More and more, traditional marketing strategies are either going out the window or being saved for the big boys.
Since the big boys obviously don’t need little old me writing their marketing strategy, I’m going to talk to the rest of you, rest of us anyway. How do you compete?
Content marketing has changed the game. Stop swimming and die, or in this case, stop evolving, stop adapting, stop giving great answers, and die.
Using content marketing strategies can lead to huge growth in traffic for your website, but we should not glamorize content marketing too much. 75% of content is never linked backed and dies forgotten and lonely.
There are several different strategies used to avoid this fate. Most important, above any specific strategy, is putting value into your content. Content marketing isn’t just about sales. People know when they are getting sold too and they get tired of it. It’s about communication, brand loyalty, and answering sought after questions. People buy from others they know and like. If you aren’t one of the big guys, then they need to get to know you, and selling them on something every 20 seconds will not make them like you.
How Do You Answer Your Audience’s Questions?
I have found out a lot working with clients from small ‘mom and pop’ service businesses to big multi-location clients that have money to spend. One of the biggest things I have learned in my link building and SEO career is that answering your target audience’s questions will nearly always get a good return on your content costs.
How do you find out what your audience is asking?
With this tool, you can enter any topic, or keyword, and get back a huge list of questions that real searchers are looking for. Now the question is, can you make a better answer than what is already out there?
Use Concise Language! Don’t Use Jargon.
Let’s use the all-powerful deity of the internet, Google, as an example. Have you ever searched something and got the answer before you finished searching, or before you had to click on anything? Those are called “rich answers”. They are a big change in content marketing.
It’s always been important to be clear and concise, but this is very “cut the bull crap and tell me what I want to know.” Using flowery language is great and all, but if that isn’t what someone is looking for, they will skip over your well-written arguments.
People want their answers in a concise manner which saves them time and money!
Content should not be confused with text. People have very small attention spans. Videos, gifs, images, infographics, podcasts, etc. It all works. It’s all becoming more popular and more prevalent in content marketing. It helps you be more personable and personalized, and it’s great to break up blocks of text, which are intimidating to most people anyway. Always break up your thoughts people! Personality and conciseness. Drill it into your brain.
Social media has been all the rage the past couple of years, and it’s great, but it’s becoming less and less user-friendly, especially for small to medium size businesses. Facebook has recently rolled out an algorithm that lessens the organic reach of content. It just increases Facebook’s profits.
To get any kind of real reach, you have to “boost” aka pay for it. Even if you have a following, they might never see you unless they make a substantial effort to do so. A lot of people won’t, either because they don’t care enough, or they forget.
The expense thing is happening across the board. Content marketing has gone mainstream. It’s a big deal, and now it’s being treated like one. In the past year, companies have spent almost 30% of their marketing budget on content marketing alone. It’s still far more cost effective than traditional marketing, but it’s going through a growth-spurt and those all involve growing pains.
Follow Through with Your Content.
One of the biggest things, after you post your content, is the aftermath, the analyzing and the tweaking so that you’ll be better next time. Analytics tools are getting better, more prolific, and easier to understand. Use them. You will be able to learn what your particular audience needs, and what format to deliver that in.
Most people don’t open content on their computers or laptops. They open it on their phones. It makes sense that people are on the go all the time and look at stuff on their phones, but this isn’t the only reason. People are wary of things that they don’t know and it’s better to get a virus on your phone than on your computer. It’s what I was told when my computer crashed. Always open links on your phone, not on your computer.
Make sure your content looks as fantastic on mobile as it does on a desktop or a laptop. A great way to test this is on one of those duo laptop-tablets. Someone in your office probably has one. Use it and see if the formatting shifts at all.
Does the text look manageable?
Are all the graphics in the right place?
Do they all work?
This is a good test before you publish, although you should check on a phone as well. Content marketing can often feel like being unable to see the forest for the trees, but it doesn’t have to be that way. A little SEO, a little personality, a lot of conciseness, and you’re golden.
If you’d like to find out more about content marketing then you can contact me directly via my social media profiles (below).
Alternatively, you can get in touch with GrowTraffic, who will be able to help you out with anything you need. Pretty much.
About The Author
Patrick Rice is an outreach specialist focusing on generating high quality extremely relevant links the right way. Using social media, content marketing, and age old email outreach, he consistently delivers links and exposure your competition doesn’t have. You can find him answering SEO questions on his Facebook and LinkedIn.