Brands will also have to focus on establishing expertise, authority and trust through their content.
While video, digital and hybrid events, owned-media assets and PPC are top priorities for content marketing investment this year, brands need to focus on Google’s Expertise, Authoritativeness and Trustworthy (E.A.T.) framework. The framework, used to evaluate searchable online content, will play a major role in digital marketing in 2022.
Similarly, brands need to consider a variety of content formats this year. For instance, marketers will have to determine whether their content is better delivered to audiences as a written article or a podcast, or as a virtual event.
Along with diversifying content format, digital marketers will have to focus on users’ search intent – whether it is informational, navigational, commercial or transactional intent. By understanding intent, brands find out can what kind of content customers might find most useful. To further engagement and meaningfully connect with audiences this year, businesses must leverage empathy and storytelling in their brand building activities.
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