Author: The Writers For Hire, Inc.

Nowadays, brands fight hard to establish themselves amid a sea of competitors, jockeying for position to catch limited consumer attention spans. In this climate, companies must find the best way to stand out from the crowd with their target audience.

That’s why every solid content strategy plan needs to consider every possible digital space its target audience may occupy, looking far beyond its main website.

Many of those digital spaces are offsite web properties. It’s well worth taking a closer look at them, the opportunities they offer, how to find them, and how to handle each one.

What Are Offsite Web Properties?

Offsite web properties, also known as external web properties or third-party web properties, refer to digital assets and platforms that are not directly owned or controlled by an individual or organization but are used to represent or promote their brand, products, or services online.

These properties are essential channels for enhancing online presence, reaching wider audiences, and improving search engine visibility. They are integral to a comprehensive online content marketing strategy.

Here’s a look at the principal types of offsite web properties brands use as pieces of their planned content strategies:

• Social Media Platforms. Social media platforms such as Facebook, Twitter, Instagram, LinkedIn, YouTube, and Pinterest are among the most prominent offsite web properties. These platforms let individuals and businesses create profiles, share content, interact with users, and build communities. Social media content is a powerful tool for promoting a brand, engaging customers, and driving website traffic.

• Review Sites and Directories. Websites like Yelp, TripAdvisor, Google My Business, Angie’s List, and Yellow Pages are sites where users can find and leave reviews about businesses, products, and services. Being listed on these platforms can influence reputation, credibility, and local search rankings.

• Blogs and Online Publications. Contributing guest posts or articles to relevant blogs and online industry publications can increase brand visibility, establish thought leadership, and drive referral traffic to a website. Websites like Medium, Forbes, Huffington Post, and industry-specific blogs are examples of these offsite web properties.

• Forums and Communities. Participating in online forums, discussion boards, and community niche websites can help build brand awareness, establish expertise, and engage with potential customers. Platforms like Reddit, Quora, Stack Exchange, and niche-specific forums are valuable for community engagement.

• Press Release and News Distribution Sites. Distributing press releases and company news through platforms like PR Newswire, Business Wire, PRWeb, and Marketwired can increase brand exposure, generate media coverage, and improve search engine visibility through backlinks from reputable sources.

• E-commerce Marketplaces. E-commerce marketplaces like Amazon, eBay, Etsy, and Alibaba serve as places companies can showcase and sell their products to a broader audience. Leveraging these platforms can expand reach and drive sales.

• Video and Image Sharing Platforms. Platforms such as YouTube, Vimeo, Flickr, and Instagram allow users to upload and share videos and images. Businesses can use these platforms to showcase products, provide tutorials, share behind-the-scenes content, and engage audiences through visual storytelling.

Why Are Offsite Web Properties Important?

Offsite web properties are crucial to every good content strategy plan. They boost Search Engine Optimization (SEO) and solidify a brand’s online presence. Here are some of their key benefits:

• Increased Visibility and Reach. Offsite web properties allow individuals and businesses to extend their online presence beyond their own websites. By leveraging external platforms, they can reach broader audiences, increasing brand visibility and exposure to potential customers.

• Diversification of Traffic Sources. Relying solely on organic search traffic or direct traffic to a website can be risky. Offsite web properties expand traffic sources. For example, if a website’s search engine rankings drop, having a solid presence on social media or referral traffic from other websites can help maintain visitor levels.
• Improvement in Search Engine Optimization (SEO). Offsite web properties contribute to SEO efforts in multiple ways. Backlinks from reputable external sites signal to search engines that a website is trustworthy and authoritative, improving its search rankings. Mentions and citations of a brand or website across different platforms raise online visibility, which can positively impact placement in search results.

• Brand Building and Reputation Management. When a brand engages with customers on social media, responds to reviews on review sites, and contributes valuable content on external platforms, it helps shape public perception. Positive interactions and reviews can enhance brand reputation, while addressing negative feedback promptly can mitigate damage.

• Community Engagement and Relationship Building. Platforms like social media, forums, and community websites provide avenues to interact with customers and stakeholders. Engaging with an audience through these channels fosters relationships, builds trust, and encourages brand loyalty. It also gives valuable insights into customer preferences, concerns, and trends, all of which can inform product development and marketing decisions.

