Owned media Topic clusters Original research Owned media The loss of third-pa...

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Content strategies that should be on your radar this year:  SERP shakeups will lead more marketers to refocus on their email lists, resource centers, and brand communities. Content marketing trends - Lulu Lemon's community page Brands that build communities on owned channels will buffer themselves against the turbulence of search and social media. Businesses that invest in their owned channels in will be insulated, at least partly, against the whims of algorithms.


They’ll also enjoy a more personal connection with their customers, which tracks with all the consumer preferences we’ve seen lately. Topic clusters Remember the old “hub-and-spoke” content Iceland Phone Number model? That’s where you created one big, high-level asset (we’re not bringing “skyscraper” back!) that linked out to several smaller posts, each zooming in on one aspect of the topic. Well, they’re back. And we agree with Tracy Wallace, the Director of Content at Klayvio, that it’s a great strategy not just for SEO, but for moving people through a content funnel.




Content marketing trends - screenshot from the Contentment newsletter In her Contentment Newsletter, Tracy Wallace opined on the comeback of the old hub-and-spoke model. Just make sure your hub content is super valuable and unique. Which brings us to the third retro strategy we expect to see more of in But first: A successful topic cluster is built on great keywords. Use our Free Keyword Tool to find the phrases your customers use to learn about businesses like yours. Original research AI works by analyzing existing text to create something new. That’s why original research is the ultimate counter to commoditized content. Content marketing trends - stats from the Wordstream Facebook Ads report Our own WordStream Facebook ads and search ads benchmark reports are