Content marketing is as effective as ever for marketing your website, brand, or organization. Because of the sophisticated algorithms used by Google and other search engines, nothing can help or harm your marketing effort more than content. Unique, informative, and interesting content will keep visitors on your site longer, leading to a lower bounce rate, higher page views, and increased conversions or sales. Poor content can have the adverse effect, causing visitors to leave your site quicker and without converting. Google and other search engines take note of this and your rankings will be affected accordingly. These are some of the metrics which measure the quality of your website in Google’s eyes.
You might feel like you’ve tried everything to create awesome content that reaches your targeted audience. With the vast amount of content uploaded every minute of the day, you must stand out and present something unique to your readers.
Here are five tips that can help your content marketing succeed.
1. Make Content Readable and Scannable
Since you know that your visitor is likely checking out more than just one website, it’s important to structure your content in a readable, scan-able way to make them want to stay on your site. This allows your visitor to skip to the specific information they are seeking. This will keep them on the page longer, as they’re more likely to continue reading once they’ve found a part that catches their eye. To make your content more scannable use creative formatting, headlines, bolded text, and always leave an informative summary at the bottom of your posts.
For example, pretend you’re reviewing a product or service. Your headline would most likely be variation of “XX Review”. From here, you would separate your content into smaller sections while using bolded headlines like “Installation,” “Features,” “Pros/Cons.” Your reader would easily be able to skip to the portion of the review they wish to read, and then hopefully continue reading the rest.
2. Prioritize SEO
In the old days, writing content to rank on the first page of Google was easy. Using ‘keyword stuffing’ – putting as many keywords into the title, headline, and meta tags as possible. While this strategy will get you penalized today, it’s still critical to write your articles with an SEO frame of mine. This means creatively optimizing your posts while still providing fresh, informational content.
Find the keywords that your readers would search for to find the content you’re providing. Include these keywords contextually throughout your content. This tells Google how to interpret your website and the audience you are targeting.
It’s also helpful to incorporate links throughout your content. Backlinks are a big factor for SEO and tell search engines that you are an ‘authority’ for a given topic. Include outbound links from your content to major ‘authorities’ in your niche. For example, if you’re writing about finance, include a link to Forbes. If you’re writing about fitness, a link to Bodybuilding.com will help establish authority for you by referencing a very well known website.
Internal linking is another strategy to use. When relevant, link to other content that you’ve written. This can be a boost for the new content as well as the content you are linking to. Visitors to your site will follow these links, spending more time on your site. Bonus: When using an outbound link, set the link to open in a new window.
3. Include Video content
Platforms like Instagram, Snapchat, Youtube, and Facebook are very popular and should play a role in your content marketing strategy. Instagram and Facebook have both included a ‘Live’ feature enabling live streaming. Live streaming and traditional video both have the ability to reach a large audience.
Video is a powerful medium. The combination of sound, visuals, and motion create an enhanced user experience. A benefit of video is that the content is great on any viewing platform – mobile, desktop, or tablet. They’re easily spread amongst social media as well, giving the content a chance to become viral. This offers a unique way to interact with subscribers, customers, and viewers. For example, can provide value with tutorial, guide, and review videos. This concept can be applied to most industries. These resources establish trust amongst your users while demonstrating the benefits you provide.
However, video content marketing can be one of the most expensive marketing forms.The biggest players in any industry use video marketing of some form. For those working on a tighter budget, there are some free tools to allow for simple video editing. Short videos, even a 6-second vine, are valuable. A minute long video can be engaging and informative.
4. You Can’t Market Bad Content
While the saying ‘content is king’ may be cliche, it still rings true in 2017. Your content should have no filler while providing value and real-world information to your reader. The best content grows organically because it provides enough value that people feel the need to share it with their friends and family. Ideally, you will lightly market your content, and it will be spread by your viewers who find it valuable. Because of the way Google, Bing, Yahoo and other search engines view your site, bad content will be hard to rank regardless of your promotion. Plus, your viewers will be unlikely to stay engaged to your content or remain on your site for very long.
5. Repurpose Existing Content
Sometimes the best content is a repurposed, recycled version of content you provided in the past. Repurposing can manifest in a few ways. For example, it is easy to turn a few thousand word report or article into a helpful infographic that can be shared on Facebook, Instagram, Twitter and more. An infographic is a visual aid that portrays information in an easy to read style. You can separate these infographics into a series for multiple social media posts. These infographics will then link to the source, adding SEO benefits from the backlinks created.
The Bottom Line
The first goal for every marketer or webmaster is to create the absolute best content possible. When you are confident that you’ve created a helpful, informative, easy to read or understand piece of content, you can move forward with promoting it. Be smart with promoting by putting the right type of content in front of the right audience. Use the tips above to help become a great content marketer.