These days, there is a good deal of advice out there about content marketing that it is hard to distinguish between excellent and mediocre information.
According to this, Wikipedia article estimated that by 2013, the use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy.
The same article mentions that although 70% of organisations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
Another impressive stats by MarketingProfs says among those who thought their content marketing efforts were most successful, 59% had a documented strategy compared with 18% for the least successful marketers.
The MarketingProfs article goes on to note that In B2C Content Marketing 2018: Benchmarks, Budgets and Trends-North America report by Content Marketing Institute and MarketingProfs, merely 38% of respondents’ organisations reported having a documented content marketing strategy.
These are my pick on the best advice about content marketing that you have ever heard.
Your Content Marketing Must Focus on Answering Questions Your Audience Are Asking
In the past, creating content for SEO revolved around creating little content based on particular keywords that you wanted to rank high in search engine results pages. However, search engines have advanced a lot since then.
For example, concerning Google, its Hummingbird algorithm update shifted the focus from specific keywords or keyphrases to giving high rankings to content that focused on providing in-depth and well-researched answers to questions posed by its users.
Therefore, your content marketing must focus on providing accurate and in-depth answers to questions your target audience is asking.
With Content Marketing You Must Take a Mobile-first Approach to Content Creation
Today, up to 50% of B2B search queries are on smartphones*, and this figure is expected to rise. Therefore, you need to have a mobile-first approach to creating content.
Having a mobile-first approach to content marketing not only involves creating bite-size content for users on the go. However, it also means creating content that addresses the needs of your users at each stage of the customer journey.
Some experts say that Google favours long-form content (1,500 words and above) over short-form content. This seeming favouritism does not mean that all your content marketing efforts should focus on long-form content over short-form content. Instead, strive to understand your audience’s mobile habits.
For instance, what percentage of traffic on your website is from smartphones or tablets? When they visit your site, what content are they viewing? How long do they stay? What topics seems to grab their attention?
Use data from your analytics software to provide solutions to the above questions. Then use the answers you derive from your analytics to create the content of value for your users on mobile regardless of whether it is long-form or short-form.
Build Relationships That Earn High-quality SEO Links
Focusing on on-page SEO techniques alone can only get you so far. Instead, strive to build relationships with other influencers in your niche on social media.
Follow these influencers on social media. Engage with their content that resonates with you. When fitting, reach out to them to create and nurture mutually profitable long-term relationships.
When doing so, make sure you are open about what you are bringing to the table and how it will benefit the other party. The relationships you build have to help all parties concerned.
These are the type of relationships that will earn you relevant links to your content. These links will, in turn, translate to higher rankings on search engines.
Repurpose Your Best Evergreen Content
Creating great content takes time and effort. Doing so with consistency can, over time, become challenging and expensive.
Therefore, there is nothing wrong with repurposing your best evergreen content. Repurpose your blog content into infographics, videos, podcasts, slide presentation, webinars, guides, white papers, and so on.
Repurposing your best evergreen content will ensure that you have quality content available in various formats for your audience to consume at every stage of their customer journey.
Repurposing content helps to satisfy the needs of your audience for content in their preferred format.
For example, not everyone likes reading. Some people love consuming content in the form of infographics. Some prefer content in PDF format. Some people like content in video or audio format.
So, when creating your content, create content to repurpose it. This advice goes for creating content meant for offline and online purposes.
You can repurpose your flyer into an online 6 seconds video clip. You can also repurpose your brochure into an online slide presentation.
Promote Your Content like Hell
After spending your time and resources creating content, you would be shooting yourself in the foot if you do not spend quality time promoting your content.
A tonne of content is published daily on the internet, and the algorithms of search engines and social media platforms are being trained to highlight and rank only the best piece of content.
Therefore, you need to spend some time and money to promote your best content to ensure that it reaches your right audience in the right place and at the right time.
There is no reason to create content if nobody consumes the content at the end of the day. So promote your content both online and offline.
Do not shy away from spending money to promote your content on social media. These days social media is a pay to play affair, and there is nothing you can do about it.
Improve your writing skills and grammar. Whether we agree or not, there is always room to improve our writing skills and grammar. Superb writing skills and grammar are vital ingredients in creating great content.
Excellent writing skills and grammar is not as easy as it sounds. Even some leading publications and publishing firms are not free from making mistakes as can be seen from this article.
I too cringe whenever my readers notify me of errors in my content or when I review some of my past posts and see grammatical mistakes that I missed. That’s why it’s always helpful to have an additional pair of eyes to go through your content before you publish.
When you employ excellent writing skills in creating your content, and it is free from grammatical errors, it helps to make your content more trustworthy to your audience.
Google Internal Data, March 2017
“Mobile Marketing and the New B2B Buyer,” The Boston Consulting Group, in partnership with Google, Oct. 2017.
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