As content marketing becomes more of a central focus for marketing strategy, it is easy to miss some elements and nuances of your content that can really help drive your idea home. Of course, your reason for your content is to create and distribute it to your consumer base and the goal is to get positive and profitable reactions from your targeted audience.
Content marketing doesn’t just stop at blogs either, it can include videos, infographics, case studies, and whitepapers. Content marketing is one of the most important aspects of marketing for just about every type of business today; however according to a report from the Content Marketing Institute; only 44% of B2B marketers have clarity on content marketing success. In addition, the report noted that 60% of marketers said that producing engaging content is the most challenging part. If you focus on building content and including these four important elements, you will slowly find the best content fit for your business.
Not all fonts are created equal. You can easily help convey a point, thought, or feeling immediately by using different fonts. Choosing the right font can elevate your content while choosing the wrong one can be detrimental. Fonts can help your text stand out will be able to deliver your message with style and design too.
Need help finding the right font? Try these:
The length of your content can help or hurt your marketing strategy. This is where knowing your audience and monitoring what works will help you tremendously. Even if your content is worthy of a long and detailed article, that may not be what your audience has the time or patience to read. Depending on your business, a long, in depth article might be just the right thing. The key to finding the right length for your company is testing and measuring.
How do you distribute your content? After taking all the time to create your content, if you don’t distribute it through the right channels, then who is going to read it? You should have a plan for delivering your content. Knowing your target audience helps you streamline your content delivery so that it will reach your potential customers where they are online. This is achieved by knowing how they behave and more testing over time of what works.
Will your audience find your content interesting, informative, inspiring or entertaining? If they don’t, your distribution strategy could already be on the back foot as the hook to make them stop isn’t powerful enough. Remember, there’s an enormous amount of content out there so understanding what will make your piece priorities by your audience is incredibly important. This doesn’t mean you have to be a comedian if it is not right for your business; however, content can be entertaining in other ways. When you measure your success and see how your content is being engaged with and shared, that is when you know you are on target.
The key to successful content is to pay attention to detail and strive for the best content that fits your business. This includes using fonts, testing the length, crafting a distribution strategy, and ensuring that your content will engage your audience. When you monitor your audience’s reactions and actions to your content, you can start to see what works best and implement changes that help reach objectives. Remember to measure your success using social insights and media monitoring tools so that you can continue improving upon your testing and strategy.
Elizabeth Victor is Brand Advisor for Isentia She enjoys sharing social media and branding tips for all sized companies. She also enjoys sharing tips on PR monitoring and management.
Poor grammar doesn’t just hurt SEO it also hurts user experience. Nobody wants to read content that makes little or no sense. Keep in mind that depending on what you are selling your content will build trust in the eyes of your website visitors. If your content is poorly constructed your audience might lose trust in your company and venture over to a competitor. Do you really want that?
Here is a great infographic by the folks at CopyBlogger discussing some important grammar mistakes you might be making.
In my years working in the online marketing industry, I’ve always gone back to the simple philosophy that pulls people to buy into whatever a business is ultimately trying to sell on the Internet: People want quality content.
It’s what they click on when browsing their favorite sites, what they share on social media, and what they search for on search engines. It provides solutions, creates engagement, generates leads, drives conversions, and develops brand loyalty.
Now I’ve seen a lot of companies make great content, but not all of them take advantage of the different ways they can deliver the information they have. Blog posts and articles are good, but there are other types of content that can communicate certain information better and reach a wider audience.
By nature, people process information much quicker through images. Having that information displayed in a tightly-constructed and visually-arresting infographic make it easier for readers to digest complex topics and loads of statistical data. It is inherently “skimmable” and is usually packed with a lot of important info, lending to greater social shares.
By extension, a video can be just as effective as an infographic, and even more so in certain situations because of the addition of sound and a more engaging narrative flow. There is also more freedom afforded in this medium, as the creator can use animation, real actors, a variety of shooting techniques and so much more. Of course, it can take much more resources to produce a polished video, and it requires a very compelling hook to justify the time and bandwidth it asks from its audience.
Although it might seem like a step down compared to the visual power of infographics and videos, a properly crafted podcast can be a great supplement to your overall content marketing strategy. Users have the luxury of listening to podcasts wherever they are and even when they’re doing something else that doesn’t require too much attention.
The creators just have to remember to keep from going off-topic, speak clearly, and explain topics in a manner that’s easy to understand. Good editing is also a must.
These are just some of the many types of content that any business can use to further widen their marketing reach. However, it’s never enough to just make all sorts of content and expect to grow your audience and increase sales. I believe that there are particular elements necessary in attracting more people.
The title is the very first thing most people see so it has to be intriguing enough for them to actually click and view the content. If it’s inadequate, then all the hard work put into the content itself is wasted as it is never even seen to begin with.
Make it so that what you’re offering is instantly clear. That’s not to say that you spell out everything, as a hint of mystique is very helpful in pulling the target audience in. A sensationalized title can work at times, but there’s the risk of receiving backlash if you don’t manage expectations. To be safe, keep your title truthful.
Quality content in a marketer’s perspective doesn’t just give the audience the information it desires. It has to be able to push them into engaging more with the rest of what the business can offer, whether it’s a newsletter, a forum or community, or a subscription to premium products and other content.
As such, you need to direct your audience by the end of your content to take action. This can be done by providing a link to a relevant product page, displaying a clickable button that leads them to a registration form, or by simply asking them to leave a comment to add to the discussion.
