Here are some thoughts around a conversation I’ve been having with marketing peers for the last year or so. It is one being highly debated in the marketing world, and it’s a challenge for some marketing professionals to grasp. Website are becoming a relic of the past.
Websites started as a simple digital brochure. They consisted of a few pages of content that offered relevant information about your company to show credibility. Then websites turned into this high end development headache built upon proprietary platforms that trapped businesses into a system that cost a fortune to maintain. Thankfully WordPress evolved into the incredible platform it is today, but websites became these hungry content machines that had to be fed multiple times per day for search engines to pay attention to them. Social media platforms became our means of content distribution, and the race has been on to produce more generic content than competitors. A time-consuming process with a minimal return on investment to say the least.
So where are we headed now? What are the trends for business websites in 2018? Websites will be headed back to becoming simple brochure websites with just enough content to earn credibility. Content is still going to be important, but will be published more on the social platforms themselves than on the website. The new business website will need to be aesthetically pleasing, easy to navigate, and offer a few quality videos to showcase culture and value.
What about the social media content distribution process? Social media is maturing, and companies like Facebook, Linkedin, Instagram, and Snapchat are evolving from simple link-sharing sites to robust publishing platforms. The modern consumer does not want to leave their preferred social platform, and content must be published direct.
Facebook is still the most used social platform with over 2 billion users. To put that into perspective, Instagram is at 600 million monthly active users and Snapchat is at 300 million monthly active users. All three of these listed are betting heavily on video content. Facebook Live has made a huge splash, and Instagram and Snapchat are offering more video creation options for users as well.
One last thing to consider. Google is always updating their algorithms. The most recent “Hawk” update happened back in August, and it has impacted local search results. The update appears to be filtering out more duplicate content, and it’s helping to prevent a company from dominating multiple spots in the search results. My point with sharing this is that Google is focused on making search as relevant to the user as possible, and that means creating content for the sake of creating content is no longer a strategy that is going to work. The future is not about quantity, but quality. So my advice is to create less content, but take the time make what you do create incredible. Google is looking for value, and so is the consumer.
If you are in the process of evaluating your current web presence, hopefully this article helps you make a more informed decision. Your creative spend should go to a solid copywriter, photographer, and videographer. If you have any questions or comments, reach out to us anytime. If you are serious about growth, we also offer a free consultation.
Thank you so much for your time. I appreciate you. Have a great day!