Wh ile a h igh - qu a lity a rtic le do e s n ’t

n e e d to be lo n g, it do e s n e e d to in c lu de a ll th e impo rta n t in fo rma tio n .
Ov e r 60% o f lo w- s c o rin g c o n te n t is s h o rte r th a n ra n k in g a rtic le s
c o mpe tin g fo r th e s a me k e y wo rd.
• Ke e p th e to n e o f v o ic e c o n s is te n t in e a c h pie c e o f c o n te n t a n d a c ro s s
a ll bra n d c o lla te ra l. Us in g SWA c a n h e lp y o u s po t in c o n s is te n c ie s
a n d impro v e y o u r c o py .
1 06
Ho w t o Op t imiz e Yo u r Co n t e n t
• In c lu de e x te rn a l lin k s to a u th o rita tiv e s o u rc e s a n d be s u re to lin k in te rn a lly
to o . Mo re th a n h a lf o f lo w- s c o rin g c o n te n t h a d to o fe w lin k s .
• Te ll a s to ry . Na rra tiv e e n ga ge s th e re a de r a n d ma k e s y o u r c o n te n t mo re
me mo ra ble . Als o , be s u re to in c lu de c a lls to a c tio n a n d n e x t s te ps —th is will
brin g y o u r re a de rs c lo s e r to c o n v e rs io n .
Ab o u t Se mr u s h Wr it in g As s is t a n t
Se mr u s h ’s SE O Wr it in g As s is t a n t ( SWA) ↗
is a to o l th a t a n a ly z e s writte n c o n te n t in re a l-
time . It th e n giv e s a n o ptimiz a tio n s c o re (o u t
o f 10) ba s e d o n fo u r e qu a l pilla rs : s e a rc h
e n gin e o ptimiz a tio n , to n e o f v o ic e , re a da bility ,
a n d o rigin a lity .
1 07
Co n c lu s io n s
Br a n d b u ild in g , SE O, e s s e n t ia l. At t h e s a me t ime ,
c o n n e c t in g wit h t h e c u s t o me r s , c u s t o me r r e s e a r c h , a n a ly t ic s ,
a n d g e n e r a t in g le a d s —t h e r e a r e a n d c o n t e n t a u d it in g a r e a ll
ma n y r e a s o n s wh y p e o p le in v e s t p illa r s o f s u c c e s s .
in c o n t e n t ma r k e t in g . Ou r e x p e r t
c o n t r ib u t o r s a n d s u r v e y r e s u lt s As y o u lo o k t o t h e f u t u r e o f y o u r
a lik e s h o w u s t h a t c o n t e n t t r u ly o wn ma r k e t in g e fo r t s , Se mr u s h
is t h e f u t u r e o f ma r k e t in g , is a lwa y s h e r e t o s u p p o r t y o u .
wit h mo r e in v e s t me n t , b ig g e r Wh e t h e r y o u a r e ju s t s t a r t in g
c o n t e n t t e a ms , a n d mo r e o u t o r a r e a v e t e r a n ma r k e t e r,
ma r k e t e r s e x p lo r in g t h e fe ld o u r s u it e o f c o n t e n t ma r k e t in g
th a n e v e r b e fo re . t o o ls c a n h e lp y o u g r o w b e t t e r
o r g a n ic a lly . We o fe r p r a c t ic a l
Wh e n it c o me s t o a c h ie v in g a n d d a t a - d r iv e n s u p p o r t a t e v e r y
o b je c t iv e s a n d me e t in g KPIs s t a g e o f t h e c o n t e n t lif e c y c le ,
in c o n t e n t ma r k e t in g , we ’v e s e e n f r o m p la n n in g a n d r e s e a r c h
t h a t a d o c u me n t e d s t r a t e g y t o e x e c u t io n , a u d it in g ,
a n d c le a r - c u t p r o c e s s e s a r e a n d a n a ly t ic s .
1 08
Me t h o d o lo g y
T o p Go o g le Se a r c h Qu e r ie s Re la t e d t o Co n t e n t Ma r k e t in g
F o c u s in g o n Go o gle s e a rc h e s re la te d to “c o n te n t ma rk e tin g,” we fo u n d

th e a v e ra ge mo n th ly s e a rc h v o lu me fo r k e y wo rds in th e pe rio d J a n u a ry
to De c e mbe r 2021.
T r e n d in g T o p ic s Re la t e d t o Co n t e n t Ma r k e t in g
We lo o k e d a t da ta fo r th e mo s t qu e rie d to pic s by th e u s e rs o f To pic

