While a solid foundation in SEO, social media marketing, and email marketing remains crucial, e-commerce professionals need to delve deeper and acquire specialized skills to gain a competitive edge. Here are some key areas to focus on in 2025 to help you better leverage cutting-edge technology and cater to the ever-changing demands of online shoppers:

1. Data-Driven Decision Making

In the age of big data, e-commerce marketers need to be more astute than ever at collecting, analyzing, and interpreting user data to inform their strategies. This includes:

• Website Analytics: Mastering tools like Google Analytics to track and analyze user behavior, identify or predict trends, and measure the effectiveness of campaigns.
• Customer Segmentation: Using analysis of customer data to create targeted segments and personalize marketing messages for improved engagement.
• A/B Testing: Conducting rigorous experiments to optimize website design, content, and marketing campaigns for conversions.

2. AI-Powered Marketing

Artificial intelligence (AI) is revolutionizing e-commerce marketing, offering powerful tools for automation, personalization, and content creation. E-commerce professionals should explore:

• AI Content Generation: Leveraging AI tools like Heicoders to generate high-quality product descriptions, meta descriptions, and even blog posts, saving time and resources.
• AI-Driven Personalization: Utilizing AI to analyze customer data and deliver personalized product recommendations, offers, and content.
• Predictive Analytics: Using AI to forecast customer behavior and identify potential churn risks, enabling proactive intervention.

3. Advanced SEO Strategies

Staying ahead in the search rankings requires more than just basic keyword optimization. E-commerce professionals need to master advanced SEO techniques, such as:

• Technical SEO: Optimizing website structure, page speed, and mobile-friendliness for improved search engine crawlability and indexing.
• Content Clustering: Creating interconnected content clusters around relevant keywords to boost topical authority and search visibility.
• Schema Markup: Implementing schema markup to provide search engines with richer information about products and services, enhancing search results.

4. Omnichannel Marketing Mastery

Nowadays consumers interact with brands across multiple channels, from social media to email to in-app messaging. E-commerce marketers need to orchestrate seamless omnichannel experiences that engage customers at every touchpoint. This involves:

• Integrated Marketing Campaigns: Creating cohesive campaigns that span multiple channels, delivering consistent messaging and a unified brand experience.
• Personalized Customer Journeys: Tailoring marketing messages and offers based on customer behavior and preferences across different channels.
• Cross-Channel Attribution: Tracking customer interactions across channels to understand the impact of specific touchpoints on conversions.

5. E-Commerce Content Marketing That Converts

Content marketing is still key in attracting and engaging e-commerce customers. However, creating content that truly converts requires advanced skills such as:

• Product Storytelling: Crafting compelling narratives that connect with customers on an emotional level and highlight the value of products.
• Visual Content Creation: Producing high-quality images and videos that showcase products in an engaging and informative way.
• Interactive Content: Developing quizzes, polls, and other interactive content formats to engage customers and gather valuable data.

Heicoders: Empowering E-Commerce Marketers with Advanced Capabilities

The skillset needed to succeed in digital marketing is constantly evolving, and continuous learning is essential for staying ahead. One key area that can significantly enhance your success is the development of negotiation skills. Incorporating negotiation skills exercises into your training regimen can sharpen your ability to navigate complex deals and partnerships, ultimately leading to better business outcomes.

Consider enrolling in the Heicoders Academy digital marketing course to gain a deeper understanding of AI-powered marketing and other advanced techniques.

By mastering these advanced digital marketing skills through Heicoders Academy’s resources, e-commerce professionals can confidently navigate the online marketplace and boost business growth in 2025 and beyond.

Enter artificial intelligence (AI) — the game-changer that’s reshaping digital marketing. With AI, it’s not just about doing more; it’s about doing smarter. But why is AI the missing link?

AI’s Role in Transforming Digital Advertising

Imagine this: You’re browsing online, and the ads you see are tailored specifically to your recent searches and interests.

This level of personalization is made possible through AI-driven algorithms. By leveraging data, AI can optimize your advertising efforts and ensure that your messages reach the right audience at the right time, maximizing your ROI.

With the ability to analyze massive amounts of data in real time, AI tools can help marketers understand consumer behaviour, preferences, and patterns. This means that ads are not just random placements anymore—they are highly targeted and customized to the needs of individual users.

Predictive Analytics: Foreseeing Customer Needs

One of AI’s most valuable capabilities in digital marketing is predictive analytics.

With AI tools, marketers can forecast customer behavior, such as when a potential customer might be ready to make a purchase. By analyzing past interactions, buying patterns, and even social media activity, AI models can predict which leads are most likely to convert.

This predictive capability allows businesses to proactively tailor their marketing strategies, ensuring that they’re not just reacting to customer behavior but anticipating it. As a result, marketers can create campaigns that resonate with their target audience, driving higher engagement and conversion rates.

AI in Content Creation and Optimization

Content is king in digital marketing, but creating the right content at the right time is a challenge. AI can help here as well. From generating data-driven content ideas to automatically optimizing copy for SEO, AI tools can assist marketers in producing high-quality content faster and more efficiently.

For instance, AI can analyze search trends to identify popular keywords and topics that are relevant to your target audience. It can then suggest content ideas or even generate headlines and copy that align with SEO best practices. By integrating AI into your content creation process, you’re ensuring that your website, blog, or social media posts are optimized for both search engines and user engagement.

If you’re working with an SEO agency, AI can also streamline the keyword research process, ensuring that your website ranks higher on search engines and attracts more organic traffic.

Innovative AI Tools for Digital Marketing

AI tools are more than just trendsetters; they’re game-changers that elevate every aspect of digital marketing. From creative content to analytics, here are some of the most innovative AI tools shaping the industry:

AI-Powered Copywriting Tools

Tools like ChatGPT and Jasper AI assist marketers in crafting compelling ad copy, blog posts, and email campaigns. They don’t just speed up the writing process; they also generate ideas and optimize content to align with audience preferences and SEO best practices.

Predictive Analytics Platforms

Platforms such as Adobe Sensei and Google Analytics 4 leverage AI to analyze user behavior and predict future trends. This allows marketers to make proactive decisions, tailoring campaigns based on anticipated customer needs and interests.

Dynamic Content Personalization

Tools like Dynamic Yield and Optimizely use AI to deliver personalized website experiences. These platforms analyze user behavior in real-time, adjusting content, offers, and recommendations to match individual preferences.

AI Video Creation Tools

Video remains a dominant form of content, and tools like Pictory and Synthesia make creating professional-grade videos faster and easier. AI can generate scripts, automate editing, and even create synthetic voices, streamlining video production.

AI Chatbots and Virtual Assistants

Customer interaction is vital, and AI-driven chatbots like Drift and Intercom handle inquiries 24/7. These tools enhance user experience by providing instant support, answering FAQs, and even guiding potential customers through the sales funnel.

Marketing Automation Tools

Tools such as HubSpot and Marketo integrate AI to automate repetitive tasks like email scheduling, lead scoring, and campaign tracking. This saves time and ensures consistency across marketing efforts.

Why AI Is a Must for Your Digital Marketing Strategy

As the digital marketing landscape continues to evolve, embracing AI is no longer optional. The ability to leverage data-driven insights, optimize campaigns in real time, and deliver personalized experiences to customers gives businesses a significant edge over competitors still relying on traditional methods.

Whether you’re looking to enhance your content marketing, improve ad targeting, or fine-tune your SEO strategy, AI can be the catalyst for greater success. Partnering with an experienced SEO agency that understands how to incorporate AI into digital marketing strategies can further amplify these benefits, helping your business scale and thrive.

“AI is going to handle a big chunk of creative work,” Siu noted, quoting Sam Altman. While he doesn’t entirely agree with Altman’s view that AI will handle 95% of marketing work, Siu believes that AI has an undeniable impact. “We are seeing the transformative effect right now,” he emphasized.

