Guest post by Ann Smarty.
Content marketing has changed a lot over the years. In fact, the biggest change has happened over the past three years when most websites lost from 30% to 60% of traffic.
The loss of clicks has been happening for about a decade now, driven by organic search turning into answer engines: featured snippets, “People Also Ask”, Knowledge-Graph-driven quick answers – all of those features were giving searchers quick answers they came for, removing the need for clicks.
Other organic channels, mostly social media platforms, like Facebook and Twitter/X, have been focusing on keeping users on their platforms, limiting the visibility of posts containing external links. Newer platforms like TikTok and Instagram haven’t offered any opportunities for clickable links in updates.