Re s e a rc h , wh e re e a c h to pic c o n s is ts o f a n u mbe r o f re la te d k e y wo rds .
• Po pu la r To pic s a re ba s e d o n th e s e a rc h v o lu me , a s we ll a s ba c k lin k s ,
a n d s h a re s .
• Tr e n din g t o pic s s h o w th e mo s t s ign ific a n t gro wth in th e n u mbe r

o f me n tio n s o n s o c ia l me dia .
• Tr e n din g Se a r c he s a re re la te d to th e tre n din g to pic s th a t ge n e ra te d

th e bigge s t s e a rc h v o lu me .
1 09
T o p T wit t e r T o p ic s a n d Ha s h t a g T r e n d s
To e s ta blis h th e To p Tre n ds in c o n te n t ma rk e tin g, we c o lle c te d

a n d a n a ly z e d mo re th a n 200,000 twe e ts in E n glis h c o n ta in in g
th e #c o n te n tma rk e tin g h a s h ta g, po s te d be twe e n J a n u a ry
a n d De c e mbe r 2021.
We filte re d po pu la r twe e ts (with fiv e o r mo re re twe e ts ) a n d e x a min e d

th e fo llo win g da ta po in ts :
• Mo s t po pu la r h a s h ta gs c o mbin e d with #c o n te n tma rk e tin g
• Mo s t po pu la r to pic s dis c u s s e d in th e twe e ts (ide n tifie d by ma c h in e

le a rn in g a lgo rith m)
• Us e a n d ty pe s o f v is u a l c o n te n t
T o p 2 0 Go o g le Se a r c h Qu e r ie s Re la t e d t o Co n t e n t Ma r k e t in g
Du rin g th e pe rio d J a n u a ry to De c e mbe r 2021, we c h o s e E n glis h la n gu a ge

k e y wo rds fo r s e a rc h e s re la te d to c o n te n t ma rk e tin g. We de te rmin e d
th e glo ba l a v e ra ge mo n th ly s e a rc h v o lu me to po pu la te o u r da ta , wh ic h
in c lu de d th e to p s e a rc h qu e rie s a n d to p qu e s tio n s a s k e d o n Go o gle .
110
Co s t Pe r Clic k ( CPC) T r e n d s An a ly s is
In th is a n a ly s is we fo u n d th e h igh e s t c o s t pe r c lic k fo r k e y wo rds re la te d

to c o n te n t ma rk e tin g, in E n glis h in th e US.
Co n t e n t Ma r k e t in g Su r v e y
We a s k e d mo re th a n 1,500 ma rk e te rs fro m 40+ c o u n tie s in B2C a n d B2B

s e c to rs to giv e th e ir o pin io n s a n d in s igh ts o n c o n te n t ma rk e tin g.
An a t o my o f Pe r f o r min g Co n t e n t
We c o v e re d blo gs with a v e ra ge mo n th ly u n iqu e pa ge v ie ws fro m 30,000

u p to 500,000 a n d dis c o u n te d a n y a rtic le s pu blis h e d in th e la s t qu a rte r
o f 2021. We lo o k e d a t:
• Av e ra ge o rga n ic tra ffic
• So c ia l me dia e n ga ge me n t o n F a c e bo o k
• Nu mbe r o f ba c k lin k s
111
An a t o my o f Pe r f o r min g Co n t e n t
Th e s e we re th e n s e gme n te d in to h igh - pe rfo rmin g (20%), a v e ra ge -

pe rfo rmin g (60%), a n d lo w- pe rfo rmin g (20%) gro u ps . We th e n a n a ly z e d
th e s e s e gme n ts fo r c o mmo n c h a ra c te ris tic s , in c lu din g:
• L e n gth
• He a dlin e ty pe s (h o w to s , lis ts , qu e s tio n s , gu ide s a n d s tu die s , e tc .)
• H1 le n gth
• He a din g de pth (H2, H3, H4) o f th e lo w- , a v e ra ge - , a n d h igh - pe rfo rmin g

a rtic le s ’ lis t pre s e n c e
• Ima ge pre s e n c e
• Vide o pre s e n c e
T o p Pe r f o r min g Co n t e n t in Nic h e In d u s t r ie s
We lo o k e d a t impo rta n t pa tte rn s o f to p- pe rfo rmin g blo g po s ts in a n u mbe r

o f in du s trie s , a n a ly z in g a ll tra ffic (a ll s o u rc e s ) in th e U.S.
Th is s e c tio n c o v e rs th e 10 in du s trie s th a t a re a mo n g th e mo s t e x pe n s iv e
fo r PPC a dv e rtis in g. We a n a ly z e d 8,435 a rtic le s o n 969 do ma in s in E n glis h
th a t we re ge ttin g th e mo s t tra ffic be twe e n Oc to be r 2020 to Oc to be r 2021.
112
T ip s f o r Op t imiz a t io n in 2 02 2
L o o k in g a t SE O Writin g As s is ta n t (SWA) to o l da ta fro m J u n e 2020 to J u n e