• Opportunities for Content Distribution and Promotion. Offsite web properties offer additional channels for distributing and promoting content. For example, guest posting on industry blogs or contributing articles to online publications allows businesses to showcase their expertise and reach a broader audience. Sharing content on social media platforms or video-sharing sites increases its visibility and potential for “going viral.”

• Local and Niche Targeting. Some offsite web properties, such as local directories or niche forums, allow businesses to target specific geographical areas or highly specific audiences. This approach can help companies operating in local markets or catering to niche interests to connect with highly relevant prospects.

Keep in mind that offsite web properties’ key benefits lie in expanding a brand’s reach as part of a broader content strategy plan. Some brands enlist the help of a content marketing service to help build relatable content that hits the mark with their consumers.

Optimizing the Benefits of Each Offsite Web Property

Savvy brands and specialized content marketing services know what it takes to optimize the benefits of offsite web properties. Here’s a look at specific content strategy tactics for each type of offsite web property:

Social Media Platforms

• Identify the platforms where the target audience is most active and focus efforts there.
• Develop a content calendar with a mix of content types (e.g., articles, images, videos) optimized for each platform.
• Engage with the audience by responding promptly to comments, messages, and mentions.
• Use hashtags strategically to increase discoverability and reach.
• Encourage user-generated content (UGC) by running contests, asking questions, or featuring customer stories.
• Analyze engagement metrics and adjust the content strategy plan based on what resonates most with an audience.

Review Sites and Directories

• Claim and optimize business profiles on relevant review sites and directories.
• Encourage satisfied customers to leave positive reviews and respond to negative reviews constructively and promptly.
• Provide accurate and up-to-date information about the brand or business, including hours, location, and contact details.
• Use multimedia elements such as photos and videos to enhance listings and showcase offerings.
• Monitor and track reviews regularly to promptly address issues and maintain a positive reputation.

Blogs and Online Publications

• Identify high-authority blogs and online publications in the industry and contribute valuable, well-researched content.
• Tailor the content strategy plan to each publication’s audience and editorial guidelines.
• Include relevant backlinks to the main website or other owned content where appropriate.
• Engage with readers through comments and social media shares to further amplify reach.
• Monitor performance metrics such as views, shares, and comments to gauge the effectiveness of content contributions.

Forums and Communities

• Join relevant forums and communities where the target audience congregates.
• Participate in discussions by providing helpful answers, sharing insights, and asking questions.
• Avoid overtly promotional content and focus on providing genuine value to the community.
• Establish the brand as a trusted authority by consistently contributing valuable insights and expertise.
• Include links to relevant resources or blog posts on the website when appropriate but prioritize adding value to the discussion over self-promotion.

Press Release and News Distributions Sites

• Craft newsworthy press releases with compelling headlines and concise, informative content.
• Distribute press releases through reputable distribution services to reach a wide audience of journalists, bloggers, and news outlets.
• Include multimedia elements such as images or videos to enhance the appeal of press releases.
• Follow up with journalists and media outlets to pitch story ideas or offer additional information.
• Monitor coverage and track metrics such as media mentions and website traffic to measure the impact of press releases.

E-commerce Marketplaces

• Optimize product listings with high-quality images, detailed descriptions, and relevant keywords.
• Encourage customer reviews and feedback to build trust and credibility with potential buyers.
• Offer promotions or discounts exclusive to each marketplace to incentivize purchases.
• Monitor competitor activity and pricing to stay competitive within the marketplace.
• Leverage advertising and promotional tools the marketplace offers to increase visibility and sales.

Video and Image Sharing Platforms

• Create visually appealing and engaging content tailored to the preferences of each platform’s audience.
• Optimize videos and images for search by using relevant keywords and tags.
• Include calls-to-action (CTAs) and links to the website or other relevant content in video descriptions and image captions.
• Engage with an audience by responding to comments, questions, and feedback.
• Analyze performance metrics such as views, likes, shares, and comments to refine the content strategy plan over time.

