Content Marketing isn’t a concept that’s new to the online world. However, in 2012 the interest in this topic began increasing exponentially.
A major driver of this interest has been the last few Google Algorithm updates. I won’t go into detail about what these changes were. In a nutshell, the changes have meant that websites can no longer solely rely on Search Engine Optimisation techniques to rank on page 1 in Google. Google now has a much greater focus on quality content. The onus is on the website owner to provide their visitors with relevant, interesting, useful, original, compelling content. By doing this, your content is likely to be shared on Social Platforms and linked to from other websites. The end result – you’ll not only drive a stream of traffic from external social pages and websites, you’ll also be likely to feature higher up on Google.
Content Marketing doesn’t need to be rocket science. Most businesses have their own area of expertise. The key is to find out what your website visitors need, what information do they lack, and what are their pain points? You’ll then match your expertise with the “content gaps” and provide information that’s needed.
The information created will include the keywords you want to rank on in Google, but thats a secondary consideration. Your main focus should be on providing something that’s useful.
Before you dive into producing your first blog, infographic or white paper, I’d like to suggest you take a look at this compilation of 10 content marketing tips. These could be the difference between your website achieving fantastic results or simply pounding out content for little result.
1. Do some stalking
Join a Facebook Group or two and see what your target customers are talking about, what questions they have, what are their frustrations?
2. Define Personas
Gather every piece of information you have on your existing and potential customers. Then create personas of your typical customer so that you have an acute understanding of who they are and what information they need.
3. Don’t be afraid to be controversial
When you write a blog or design an infographic, don’t be too formal and stuffy (unless your industry really expects this tone). Don’t be afraid to go against the herd and be different.
4. Get help
Can your staff share the load and create content for you? Perhaps you can ask customers to submit advice or photos using one of your products? Guest bloggers are another option to consider if you don’t have a lot of time on your hands. Also, contact Host Geek on 1300 722 504 if you need professionals to take care of this project for you.
5. Review data
Take a look at your Google Analytics figures or the information from whatever analytics tool you use. Check out the most popular blog posts and create more content on this topic.
6. Create a style guide
Essential for effective branding and to keep your content looking professional. A style guide doesn’t have to be the size of “War and Peace”. It can be as simple as a page or two outlining what font types, font size, colours, image styles, logo sizes and any other information relating to the styles you use online. Once you have this sorted, stick to it and ensure all other contributors follow these guidelines too. To get started, here are some cool examples of styleguides.
7. Reuse Content
You can easily repackage the existing content you’ve published in another format. Why not use the information from a popular blog post to create an infographic or video.
8. Quality Counts
Don’t obsess with pumping out a blog a day if the quality is going to suffer. It’s better to put out one amazing piece of content each week than to produce 20 articles that don’t get read.
9. Create a Media Calendar
This is a great way to keep your posting consistent and it takes the guesswork out of what you’ll produce. You’ll also be able to align your content with your key business events to support the engagement process. Check out these Content Calendars to get you started.
10. Keep SEO in mind
Look for keywords that you’d like to be featuring higher up on Google and create your content based on these keywords.