Content marketing is still one of the most effective ways to generate leads and drive traffic to your website.
People utilize the internet to learn new things and do research. And brands are more than willing to comply. Material marketing is used by brands to respond to readers’ inquiries, give thorough how-to instructions, and provide free, high-quality content that fulfils a variety of requirements.
Each piece of content becomes a tool for attracting visitors, generating leads, and encouraging people to become customers if a firm can discover beautiful methods to integrate marketing messages within their material.
The popularity of content marketing can be attributed to this easy approach. It’s low-cost, scales effectively since it frequently provides value years after the majority of the effort (research, writing, formatting, and publishing) is completed, and it’s been a tried-and-true marketing channel for many firms for decades.
This post is a fantastic place to start if your company’s content marketing efforts aren’t producing a strong return on investment, or if you’re seeking to redesign your whole content marketing approach due to a shift in business strategy.
We’ll look at several new content marketing methods that are emerging as best practises, as well as some tried-and-true ideas that you may have neglected.
Ensure that you have a high level of credibility.
The internet, as a medium for disseminating information, suffers from what the public relations profession refers to as a “optics problem.”
There’s a reason behind that. A blog may be started by anybody. Anyone can do it. Anyone may claim to be a “expert.”
We must not underestimate the impact on consumer confidence. People are well aware of how simple it is to make strong marketing promises or generate material that appears to be credible.
If your company operates in a field where misinformation is common, it’s critical that you discover ways to distinguish your material and give it a real appearance of authority.
One of the finest examples is the supplement business, which is plagued by pseudoscientific claims. Transparent Labs, a supplement company, takes this issue extremely seriously while developing their content marketing strategy.
When it comes to fighting disinformation, the brand does two things right:
To begin with, the topics covered on their blog avoid bombastic claims and pseudo-scientific terminology, which would raise red flags among educated clients. This specific post is an excellent example of how to present a complicated topic with authority.
Second, every single one of their blog articles is reviewed by an advisory board. On every post, they make this extremely apparent right below the title. The “advisory board” link even brings the visitor to a website dedicated to the Transparent Labs women and men entrusted with “keeping things real.”
Provide In-Depth, Long-Term Value
Detailed “how-to” instructions are about as good as it gets when it comes to producing popular content among readers, leads, and other potential consumers.
When consumers seek for informational material, they frequently want more than a simple answer. They’re seeking for in-depth coverage of a topic that matters to them.
You’re missing out on a huge portion of prospective blog readers if your content strategy doesn’t contain the occasional deep-dive evergreen post. These are folks who aren’t just skimming or searching for one or two phrases that provide them the bit of information they need.
These are the folks who are really interested in what you have to say.
So consider how much evergreen informative value your blog provides. There will be plenty of possibilities to produce in-depth guides that seek to provide excellent educational value to a reader no matter what industry your firm works in.
Skillcrush, a career development company, is a master at this. In reality, the company’s blog is nearly completely made up of really helpful evergreen tips aimed at improving readers’ lives by preparing them for a new profession in the computer business.
The headline of each piece makes it apparent that you’re going to read something important. The content of these works is also not sparse in terms of detail.
In the context of this part, here’s what I like about this article:
The subject will never be out of date. It’s quite improbable that robots will take over software development jobs. Furthermore, open-source platforms are almost always available.
It’s a whopping 2500 words long. That’s more than double the typical blog post’s suggested length.
There isn’t any fluff here. Reading the essay, one gets the distinct impression that its goal is to impart information. Every sentence seemed to have been written with this in mind.
It contains connections to other useful sites. The writer’s objective is to effectively teach rather than monopolise the reader’s attention.
It’s a step-by-step process that’s simple to follow. People enjoy reading “how-to” articles that explain how to do something. One of the most effective methods to do this is to number the parts.
The information is reliable. The author of this essay definitely understands what she’s talking about.
Make Content for a Wide Range of Audiences
The majority of companies have a clear idea of who their target market is. When attentive businesses create new goods or services, they usually conduct extensive study in this area. It’s a crucial step in determining product-market fit.
What these businesses sometimes fail to do is develop content that appeals to their full buyer persona spectrum.
Consider your audience’s demands as part of building a strong content marketing plan. Keyword research and the other technical components of SEO aren’t everything. Content must speak to each and every sort of client that purchases your goods.
Bay Alarm Medical is a great example of a firm that uses its blog to directly address three distinct customer personas’ issues and interests.
The first persona represents a typical customer: an elderly person who is concerned about their health and safety. Bay Alarm Medical has produced and published articles for these customers, such as:
- 6 Key Topics to Consider When Choosing a Medical Alert System
- Three Things To Think About Before Using Your Retirement Funds During The Coronavirus Epidemic
- The blog provides content for their second buyer persona, relatives of a person who need special attention, such as:
- Can a Robot Pet Assist Your Senior Relative in Overcoming COVID Isolation and Loneliness?