A reputable content marketing service can help brands create solid content strategy plans to get the most out of each offsite web property. Professionals skilled at planning relatable content to engage target audiences are just an email or phone call away.

A Final Consideration

Brands simply can’t afford to overlook offsite web properties as integral components of a robust content strategy plan. With fierce competition vying for consumer attention within every market niche, leveraging external platforms is essential for brands to establish and maintain relevance and visibility.

In a landscape where differentiation and engagement are pivotal, shrewd brands embrace offsite web properties as powerful tools. By wielding these tools with skill, they carve out a place in the market and stay ahead of the competition.

Content marketing has boomed in the last few years and there are no signs of that changing anytime soon. So, why have content marketing strategies become such a fundamental marketing component that almost every business imaginable has embraced?

The answer is very simple. When you provide your prospective customers with valuable, helpful, and free information, they notice who you are and what your business does. We build truly meaningful relationships and trust with our audiences through content marketing.

Content marketing enables businesses to reach their audiences through information they want to consume instead of bombarding them with information they have no interest in.

Content marketing has come a very long way since the emergence of the internet, social media, and platforms like YouTube, and, as technology evolves, so content marketing strategies evolve with it.

In this article, we will explore in detail the future of content marketing and the impact new technologies may have on content marketing best practices. In particular, we will explore the role of artificial intelligence (AI) in the content marketing paradigm, how social media is likely to change over the coming years, and changes in the way content will be consumed in the future.

Artificial Intelligence – Good or Bad for Content?

For many people, the thought of artificial intelligence and how it may impact their lives in the future is a daunting notion.

In other words, an AI-generated novel is not going to win a Pulitzer anytime soon.

That being said, some major and quite impressive advances in AI-generated content have been made in the last couple of years. Let’s explore this in more detail.

How does AI-generated content work?

Many definitions of artificial intelligence exist, but John Mcarthy offers a very helpful definition in his 2004 paper:

“It is the science and engineering of making intelligent machines, especially intelligent computer programs.

It is related to the similar task of using computers to understand human intelligence, but AI does not have to confine itself to methods that are biologically observable.”

AI-generated content is simply content generated by computer software programs that scan the internet for information, much like a search engine does.

Once the user has entered a command or request into the program, the program pulls the most relevant information from the internet and other databases and converts that into new text using Natural Language Processing. This whole process happens in the space of a few seconds or minutes.

Current AI technology fully relies on content previously written by humans to produce “new” AI content. This has profound implications for the future.

Writing is an art and AI is not yet an artist. AI can’t create new ideas, conduct scientific research, or synthesize information in the same way humans can. AI technology also lacks creativity, understanding, linguistic nuance, and conversational context.

With that in mind, let’s consider a scenario where we remove humans from the content equation entirely and leave AI to create all new content for a two-year period. In two years’ time, we will end up with an initial wave of new AI content which was written by AI by drawing on existing human text.

Then we will have additional waves of content where AI not only draws on existing human text but also on AI text. Let’s call this ‘compound AI content’ (AI content generated from AI content). Eventually, we will end up with content that makes no sense, has no original ideas, and lacks creativity. Put simply, we will end up with robot content that sounds robotic.

Fortunately, it’s not all bad news for AI-generated content. These technologies won’t replace professional writers but will instead assist them in the future.

Advantages of AI Content Generators

Many companies have already incorporated AI technology into their business operations to automate some functions, such as the use of customer service chatbots, analyzing data, and managing inventory.

The use of AI as a tool to generate content is slowly but surely becoming more popular as new, more advanced technologies such as ChatGPT become available. These technologies can be used to:

1. Generate new ideas. Any professional writer understands blank page anxiety, which is when they have a topic to write about with no idea where to start. This is where AI can be very helpful. Writers can easily generate new ideas by asking the AI content generator a few questions.
2. Bulk up existing content. If you get stuck halfway through an article or blog post with no idea which direction to take it, you could generate additional artificial content. However, caution is imperative here. Be sure not to use the AI content verbatim in your article.
3. Speed up your writing. One of the main benefits of AI content is the speed with which these technologies pull information and compile new text. It is still your responsibility to check that the information is correct and the content is modified to human standards to ensure your audience and search engines are happy with it.
4. Quickly get research sources. Another great advantage of AI content generators is the ability to quickly compile sources of information you want to reference in your content. It is very likely that not all the sources AI recommends are of the highest standards, so be sure to double check them.
5. Save money. At the moment, content written by professional writers is still very much the preferred choice for large businesses that have significant online authority. AI can and should be used by smaller businesses with limited budgets and resources to optimize their content output schedules, provided they strictly adhere to search engine and SEO best practices.

