You’ve probably heard it before. Content is key, but why exactly?
Content marketing is often referred to as the driving force in digital marketing, as the content and language you use to engage your users not only should inform them, but also attract them to the product or service you are offering. A basic definition of content marketing is a marketing tool that revolves around creating, publishing, and distributing content specifically for your target audience. As difficult as this may be at times, you really have to put yourself in a potential customer’s shoes.
While the aspects of search engine optimization (SEO) are more so technical, content marketing plays a significant role in where a website stands in search results. From a SEO perspective, original and engaging content is guaranteed to set you apart from competitors, as it provides search engines something to index that can’t be found elsewhere. Keyword research is essential in both content marketing and SEO. Your content should match the search terms that people are using, making your website more likely to be seen and clicked on as a reliable resource in search results. Embedding links in your content also helps ensure that it will get noticed and your website will rank higher.
Our team of digital marketing experts have shared the top three tips needed to implement a successful content marketing campaign.
1. Know Your Audience
It’s important to know your target audience and tailor your content accordingly. Have a firm grasp on their interests and pay close attention to what is being shared on social media sites. Keeping up-to-date on news and the formats of various social media networks helps you determine what content to share, what’s trending, and what to avoid sharing.
Writing and sharing relevant blogs that not only help people better understand a concept in your industry or specifically what your company has to offer allows you to connect with your customers. They could even share your content, providing you with free, yet valuable marketing. Showing that you’re in-touch with industry trends and news and you genuinely want to inform your audience makes a huge difference in the way your company is perceived.
2. Create Relevant Content and Promote
It’s not enough just to write a few sentences or paragraphs about a topic. Make sure it’s relevant not only to your business, but to your target audience. Put yourself in their shoes and determine what content they’re more likely to tune into. What concerns them? What solutions do you offer? Think hard about the content you are about to display to the public. If you don’t think it would stand out to you and catch your attention, then it probably won’t interest your target audience either.
When it comes to length, many people are under the impression that content should be short, sweet, and to the point. However, this isn’t exactly the case. If fact, a recent study found that longer content ranks higher in the Google search results than shorter content. Of course, content that’s too wordy could potentially bore the reader, so consider what information should be shared and what can be left out.
3. Track and Measure
Be sure to track the comments and responses to your content. This will help you determine what type of content is successful and what content doesn’t grab your audience’s attention as much as you hoped. When you share links on social media platforms, use the many free metrics tools to decipher which of your posts were on track. Record which posts were read, shared, liked, and acted upon. This will help you plan for future content.
Need some help creating polished content that will reel in business? Our expert content writers know exactly how to connect with your customers and sell your products or services. Contact us today at 301.725.8000.