Content marketing is perhaps the most important piece of your marketing strategy.
Content engages your users more than any other type of marketing, and content is what helps your site get a higher page rank and more visibility in search results, thereby driving more traffic to your site.
You need to make sure that every piece of content you publish is helping you take full advantage of those opportunities.
Here are a few content marketing tips that will help you do just that:
You will hear this tip again and again because it is the most important thing you can do to connect with your audience.
Your audience has millions of sites to choose from to get information or to be entertained. You need to give them a reason to spend some of their valuable time on yours.
You give them that reason with the value you offer in your content. That could be providing a solution to a problem, offering actionable tips to meet a goal, or sharing insights that could provide inspiration.
If every piece of content you publish offers that kind of value, your audience will return to your site again and again and will be more likely to share the content, as well.
The days of 500-word blog posts will soon be long gone.
Savvy content marketers know that they need to produce more in-depth content to provide real value to their audience and to get higher search rankings — and that means writing longer-form content.
The majority of posts we’ll be seeing will be a minimum of 1,000 words. However, the sweet spot will be posts that are anywhere between 1,000 and 3,000 words.
The key here is not just filling up the page with words to meet a count. That word count reflects the fullness of information that should be in an article. At that depth, you should be able to fully explore a subject and offer your audience plenty of actionable steps and insights.
Quality Over Quantity
Producing in-depth blog posts takes time. You won’t be able to just churn them out at the same rate you did your 500-word posts.
That’s why you need to focus on the quality of the writing you are doing and not the quantity of the pieces being published.
Writing a great post once a week or even once a month is preferable to writing a crappy post every day. You’ll get much more traction with your audience, and Google will reward you handsomely.
Plus, have you ever heard your customers complain about getting too little content? Usually, it’s too much content that annoys them. Make sure you are only giving them what they need.
Why should your readers trust you or get their information from you?
When they look at your site, they are not only going to look at the content you have written, but also the credentials you have for writing it.
You need to have the authority to back up what you’re saying.
The best way to do that is to build influence. You can develop partnerships with other industry leaders, get back links for your content, write guest posts in top publications, and get other leaders talking about you or your content.
Offline, you can appear at industry events, be a speaker at a high-profile event, or even get more training.
The more you can do to show that you are an expert on the subject, the more your audience will trust you.
Coming up with a steady stream fresh ideas and writing top-quality content is not easy. Yet that’s exactly what it must seem like you’re doing to keep your audience engaged.
One way to make your work a little easier is to repurpose your content.
You can turn that blog post into a video blog, an infographic or even an e-book. Or you can turn your video or infographic into a blog.
You can even turn a series of blogs into an online course.
You may have to add more information to put content in a new form, but the work you do will be significantly less than creating new content.
Repurposing content also helps you to reach more audience members by putting the content in new forms that they may enjoy better or that may be more accessible to them in the moment.
Your readers don’t always want to learn — sometimes, they just need to be entertained.
Keep them engaged with light and fun posts in between your long-form, informative content. Share memes, videos and other content that are related to your niche that they would enjoy.
Also add a little levity to some of your longer posts. Humor and anecdotes can break up the content and make it easier and more enjoyable to read.
By using these content marketing tips in 2016, you’ll start getting the traffic you need and will make your audience more engaged with your brand, building a loyal following.