Disadvantages of AI Content

No computer or software program is perfect, which is why we get regular system updates on our smartphones, mobile devices, and computers. The same goes for AI content generator algorithms. Some of the main disadvantages of AI content include:

1. AI content generators can produce inaccurate content. Even the most advanced AI programs can’t claim to produce error-free content. ChatGPT, for instance, tells users on their website that some responses the chatbot provides can be incorrect, harmful, or biased.
2. AI content generators can produce plagiarized content. Any academic or professional writer will tell you that plagiarism is a big concern when writing anything. Plagiarism is when someone tries to pass off someone else’s work or ideas as their own. There are strict laws that prohibit writers from plagiarizing, and AI is not yet sophisticated enough to distinguish between original and plagiarized content.
3. AI content can lack emotional depth and empathy. It is natural that a computer has no feelings, which means that AI content can sound cold and robotic.
4. Search engines consider some AI content to be spam. Search engines rank all website pages according to originality, quality, and how useful the pages are in relation to their user’s searches. AI-generated content with no human intervention or edits still has a long way to go to meet these strict search engine quality criteria.

When asked why he thinks people should embrace AI, Erik Mudge, Principal Engineer at Red Engineering with a strong background in computer science said:

“People often see AI as being something scary that will one day take over the world. However, this is simply not true.

AI is programmed with a specific purpose, and it is programmed only to be able to perform that single purpose, like being able to identify a specific object in a picture.

It is only programmed to learn about how to identify that object, and so cannot do anything else. To program a computer to undertake a specific task like this may take a human programmer a lifetime or more to complete, if at all.

With AI, this can be achieved in a much shorter timeframe and can add so much value to tasks that can’t be automated in the traditional way, saving time and money.”

What does Google think about AI content?

Google has very recently changed its position on AI-generated content. In a Google Search Central blog post published in February 2023, they assert that they reward high-quality content, however it is produced.

They reward content that demonstrates qualities in their E-E-A-T framework, which means expertise, experience, authoritativeness, and trustworthiness. In their blog, Google provides the following guidance:

“How can Search determine if AI is being used to spam search results?

We have a variety of systems, including SpamBrain, that analyze patterns and signals to help us identify spam content, however it is produced.

Will AI content rank highly on Search?

Using AI doesn’t give content any special gains. It’s just content. If it is useful, helpful, original, and satisfies aspects of E-E-A-T, it might do well in Search. If it doesn’t, it might not.

Should I use AI to generate content?

If you see AI as an essential way to help you produce content that is helpful and original, it might be useful to consider. If you see AI as an inexpensive, easy way to game search engine rankings, then no.”

The bottom line is that even using the best AI-generated content verbatim on your website may result in search engine penalties and lower rankings. AI should, for now at least, only be used as a supplementary tool.

Web 3.0, NFTs, and Blockchain Technology

Web 3.0, also known as the “semantic web,” is the idea that the internet can evolve beyond the current Web 2.0 model of centralized services and data collection/storage to a more decentralized and user-controlled model.

User data is fast becoming the single most valuable commodity after oil, and some businesses are exploiting their user data for capital gains.

The main idea behind Web 3.0 is to create a more open, transparent, and secure internet that is based on a decentralized system, peer-to-peer networks, and blockchain technology.

With Web 3.0, users will have much greater control over their personal data and digital identities and will be able to interact directly with other users and services without the need for intermediaries such as Facebook or YouTube.

Web 3.0 aims to be a more democratic and user-centric online realm that empowers individual users and communities to create and share content, conduct transactions, and build applications in a decentralized and permissionless environment.

Web 3.0 is still in the infant stages of development, but it has the potential to transform the online world as we know it.