Listen to our conversation on how to combine AI with SEO to drive traffic and leads!

Programmatic SEO: Scaling Content with Intelligence

One of the core strategies that Eric Siu has been focused on is programmatic SEO. “The concept of programmatic SEO has been around for a while, but not everyone has found success with it,” Siu explained. He noted that many who implemented this strategy failed because they got caught up in publishing an enormous quantity of pages without considering the quality of the content. “A lot of people got torched,” he said, referring to how Google updates penalized sites that prioritized quantity over quality.

Siu highlighted the success of companies like TripAdvisor, which use programmatic SEO to generate millions of visits each month. “TripAdvisor ranks for keywords like ‘things to do in Seattle’ or ‘fun attractions in Kyoto.’ Their programmatic approach allows them to scale content to match user intent.” But Siu also cautioned: “Am I saying that ranking for 24 million keywords is possible for everyone? No. But even ranking for 1,000 or 100,000 keywords can put you in a good spot.”

Eric Siu offered practical advice for marketers aiming to leverage programmatic SEO: “If you’re an agency, think about the pages you could create—for example, ‘Boston Digital Marketing Agency’ or ‘Boston SEO Agency.’ The key is creating high-quality programmatic content that adds value and meets user needs.”

Lessons from Failure and Recovery

The path to SEO success is not always linear, as Siu candidly explained. “We got hit by a Google core update because we published too many low-quality pages,” he admitted. This led to a decrease in traffic, which served as a critical learning moment. “We deleted the low-quality pages and focused on improving the quality of the ones that remained. And then we saw recovery—we started shooting back up.” For Siu, the lesson was clear: “Instead of focusing on quantity, focus on quality. Even now, two years into the AI push, too many people are letting AI take the wheel and not putting in that extra bit of effort. But if you go the extra mile, you’ll outpace most of your competitors.”

This focus on quality over quantity was also a central theme in a small experiment Siu conducted with a client in the wine business. “We created just 200 new pages for them, focusing on high-intent keywords like ‘best wine type under price point.’ Before adding these pages, they were getting around 3,400 clicks per month. After the update, that number increased to 6,300. The click-through rate jumped from less than 1% to over 3%. These are the kinds of gains you can see when you take a focused, quality-driven approach.”

AI-Assisted Content Frameworks: The Human in the Loop

While AI has enabled rapid scaling, Siu emphasized the importance of having a human “in the loop” to ensure quality. “We’re not just letting AI do everything,” he said. Instead, his team uses tools like Riverside.fm to create transcripts from podcasts, which are then run through ChatGPT. “A human editor takes on the last 40% of the work to ensure that the content is engaging and accurate. It’s a combination of AI efficiency and human touch.”

The impact has been significant. “We started paying $100 per post when everything was human-written,” Siu shared. “With AI, we’re now paying about $25 per post, and we’re producing 25 posts per week instead of five.” The team also holds regular internal reviews to ensure that the quality of AI-assisted content meets an eight or nine out of ten standard. “If it doesn’t, we review why and make adjustments,” Siu explained, adding that this quality assurance process has been instrumental in maintaining high standards.

Programmatic CRO: Boosting Conversions with AI

Beyond SEO, Siu also delved into Programmatic CRO (conversion rate optimization), which leverages AI to enhance the likelihood that visitors will convert into leads or customers. “If you’re producing hundreds or thousands of pages, you need to think about optimizing them for conversions,” he said. Siu offered a practical example of how he uses AI to personalize call-to-action (CTA) prompts on web pages. “For a Google Ads-focused page, instead of just ‘Work with Us,’ the CTA says ‘Get More Help with Google Ads.’ This simple adjustment increased click-through rates by nearly 50%.”

Siu shared his philosophy that automation and AI should be employed to handle routine tasks, allowing human talent to focus on more complex, strategic activities. “My SEO team feels ten times faster with AI—maybe it’s an exaggeration, but that’s how they feel. For developers, workflows that used to take five hours now take two and a half.” Siu noted that AI agents, automated sequences that work in tandem, are becoming increasingly essential for maintaining efficiency. “You can daisy-chain these agents together, if this then that, to get more done at scale,” he said.

AI in Community and Brand Building

Siu also pointed out the value of building communities in the age of AI-driven content. “Sam Altman said that in-person communities will become way more valuable in the next 5 to 10 years, and I agree,” Siu stated. He believes that fostering community engagement—both online and offline—is essential for brands looking to differentiate themselves in a world awash with automated content. “Communities aren’t just a retention mechanism—they are a way to generate organic traffic, build brand loyalty, and sustain long-term growth,” he added.

“If you’re struggling with how to start a community, know that there are a lot of underpaid community managers out there who are great at what they do,” Siu said. “These people can help drive traffic, engagement, and conversions for your business in a way that purely automated solutions can’t.” He cited the recent growth of platforms like Reddit, which added 700 million visitors per month, as proof that user-generated content (UGC) is still king. “In a world of robotically generated content, people crave the real thing—a community.”

The Future of AI in SEO and Content Marketing

As AI continues to evolve, Siu stressed the importance of staying ahead of the curve. “You need to be out there experimenting. If you don’t start adopting these tools now, you could be far behind in just a year or two,” he warned. Siu’s message was clear: AI is a powerful ally, but it’s most effective when combined with a well-thought-out strategy and a human touch. “Get your peer groups together, talk about this stuff, and experiment. You don’t need to have millions of dollars or years of experience—just the willingness to adapt and a mindset of continuous learning.”

In an era where AI is reshaping the rules of digital marketing, Eric Siu’s insights provide a roadmap for harnessing this technology effectively—one that blends AI capabilities with human creativity and a strategic focus on quality. The result? Not just more traffic, but the right kind of traffic—and not just more leads, but loyal, long-term customers.

SaaS marketing experts recommend building a strong inbound marketing strategy as a foundational approach. By creating valuable, SEO-optimized content, companies can attract organic traffic and nurture leads through content marketing, blogs, and videos that speak to target customer needs. Additionally, social media marketing amplifies this effort by expanding reach and establishing brand trust. Content-based strategies allow SaaS companies to gain long-term traction by organically pulling in leads who are already interested in solutions that meet their needs.

Another key strategy is leveraging free trials and freemium models. By offering potential customers a taste of the product without upfront costs, SaaS companies can reduce barriers to entry, allowing users to experience the value firsthand. Free trials encourage users to make quicker purchase decisions once they recognize the product’s benefits, while freemium models open up opportunities for users to upgrade as their needs evolve. Both options can be supported by product-led growth tactics, where the product’s functionality encourages user adoption, potentially leading to higher conversion rates.

Customer segmentation is a third, often underutilized, tactic. By dividing customers based on their usage patterns, needs, and behavior, SaaS companies can tailor marketing and customer service efforts for each segment. This personalization enhances user experience and can lead to higher engagement, conversions, and retention rates.

Email marketing remains one of the most cost-effective strategies for nurturing leads and retaining customers. Through segmented email campaigns, SaaS companies can target specific audiences with content that matches their lifecycle stage. Effective email campaigns keep users engaged, boost product adoption rates, and reduce churn.

Optimizing onboarding processes is equally essential. A smooth and engaging onboarding process ensures that customers understand the product and can use it effectively. By guiding new users through product features, SaaS companies can prevent early churn, making onboarding a crucial element in achieving a high ROI.

Using data-driven insights from customer analytics can identify high-value actions that improve customer retention. By analyzing user behavior, SaaS companies can identify engagement trends, optimize product features, and predict churn. This allows for proactive customer outreach to boost user satisfaction and minimize cancellations.

Investing in customer success initiatives is another way to maximize ROI. By offering resources like tutorials, webinars, and support, companies show users how to maximize value from the product, which can drive customer loyalty and reduce churn.

Referral programs are also effective in driving new customers. By incentivizing existing users to refer new customers, SaaS companies can reach new audiences at a lower acquisition cost.

