3 min read

Navigate the Evolving Landscape of Content Discovery

Navigate the Evolving Landscape of Content Discovery

Today's consumers devour digital content at an unprecedented rate. Research reveals that individuals in the United States spend over 12 hours daily consuming digital content, with a staggering three hours dedicated to traditional video streaming. Moreover, the average working-age internet user spends a remarkable 2 1/2 hours daily on social media platforms.

In this digital age, businesses need to adapt to the changing landscape of content discovery. With so many content formats available—like blog posts, podcasts, videos, and infographics—it's essential to find ways to make your content stand out. Diversifying your content helps reach more people and allows you to connect more deeply with your audience.

To succeed online, it's crucial to use content discovery platforms and algorithms to boost your brand's visibility. By understanding what your audience likes and how they behave online, you can tailor your content strategy to meet their needs. Ready to take your brand to the next level?

Emerging Trends in Content Discovery

While content consumption patterns remain primarily consistent, how consumers discover and access content has undergone significant transformations. Consider these five crucial trends:

1. The Rising Demand for Educational and Authentic Video Content

Consumers increasingly expect video content to fulfill their educational needs and learn about brands, products, and services. According to HubSpot research, 66% of surveyed consumers watched a video about a brand or product in the previous year. Visual and auditory content enables consumers to make informed decisions, reducing risk and increasing satisfaction.

Audiences today seek authenticity and relatability. They gravitate towards "real" videos that foster trust and confidence in brands rather than highly polished productions. Additionally, consumers seek educational videos that entertain and impart new knowledge.

2. The Convergence of Search and Social

Search engines and social media platforms are now increasingly overlapped in content discovery. Platforms like Twitch, TikTok, and YouTube have blurred the lines between search and social functions. TikTok has emerged as a major search engine, while Google's Discover feature curates personalized content feeds, fostering user engagement.

To adapt to this convergence, content marketers should:

  • Align content plans for search and social platforms.
  • Expand SEO strategies beyond Google and Bing to include other prominent search engines.
  • Incorporate human-led curation through social communities, newsletters, or other resources.

3. Intent as the True Driving Force

Advances in content delivery platforms have made it possible for content that aligns with the audience's intent to attract viewership organically. AI-powered search, social, shopping, and streaming platforms prioritize serving content based on user intent, moving beyond traditional metrics like length, freshness, or backlinks.

To thrive in this user-intent-driven world, content marketers must:

  • Maintain a relentless focus on their audience.
  • Research audience demographics, psychographics, and behavior.
  • Analyze active data, segment content experiences appropriately, and optimize over time.

4. Catering to Niche Audiences and Personalized Content

Search queries, the embodiment of user intent, guide content generation itself. Google's AI-driven Search Generative Experience exemplifies this shift in how consumers interact with search engines and seek content.

To adapt to this change, content marketers should:

  • Embrace the value of smaller, niche audience segments.
  • Prioritize journey mapping and intent analysis, leveraging consumption data rather than relying solely on industry trends or market generalizations.
  • Structure content strategies and calendars to begin with audience data rather than reacting to it later.
  • Assess user intent through search and social analytics, examining metrics like per-post engagement rates, dwell time, bounce rates, or traffic acquisition per keyword.

5. Aligning with Human Preferences for Non-Human Platforms

If content resonates with human audiences, it will likely perform well on non-human platforms like search and social engines. These content discovery platforms prioritize content people consume and engage with in their rankings. Google emphasizes creating "helpful content for people" as a critical algorithm factor.

By aligning content strategies with audience preferences, such as TikTok's popularity for funny and entertaining content or the metaverse's appeal for engaging experiences, content creators can increase their chances of success on these platforms.

Embracing the Future of Content Discovery

While advances in content discovery platforms may initially seem daunting, they present opportunities for content creators who prioritize audience-centric strategies. As the demand for fresh, relevant content increases, creators who understand their audiences' desires and focus on delivering high-quality, engaging content will be well-positioned for success.

Remember, even generative AI cannot create something from nothing. By consistently producing content that resonates with your target audience and prioritizing progress over perfection, you can navigate the evolving landscape of content discovery and stand out in an increasingly competitive digital world.

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