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Just when you thought you had search optimization all figured out, now marketing analysts are telling us that search optimization is out and content strategy is in! This doesn’t mean that you should throw out everything you know and have invested in search optimization. What it does mean is that content strategy is becoming one of the most important means of converting users to customers. People are quite comfortable and accustomed to searching for a specific need and expecting to not only find it but also find it quickly.
As Generation Z is evolving into a relevant buyer in the marketplace, it is necessary to continually access what their desires and needs are when it comes to finding information. Business Insider says that Gen Z is the largest generation in American history. They have also grown up with technology, the internet and social media making them often stereotyped as tech-addicted, anti-social or social justice warriors. Personally, I think they are just driven by different things than those of generations past. I wouldn’t call them anti-social either, as this is the generation that frequents coffee shops to meet up with friends and they want more life experiences rather than buying a house out of their price range. Social justice warriors, I would agree with and I certainly don’t think that is a bad thing. My youngest daughter is very adamant about buying ethically. She researches companies before making purchasing decisions. Ten or fifteen years ago, this would have been rather difficult for her to purchase from only ethically-based companies as the digital content and available options were simply not what they are today. This is where great content about your product or services can greatly benefit your business. For example, if you are a clothing company and sell ethically produced clothing, then you need to let your target audience know about it. Maybe you only purchase from local companies, your audience needs to know that you support local businesses.
In a nutshell, digital content is intended to entertain, educate, persuade and convert online users to users of your business. If they don’t find what they are looking for digitally from your company, they are certain to scroll on down to the next one that is providing what they want. Content strategy is meant to provide content that is valuable to the user via various digital vehicles from podcasts, blogs, infographics, webinars, and the list goes on. You must find your niche that caters to your specific target audience and develop meaningful and valuable content that appeals to and engages with them.
Search optimization still comes into the picture, but with more of a supporting role and Content Strategy has taken the role of the main character, like Audrey Hepburn in Breakfast at Tiffany’s. You need search optimization to rank organically in Google search results, but at the same time, you need meaningful digital content to keep those users engaged with your business.
Photo credit: Amazon
As Generation Alpha (anyone born after 2010) gains more purchasing power, we are likely to see a transition to marketing to suit their wants and needs. Business Insider says this generation is set to be the most transformative yet. Unlike their predecessors, Gen Z, they have done more than just grown up with technology, they have quite literally been completely immersed since birth. Great example, my oldest daughter just had a baby and from the day that child was born he has been the center of pictures and videos on social media, his weight is measured daily with a diaper changing pad that sends information about his growth to his parents via an app and his baby monitor links to the Echo. These kids have zero hesitation when it comes to technology, as they are no longer tools to them, but a necessary way of everyday life.
Do you want to increase your Content Strategy, but aren’t sure how or where to start? Don’t wait another day and contact CyberSpyder Marketing Services to let them develop a custom Content Strategy that will enhance your business and embrace the generation.