- When Bringing A Relative Home From Long-Term Care, Where Do You Look For Support?
- The site also has information for their third client group, professional caregivers, including:
- 7 Tips For Seniors, Caregivers, And Families To Stay Safe From Coronavirus
- Find Dementia Patients Who Wander With GPS Medical Alert and Caregiver Tracking
- Bay Alarm Medical lowers the danger of new leads slipping through the cracks by matching their content strategy with their buyer personas – providing material that is specific to the requirements of each of their client types.
Podcasts can be used to supplement prestige content.
So, you’ve invested a considerable amount of time and money into developing an intriguing piece of content that contains a wealth of fresh information and positions your business as an authority on a specific issue.
Great! You’ve just boosted the likelihood that the article will be shared on social media. Furthermore, it will be lot easier to get backlinks for it than it will be for simply another piece of regurgitated material.
Awesome. These benefits are enormous. Years after you’ve made the original effort in having it developed and published, great content will continue to drive traffic.
But, given your time and effort, might you do more to market these content pieces?
The answer is a resounding YES!
You’re adding another “hook” to the storey by connecting a podcast to it. A hook that will pique the curiosity of those in your audience who would rather listen to professionals discuss a complicated issue than read about it.
Ad Badger receives two unique incentives for doing so:
- Their article is more user-friendly. People who don’t have the time or interest to sit down and read an in-depth piece on a complicated issue can now access the material.
- Third-party platforms provide access to the material. On podcast services including Google Podcasts, Spotify, Castbox, and Apple Podcasts, an established podcast (this particular episode from Ad Badger is #128) is accessible. Ad Badger’s episode is likely to be found by users who go straight to these sites to look for content. If it strikes a chord with them, the business has a fresh lead.
It takes a lot of effort to start a podcast, but it’s a tried-and-true strategy for producing high-quality traffic and nurturing leads. Podcasts, as we all know, fit in perfectly with existing content marketing initiatives.
Participate in social media.
The purpose of content is to attract visitors to your website. Sure, there are other motivations, such as building authority, but the main reason you invest time and money in generating excellent content is to have it found on Google, read it, and (ideally) share it.
Many businesses overlook the fact that they have the capability to achieve the latter.
This article isn’t about social media marketing, but it does deal with the area where social media and content collide.
Building a strong following on social media platforms like Facebook, Instagram, and Twitter is beneficial for a variety of reasons that we won’t go into right now. It’s fantastic to have thousands of people connect with your brand’s online presence!
Have you considered generating material that is meant to be shared on social media? I’m referring to issues that are provocative in nature and have an intriguing, if not controversial, slant to them. Topics and material that are likely to elicit disagreement from your audience.
Write a blog post if your company’s CEO has a viewpoint that differs from that of a well-known thought leader. Go through everything in great detail. Cite evidence to back up your claim. Make a statement without appearing to be trolling. Don’t be afraid to back up your claims with evidence.
Then, after the post is live, share it widely across all of the social media platforms where you have a presence.
Encourage others to talk. Inquire of your audience whose side they support. Then participate in following debates.
When someone mentions or reacts to your social media account on a network like Twitter, that person’s followers will see the material that prompted the interaction.
So don’t think of your blog as something that just sits there waiting to be discovered. Make use of it in a proactive manner to make an impression on social media. It may be used to start conversations and generate traffic to your blog.
Consider Native Advertising.
Using content to aggressively market your company’s goods or services is a technique that isn’t often used. This is because readers are more likely to interact with material that prioritises knowledge or amusement above sales.
An advertiser develops a promotional narrative or article that is nearly indistinguishable from non-promotional material on a publisher’s website using native advertising.
Native advertising material is written in the same style and tone as the rest of the site’s content, but it has a different purpose: to position and sell something.
Native advertising, when done right, is extremely successful, resulting in high levels of engagement and click-through.
Brands may utilise advertising platforms like Taboola to identify the best publishers for their native advertising. Taboola partners with over 9,000 digital properties, like Bloomberg, USA Today, and others, to distribute your content.
Content marketing is a difficult beast to master. Because there are so many moving components in this channel, mastering it may be frightening.
Don’t let this discourage you from always looking for methods to improve your content marketing strategy.
Encourage your marketing team to keep up with the latest trends. Never cease observing what your rivals are doing, as well as what thought leaders such as Neil Patel and The Content Marketing Institute have to say.
The secret to success isn’t waiting for a breakthrough idea to come to you out of nowhere. The secret to success is to react quickly to changes in trends that experts will gladly bring out to you.
Make use of their knowledge and be the first to test out new strategies.
In content marketing, this is how you get breakthrough outcomes.
” This blog offers generic information. By no means, it is professional advice. The information aforementioned is believed to be factually correct. The information provided is solely based on the author’s judgment and is subject to change. This is not endorsed by any 3rd parties or other brands.”
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