Lastly, paid advertising channels, such as pay-per-click (PPC) and retargeting ads, remain powerful when targeting specific customer profiles. When used strategically, these ads can yield high-quality leads while complementing organic strategies.

Using these proven strategies together can drive sustainable, high-impact ROI in SaaS marketing, allowing companies to grow efficiently and retain satisfied customers over the long term.

Defining Artificial Intelligence and Automation  

Before diving into the benefits, it’s important to distinguish between automation and AI. Automation refers to the process of using technology to complete repetitive tasks with minimal human input. It’s ideal for sending scheduled emails, managing social media posts, and organizing workflows. Artificial intelligence, however, goes beyond automation by learning from data, making decisions, and even predicting future trends. AI in marketing can analyze vast amounts of information, identify patterns, and execute complex tasks that require a deeper level of intelligence, such as crafting content tailored to a buyer persona or segmenting your audience more effectively.

10 Reasons Why Marketers Should Use AI in Marketing Automation  

1. Improved Customer Segmentation. One of the top AI automation benefits for marketing is improved customer segmentation. AI can analyze customer data to create precise segments based on behavior, preferences, and past interactions. This allows marketers to deliver hyper-personalized messages that resonate with each unique audience segment.
2. Enhanced Personalization. AI-driven marketing assistants can create personalized customer experiences by predicting what individual users are looking for. This boosts engagement, increases conversions, and strengthens brand loyalty. AI-powered solutions like Elsa from M1-project help businesses tailor their communication to suit their customers’ specific needs.
3. Data-Driven Decision Making. AI doesn’t just execute tasks; it learns from data. By automating your marketing strategy with AI, you can make decisions based on real-time insights and data analysis. This helps marketers optimize campaigns in real-time, improving ROI and reducing wasted budget.
4. Predictive Analytics. One of the key benefits of automating marketing strategy with AI is its ability to predict customer behavior. AI algorithms can analyze past purchase behavior and browsing habits to predict future actions, helping marketers target the right customers at the right time with the right message.
5. AI for Buyer Persona Development. AI tools excel at analyzing massive datasets, which is crucial for developing detailed buyer personas. Instead of relying on assumptions or manual data collection, AI can automatically generate and refine buyer personas, giving marketers more accurate and actionable insights into their target audience.
6. Optimized Ad Campaigns. AI can automatically adjust your ad campaigns based on performance data, ensuring your budget is spent efficiently. Whether it’s A/B testing or adjusting bids in real-time, AI-driven tools can take the guesswork out of optimizing your marketing spend.
7. Increased Efficiency. By using AI in marketing automation, teams can significantly reduce time spent on mundane tasks such as scheduling posts, managing emails, or collecting data. This frees up valuable time for marketers to focus on creative and strategic initiatives.
8. Enhanced Customer Support. AI-powered chatbots and virtual assistants can handle customer inquiries 24/7, ensuring customers receive immediate support. By automating this aspect of customer service, brands can enhance user experience while reducing the workload on human agents.
9. Scalability. The beauty of AI is that it scales effortlessly. Whether you’re managing 1,000 customers or 1,000,000, AI-driven solutions can manage, analyze, and optimize your marketing efforts at any scale, ensuring your growth is supported by efficient processes.
10. Competitive Edge. By adopting AI to automate your marketing strategy, businesses gain a significant competitive edge. AI-driven marketing assistants, such as Elsa from M1-project, allow companies to be more responsive, more personalized, and more efficient than competitors still relying on traditional automation.

10 Top Tips for Successfully Implementing AI Marketing Automation  

1. Start small: Focus on one area to automate first, such as email marketing or customer segmentation.
2. Choose the right tools: Look for AI-powered platforms that align with your business goals, such as AI marketing assistants or predictive analytics tools.
3. Invest in training: Ensure your team understands how to work with AI tools and interpret the data they produce.
4. Integrate with existing systems: Your AI tools should work seamlessly with your current CRM and marketing platforms.
5. Use AI for content creation: Automate content generation with AI tools that can write blogs, social media posts, and personalized emails.
6. Measure performance: Set KPIs and regularly analyze AI-driven campaigns to understand their impact.
7. Prioritize data quality: The success of AI depends on accurate data, so ensure your customer information is up-to-date and complete.
8. Continuously optimize: AI is constantly learning, so regularly update your tools and strategies based on new insights.
9. Balance automation with human creativity: Use AI for efficiency, but maintain human oversight for creativity and strategic decision-making.
10. Stay updated: AI is rapidly evolving, so stay informed on the latest trends and advancements.

Wrapping Up  

The benefits of automating your marketing strategy with AI are vast. From improved customer segmentation to predictive analytics, AI is transforming how marketers engage with their audiences. Whether you’re using AI for buyer persona development or optimizing ad campaigns, incorporating AI can lead to better results, higher efficiency, and a stronger competitive position in the marketplace. Tools like Elsa from M1-project exemplify how AI marketing assistants can drive personalization and strategic success. By leveraging these top AI automation benefits for marketing, businesses can stay ahead of the curve and continually enhance their marketing efforts.

Eli Schwartz, SEO strategist and author of Product-Led SEO, is among the leading voices in this conversation. During a recent podcast with Lenny Rachitsky, Schwartz provided a comprehensive view of how AI is changing SEO strategies. His central theme is clear: while AI doesn’t make SEO obsolete, it transforms everything about it. As Schwartz succinctly put it, “AI doesn’t make SEO obsolete, but it does change everything.”

Listen to our conversation on AI’s disruption of SEO. Hint: It’s not dead!

The AI Shift: From Apocalypse to Opportunity

Initially, many in the SEO world viewed the advent of AI as a threat, believing it could render traditional SEO techniques obsolete. The concern was especially heightened with the introduction of AI-driven search tools like ChatGPT and Google’s AI-powered SGE. These tools, designed to provide direct answers to users’ queries without requiring them to visit external websites, seemed to challenge the very essence of SEO, which traditionally focuses on driving organic traffic to websites.

Schwartz was candid about his own initial skepticism. “Transparently, I thought this was going to be an apocalypse,” he admitted. “Up until AI Overviews, whoever won on that long-form piece of content would get that first click. But now that doesn’t exist anymore.” His concern reflected the fears of many SEO professionals—AI-driven overviews could bypass organic listings altogether, leaving businesses without the traffic they had previously relied on.

However, as Schwartz dug deeper into the mechanics of AI’s role in search, his perspective evolved. He now sees AI not as the death knell of SEO, but as a catalyst for change. “SEO isn’t dead—it’s just evolved,” he explained. Instead of focusing solely on the first click from traditional organic rankings, Schwartz emphasizes the importance of understanding how users interact with AI-generated answers and adjusting strategies accordingly. The key takeaway: businesses need to shift their focus from just ranking to delivering real value across various touchpoints in the user journey.

SEO as a Product: Moving Beyond Traditional Tactics

One of the most compelling arguments Schwartz makes is that SEO needs to be treated as more than just a marketing tactic—it should be viewed as a product in itself. “The product managers should be thinking about this SEO question because it’s a product question,” Schwartz stated. “It’s about what kind of experience you create for users who are doing their own self-discovery journey.”

In the AI era, search intent is becoming increasingly complex. Users are no longer just typing keywords into a search engine; they’re asking nuanced questions and expecting AI-driven tools to provide them with the best possible answers. This shift means that businesses must adapt by offering more than just keyword-optimized pages. They need to develop content that serves specific user needs, aligns with their intent, and ultimately guides them through the buyer’s journey.

Schwartz elaborated on this during the podcast: “If you’re a SaaS company, you shouldn’t rely solely on traditional SEO because your customers’ decision-making process is longer and involves multiple stakeholders—and can’t be solved through a single search.” The SEO landscape for businesses in complex industries is fundamentally different from e-commerce or media companies. “SEO works best when it’s part of a broader strategy that considers the entire user journey,” he said.

