Content marketing has existed for even longer than the Internet. Why is this so?
Since content marketing is all about being narrative, people share stories since they could learn to communicate. Those that share fantastic tales will always have our attention.
There are several aspects to address in today’s content marketing strategies. It’s no longer all about what you speak — terms that sell are no longer enough in today’s culture. The most challenging obstacle to overcome is Google because you can not be found on Google until you understand that the search engine would favor your content over your competitor’s. Content promotion is on everyone’s to-do list, but it is barely achieved correctly.
You’re probably saying this to yourself right now, “That’s not real! I did it correctly! I created the best piece of content on subject/topic X in the world!”
And, while you might have produced the best piece of content on that subject, what did it make? I am referring to visits, soft conversions, hard conversions, and cash.
And did you even publicize it?
All apologies to burst your bubble, but creating the best piece of content won’t guarantee you success. Here are some better ways which you might want to consider:
Ensuring your Brand’s Voice
One of the most stand-out ways to build and optimize the brand “sound” is content marketing. Even big, well-funded organizations with dedicated content departments, on the other hand, will struggle to find and establish their brand voice, mainly when operating with larger teams.
Maintaining brand voice consistency, particularly across larger teams, can be difficult. It necessitates a regular updating of editorial practices to ensure consistency in both quality and tonality and a higher-level summary of the site and material in general. Although cultivating a brand voice through content can be difficult, it is certainly worth considering.
Speak your Mind out (Be Bold)
One of the most challenging obstacles for content marketers is dealing with and surpassing the sheer amount of content generated. With a whooping million of blog posts published every single day, having your voice heard over the tsunami of (poorly written, useless) blog-content can be a near-impossible challenge – unless you take a stance that no one else is willing to take, period!
Too much content generated (particularly in close-knit industries like digital marketing) repeats and regurgitates the views and perspectives of a select few- this is why readers are quickly being desensitized to content – if hundreds of bloggers are all saying the same thing, why should readers spend their time reading the content? It is what makes creating counter-intuitive content so successful.
Backing up Arguments with Facts & Data
Faith can be difficult to come by in today’s new media world. With fact-checking and investigative due diligence at an all-time low, it’s plain to understand why so many readers are wary of accepting “reality” as the cold, complex realities. That is why it is crucial to back up the claims with definite evidences.
Data should be as standard and commonplace in the material as spell-checking. Have numbers and evidence to back up your points. Likewise, if you use data to prove an argument, make sure to cite it properly and, if possible, provide a connection to the source. After all, you would not want anyone else to include your data in their material without giving you credit- right?
Repurposing your Content Quality
It takes time, commitment, and the ability to create the best material. And suppose you give away the best content for absolutely free (which you should)- it doesn’t mean you can’t get a better return on investment from it, which is why so many companies repurpose material from one medium to another.
Consider the last blog post you have put your effort into, did well. Did it strike a chord in visitor’s minds because it had valuable, evergreen assets? Did it provide the target audience with something valuable they couldn’t get somewhere else? Then it would be an impeccable idea to make it available as a guide for free use/download. Having said that, specific blog posts can lend themselves well to an email blast or a live webinar. Whatever method you choose to repurpose your content material, make sure you are getting your money’s worth out of your commitment for content creation.
Answering Complex Questions through your Content
You would inevitably benefit from hitting specific keywords in your material. If you’re already in the habit of this, then you are possibly targeting (and hopefully ranking for) a good number of essential keyword words related to your market. On the contrary, this is still a worthwhile tactic, aiming for ranks in complicated search queries may have an even bigger payoff for sure, namely ranking in the Google Featured Snippet – or, Dr. Pete Meyers of Moz’s refers to it- “the position zero”.
Google Featured Snippets are some of the most valuable real estates on the search engine home list. Suppose your content addresses a complex question in the Featured Snippet. In that case, you could not only push a lot of referral traffic to your blogging site, but you could also tailor your brand to a significant boost in terms of subject matter and knowledge. User’s interest in the supported content in the Featured Snippet is concrete, which means that if Google selects your content to answer a complex query, your brand will benefit significantly.
Honing your Penmanship Skills
Writing, like many other talents, is an art that can be honed over time. A comprehensive and a thorough reading in literature that you would not usually pay attention to (and yes, I mean actual, honest-to-God books, not just blogs). Write every approaching day – yeah, even though it is just a few hundred lines. Be unyielding in the search for perfection and accuracy, refuse to compromise for mediocrity.
Even if you are an expert in your field, embrace the mentality of a perpetual student and never be happy. Strive to drive your writing talents to their limits – and then some. The more time and commitment you invest into improving your writing abilities, the more fans you can receive.
Targeting Specific Keywords for your Content
We wouldn’t have to think about SEO in a perfect digital world. We’d write thoughtful, thought-provoking blog posts on our chosen subjects, and we’d find massive online crowds willing to learn from our perspective and purchase whatever we had to offer.
We do not exist in that world, and we must consider SEO.
Content analysts call for a “keyword-less” approach to content: writing content that prioritizes reader preferences above something as “disgusting” as keyword targeting. Again, in a perfectly knit universe, this will be fine, but it’s a jungle out there – if you’re not dreaming about keyword marketing, you can bet your rivals are. That is why it is beneficial to hit specific keywords for your content before creating it.
A subject as vast and complicated as keyword targeting for SEO is way beyond the reach of this article, so I won’t attempt to summarise it here. To summarise, before you sit down to write a blog post or create some other kind of material, consider the keywords you want to rank with.
Content Remarketing is the fruit of success
Too much time and money are put into content creation, just for a blog post or whitepaper to fall flat. Along with the actual costs of generating the content, the (sometimes unavoidable) low return on investment convinces beginners of the importance of content to their industry – an illusion that even larger businesses and seasoned advertisers will fall for. On the other side of the spectrum, content remarketing is a surefire way to ensure that more users see, engage with, and react to your blog-content.
Much like you (hopefully) use remarketing to increase the effectiveness of your PPC promotions, you can use content remarketing to attract more eyes to the content you’re creating. You identify the user on which you want to remarket your material first. Then you flag visitors to the site so that you can remarket to them later using banner ads on the Google Display Network, increasing brand awareness and, hopefully, interaction with the content you spent so much time and effort making.
CONTENT MARKETING: THE KEY TAKEAWAYS
Content marketing is sure to be the best bang for your buck- if done right! That is why almost all organizations use it nowadays. The trick to ensuring that it continues to succeed is to use fresh and creative approaches such as setting more precise content management targets and A/B checking different types of content. Moving away from the information factory and into a customer-centric approach is the only way to make content marketing work.