NFTs, or non-fungible tokens, are digital files/assets that are unique and cannot be exchanged on a one-to-one basis like cryptocurrencies. NFTs are created using blockchain technology, which allows for their ownership and authenticity to be verified and tracked in a decentralized manner.

Put simply, NFTs are unique digital signatures that distinguish one-of-a-kind digital assets from other similar digital assets such as music, digital art, and videos. NFTs are often traded in digital marketplaces, and some have sold for millions of dollars.

Blockchain technology allows for recording transactional and other information in such a way that makes it very hard or even impossible to change or hack the data. It is a digital ledger that can be accessed by multiple users, allowing for secure and efficient data sharing.

Each block in a blockchain contains a record of a transaction, and once another block is added to the chain, it cannot be altered or deleted. This makes the blockchain a highly secure and tamper-free database.

Blockchain technology was originally only used in cryptocurrency technologies and was made popular by the Bitcoin white paper in 2008.

Today, blockchain technology has been adopted in other industries and applications, such as supply chain management, voting systems, digital identity verification, and even digital marketing. LinkedIn offers very informative insights into how blockchain technology will change digital content marketing trends.

Mudge asserts that:

“With Web 3.0 on the horizon and the decentralization of information, blockchain technology is likely to become one of the most important techniques for distributing data and content in a safe and consistent way.”

Voice search will dominate.

Voice search has changed the way people find and consume their content and is already having a profound impact on content marketing. Some of the ways voice search is likely to impact content marketing strategies include:

1. More conversational content. Voice search queries tend to be more conversational, personal, and natural-sounding than traditional text-based searches. To optimize for voice search, content marketers need to focus on creating content that answers specific questions and provides value to users in a more conversational tone.
2. Increased emphasis on local search. Voice search is often used for local search queries, such as “near me” searches. Content creators must ensure that their content is optimized for local search by including location-specific keywords and phrases, and ensuring their website is optimized for local SEO.
3. Optimization for featured snippets. Voice search devices often read out featured snippets from search results. Content marketers need to optimize their content to appear in featured snippets by providing clear and concise answers to common user queries.
4. Easy to read structured data. To appear in voice search results, content needs to be structured in a way that is easy for search engines to read. Content creators must use structured data markup to help search engines understand the content and context of their pages.
5. Stronger focus on mobile optimization. Voice search is primarily used on mobile devices, so content creators must also ensure that their content is optimized for mobile devices, with fast loading times, responsive design, and easy-to-use interfaces.

Voice search is very likely to continue to have a significant impact on content marketing campaigns, particularly because younger generations enjoy the convenience of voice assistants and searches.

Machine Learning

Machine learning is a type of AI that allows computer systems to automatically learn and improve from their experiences, without being intentionally programmed to learn.

Some major machine learning advantages include:

1. Personalization. Machine learning algorithms can analyze large amounts of data to identify patterns and trends in customer behavior, enabling businesses to create more personalized content that resonates with their target audience.
2. Automation. Machine learning algorithms can automate certain tasks in content creation and distribution, such as identifying the best time to post content, selecting the most effective keywords, and generating content ideas.
3. Predictive analytics. Machine learning can be used to analyze customer data and predict future behavior, allowing businesses to create content that anticipates the needs and interests of their customers.
4. Content optimization. Machine learning algorithms can analyze the performance of content and provide insights into how to optimize it for better engagement and conversion.
5. Content curation. Machine learning can be used to curate content from a variety of sources and deliver it to users based on their interests and preferences.

When asked how important machine learning is to advance the tech industry, Mudge said:

“Machine learning is an essential tool in the tech industry. It allows a programmer to produce software that undertakes complex tasks in a fraction of the time it would take to produce a traditionally coded application, as long as the programmer has sufficient training data available.”

No More Cookies

We are all too familiar with that annoying pop-up when you visit a new website: the cookie policy.

Although it is very difficult to predict exactly when cookies will become a thing of the past, there are several glimmers of hope that suggest we may see cookies disappear altogether.

These include some privacy concerns where users are more aware than ever of how data is being captured, stored, and used. Many countries, such as the European Union, have implemented strict laws that protect their citizens’ rights to data protection.

