What Content Marketing Looks Like In 2016?

Social Media Friendly caption
Continuing on the topic of online marketing trends in 2016, let’s take a look at how content marketing is changing this year. Below are 3 trends to keep in mind for content marketing strategy: 

1.Mobile Friendly:

Last year Google officially confirmed, that mobile search usage has exceeded the desktop, as it was predicted back in 2014. Now more and more online users all over the globe are turning to smartphones and tablets to find information online. Indeed, according to comScore’s Global Mobile Report: “9 in 10 Millennials have smartphones, spending an average of 50-100% more time on mobile than on desktop today.” Thus if you want your content to “strive” further, make sure your website is optimized for mobile.


2. Social Media Friendly:

Have you ever typed a company name in search bar on Google and received: company name – Facebook, company name – LinkedIn or company name – Google Plus?  If so, you just witnessed blurred line between SEO and social media. Shares and likes across main channels help Google evaluate credibility of a website. So do not hesitate and boost up your social presence. There is a big advantage if visuals (infographics or video) would be present within your content. It will instantly grab attention and make the visit to your website more memorable. Also do not forget to incorporate “social” in the headlines of your content. (You can get fresh ideas on catchy titles from Buzzfeed) reader-friendly

3. Reader Friendly: 
As we highlighted in the last blog post on search marketing,

Big search engines are no longer only matching keywords anymore, they are matching related concepts and topics.

Thus, relevancy is becoming more and more important due to the changes in Google Algorithm. Your content strategy in 2016 will heavily rely on LSI keywords and long-tail keywords. Find out here how you can improve your SEO with Latent Semantic Indexing.

To sum up, content has always been a king of SEO and this year is not an exception. With the rise of mobile, social media and Google algorithm’s sophistication, content inevitably has to adapt to new rules of marketing. Staying creative in social platforms, writing valuable content and keeping SEO in mind is ultimate recipe for content strategy.

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Team Twinword
Team Twinword
Team Twinword built the first keyword research tool that can automatically detect user intent, topic, and pattern. The tool uses AI technology to automatically create keyword suggestion groups based user intent, detected topic and pattern, or a custom topic and pattern. Keyword research is faster with AI.


  1. This is such an awesome article! LSI keywords are a good way to make articles sound more natural. However, I feel that people will start misusing them which may again lead to some odd sounding articles on the internet. Do you think that LSI keywords will change as the time goes by and will we start using some more advanced concept in future?

    • Joseph Shih says:

      Hi @NikolayStoyanov, I’m no expert like you, Mr. SEMRush Author =), so please forgive and correct me where I’m wrong.

      Your comment reminds me of what Google’s ultimate goal is, which is to provide what it thinks its users want (user intent). Content that fulfils user intent will almost always be aligned to quality content at the right place and time.

      Google recently released their Search Quality Rating Guidelines, which isn’t new to anyone familiar with LionBridge or LeapForce. Having studied an older version several years back, I’ve come to realize that search engine companies are constantly reworking their models in an attempt to have it learn what content people want, don’t want, and in what situations and locations etc.

      In short, my opinion is that Google’s algo will continue to grow and incorporate so many variables that it will be much easier to just stop trying to trick it and to simply write what people want, the more focused and helpful, the better.

      With that said, I do think that having tools that provide LSI keywords definitely does help! I have personally used these tools to find the right words that my target audiences are using for the content I am writing for them. Hence the importance of these tools to find the at-the-moment trending LSI keywords to make sure I don’t miss anything.

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