Understanding Mid-Funnel SEO: A Key to Success in the AI Era

In today’s SEO landscape, the path to success involves focusing on more than just top-of-funnel traffic. Schwartz champions a shift toward mid-funnel SEO strategies, where the user intent is more defined, and the likelihood of conversion is higher. “You need to focus on mid-funnel SEO strategies,” Schwartz advised, emphasizing that it’s about engaging users who are already deep into their decision-making process.

Mid-funnel SEO requires creating content that helps users move from initial research to deeper exploration of a product or service. It’s not enough to cast a wide net with broad keywords anymore; businesses need to answer specific questions and provide value to users who already know what they are looking for.

Schwartz provided a clear example from his work with Zapier, a tool that connects various apps and services. Rather than targeting generic search terms like “productivity software,” Schwartz and his team honed in on user-specific queries, such as “how to connect Gmail to Salesforce.” By addressing precise user needs, Zapier was able to capture more qualified traffic—users who were already interested in how the product could solve their problems. “It’s about finding users with intent, not just traffic,” Schwartz explained.

This focus on mid-funnel strategies is especially crucial in the AI era. As Schwartz noted, “The discovery step of search is going to be swallowed up by LLMs, but once users have a sense of what they want, there’s still an opportunity to provide deeper information and convert them.”

Competitive Markets: When to Rethink SEO Investments

One of Schwartz’s more controversial stances is that SEO isn’t always the right solution for every business. He highlighted that in certain industries—particularly those with low search volumes or complex buyer journeys—SEO might not offer the best return on investment.

“Some industries just aren’t a good fit for traditional SEO,” Schwartz stated plainly. “If you’re in B2B SaaS or cloud services, it’s often better to invest in targeted ads or partnerships than pouring resources into SEO.” His point is that SEO can be resource-intensive, and in competitive markets, businesses must weigh whether the cost of SEO justifies the potential gains.

“SEO isn’t free,” Schwartz reminded listeners. “There’s a cost in time, resources, and direct expenses.” For companies where the decision-making process is more complex—such as enterprise-level software sales—other marketing strategies might be a more effective use of resources. “If you can’t answer the question of what it is that someone’s going to search for, then don’t do SEO,” he said bluntly.

Leveraging AI for SEO: Tools, Not Solutions

As AI continues to evolve, Schwartz advocates for using it as a tool to complement SEO efforts rather than as a replacement for them. “AI is a tool, not a solution,” Schwartz remarked. While AI can generate content quickly, he cautions against using it to create large volumes of low-quality content, which he likens to “the slop of poorly written content already flooding the web.”

Instead, Schwartz suggests businesses use AI to enhance existing content or assist with specific tasks like product descriptions. “AI can help you create content faster, but it’s only useful if that content is part of a bigger strategy,” he explained. For example, AI can be an excellent tool for automating repetitive tasks in content creation, like generating metadata or refining product descriptions. But businesses should avoid relying on AI for creating entire blog posts, which may ultimately harm their SEO efforts by producing content that doesn’t meet user needs.

Schwartz also highlighted the role of AI in improving technical SEO tasks like page speed optimization or site structure analysis. “AI can help you streamline technical SEO, but it’s not a magic bullet. You still need to make sure your content is valuable and relevant,” he noted.

Programmatic SEO: The Future of Large-Scale Optimization

In addition to leveraging AI, Schwartz sees great potential in programmatic SEO—a strategy that uses data to dynamically generate large volumes of content. This approach is particularly useful for businesses with extensive datasets, such as real estate platforms or travel websites.

“Programmatic SEO allows you to create thousands or even millions of pages that cater to specific user needs without having to write each one manually,” Schwartz explained. He cited examples like TripAdvisor and Zillow, both of which have dominated search rankings by using programmatic strategies. These companies aggregate data from multiple sources, including user-generated content (UGC), to create comprehensive pages that serve both users and search engines.

“TripAdvisor didn’t write blog posts for every hotel—they used UGC and data sources to build out their pages,” Schwartz explained. “And Zillow doesn’t write editorial content for each property listing; they use programmatic SEO to rank for millions of individual properties.”

Programmatic SEO, when done right, can be a powerful tool for scaling content without sacrificing quality. However, Schwartz warned that it’s not a one-size-fits-all solution: “It only works if the content you’re creating addresses a user need. Otherwise, it’s just more content for the sake of content.”

SEO Forecasting: Moving Beyond Keywords

One of the most striking insights from Schwartz’s discussion was his critique of traditional SEO forecasting methods. Most companies rely on bottom-up forecasts, looking at keyword search volumes and estimating potential traffic. But Schwartz argued that this approach is often flawed due to inaccuracies in keyword tools. “Most keyword research tools are way off,” he said, adding that these tools rely on proprietary algorithms that often misestimate search volumes by significant margins.

Instead, Schwartz advocates for a top-down approach to SEO forecasting. “You should start by looking at the total addressable market (TAM) and then work backward from there,” he advised. For example, if a company is launching in a new country, they should consider the country’s population, demographic breakdown, and online shopping habits before estimating how many users they can realistically capture through SEO.

This TAM approach allows businesses to set more realistic goals for their SEO campaigns, rather than relying on potentially inaccurate keyword data. “When you start from the top down, you can adjust your forecasts as you gather more data, rather than being locked into a keyword volume that’s probably wrong in the first place,”

The Future of SEO: Expertise in High Demand

As the SEO landscape continues to evolve, Schwartz predicts that the demand for SEO expertise will only increase. “The need for SEO expertise is going to explode because search layouts are changing, and companies need to pivot their strategies,” he explained. As AI tools like ChatGPT and SGE become more prevalent, businesses will need SEO professionals who understand how to optimize content for both traditional search engines and AI-generated results.

“SEO is not a dark art,” Schwartz concluded. “It’s about delivering the right content to the right users at the right time.” For SEO professionals, the challenge will be to stay ahead of the curve by adapting to the rapid changes in search technology while maintaining a focus on quality and user-centric content.

Embracing SEO’s Evolution in the Age of AI

As AI continues to reshape the digital landscape, SEO is undergoing a significant transformation. But rather than fearing these changes, SEO professionals and marketers should view them as opportunities to innovate and adapt. As Schwartz emphasized throughout his discussion, the fundamentals of SEO remain the same: understanding user intent, delivering high-quality content, and building a strong, recognizable brand.

By embracing mid-funnel strategies, leveraging programmatic SEO, and using AI as a tool to complement rather than replace human expertise, businesses can thrive in this new era of search. Those who are willing to evolve with the technology will not only survive but excel in the increasingly competitive world of digital marketing.

One such success story is Isabella, a business owner who built two six-figure online businesses using free tools. “When I started, I had no money to spare,” she recalls. “As a beginner, I wasn’t even sure if the business would make any money, so I needed to find a way to start with zero dollars.” Her journey offers valuable lessons for entrepreneurs looking to enter the e-commerce space without breaking the bank.

Choosing the Right Platform for Your Free Online Store

When starting with no budget, selecting the right platform is the first and most crucial decision. Popular e-commerce platforms like Shopify or Wix often require monthly subscription fees, which can be a barrier for entrepreneurs just starting out. However, as Isabella discovered, there are powerful alternatives that offer robust features without the financial burden.

“I found a platform that not only allows you to start for free but also gives you all the tools necessary to run a successful store,” Isabella explained. This platform, unlike others that push paid plans, allows entrepreneurs to set up their stores with no cost upfront. “It’s 100% free, and it’s flexible enough to support a range of businesses—from dropshipping to selling handmade products.”

For entrepreneurs, this approach eliminates the risk of investing in a platform before the business has proven itself. As Isabella notes, “Even though my businesses are now six-figure earners, I would still use this free platform if I started another business tomorrow.”

