"It’s easy to write a clickbait title, fill an article with fluff, and hope for a wide reach." But content marketing goes beyond that. Find practical ways to successfully reach your audiences.
When it comes to getting noticed on the internet, you’ve heard a million times that “content is king.” But, what does that actually mean, and how can you refocus your marketing efforts to make sure you are treating your content like the royalty it is? This article will provide 4 ways you can revamp your content marketing practices to increase your reach, foster customer loyalty, and grow your business.
Let’s get started.
1. Make it About Your Visitors
Remember back in the day when SEO content writing used to mean stuffing as many keywords into your website copy as possible? Google swiftly penalized websites engaging in these black hat tactics for one main reason—this type of content was written to try and trick algorithms, rather than provide helpful information to visitors.
Today, the way to make your content work for you is to appeal to your visitors. This means producing articles, videos, infographics, tutorials, white papers, etc. that resonate with your audience. An added bonus to refreshing your content is Google will reward you in the SERP with higher rankings, making it easier for new followers to find you.
2. Collaborate and Co-Create With Your People
Providing interesting content for your readers is only half the battle. It's also vital to highlight the star individuals behind your brand. When you allow your employees, brand experts, and industry celebrities to be part of the content planning and production processes, you can rest assured you’re hitting the messaging nail right on the head.
Furthermore, it’s safe to say that key players at your company have large social followings. When these brand advocates share your messages, it can garner unprecedented engagement.
If you’re looking to boost your content marketing efforts, collaborate and co-create with your team.
3. Create Content That Instigates Discussions
It’s easy to write a clickbait title, fill an article with fluff, and hope for a wide reach. However, click-through rate is an empty KPI if the click doesn’t lead to any real results.
Instead, focus on creating content that generates real discussions, provides insights, and gives your followers information they couldn’t find elsewhere. Results-driven content is real, educational, interesting, unique, and sometimes even controversial, not just noise visitors forget as soon as they click out of your site.
4. Use Data to Find Your Medium and Platform Sweet Spots
Providing awesome content isn’t limited to writing blog articles. In fact, users have different preferences when it comes to the type of content they respond to as well as the platform they use to engage with your brand.
Some users will love your daily blog posts and social shares, while others will love your infographics and training videos. Similarly, some people will visit your blog every day, while others will engage with you primarily on Facebook.
It can seem difficult to keep up with all your users, but the good news is finding out what medium and/or platform your followers prefer isn’t rocket science. With the help of the right data analytics tools, you can quickly learn what your customers prefer, and then segment your content marketing strategy to ensure you are communicating the right messages on the right platforms to the right audiences.
When you take the guesswork out of marketing by leveraging data, you’ll find yourself winning at content marketing.
Content truly reigns high in the digital world. Not only because search engines reward you with great rankings, but also because it provides a unique way for you to connect with your followers, build relationships, and keep customers coming back for more. As such, it’s important to make content marketing a priority.
You can do this by tailoring your content to interest your visitors, collaborating with your team members, instigating discussions in your content, and using data to fine-tune your marketing strategy.
Now that we have shared our secrets to content marketing success, we’d love to hear yours in the comments.
About the author:
Ashley R. Cummings is a professional freelance writer, specializing in marketing, tech, and travel. Connect with her on Twitter.