7 Ways to Boost Your Content Discoverability

Published on
July 7, 2020
Thor Turrecha
EVP of Global SaaS
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If you think simply creating and publishing content gets you noticed, think again.

With the rapid slew of content today, bringing your well written and meticulously designed content to the attention of your audience can be very challenging.

I’ve read some great stuff about how to get your content out there and reach your target audience. As we’re working on our content discoverability, I’d like to share what I found out in my research that we’re aiming to adapt into our strategy.

1. Don’t Focus On One Content “Masterpiece”

Producing more content for various audience segments allows meaningful interactions with your brand. Gilad de Vries, SVP of Strategy at Outbrain, advises not to overthink your content discovery strategy and not to “try to get to that ultimate piece of content. Instead, you should focus on providing a lot of great information, because different types of content will appeal to different audiences.”

2. Organise Your Content By Topics/Contexts

Author Mathew Sweezey wrote Marketing Automation for Dummies, and he says: “People don’t actively want content. They decide to engage with it to solve goals or because it aligns with their purpose–which is usually highly contextual.”

3. Produce More Video Content

Videos are huge players in marketing because it’s difficult to ignore! According to Hubspot, “54% of consumers want to see more video content from brands and businesses they support.”

4. Be Present on Social Networks

It’s important to meet your audience not just on your website, but also where they hang out the most. In a research conducted by Digital Marketing Community, one key finding is that “the average digital consumer spends 2 hours 20 minutes a day on social networks/services.”

5. Adopt a Human-first SEO Approach

In the last decade, ranking high on search engines means stuffing keywords into your content, even if it doesn’t please your human audience. This method sacrifices quality, but gets you on top of search engine results. However, in 2010, Google created Panda, an algorithm update that neglects low-quality content and rewards unique, human-quality content. SEO Solutions Moz stated, “This is the future of the web – when the equivalent of human eyes look at every page of your site.”

6. Let Your Audience See Your Content Instantly

Other than stuffing with keywords, when it comes to discoverability, details like page load speed and mobile responsiveness play a huge role for search engines to rank your content. “In 2019, there is no reason to neglect the small items that impact search engine rankings,” said Mike Murray, founder of Online Marketing Coach.

7. Apply Technology

Artificial Intelligence has been used in the content marketing sphere for some time. The machine’s algorithms are able to perform content optimisation tasks (content research across the web, topic/keywords suggestions, etc.). An article on Forbes said, “By using machine learning from the very beginning of content creation, marketers can drastically increase the odds of that content being discovered and acted upon by the right audiences.”

Context is key. With technology, you can target content based on who is viewing it. Vision analytics face detection allows you to tag each visitor to an anonymous demographic persona, which then dictates what sort of content is shown.

Guided with these insights, planning a strategy of crafting your content to be easily discoverable to the right people at the right can be straightforward.

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