Structuring Your Online Store: Step-by-Step

Building a professional and functional online store doesn’t have to be complicated or expensive. In fact, it can be done in a matter of minutes with the right guidance. Here’s a detailed breakdown of how to structure your store without spending a dime:

1. Setting Up Your Store and Adding Products

For entrepreneurs starting with dropshipping or selling their own products, adding products is a straightforward process. If you’re dropshipping, sourcing images and descriptions from suppliers like AliExpress can help you quickly populate your store. “Suppliers don’t mind if you use their images for your online store,” Isabella says. This allows entrepreneurs to focus on building their business without worrying about product photography.

For those selling handmade or unique items, high-quality images and detailed descriptions are essential. “The key to building trust with your customers is clear, professional product listings,” Isabella emphasizes. “Even if you’re working with a free platform, your store should look polished and well-organized.”

2. Designing Your Website on a Budget

One of the biggest concerns for new entrepreneurs is how to create a visually appealing store without hiring a designer. Fortunately, many free platforms come with pre-designed templates that are easy to customize. “You don’t need to spend money on a designer,” says Isabella. “The templates available are more than enough to create a professional-looking store.”

Entrepreneurs can select from various themes based on their industry, whether it’s home décor, fashion, or tech gadgets. “It’s actually fun to design your store,” Isabella adds. “With a bit of creativity, you can make it stand out without paying for fancy designs.”

In addition to choosing a theme, ensuring that your website is mobile-friendly is crucial. Mobile commerce continues to grow, and customers increasingly shop on their smartphones. Isabella advises, “Make sure your site is optimized for mobile—it’s a must in 2024.”

Leveraging Data and Customer Tracking

One of the key challenges entrepreneurs face in e-commerce is making data-driven decisions, particularly when running ads. With the rise of privacy changes, tracking conversions from Facebook ads can be tricky. This is where tools like Triple Whale come in handy. “Triple Whale helps me overcome the limitations of iOS privacy changes by sending accurate data back to Facebook,” Isabella explains.

For entrepreneurs looking to scale their business, being able to track and analyze customer data is critical. “Without good data, you’re flying blind,” says Isabella. “You need to know where your customers are coming from and how they’re interacting with your site.” Using tools like Triple Whale ensures that you have a clearer picture of your business performance.

Managing Payments and Shipping: The Essentials

For any online business, managing payments securely and efficiently is a top priority. Stripe and PayPal are the go-to solutions for many entrepreneurs, and both integrate easily with free platforms. “I recommend using both Stripe and PayPal,” Isabella advises. “They give your store a professional appearance, and customers trust them.” Secure payment gateways not only build trust but also make transactions smoother for your customers.

Shipping, another critical element, can either make or break your online business. Isabella recommends offering free shipping to attract more customers, although she personally charges a flat rate. “Even though I charge for shipping, many dropshipping stores offer free shipping and see higher conversion rates,” she explains. It’s important to consider how shipping costs factor into your overall pricing strategy.

Marketing Your Online Store for Free

With your store set up and products listed, the next challenge is driving traffic without a marketing budget. “The biggest question I get from new entrepreneurs is, ‘How do I get people to find my store?’” says Isabella. The answer lies in creative, low-cost marketing strategies.

1. Social Media Marketing

Social media platforms like Instagram and Facebook are powerful tools for driving traffic. “Instagram is great for showcasing your products,” Isabella shares. “Post behind-the-scenes content, product demos, and customer reviews. It’s a great way to build trust and create buzz around your brand.”

Facebook groups are another valuable resource for new entrepreneurs. “Join groups related to your niche and engage with the community,” Isabella advises. “Don’t just spam your products—offer valuable insights, and people will naturally be curious about your store.”

2. User-Generated Content (UGC)

User-generated content is an effective, low-cost marketing strategy that builds credibility. “Getting customers to create testimonial videos or product reviews is invaluable,” says Isabella. “You can even reach out to freelancers on Fiverr or Upwork to create videos that resonate with your target audience.”

3. Ad Inspiration from Facebook Ad Library

For those who want to experiment with Facebook Ads but lack the resources for high-end creatives, the Facebook Ad Library can be a game-changer. “Look at what your competitors or big brands are doing,” suggests Isabella. “You don’t need to reinvent the wheel—just see what’s working for them and adapt it to your own style.”

Testing and Scaling Your Store

Once your store is live and gaining traction, continuous testing becomes essential for growth. “The beauty of e-commerce is that it’s always evolving,” Isabella explains. “You need to test different ad creatives, pricing strategies, and product listings to see what works best.”

Entrepreneurs should also invest time in analyzing which marketing strategies bring the highest return on investment (ROI). “Always keep an eye on your metrics—whether it’s conversion rates or customer acquisition costs,” she advises. “Knowing what’s driving success will help you make smarter decisions as you scale.”

Starting for $0, Growing to Success

Building an online store in 2024 with zero upfront investment may seem too good to be true, but it’s entirely possible. With the right platform, a smart marketing strategy, and a willingness to test and iterate, any entrepreneur can launch and grow a successful e-commerce business.

“The key is to take action and start now,” Isabella concludes. “Don’t let the fear of spending money hold you back. You can build a store, market it, and grow it—all for free. And once you gain momentum, the possibilities are endless.”

For aspiring entrepreneurs, this guide provides a clear path to start their e-commerce journey without the financial barriers. By leveraging the tools and strategies outlined, you can take the first step toward building a thriving online business—without spending a single dollar.

Why Multi-Channel Distribution Matters

Today’s digital audience is constantly on the move, accessing content through various platforms throughout the day. “Your audience isn’t just in one place,” Youell explains. “They’re scrolling through Instagram while waiting for their coffee, checking their email during lunch, and browsing LinkedIn before bed. If you’re only present in one of those spaces, you’re missing out on countless opportunities to connect.”

However, being everywhere doesn’t mean you should spread yourself thin. Each platform has unique characteristics, audience behaviors, and best practices. For instance, what works on Twitter (now X) might not resonate on LinkedIn, and an effective email campaign might not translate well to a Facebook post. “Understanding these nuances is critical for effective content distribution,” Youell says.

Identifying Effective Channels

The first step in multi-channel distribution is identifying the most effective channels for your target audience. “You don’t want to waste time and resources on platforms where your audience isn’t active,” Youell advises. She recommends starting with detailed buyer personas to understand where your audience spends their time online. “Use data from your website analytics to see where your traffic is coming from, and employ social listening tools to find out where people are talking about your brand or industry.”

Different demographics favor different platforms. For example, Gen Z may be more active on TikTok, while B2B audiences might prefer LinkedIn. “Don’t just rely on generalizations,” Youell cautions. “Survey your existing customers to find out where they prefer to consume content. The answers might surprise you.”

Tailoring Content for Each Channel

Once you’ve identified your key channels, it’s crucial to tailor your content for each one. “Many brands fall short by creating one piece of content and blasting it out everywhere unchanged,” Youell notes. “Each platform has its own unique language, format, and user expectations.”

On Twitter (X), brevity and timeliness are key. “Your content should be short, snappy, and often tied to current events or trending topics,” Youell suggests. In contrast, LinkedIn thrives on longer-form, thought leadership content. Instagram demands highly visual, easily digestible content, while email allows for more depth and personalization. TikTok favors authentic, entertaining content over polished production.

“The key is to adapt your core message to each platform,” Youell says. For example, a comprehensive blog post might be turned into a Twitter thread, an infographic for Instagram, a short video for TikTok, a longer-form post for LinkedIn, and an email teaser linking to the full post. “This approach takes more time but is far more effective than a one-size-fits-all strategy.”

Leveraging Social Media, Email, and Paid Advertising

Social media, email, and paid advertising are powerful tools for content promotion. “Social media is your frontline,” Youell states. “It’s where you build a community around your brand and engage directly with your audience.” However, organic reach on social media isn’t what it used to be, making a solid strategy crucial.

