What is the future of content marketing, and how is voice transition changing your strategic approach towards marketing?
For the past few years we have been observing at the sidelines, how voice transition is slowly becoming a stable in marketing and content. Starting with Alexa, with over 100 million voice devices in households and businesses and more recently with Google Assistant with over 400 million users daily, it seems that voice enabled marketing and content is here to stay.
The latest statistics show that close to 41% of adults use voice searches daily. Also, children are finding voice searching more accessible.
Juniper Research recently reported that by 2022, 55% of all households will own a smart speaker. The same report also states that marketing spent on voice-activated assistants will be reaching roughly $19 billion in revenue.
Although the effects of voice content are still not measured correctly, for anyone looking ahead, there is not much time remaining to stake their claim on this new frontier.
So let’s explore the future of content.
Why Are Voice Content And Voice Marketing Important For Your Product Or Company?
Users worldwide who choose to rely on voice search, generally engage in what we consider normal basic dialogue, which is similar to the manner we speak to other people.
Companies need to keep this in mind and optimize their SEO, as search engines are quickly adjusting their algorithms to be more precise when scanning the world wide web for search results.
The future of content is in voice marketing. Currently, companies globally are in need to balance between two different approaches for content marketing. The first approach is based on text, which is what we are all familiar with, while the second approach requires upgrades in order to keep up with the voice-activated searches.
SEO, as mentioned above, is a major player in voice-activated content marketing. Marketing professionals have started to apply a more natural conversational perspective with their content for both text and voice activated searches.
How To Enter The Voice Market For Better Results?
Having to pivot from a successful content approach might be daunting, especially if it is currently yielding good results for your company. However, it is critical to stay updated and keep up with the global changes in behavior.
Changes are simpler that you may think as they require a more casual tone.
The good news is that the content marketing future is more user-friendly and easy for companies and consumers.
Since we are currently watching voice content coming out of its shell, there are plenty of easy steps to take in order to help your company rank better in google searches.
Let’s explore three ways to get you on the road of staying ahead of the curve:
- Update Your Frequently Asked Questions Section
Assuming your website is already in place, and you have an FAQ section you can use it to help you start integrating simple changes and keep up to date.
Your FAQ section is usually heavy with conversational questions and very rich in keywords. To update your content to be more user-friendly for voice content, you need to add a few questions that are linked to your product, service, and your industry.
In example, when a user asks a question to Google Assistant they will usually begin with “what, why, when, where, how or why” so when crafting your FAQ questions starting with those words is considered ideal. When answering these questions, it is important to do so in a casual, conversational way which will improve your chances of getting picked up from the search engines.
Bonus Points To Keep In Mind:
- Answer the question early in your content and avoid complicated explanations.
- Write as if you are in a real conversation with another human being.
- Be concise and do not ramble.
- “How to” questions always rank higher, which means the companies and brands need to focus a lot on “how to” in various areas of their content.
Pay Attention To Your Targeted Audience
Your audience is actually people. People’s behavior when communicating vocally is different from people’s behavior when typing for a search.
Your audience will use their voice searches as if they are communicating with another human. Therefore, these voice searches include casual tone and long-tail keywords. You need to be creative, casual, and natural in your way of writing. In other words, think about how you would communicate with a friend and craft your content accordingly.
If, however, you are targeting a niche audience, make sure you employ terms and structure that is common in the particular niche. Academics tend to use more complicated structures and words than simple consumers looking for products or services.
Learn And Utilize Schema Data
Schema data is a new term and if you are not familiar with it, we are here to remedy that.
It is part of an initiative which was placed forward by Google, Yandex, Yahoo and Microsoft and it seems to avoid confusion by giving you the ability to utilize HTML tags for better content definition.
When you use schema data, all the search engines mentioned, are able to optimize the categorization of data using a general context and displaying to the user the content they want.
Schema data is very useful in voice content and marketing, especially when your audience asks follow-up question.
Another way to think of schema is a type of ‘snippet’, an HTML markup which adds the necessary details to the area underneath your URL. It is used to tell search engines who and what you do, what type of services or products you have, or even what type of content you are focusing on.
Not only do search engines highly prefer schema data, your audience also tends to gravitate to schema data as well.
If you want your content to stand out, it is critical you begin using schema data. For more information you can visit Schema.org.
Although voice content and marketing is still in the infancy stage, it is here to stay. It is just a matter of time before the future of content in voice becomes the leading method of writing and searching.
By starting to learn and implement voice content and marketing in your strategy, it will allow you to experiment and be ahead of the curve by the time it becomes the norm.