Content is hailed as an undisputed king of the online ream and for good reasons too. The leading brands of today use it as main ammo for marketing weaponry and small organizations are hung up on not lagging behind. What is the all this about? In a nutshell, content marketing costs considerably less than traditional marketing, it generates more leads, and gives a higher ROI.
It is a tried and true way of driving traffic to the website, as well as increasing conversions and sales. Besides, global consumers love great content because it goes along with their media consumption habits. They also evaluate trustworthiness of brands through the lenses of value they provide.
Taking all this into account, it does not surprise that almost two-thirds of marketers publish a new content piece every day. There is only one problem here: getting noticed and rising above the competition pose daunting challenges.
A BRAVE NEW MARKETING LANDSCAPE
Indeed, the levels of competitiveness and cacophony have never been greater. Modern internet users are bombarded with sales pitches from all sides and hit by an avalanche of pleads for their likes, shares, and comments. It is no surprise that they are getting leery of this state of digital affairs.
They are ignoring much of the surrounding noise and employing tools like ad blockers to escape the digital hustle and bustle. What they want is something relevant to their needs and interests. That is when you as a content marketer come into play.
The idea is to drive the biggest volume of traffic with the minimum investment of resources, right? Well, to pull it off, you need to get back to the basics. Start by uncovering who you are and prioritize unique value you can offer to the audience. Content must aid customers at every stage of their journey and complement your business and sales strategies.
In case you are wondering where to start, we got you covered.
Most content marketers combine three types of content in their strategies: informative, entertaining, and useful. In other words, they craft how-to posts, educative infographics, engaging lists, comprehensive tutorials, white papers, lighthearted videos, etc. These types of content work because they help people develop a certain skill, learn something new, solve everyday issues, or briefly forget about the problems of the real world.
It goes without saying that original written content still acts as a mainstay of digital strategies and forms the bulk of marketing assets. Then again, visual and interactive posts are becoming ever more popular and you would be wise to use them as a secret weapon. Add striking imagery, podcasts, and YouTube-embedded videos to your blog posts.
Furthermore, note that marketers seem to be shifting towards longer and more in-depth content. The average length of blog posts is increasing and these longer-format assets generate way more leads. Nowadays, going for 1000+ proves prudent.
If you struggle with the implementation of ideas in this stage, work with top digital agencies to gain an edge over your competition. Look beyond immediate financial avail and set your eyes on the horizon of long-term benefits.
OPTIMAL DISTRIBUTION METHODS
Once you figure out what kind of content is likely to resonate with people, you need to create a hub for its distribution. Namely, it is preferable to connect with the audience directly, without having to go through any intermediary. One of the most common methods is using segments of your site exclusively for content publishing. If your platform does not have built-in blogging functionality, do not fret.
You can do some development, redesigning, and integration. Other options are to build a blog from scratch, launch content marketing strategies via accelerated mobile pages (AMPs), or make good use of progressive web apps. Rest assured that the investment in these areas is likely to pay dividends in terms of extending your reach and directing traffic.
GETTING IN FRONT OF PEOPLE
At the same, you need to utilize other pieces of the digital estate you possess. Just try not to spread yourself too thin by trying to appeal to everyone. Carry out a thorough research to find out what social media channels your audience prefers. This legwork will enable you to march the same online avenues that your potential customers frequent. But, do not just create your own profiles and wait for them to come.
Take part in lively conversations that take place on a regular basis. Go an extra mile and invite people to become more than just passive recipients— they should be participants in your brand’s story, ambassadors of your value and mission. By earning their trust and spreading brand awareness, you can set a nice stage for your content to make waves.
ON TOP OF THE SEO GAME
The next step is to optimize your content for search engines. You may know that SEO holds the potential to enhance online performance on its own, yet things are more complex today. With the introduction of Panda (that stresses content quality) and Hummingbird (addresses the conversational nature of search behavior) update, more weight is given to consumer-focused content.
Therefore, adhere to best practices of technical SEO, identify trending topics, make the most of keywords, optimize your images, etc. Focus on titles, quality of the copy, internal and external links, calls-to-action, and meta descriptions. Make an effort to earn your place in Featured Snippets, high-ranking search results showcased below the ads in Google.
WRAPPING IT UP
Finally, it is worth mentioning that the timing and frequency of posting play a vital role. To make these factors work to your advantage, develop content calendar around user activity spikes and automate your publishing. Never lose sight of quality and always deliver a human touch. If you cannot seem to produce enough for a steady stream, do not worry.
The content can be recycled and reused. It is estimated that the majority of marketers repurposes and refurbishes content (also known as historical optimization) between two and five times. Apart from that, feel free to optimize the evergreen content (the one that does not lose value over time) and conduct content remarketing. Throw in temporal, buzz-worthy spices along the lines of Instagram Stories and you should have a winsome combo.
SHAPE UP OR SHIP OUT
Brands are turning away from traditional marketing and embracing content as the only true media powerhouse. On the flipside, the internet is drowning in content and its distribution and creation are changing rapidly. So, if you really mean to fuel your lead generation and sales pipelines, you need to keep up the pace with evolving practices and employ surefire tactics.
Present a well-balanced amalgam of content and distribute it strategically. Add value to the lives of people who interact with your brand. Fully integrate SEO into your strategy to pierce through the noise out there. Let content mark the beginning and set milestones for a long-lasting, meaningful relationship between you and your customers.
About Meaghan Yorke
Meaghan Yorke is a web designer who is quite passionate about writing. These days she is all about researching various online marketing related topics. When she is not working she enjoys dancing classical ballet.