Timing matters. “Use analytics to find out when your audience is most active and schedule your posts accordingly,” Youell advises. Encouraging engagement is also key. “Ask questions, run polls, host live sessions—the more your audience interacts with your content, the more the algorithm will favor it.”

Email remains one of the most effective channels because recipients have actively chosen to hear from you. “Provide value in every email,” Youell stresses. “Segment your list, personalize your content, and continually improve your open and click-through rates through A/B testing.”

Paid advertising can be particularly powerful, especially when targeting new audiences. “Platforms like Facebook, Instagram, and LinkedIn offer incredibly detailed targeting options,” Youell explains. “But don’t just promote any content—promote your best content that’s already performing well organically.”

Partnerships and Collaborations

One of the most underutilized strategies in content distribution is forming partnerships and collaborations. “Look for brands or influencers in your industry who aren’t direct competitors but have a similar target audience,” Youell suggests. “Propose a collaboration that brings value to both parties.”

This could involve co-creating content, cross-promoting each other’s content, guest posting on each other’s blogs, or appearing on each other’s podcasts or webinars. “The key is to ensure it’s a win-win situation,” Youell says. “Show how your audience would benefit from their content and vice versa.”

Practical Implementation

Putting these strategies into practice involves several key steps:

1. Start with Great Content: No distribution strategy can save poor content.
2. Identify Key Channels: Base this on thorough audience research.
3. Adapt Content for Each Channel: Don’t just copy and paste.
4. Create a Content Calendar: Ensure consistent distribution across channels.
5. Use Analytics to Track Performance: Refine your strategy based on data.
6. Experiment: Try new channels, formats, and collaboration partners.
7. Prioritize Value: Every piece of content should provide value to your audience.

Youell highlights the success of brands like Glossier and REI in multi-channel content distribution. “Glossier started as a beauty blog before launching their product line and maintained a content-first strategy across multiple channels,” she notes. Similarly, REI’s robust content strategy has positioned them as experts in outdoor activities and conservation.

Conclusion

Multi-channel content distribution requires ongoing effort, analysis, and adaptation, but when done right, it can dramatically increase your reach, engagement, and bottom line. “The digital landscape is always evolving,” Youell concludes. “Stay curious, stay adaptable, and always keep your audience at the center of your strategy. Your content deserves to be seen, and with a solid multi-channel distribution strategy, it will reach the right people in the right places at the right time.”

AI as a Tool for Content Marketers

AI has emerged as a powerful tool, enabling content marketers to work smarter, faster, and more effectively. AI-powered copywriting assistants, for instance, represent a new breed of tools transforming the content creation process. These assistants are powered by sophisticated natural language processing algorithms, enabling them to understand and generate human-like text. They can analyze vast amounts of data, identify patterns and trends, and use this information to create compelling and relevant content.

Imagine having an assistant who can tirelessly research any topic, generate countless headlines and taglines, and even adapt their writing style to match your brand’s voice and tone. This is the promise of AI copywriting assistants. They can help overcome writer’s block, streamline content production, and ensure consistency across different channels.

AI and Human Creators: A Collaborative Effort

To understand the relationship between AI and human content creators, consider the analogy of the renowned painter Peter Paul Rubens. Rubens, a master of the Flemish Baroque, ran a large workshop with numerous apprentices. These apprentices were highly skilled in their own right, capable of executing specific tasks such as preparing canvases, mixing paints, and even painting certain elements of a composition. However, Rubens remained the creative visionary, overseeing every aspect of the work and adding his unique artistic touch to each piece.

Similarly, AI copywriting assistants can be seen as the apprentices of the content marketing world. They handle the more routine and time-consuming aspects of content creation, freeing up human content marketers to focus on higher-level tasks such as strategy, ideation, and creative direction. Just as Rubens’ apprentices benefited from his guidance and mentorship, AI copywriting assistants can learn and improve over time with human feedback and training.

Training Your AI Apprentice: A Collaborative Process

Training an AI copywriting assistant is an ongoing, collaborative process that requires a deep understanding of your content marketing goals and target audience. It’s not simply a matter of feeding the AI a bunch of data and letting it loose on the world. You need to define clear roles and responsibilities, establish a consistent brand voice and tone, and provide regular feedback to ensure the AI produces content that aligns with your vision.

The first step is to define the specific tasks you want the AI to handle. Do you need help generating headlines, writing product descriptions, or creating social media posts? Once you’ve identified the AI’s role, you need to train it on your brand style guide, which includes everything from preferred grammar and punctuation to your brand’s tone and voice. The more data you feed the AI, the better it will become at mimicking your brand’s unique style.

Finally, it’s essential to provide regular feedback on the AI’s output. This helps the AI learn and improve over time, ensuring it continues to produce content that meets your standards.

A Case Study in AI-Powered Content Creation

IO is a leading AI-powered content creation platform that exemplifies the potential of AI to transform the content marketing landscape. The platform offers a suite of tools designed to streamline and enhance every stage of the content creation process, from ideation and outlining to writing, editing, and optimization.

One of IO’s key strengths is its ability to generate high-quality, SEO-optimized content in minutes. The platform’s AI algorithms are trained on a massive dataset of text and code, allowing them to understand the nuances of language and produce content that is both engaging and informative. IO also offers a range of features designed to ensure brand consistency and alignment with content marketing goals. Users can create custom style guides that dictate everything from tone and voice to grammar and punctuation. The platform also provides real-time feedback and suggestions, helping users create content that is both effective and on-brand.

While AI undeniably changes the content marketing landscape, it is not about replacing human creativity and expertise. Instead, it is about augmenting and amplifying them. AI-powered tools like copywriting assistants enable content marketers to work more efficiently, freeing them to focus on strategic and creative tasks. As AI continues to evolve, its role in content marketing will likely expand, offering new opportunities for innovation and collaboration.

In the ever-evolving digital marketing landscape, staying ahead of the curve is essential for businesses striving to make their mark. Content marketing, in particular, has proven to be a powerful tool for growth, allowing businesses to connect with their audience authentically and drive meaningful engagement.

Trena Little, YouTube Strategist & Speaker, noted in a recent video that as we step into 2024, it’s crucial to understand the emerging trends shaping the content marketing landscape and how to leverage them effectively.

Organic content marketing has long been hailed as a cornerstone of success for many businesses, with entrepreneurs like Trina attributing their growth to its power. But as new platforms emerge and strategies evolve, staying informed about what’s trending in content marketing is essential. In this article, we’ll explore some key trends expected to dominate the content marketing scene in 2024 and discuss actionable strategies to capitalize on them.

1. Embracing AI in Content Creation

Artificial Intelligence (AI) has become increasingly integrated into content marketing strategies, offering marketers powerful tools to enhance their efforts. With AI, marketers can streamline content creation processes, personalize messaging, and optimize performance. According to a report by HubSpot, 64% of marketers are already utilizing AI in their strategies, signaling its growing importance in the industry.

However, while AI presents exciting opportunities, it’s essential to approach its implementation with caution. Sean Downey, Google’s President of the Americas and Global Partners, emphasizes that AI is most effective when combined with human expertise, creativity, and empathy. Marketers must retain their unique voice and perspective while leveraging AI to augment their efforts.

2. Navigating the Evolving SEO Landscape

Search Engine Optimization (SEO) remains a cornerstone of content marketing, but the landscape is continually evolving, driven by advancements in AI and search engine algorithms. As platforms like Google and Bing incorporate AI into their algorithms, marketers must adapt their strategies to maintain visibility and relevance in search results.

Google’s anticipated SERP (Search Engine Results Page) updates in 2024 will significantly impact content marketing and SEO. Marketers must prioritize creating engaging, personality-driven content that resonates with their audience to stay ahead. Long-tail queries and narrative-driven approaches can help content stand out amidst algorithmic changes.