In conjunction with the previous element, having links to related content at the end of the one currently being viewed helps compel audiences into consuming more content within the website. The entire domain then benefits with each linked page getting traffic, and the visitors also gain more information that can prove to be useful.
It’s also a good practice to have external links to related content, as it lends to more credibility to the content when sources are cited and it doesn’t come off too self-serving. It can even lead to building new relationships with other websites in the industry, as they can track people visiting their sites from yours.
It pays to give your audience the option to share your content conveniently. Considering the shortening attention span Internet users have, most of them don’t want to go through the hassle of having to copy the URL of your content and paste it onto their social media accounts.
Make it easy for them by adding share buttons to your content pages. Just don’t go overboard and start placing buttons for every single social media platform, as it will look rather desperate of you, and it can confuse people with all the choices you’re giving them. Only use the ones where you know your audience resides.
SEO in layman’s terms is about making pages rank higher in search engine results pages. Quality content by itself should be enough for it to rank high in a perfect world. Of course, there has to be fresh and well-produced content in the first place for SEO techniques to really bloom.
Once that foundation is set, you can start applying basic methods like strategically inserting targeted keywords into the content and cleaning up meta tags for a better user experience. Done correctly, it will look natural to readers while also helping the site rank higher.
Don’t keep yourself boxed in when it comes to the types of content you can create for your marketing strategy. Once you have decided on the range of content your strategy will cover, you must then keep in mind the necessary elements that will transform that content into something that will truly capture the attention of more people.
If you are serious about search engine marketing you most likely have figured out that content can be a very powerful traffic source for any website. Don’t get that confused with the crummy material that some put out there. Good content that helps you generate traffic and visibility can be difficult to write. A content strategy is something that each website should come up with prior to execution so they understand what there content writing goals actually are.
In this video Google discusses how you should go about writing good quality content so that it has a residual effect on your website moving forward. Google encourages website owners to create good content because good unique content helps everyone.
The economy has really swept through all industries and just left behind a pile of ruble for many of us. Some don’t mind talking about it and many others are still in a denial stage. Now is a good time to learn the basics of search engine marketing and start applying it to your business while you have some free time on your hands. Much of your competition has probably already pulled back marketing & advertising spending so now is a good time for you to ramp things up online. There is a great deal you could be doing yourself with the extra time you might have right now. I don’t know any business that couldn’t benefit from at least getting online and making themselves a bit more visible.
Here are some simple things you could be learning how to do if your business has slowed:
Keyword research should be the very first thing you do when you start to think about the online space. Tools like Wordtracker and Keyword Discovery are industry standard keyword research tools that can help you generate new business. Sign up to the free trials and start playing around with the tools and see what you can come up with. You will most likely surprise yourself as to how many potential keywords you could be missing out by not targeting in your industry. Keyword research can often times be lengthy so if you are sitting around not very busy now is a good time to start digging.
Forums were the very first form of social interaction online and still have a significant role in the online space. Most industries have industry specific forums where you can get involved in communication. Create a an account with a signature and a nice image and start participating in discussions regularly. Remember that you should be adding to the conversation with useful industry info and not spamming the forums with your products or services. If you spam the forums and you will be removed very quickly by a moderator. Plus it’s just tacky.
Building links to your website drives power to your site and is not as difficult as it might sound. Remember that it is not about the quantity of links but rather the quality of links. Start launching various business profiles to promote your business to get the ball rolling. Don’t worry about using any software programs that claim they generate thousands of links for you, that stuff is just rubbish. Build your links naturally over time. Research some of your industry specific directories and start listing your business.
In today’s digital landscape content marketing is an immensely important effort to marketing any business. Writing also takes quite a bit of time so if time is what you have start thinking about some articles you can write surrounding your business. Think of different PR topics and blog posts as well because now is the time you can put that content marketing plan in place.
What I am saying is that right now many businesses have slowed down. Rather than sitting around waiting for the phone to ring try reading about how you can market your business online the right way. Don’t wait until the economy cleans itself up and you start to get busier. Do it now before that time comes.
There are two things you should keep in mind when writing good blog content for your website, 1 is that copy should always be written first for humans and second for search engines. One thing you do not want to happen is to get so caught up in the SEO side of your writing that is becomes difficult to read from the user side. Don’t forget that writing requires some creative flow in order to keep your reader attracted and reading. Too much technical SEO in the writing can cause your readers to simply walk away from your content.
Here are some ways to create good search engine copy for your blog:
You should always have some keyword research as a tool when you start conducting your writing. It is perfectly normal to include high usage keywords into your writing but you need to be supplied with the ammo prior to writing so you can do some preliminary brainstorming. Sure you could conduct keyword research as you go but it is sometimes easier to just do it prior so you can focus on your writing.
I think this is probably a given but copying content from other sites is just wrong. If you see something you would like to quote and write and opinion on that piece that is one thing but to copy someone else’s content because you don’t feel like writing is not going to do anything for your blog, brand or your business. Search engines are starting to realize who wrote a piece of content first so if you want your material to rank this is simply a bad practice.
Outbound links are just as important as inbound links. If you are writing about material that a more influential and powerful source might have touched upon it is OK to link to them. Search engines like to see external linking even if it might be to a competitor’s web site. From a search engine stand point it shows that you are a team player and you are willing to increase the overall user experience on your site regardless. At times you might be reward for this action.
Interlinking web pages and blog posts is just good SEO. If you have written similar topics in the past interlinking those posts will help strengthen your current posts by passing along power in between blog posts and pages. It will also help increase your overall user experience by showcasing some other posts related to the same topic they might enjoy reading.