The digital world is saturated with the idea that “content is king,” urging businesses to invest in content marketing for longterm growth. Yet, a growing number of skeptics argue against it, raising concerns about time consumption, ROI measurement, and competition. This article will delve into these counterpoints, debunk common myths, and demonstrate the value of content marketing.
Over the past couple of years, YouTube has been rolling out new tools to help brands and creators convert longform content into short, engaging videos. With platforms like TikTok and Instagram Reels gaining popularity, it’s no surprise that YouTube has introduced its own shortform video feature, YouTube Shorts. In 2023, the platform extended the capabilities of its tools, essentially combining the Clips and Remix features and making shortform content creation even more accessible and efficient.
As search engines evolve to align generation outputs with search and information retrieval intent, content teams should focus on creating content that showcases expertise throughout the buyer, customer, and information journey. Elite teams see these potential search result page real estate as a parallel optimization challenge, similar to map packs, Knowledge Graphs, and other SERP features.