2017 was the year of native content, and it looks like 2018 is becoming the year that video content really took its crown of king. Still, whatever angle you’re perusing using in your ongoing content marketing efforts, both offer a solid way forward when it comes to traffic and SEO.
When it comes to content, though, you can make it work that little bit harder, especially when it comes to your branded content. You’ve probably noticed that ad content has really improved in the last few years – in some cases, it’s as good as the premium content that it is injected into.
So, it’s really time to start thinking about long term engagement and how much more value your content can offer your readers. Sure, you can chase the Zeitgeist with posts that capture some ephemeral trending news that nobody will remember in a month or two – or you can focus on pieces that have actual lasting value.
It’s also worth looking at your niche. There is plenty of evergreen content in every niche that nothing ever really changes. With health and beauty, for example, it’s about staying and feeling young. Nobody likes getting older, and this market will always be full. With other niches, such as woodworking or crafts, basic techniques remain the same, and there will always be hobbyist novices still learning.
For core content, that’s a great effort that will keep you near the top of visibility. Whatever changes Google makes to its algorithms, it will never penalize useful posts that people are looking for – and that’s the best way to make your content work harder (and longer).