Content marketing is very important. Without good content, search engines will not take any notice of your website and customer engagement is likely to be zero. As a result, it can be hard to stand out in a vast virtual universe swimming with similar websites.
The majority of businesses now recognise the important of content marketing, but how and what you produce matters. Churning out the same old stuff, month in and month out, is not the best way forward. Before long you end up in a rut and website traffic drops off a cliff. So if your current marketing strategy lacks focus, here are some tips to generate some “oomph”.
Create a Content Marketing Strategy
Achieving success with content marketing requires discipline and hard work. There will be times when you really can’t be bothered to write content or mess about looking for guest blogging opportunities, but hard work pays dividends and the more organised you are, the easier it will be to stay on track.
Create a strategy and stick to it. Work out how often you need to post content and how you intend on promoting the content you produce. Have a checklist of what, where, when and how often. Make use of automated tools to save time. For example, if you use WordPress, you can schedule posts. This is great for people who have short bursts of inspiration followed long periods of writer’s block. Strike while the iron is hot!
Write Longer Posts
Short posts are easy to write, but laziness won’t get you very far. Longer posts, preferably at least 1,000 words, will score you more points with search engines. In turn this helps to boost your rank. Longer also posts offer more value, unless you generate a lot of filler content purely to boost the word count.
Create a Series
Single posts are great, but linked posts, or series, will generate repeat traffic (unless the first post is rubbish of course). Pick an in-depth topic and tackle it from a number of different angles, or work through a problem in stages. Treat it like a novel and end on a cliff-hanger each time. If you leave readers wanting more, they will come back.
Know Your Reader
Think carefully about the type of person who will be reading your content. Answer their questions and write content they are likely to go searching for online. Be as engaging as possible. Don’t try too hard and avoid using overly technical language or you risk alienating a large percentage of readers.
Remember, there is a big difference between B2B and B2C content marketing, so bear this in mind.
Uploading one post in a flood is never going to work. Everyone lives a busy life and when you are working all hours of the day, penning a new blog post is unlikely to be top of your ‘to-do’ list, but consistency is crucial to content marketing success. Try and post fresh content every few days. Even better, post a new blog once a day, as you will attract more readers if you do.
Write Evergreen Content
Make sure at least some of your content is ‘evergreen’. This type of content continues to generate traffic year after year and never goes out of fashion.
Repurpose Old Content
New, fresh content is good, but don’t be afraid of giving older content a new lease of life. Pick up older posts and bring them up to date. If you can offer readers a fresh angle, or add some extra detail, it is worth doing.
Include social sharing buttons on everything you post. If readers like your content they will want to share it with friends. Don’t forget to share your own posts too. If you write a blog, let your Twitter and Facebook followers know.
Look for guest blogging opportunities on high-ranking websites in your niche. A well-written post on a popular website with a link back to your website is worth its weight in gold. You gain valuable backlinks and build your brand at the same time.
Use Website Analytics
Use website analytics to see which pages perform the best. Use the information to inform future writing. If something you write bombs, try something different.
You can’t force creativity. There will be times when inspiration dries up and writing more than three words is a struggle. Don’t sweat it if this happens. Instead, take a break and wait until you have an idea you want to share. Alternatively, hire a freelancer to give you a helping hand!