I keep hearing that blog traffic is going down and that people prefers other ways to consum content these days. A bit annoying if you ask me, since I was working on my first ever pillar page, after taking the course.
What's everyone's thoughts on this? Should I still spend time doing this? Should I move my content to other formats, i.e. repourpose it?
Are there better strategies that help? Would love to know everyon's thoughts!
Quick question from someone completely new to executing marketing strategies such as content creation. I recently took on a Customer Engagement role for an insurance agency focused on enrolling customers into the ACA (Affordable Care Act), The struggle is effectively engaging the audience after enrolling them into a plan. They don't know our agency and the value added benefits we offer to them as customers. This is B2C and need to start building some campaigns to include email and possibly other mediums such as in app push notifications to engage and empower customers to make meaningful actions such as opening our emails or calling us when they need something like new ID cards or help choosing a primary care physician.
Any ideas on how to best engage consumers in this industry and at scale (500K customers+)
I'd still recommend working on content pillars. The reason why traffic goes down for most websites is people use more AI to get the results they want. Most LLM's with search future still crawls the content and bring up to their users with references. So optimizing content for LLMs is the way to go. For example, answering the question directly with a nice format (e.g. bullet points if possible/depending on the content) instead of creating fully seo focused 2500 words contents.
Thanks for your comment! My question then would be, what's your usual approach when building a content pillar?
I'm asking because I chose some keywords and then built an outline around it. I'm currently working on all of the content, as mentioned, but I do have some subtopics with more than 2500 words.
I think when I initially started, my goals was to build a very comprehensive guide on certain topics. But, they way I'm starting to see things, maybe better to just focus on questions or searches that people do on Google and keep it as light as possible.
Also, regarding keywords, I'm no SEO expert but I do wonder what is a good keyword to tackle. Is it better to be specific or broad. For example, let's say that you want to target for startup or small business. Would it be appropriate to focuse for example on Startup, Small Business or Small business Guide as the baseline keyword? Or is it recommended to be more detailed, such as, How to successfully run a small business? I'm very lost at this topic...