These laws are being adopted more widely across the globe, rendering cookies and data collection in a controversial light.

Lastly, Apple has already blocked third-party cookies on their Safari browser, and Google plans to do the same on Chrome within the next year.

The Metaverse

Many tech giants, including Facebook’s parent company Meta, believe that the metaverse is the future of the internet.

The metaverse is essentially a 3D online world you access through augmented reality headsets. The idea is to create an immersive 3D digital world that runs parallel to the real world where we interact with others in real-time across vast distances.

The metaverse will offer a much more personalized engagement with the internet as we know it. Some of the main changes the metaverse can bring about in content marketing include:

1. New forms of content. The metaverse will create new opportunities for businesses to create interactive and immersive content that goes beyond traditional forms of marketing, such as videos and blog posts. This could include experiences that allow users to interact with products in a virtual environment or attend virtual events.
2. Targeted advertising. The metaverse will allow businesses to target advertising to highly specific audiences based on their virtual activities and behaviors. For example, an advertiser could target users who have visited a specific virtual location or interacted with a certain virtual object.
3. Social engagement. The metaverse will provide businesses with new opportunities to engage with customers in a social setting. This could include virtual networking events, group activities, and community building.
4. Enhanced data analytics. The metaverse will provide businesses with a wealth of data on user behavior and preferences, which can be used to inform content marketing strategies and improve the effectiveness of campaigns.
5. New revenue streams. The metaverse will create new opportunities for businesses to monetize content and experiences, such as virtual goods, in-game purchases, and subscriptions.

The Future of Social Media

No one can say with certainty what social media will look like in the future, but several factors such as new technologies, the ever-changing regulatory environments, and changes in consumer behaviors allow us to make calculated predictions.

It is very clear from the enormous amounts of capital Meta, Microsoft and Google are investing in developing the metaverse that they likely plan a shift to 3D virtual social media and other platforms.

It is likely these companies will keep the traditional versions of their current platforms, which may over time be phased out as the metaverse takes hold.

We may also see an increase in video and immersive content, including 360-degree videos on social media as 5G technology improves and becomes widely available. Privacy concerns will likely lead to more secure messaging and spam elimination.

It’s very likely we will also see an increase in more focused social media communities. Social media platforms are likely to continue to fragment into smaller, more specialized communities, catering to specific interests and demographics.

Finally, we could see a serious crackdown on fake news circulating on social channels due to stricter laws and regulations criminalizing the deliberate spread of disinformation.

How will content consumption change?

The way in which content is consumed is not fixed. Our choices were still very limited just a few years ago when only newspapers, radio, and terrestrial TV dominated.

With the rise of streaming giants like Netflix, traditional TV ads almost instantly became a thing of the past to those who committed themselves to on-demand streaming.

In much the same way, consumers today only want to engage with content that is of true value and interest to them, which means super personalized content is the future of content marketing.

Mobile content will take center stage as mobile devices increase in popularity. Consumers have their mobile devices with them 24/7 and expect seamless access to information.

Virtual and augmented reality technologies will continue to evolve and offer consumers new and more immersive ways to engage with content. Subscription-based models are likely to become increasingly popular, as consumers seek out high-quality, ad-free content experiences that offer greater value for money and convenience.

Lastly, there will be a much greater focus on quality, original, trustworthy, and authentic content.

Embracing New Technology

Let’s imagine that the telephone was rejected as a communication medium back in 1878, or that no one saw the value in the electric washing machine in the early 1900s.

Technology can greatly improve the quality of our lives. It is through technology that we connect and collaborate with one another, incubating new ideas, developing lasting relationships, and growing our businesses and economies.

Modern technology gives us access to information in a way that our ancestors could only ever have dreamed about. It can help us restore and protect our environment and live sustainable lives.

New technology must be scrutinized to ensure we understand the potential risks and downsides, but it must not be rejected simply because we have a limited understanding of it.

Mudge concludes that:

“New technologies are increasingly making tedious tasks easier with ever-decreasing learning curves.

As technology moves on, certain functions that we as humans undertake are increasingly reliant on new technology, and older technologies are being phased out.

If as a business you are not open to new technologies or you are resistant to adopting them, you may get left behind.”