Content marketing continues to be a crucial way to get your brand’s name, story and services in front of potential customers. It generates more than three times as many leads as traditional advertising methods — and costs 62% less. But not all content marketing is created equal. Here are 5 of our favorite tips for creating effective, results-oriented content marketing.
It might feel tempting to churn out a handful of short-form blog posts or resources to fill up your website’s news feed, but it’s better to put energy into thorough, well-researched long form pieces of content. Articles that are more than 3,000 words get three times more traffic, four times more shares, and 3.5 times more backlinks than shorter articles, giving you a much higher ROI for the effort. This makes sense — if you’re a content marketer, you’ve surely found yourself seeking out statistics, tips, processes and guides around specific topics. When you find a long form piece of content that checks all of those boxes, you’re more likely to cite it in your own piece.
Whether you’re diving in-depth on a topic via a blog post, or creating a downloadable white paper, when you’re the documented expert on a topic, you’ll get a lot more leverage out of your content.
Update the Old
Content marketing doesn’t have to mean reinventing the wheel. In fact, 61% of respondents to a SEMrush report said that updating and repurposing existing content is the most efficient content marketing tactic. Repurposing content comes in many forms — you can simply add to an existing piece of content, or do heavier revisions if they’re warranted. You can identify what to repurpose by auditing your existing content, and matching what you already have to your current goals. This breathes new life into content your team has already made the effort to write, and gives you an SEO boost, too. SEMrush has an excellent step-by-step guide that can help you get started on your content updating journey.
O. Your SE
Search is the number one traffic source to blogs across all industries, so search engine optimization is a critical part of connecting your content to your customers. Although SEO can feel like a moving target because of different tech giants’ penchant for changing up the rules every so often, there are some basic guidelines you can follow that will set you up for search success. Keyword research is a key starting point, because you’ll want to understand the key phrases your audience uses to locate the type of content you’re looking to create. Incorporating those keywords organically into your content is important, but don’t forget about using them in metadata, your headers, and your URL, too. Incorporating internal and external links also helps give your SEO a boost.
We live in an era of massive data at our fingertips, so it’s important to put that to use by personalizing the content you create for the audience you’re seeking to reach. Content Marketing expert Chantelle Marcelle says, “Most digital ad platforms allow you to specify exactly who you want to see your ads to a fairly granular level. Google and most social media platforms categorize users based on their tracked activity. This goes beyond basic demographic info, such as age, gender, geography or industry.” Define your target audiences down to the details, and you’ll find you can speak more directly with your potential customers.
Visualize With Video
According to HubSpot, video has become the most commonly used format of content marketing, overtaking blogs and infographics. Over time, end users have started to engage far more with video formats, so it makes good sense to invest in video content for your brand. There are many different ways to create video content, from educational videos to viral Tik-Tok campaigns. Figure out which platform your audience is using, and create original video content that is compelling and engaging.