3. Podcasting Resurgence and Vertical Video

Podcasting has experienced a resurgence in recent years, offering marketers a unique opportunity to connect with audiences in a more intimate format. With platforms like YouTube exploring podcast integration, marketers must consider the potential of podcasts as a content marketing channel in 2024. However, success in podcasting requires more than just repurposing existing content. Marketers must create tailored content that aligns with their audience’s preferences and interests.

Similarly, vertical video content continues to gain traction across platforms like TikTok, Instagram Reels, and YouTube Shorts. While short-form video remains popular, marketers must understand how their audience consumes content on each platform to create effective vertical video content.

4. The Importance of Email Marketing

In the era of social media dominance, email marketing remains a powerful tool for nurturing leads and driving conversions. In 2024, segmenting email lists and delivering personalized content will be key strategies for maximizing engagement and building stronger relationships with subscribers. By understanding their audience’s preferences and pain points, marketers can provide targeted content that resonates more deeply.

5. Embracing an Omni-Channel Approach

While the temptation to be omnipresent across all platforms may be strong, marketers must prioritize quality over quantity in their content marketing efforts. Instead of spreading resources thinly across numerous platforms, focusing on one or two key channels where the target audience is most active can yield better results. Marketers can maximize their impact and drive meaningful connections by creating tailored content for each platform and engaging authentically with their audience.

The content marketing landscape in 2024 presents both challenges and opportunities for businesses. By staying informed about emerging trends and adapting strategies accordingly, marketers can position themselves for success in a rapidly evolving digital landscape. Whether leveraging AI to enhance content creation, embracing new formats like podcasts and vertical video, or prioritizing personalized email marketing, understanding and implementing these trends will drive growth and engagement in 2024 and beyond.

According to Walker, the power of generative AI lies in its ability to extend the brand voice uniformly at scale, multiplying the brand’s ability to engage with customers without sacrificing the personal touch. “Generative AI enables us to amplify, speed up, and enhance productivity while injecting machine-generated creativity with human emotion, which is vital for maintaining the authenticity at the heart of trust-building,” Walker explained.

The application of generative AI goes beyond automating mundane tasks by enabling marketers to deliver personalized customer experiences efficiently. This technology fosters a new partnership between human creativity and machine efficiency. The key, Walker notes, is skillful prompt writing, ensuring that AI-generated content aligns seamlessly with strategic brand initiatives and effectively communicates the brand’s core values.

Moreover, Walker highlighted the critical role of data quality and accuracy in AI implementation, a fundamental component that Salesforce emphasizes in its marketing strategies. “Ensuring data integrity is paramount. It not only builds trust within our teams but also enhances our interactions across the organization, aligning every function towards common metrics that reflect our customer engagement’s true impact,” she stated.

This meticulous approach to data enables AI to be a game changer in the B2B space, particularly in understanding and influencing the customer’s path to conversion. By integrating AI into their operations, companies like Salesforce can manage vast arrays of data to uncover insights that drive more strategic, informed marketing decisions.

Walker also touched upon the evolving role of marketers in this AI-driven landscape. The advent of AI requires marketers to continually refine their skills, ensuring they are equipped to oversee AI operations while leveraging their unique creative capabilities to enhance AI outputs.

As B2B companies navigate the integration of AI into their marketing strategies, the challenge remains to maintain the human elements that foster deep business relationships. For Salesforce, this means using AI not just for automation but as a strategic ally in crafting more meaningful, personalized customer interactions.

As Walker from Salesforce and other leaders look forward, the synergy between AI and human creativity in the B2B sector is promising and pivotal. It offers a dual benefit: streamlining operations and setting a new standard in customer engagement. In this light, AI is not just a technological upgrade but a revolutionary approach to redefining market norms and enhancing brand value in the competitive landscape of B2B marketing.

1. Interactive Content: Interactive content such as quizzes, polls, assessments, calculators, and interactive infographics are gaining popularity. They provide an engaging and personalized experience for users, encouraging active participation and increasing time spent on the content.
2. Video Content: Video remains a dominant form of content, with platforms like YouTube, TikTok, and Instagram Reels driving engagement. Short-form videos, live streams, webinars, and virtual events are effective ways to deliver engaging and shareable content to audiences.
3. Podcasting: Podcasting continues to grow as a popular medium for content consumption. Brands are leveraging podcasts to share expertise, tell stories, and engage with their target audience in a more intimate and authentic way.
4. Long-form Content: While short-form content is prevalent, long-form content such as in-depth articles, guides, case studies, and whitepapers still have value. Long-form content allows brands to demonstrate expertise, provide comprehensive insights, and establish thought leadership in their niche.
5. Content Personalization: Personalizing content based on user preferences, behavior, and demographics enhances relevance and engagement. Dynamic content, personalized recommendations, and targeted messaging help deliver tailored experiences to individual users.
6. User-Generated Content (UGC): UGC, including customer reviews, testimonials, social media posts, and user-generated videos, fosters authenticity and builds trust. Brands encourage customers to create and share content related to their products or services, amplifying their reach and influence.
7. SEO and Content Optimization: With search engine algorithms becoming more sophisticated, focusing on content optimization for search intent, keywords, and user experience is crucial. High-quality, informative, and well-optimized content improves search visibility and drives organic traffic.
8. Content Distribution Strategies: Beyond creating great content, effective distribution strategies are essential to reach the target audience. Leveraging multiple channels such as social media, email marketing, influencer partnerships, and content syndication maximizes reach and engagement.
9. Content Repurposing and Recycling: Repurposing existing content into different formats and mediums allows brands to extend the lifespan of their content and reach new audiences. Recycling evergreen content, updating outdated content, and creating content series or themes are effective strategies.
10. Authentic Storytelling: Authenticity and storytelling remain fundamental to successful content marketing. Brands that share compelling stories, connect with emotions, and demonstrate transparency resonate with audiences and foster deeper relationships.
11. Community Building: Building communities around shared interests, values, or causes creates opportunities for meaningful engagement and brand advocacy. Online forums, social media groups, and branded communities provide platforms for fostering connections and conversations.
12. Measurement and Analytics: Data-driven insights and analytics play a crucial role in optimizing content marketing efforts. Tracking key performance indicators (KPIs), analyzing audience behavior, and A/B testing help refine strategies and improve content effectiveness over time.

By staying abreast of these latest content marketing strategies and trends, brands can adapt and innovate their approaches to effectively engage audiences and achieve their marketing goals.

A shift towards quality content started a decade ago with the Google Penguin update which saw a number of link networks fall. Even huge brands like that of Expedia were outed for breaking rules outlined by the Google Webspam Team. Penalties were handed out to so many different brands with some seeing revenue from online sources all but halt. The platforms that are used to promote content have even changed along with tactics that work. The following will outline how content marketing has changed for major brands in the last decade. 

Expanding The Reach Of Content Via Outreach

Airbnb was a relatively new company when it embarked on a content marketing campaign that helped them gain massive amounts of exposure. The economic impact webpages that were generated helped build thousands of backlinks and landed on some of the most popular online publications like Huffington Post and BBC News. The name has since become synonymous with short-term rentals around the world. 

Other brands that used content to come out of the dark ages include T-Mobile. The brand used to be known for disposable phones that were often low-quality. Content marketing was a huge part of the communication giant’s online strategy. Partnerships made in the last decade have also been highlighted along with an improved network which makes T-Mobile an option for more consumers. 

Email outreach can be so important to track as it can be the lifeblood for a business whether reaching out for sales or marketing reasons. Using data to hone pitches can help the company in a variety of departments. A/B testing along with automated emails to help entice responses can easily be set up in a matter of minutes. Open rates along with response rates can help test subject lines against one another along with content in the body of the email. Finding a digital marketing agency that can help build backlinks along with relationships with publishers can be invaluable down the road. Digital marketing trends of 2023 are far different than in 2013 which is imperative to understand. 

