How do you find the information you’re looking for online?
You might use Google, but you might not.
You might land on a business’s blog, where educational articles promise enlightening perspectives and expert tips, but you might not.
What we’re talking about here is discovery: how users find content, and what kind of content they find. Discovery is evolving beyond traditional search engines like Google, and though this runs counter to most conventional SEO wisdom you likely know what we mean. Just imagine the last few times you found a helpful piece of content, like a YouTube video or a podcast episode or an infographic that explained a complicated concept with astonishing clarity. How did you get there?
As a content marketer, understanding how discovery works as an evolving concept is important for ensuring your content reaches the right audience, especially in niche industries like horticulture and water management.
What Does Discovery Mean in 2024 and Beyond?
Discovery refers to how users find content, products, and services online. Traditionally, this has been driven by search engines like Google. However, nowadays, discovery has expanded to include a wide range of platforms that cater to different types of content and user preferences.
While Google and other search engines remain important portals to your digital content, they are no longer the sole avenues for content discovery. Platforms like YouTube, Reddit, and various social media channels are now central to how people discover new content.
Partly, this is due to a flattening of the internet. Google has been called a monopoly, but in fact there’s a certain democratization happening to the distribution of content.
But also, this is due to cultural and social trends varying from one generation to the next. Gen Z, which is aging into the workforce, tends to use different methods for content discovery. Social media platforms, by and large, become search engines for younger users.
Beyond Search Engines: Where Discovery Happens Today
Discovery now occurs across multiple platforms, each offering unique pathways to engage with your content:
YouTube
More than just a video platform, YouTube is a powerhouse for content discovery. Its recommendation algorithm suggests videos and podcasts to users based on their watch history, keeping them engaged and introducing them to new creators. You might have seen your favorite podcast appearing as a video series on YouTube: same audio content, different platform. YouTube just happens to be superior for discovery than, say, Apple Podcasts, and creators are setting up distribution to meet demand.
Social Media
Platforms like Instagram, TikTok, and LinkedIn are key to content discovery. Social algorithms push content to users based on their interests and behaviors, allowing brands to reach new audiences organically. Influencer marketing also plays a significant role here, with influencers introducing their followers to new products and services. Social media channels are becoming less about who you follow and more about algorithmically driven content discovery. Make sure your brand is tapping into this.
As a community-driven platform, Reddit is a goldmine for niche content discovery. Users rely on subreddit discussions to find recommendations for everything from podcasts to software tools, making it an essential platform for marketers to monitor. Consider the /r/horticulture subreddit, where 42,000 people engage in compelling (or not so compelling) conversations each day. This is not a place to spam your audience, but rather a community to meet on their own terms. If your content is as authoritative as it should be, it will find a home on reddit.
Streaming Services
Platforms like Spotify and Apple Music use sophisticated algorithms to recommend music, podcasts, and video content. These services help users discover new content they might not have actively searched for, making them critical for content marketers looking to expand their reach. Like we mentioned earlier, however, we recommend augmenting these distribution channels with other, more targeted options, like YouTube’s search function.
Content Aggregators
Tools like Feedly and Medium curate content based on user interests. These platforms are essential for discovering articles, blogs, and news, offering another channel for your content to be discovered by the right audience. Make your blog a beacon of good, authentic content, and you’ll earn yourself some aggregation traction from services like those.
Why Discovery Beyond Search Matters for Content Marketing
Understanding these discovery mechanisms is vital for content marketers. It’s not enough to optimize for Google; you need to engage with users across all these platforms to maximize your content’s reach.
Each platform has its own discovery process, and by tailoring your content to fit these processes, you can tap into new audiences and drive more meaningful engagement.
How Content Marketers Can Capitalize on Discovery
Here are specific strategies to help you leverage these discovery platforms:
- Optimize for YouTube: Beyond basic SEO, consider how your videos can engage audiences through YouTube’s algorithm. Craft compelling titles, descriptions, and thumbnails that encourage clicks, and make sure your content is aligned with the interests of your target audience. If you’re running audio content, consider distributing it on YouTube on top of your typical audio channel(s).
- Engage on Social Media: Use platforms like Instagram and TikTok not just to share content but to actively engage with users. Participate in conversations, respond to comments, and collaborate with influencers to boost your content’s visibility.
- Utilize Reddit and Other Forums: Monitor relevant subreddits and online forums to understand what your target audience cares about. Share your content in these spaces thoughtfully, ensuring it adds value to the conversation.
- Leverage Streaming Services: If your content includes audio or video, ensure it’s available on platforms like Spotify or Apple Music. Use these platforms’ tools to reach users who might not find your content through traditional search. Maybe you’re not running a podcast, per se, but you’ve got some compelling audio from interviews with your technical team or your on-site foremen; leverage that!
- Explore Content Aggregators: Ensure your blog posts and articles are easily discoverable on platforms like Medium and Feedly. These aggregators can help you reach an audience actively seeking the type of content you produce.
By understanding and engaging with these diverse discovery channels, you can create a more effective content marketing strategy that reaches your audience wherever they are. Embrace the expanded landscape of discovery, and your content will thrive.