2021, we a n a ly z e d 23,561 te x ts a n d e s ta blis h e d a c o rre la tio n be twe e n
h igh ly o ptimiz e d c o n te n t a n d s e a rc h e n gin e ra n k in gs . Th e n we lo o k e d
a t th e k e y pa tte rn s o f h igh e s t- s c o rin g a n d lo we s t- s c o rin g te x ts .
113
Ab o u t Se mr u s h
Sinc e 2 008, Semr us h ha s Se mr u s h in n u mb e r s

s er v ed mor e t ha n 7 millio n
ma r k e t in g p r o f e s s io n a ls 7 ofic es
a r ound t he wor ld. Our goa l
is t o help our us er s under s t a nd 5 0+ t ools
t heir c ompet it or s ’ ma r k et ing
s t r a t egies , unc ov er gr owt h
oppor t unit ies , build br a nd Ser v ing c lient s
r eput a t ion, a nd pr oduc e in > 1 4 2 c ount r ies
v a lua ble c ont ent t ha t deliv er s
on br a nd goa ls . Da t a a nd t r ends
f r om 1 9 0 c ount r ies
7 millio n people ha v e
us ed our s er v ic es
114
Se mr u s h Co n t e n t
Ma r k e t in g Pla t f o r m
Our c ont ent ma r k et ing T o p ic Re s e a r c h
pla t f or m is a one- s t op qu ic k ly ge n e ra te do z e n s o f c o n te n t ide a s
fo r y o u r c o n te n t h u bs
s olut ion t o help y our bus ines s
gr ow wit h c ont ent . Ex plor e Ma r k e t in g Ca le n d a r
t hes e s e v e n p o we r f u l t o o ls c o lla bo ra te with y o u r te a m me mbe rs
y ou c a n us e t o build a c ont ent o n th e c o n te n t c a mpa ign s
wor k fow ba s ed on y our
a udienc e’s needs : SE O Co n t e n t T e mp la t e
e a s ily ge n e ra te SE O- frie n dly brie fs
Ge t y o u r f r e e SE O Wr it in g As s is t a n t
o ptimiz e y o u r c o py fo r u s e rs a n d SE O
7 - d a y t r ia l t o d a y o n th e go
Br a n d Mo n it o r in g
fin d pa rtn e rs h ip a n d ba c k lin k o ppo rtu n itie s
Po s t T r a c k in g
a n a ly z e th e pe rfo rma n c e o f y o u r e x te rn a l
pu blic a tio n s
Co n t e n t Au d it
ru n re gu la r c o n te n t a u dits o n y o u r we bs ite

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T h e StStaa tet e

Co s t pe r c lic k (CPC) tre n ds

Twitte r c o n te n t ma rk e tin g to pic s a n d h a s h ta g tre n ds

22% mo re pe o ple a s k e d th e qu e s tio n : “ Wha t is c o n t e n t

5 B2B a n d n ic h e in du s trie s a ppe a r in c o n te n t- ma rk e tin g- re la te d

Wh a t we d id : F o c u s in g o n Go o gle s e a rc h e s re la te d to “c o n te n t ma rk e tin g,” we fo u n d th e a v e ra ge

wha t is c ont e nt ma r k e t ing

why is c ont e nt ma r k e t ing h o w t o g e n e r a t e le a d s wit h

Wh a t we d id : L o o k in g a t Go o gle qu e s tio n s re la te d to “c o n te n t ma rk e tin g,” we fo u n d th e a v e ra ge

Wh a t we d id : We a n a ly z e d th e mo s t qu e rie d to pic s by th e u s e rs o f To pic Re s e a rc h . E a c h

All v o lu me s a re pre s e n te d a s a we igh te d a v e ra ge .

c ont e nt ma r k e t ing 10 c o n t e n t ma r k e t in g a n a ly t ic s 9.93

c ont e nt ma r k e t ing 13 c o n t e n t ma r k e t in g a g e n c y c h ic a g o 9.37

Wh a t we d id : We fo u n d th e mo s t e x pe n s iv e k e y wo rds to bid o n re la te d to th e c o n te n t ma rk e tin g

“Co n te n t ma rk e tin g e x a mple s ” re ma in s s ta tic ,

Se a rc h e s o n “be n e fits o f c o n te n t ma rk e tin g"

In 2021, mo re pe o ple a s k e d th e qu e s tio n :