Instagram And Twitter

Instagram is used by so many businesses to help humanize their staff. Customers might only see a specific email or have heard a voice. Putting a name with a face and voice can be very important in terms of building rapport. Companies show their cultures to help attract new customers along with top talent in their niche of business. Instagram has also been used by some brands like that of Taco Bell to entertain. The Taco Bell Instagram and Twitter accounts are among the most popular in fast food. Wendy’s is also quite popular due to the quips the account makes in response to overly negative comments. 

Twitter has always been a bit of a wildcard due to various policies instated at the social media juggernaut. The promotion of content through the intelligent use of hashtags has become second nature for those managing social media accounts. Scheduling of Tweets is easily done while the rest of the job might be to respond to relevant accounts along with posts on company content published. 

TikTok

A decade ago there was Vine which took the world by storm. The social media platform that allowed users to share short videos had a short lifespan though. TikTok emerged years later but has been clouded with a number of questions due to the involvement of the Chinese government with the company. Executives of TikTok have been brought before Congress in recent months due to the growing concern over data privacy for US citizens. Businesses that rely on a large number of sales or leads from TikTok need to diversify their approach. A ban of the social media app has been looming and could cripple businesses that rely on it too heavily. 

Influencer Marketing

Influencer marketing has garnered a poor reputation in some niches due to influencers that are willing to promote any product regardless of quality on their accounts. Influencers that have built a solid reputation along with a community of followers generate more results than that of mega-influencers. Platforms are available that show the results of the previous campaigns influencers have had with a brand. Content created for a brand can have the involvement of the influencer or be completely scripted by the brand.

Content marketing will continue to change as more data is introduced into the mix. Take the time to assess your business’ content marketing strategy to see where it can be modified to improve ROI.

Why is it important to resist the urge to have your content do the selling?

Tim: What we do at The Tot is provide trust and advice and mindfully curated products. For it to be considered trusted advice it needs to come from a credible real place. It needs to be authentic and it needs to come from experts, people who know what they are talking about. At The Tot we work with a network of experts around the globe to create parenting content. What first-time parents are looking for most is information and they are just as likely to turn to a website as they are to go to a doctor and they are even more likely to go to a website than to ask their own Mother. If we are able to develop and curate content of moms sharing to other moms, that develops a relationship and provides values for them.

How do you measure the success and performance of a content-driven marketing strategy?

Matt: When you consider measuring in general, there are so many different formats that are out there that people can leverage. Oftentimes, people are saying… well I want articles for my blog. What type of article are you looking for? What is the goal of that piece of content? Are you trying to drive organic search and bring in new audiences so they can learn who you are or are you trying to engage them a bit more with videos and infographics? Every single format has a very specific measurement.

Beyond that, your measurements are somewhat different than your basic media buying for example, where you spend a dollar and hope to make back three, or some version of that. When we are looking at content marketing, especially when it is brand agnostic, the real important ideal there is to think about how can I actually give something to my audience that resonates with them, teaches them and solves a problem. Then ultimately, your brand is there waiting for them.

Awareness, Engagement, Advocacy

The three things that I look at are awareness, engagement, and advocacy. The first thing you would want to do in building a content marketing strategy is to consider the idea of awareness, giving awareness to the people you are working with. Then having intent-driven content. People are asking questions in Google all the time and they are getting answers. If your site has the answers in its content, especially if it’s early stages, then that’s going to do something that most (ecommerce) sites aren’t doing, which is to put eyes onto your site, without the brand and product coming into play at first.

With this brand agnostic content, the bulk of your content is primarily text-based content. With measurement I look at eyes on site and what they are doing when they get there. Are they jumping around to different pages or are they bouncing right away? When you bring in somebody to your site where it is solving something you have to have something that is engaging to keep them there and keep them coming back.

Tim: We definitely watch inside of Google Analytics to be able to see the pageviews, what people are doing, and how they move from the editorial side of the site to the product side of the site. We also use content as part of our marketing program. It’s definitely an upper funnel prospecting piece.

Quality Content is Just as Important as Ad Spend

Tim: As somebody who came from an ad agency working with clients who had large ad spends and then coming to a start-up to help them grow and find customers, we didn’t have a large ad budget. What we did have though is this wonderful bank of content. This quality content has become just as important as the ad spend. Every month we put together a new prospecting campaign with a variety of articles and then we keep some evergreen pieces of what performed and that gives us a really good indicator of the type of people we are able to draw and attract to the site. It’s very contextually targeted so somebody that is clicking and looking at an article titled, “9 Ways to Prepare for a New Baby,” is probably going to be our customer.

Numerous reports can be referenced highlighting the importance of authenticity within marketing as a whole. This advice is doubly true when attempting to appeal to demographics that may span numerous cultures and socioeconomic backgrounds. The only way to truly be authentic is to have representation within these diverse groups of people that can tell their story about your brand in a way that is unique to them and their coveted audience. 

The way for such brands to avoid failure is to adopt a UGC ad approach utilizing influencers. Influencer marketing, as you may recall, can be distilled in having someone else tell your brand story for you, which is precisely what UGC created ads are.

There are multiple methods that influencers can utilize in the Facebook ecosystem, including live streaming collaborations, fan page postings, and group advertisements. However, the method we have found particularly effective involves using Facebook’s internal brand collabs manager as a multi-step campaign process.

For this process to work, a brand will need to only have access to an account with Facebook Ads management credentials. However, in multiple tests, we have found it is faster and more efficient to prequalify influencers through an external network prior to engaging, rather than relying upon the Facebook marketplace alone for the selection process. The importance of this step is predicated on the importance of first calculating the probability of influence based on your predetermined campaign goals. The reasoning for external vetting prior to ad collaborations is as follows:

1. While approximate reach and engagement is discernable through the brand side of the Facebook collaboration marketplace, what isn’t obvious is relevance. By first vetting Facebook influencers, a brand will likely find the self-identified categorical selections and content focus is not always congruent with the information displayed in the collabs marketplace.

2. The next issue is cost. Once again, testing has determined that price is not as static as one might assume when simply utilizing the brand collabs marketplace. The reason for this is reflective of fit. As a thought exercise, imagine a digital marketer is being asked to set an hourly rate for her services. The ads collabs manager in this analogy represents the expected blended rate for all activities the aforementioned marketer would be asked to perform. The reality is her distaste for a service such as site infrastructure auditing may make other activities she enjoys more expensive on that blended rate. The same is true of influencers. A blended rate exists to satisfy the vast majority of collaboration pitches the influencer is expected to receive. Therefore, approaching an influencer external to the collabs marketplace can often result in a lower starting price point.

The only caveat to this approach is not every Facebook influencer in external networks is a member of the ads collabs marketplace. If time is of the essence, it is recommended to ask on the status of this membership when pitching. However, as Facebook is willing to let most applicants into the program, if a brand feels strongly about an influencer, it can be worth pursuing the relationship while urging the influencer also gain membership into the program.

Once an influencer has been selected based on campaign criteria of fit, economics, and expected outcome, the process for using this influencer in an ongoing ad is remarkably similar to that of a normal influencer campaign. The critical difference is centered on ad quality guidelines, as some industries are more heavily regulated from an ad copy perspective. Presumably, a brand will evaluate the true impact an influencer provides prior to elevating into an ad unit. Additionally, running a postmortem analysis  in the event expectations are not in line with reality helps for future transactions. After initial satisfaction has been reached the next steps are simple:

1. Approve the collaboration in the Facebook collabs manager interface

2. Create a new ad utilizing the influencer via the boost post ad type. Simply set a budget and you’re done.

To test this concept for yourself, simultaneously run this process against a fresh ad campaign on the same exact topic. You may find, as we and others have, that the UGC-elevated ads end up outperforming the conventional ad types. The often occurs without running into the pitfalls of a brand trying to target multiple demographics, which can often come off as inauthentic. All that was required was simply incorporating some influencers into the process. 

To learn more, take a self-guided demo of Intellifluence, which will help you understand how influencers can be applied to virtually any marketing use case in a simple campaign creation process.