Th e re a re a c o u ple o f n e w qu e s tio n s th a t did n o t

• “Ho w to u s e c o n te n t ma rk e tin g to gro w y o u r

• “Co rpo ra te c o n te n t ma rk e tin g” a n d “B2B

• Nic h e s a re a ls o be gin n in g to e me rge h e re :

• “Co n te n t ma rk e tin g pla n ” e v ide n tly

• Nic h e s a re a ls o be gin n in g to e me rge

• “Stra te gy ,” “SE O,” a n d “Digita l Ma rk e tin g”

Th e in te rn e t is a lre a dy a wa s h with a v e ra ge a n d be lo w- a v e ra ge c o n te n t. With

To e n s u re y o u r c o n te n t ma rk e tin g c o n tin u e s to me e t y o u r a u die n c e ’s n e e ds , ta k e

Ba s e d o n y o u r fin din g, u pda te y o u r e x is tin g c o n te n t to :

By ta k in g th is a u dit- lik e a ppro a c h to y o u r e x is tin g c o n te n t, y o u c a n

1In 2022, y o u ’ll

In th e B2B in du s try , we c a n o fte n In te gra tin g e mpa th y in to y o u r

Ca s ie s a y s we mu s t “If y o u 're go in g to wo rk o n o n e s pe c ific

Sin c e COVID, s ma ll bu s in e s s e s h a v e be e n in v e s tin g e ffo rts in digita l ma rk e tin g

Ne v e rth e le s s , c o n te n t re s o u rc e s a re e x pe n s iv e —a n d th a t’s a c h a lle n ge

2022 will be th e y e a r we will s ta rt lo o k in g a t o u r c o n te n t a s a n o th e r c h a n n e l.

1Th e bigge s t tre n d

Th e bigge s t tre n d in s e a rc h is n ’t th e mo s t ta lk e d- a bo u t tre n d. It is n ’t E x pe rtis e ,

Wha t ’s a n SE O a n d a c o n t e n t ma r k e t e r t o do ? The r e a r e a fe w t hin gs .

Ta r ge t t o pic s fo r whic h t he r e is n ’t a s imple a n s we r. Co n te n t th a t pro v ide s

On th e o th e r h a n d, wh e n th e to pic re qu ire s a de ta ile d a n s we r with a le n gth y

Go be y o n d t e x t in t o v ide o . If Go o gle s h o ws o th e r fo rma ts in s e a rc h

Wh e n it wo rk s we ll, it’s a ma z in g. It’s lik e a gia n t TV s c re e n e mbe dde d

Cr e a t e c o n t e n t t ha t is a c t u a lly me mo r a ble . Th e tra ffic we do s qu e e z e

Bu t wh a t h a ppe n s in th e ir min d du rin g th a t v is it? We re th e y s u rpris e d by

If th e a n s we r to a n y o f th e s e qu e s tio n s is y e s , th a t v is ito r is mo re lik e ly

An o th e r a s pe c t ma rk e te rs s h o u ld lo o k a t a re th e Go o gle a lgo rith m

Ho w u n s ta ble th e c o n te n t is wh ile it is be in g lo a de d in th e we b bro ws e r

In o th e r wo rds , if y o u a re s tru gglin g to ra n k y o u r c o n te n t o r s e e y o u r tra ffic

1Sh o rt- fo rm v ide o s

If Tik To k a n d In s ta gra m h a v e ta u gh t u s a n y th in g re c e n tly , it’s th a t s h o rt- fo rm

Th is is be c a u s e th e y a llo w u s to re a c h bu s y c o n s u me rs wh o wo u ldn ’t o rdin a rily

Re me mbe r, s h o rt-fo rm v ide o is n ’t ju s t fo r we ird da n c e mo v e s o r fa ils . Yo u c a n pu t

E du c a tio n a l v ide o s : Ch a lle n ge s : Te s timo n ia ls :

Oth e r s o c ia l pla tfo rms a re s ta rtin g to c a tc h o n to s h o rt- fo rm v ide o c o n te n t s o

Bu t if y o u ta lk to re a l c o n te n t Upda tin g th is c o n te n t will be c o me le s s

Imp r o v in g t h e q u a lit y o f o u r c o n t e n t 55%

We will d o s e le c t e d e v e n t s o f f lin e , wh ile s t ill

Vid e o d e s ig n a n d a n ima t io n 43%

46% 3 1% 59% 36%

• Artic le s with s e v e n o r fe we r wo rds in th e ir H1 ge t 36% mo re a v e ra ge

• 47 % o f a rtic le s th a t h a v e a n a dv a n c e d h e a din gs s tru c tu re (H2 + H3 +

• 39% o f a rtic le s with n o H2 a re lo w- pe rfo rmin g

• Artic le s with o n e o r two lis ts pe r 500 wo rds ge t 68% mo re tra ffic th a n