Creating quality content is the key factor in an efficient Content Marketing Strategy. But what is content marketing ?
According to the Content Marketing Institute, “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”.
The key here is the words to describe the content that you’re creating: Valuable, Relevant and Consistent. While content can come in a few shapes and sizes, from blogs to webinars, to video marketing, etc. it’s consistency, relevancy and value that always stays the same.
Therefore, an effective content marketing strategy will help a business to engage better with its customers through their content, leaving the customers and potential customers better informed and interested to find out more about the companies products and/or services.
It is also very important to mention, that content marketing is not a direct sales marketing strategy. Instead, it is useful to think of content marketing as a way of opening up better communication between a business and its target audience/customers.
Therefore content marketing is an efficient way to grow your target audience and customers understanding of your business by educating, informing, entertaining and engaging with them through the creation of great quality content.
Why Your Business needs a content marketing strategy compared to other marketing strategies:
I’m going to let the facts speak for themselves on this issue:
- Companies with an active blog/website will typically generate around 70% more leads per month.
- More than 95% of marketing people believe that customer content has a positive effect on audience/customer attitudes, and content marketing will strengthen the bond with customers.
- If your business use content marketing tactics, then it will typically save an average of 15% in overall cost per lead.
- Business and brands, that have a focus on content marketing will typically save over $15 dollars for every new customer acquired.
- If your business focuses on a content marketing strategy, then it will typically double average website conversion rates, from 6% to 12%.
This is why your Business needs a content marketing strategy and if you can master these 8 keys to great quality content, then you are able to create an efficient content marketing strategy for your business:
1. Important to Make Originality and Quality Content
Originality and quality content has become more important than ever for businesses who want to stand out from the crowd and get good results in the Search Engines.
Creating original quality content has 2 main benefits:
- Original quality content will make you a valuable source of information that your readers can’t find anywhere else.
- Search Engines love orginal content. Google has made it clear that they do not like and will penalize sites with duplicate content. And to make it even more appealing, Google actually rewards original quality content too.
2. Make Catchy But SEO-Friendly Headlines
Your headline is the first, and often the only, impression you can make on a prospective reader. Without a compelling headline to entice your audience into reading the rest of the content, your accompanying text is pointless – no matter how good the content is.
But catchy informative headlines with quality content is not as easy as creating catchy headlines with crappy content – That’s called click-bait and people hate it.
Instead, there’s a very fine balance where we create informative headlines (that contain your keywords) but also ignites curiosity in your readers.
Creating the perfect headline isn’t easy, and can’t be easily covered in one article. To learn how to create headlines that will get people reading your content, I recommend reading some articles dedicated to this topic.
3. Using long-tail Keyphrases with your content
It is important, that you write for humans, not for search engines. But here’s the thing: Keywords, when used intelligently, are for humans.
Keywords allow for humans to find relevant content. Search Engines simply mediate between your content and internet users to ensure that the end-user is presented with the best content as possible. In the end, search engines are only a tool to facilitate humans.
Keyword research allows us to understand what terms our target audience is searching for. Keywords allow us to create more relevant and targeted content that we know our audiences want to read.
Obviously, the more general your search term is, the more often it’s searched for. But the problem with general popular search terms is that they actually only make up less than 30% of all search terms, and there are also high competition among businesses for these common search terms.
The other 70% is called the “long tail” search terms. The long tail keyword contains hundreds of millions of unique searches that might be conducted only a few times in any given day.
Moreover, research has shown that the more specific and long-tail the keyword that someone uses, the more likely they are to actually buy and be a customer.
To better illustrate this, let’s look at a little example:
In this example, a snake is used to illustrate the difference in psychology with relation to keywords.
– First, we start out with the keywords “dogs”.
– Next, keyword phrase is “dogs behavior”.
– The further down we have “dog training”.
– And at the end of the tail, we have “dog training for poodles”.
Now think about what’s going through the mindset of each person who’s making each search query. The keyword “dogs” is general, and could just be someone curious about learning more about dogs. It could even be a kid doing some research! There’s going to be tons of information about dogs.
The same happens for the second keyword “dogs behavior”, this still could very well be research for a project. But things start to change the further down the analogy we get, and the more specific (and long-tail) with the keywords we use.
“Dog training” could be about research, sure – but it’s much more likely that the person is looking for some kind of help with his dog. Here we’ve moved from the general idea of a “dogs” to something much more specific that indicates a more urgent need. Finally, at the last keyword “dog training for poodles”, we know that it’s very likely that someone needs help right now. They’re ready to act.
The same can be applied to your keywords. The more specific and long-tail they are, the more likely you are to attract high-quality readers (who want to act) to your website.
Moreover, there’s far less competition for these keywords, so you’re more likely to rank highly for them.
For keyword research, Google’s Keyword Planner Tool is the most popular starting point. It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms.
Remember: You’re looking for keywords that are commonly searched for, but whose competition is low – which means that people are looking for content on those keywords, but what is available isn’t great. If you find these keywords, then this is the optimal opportunity for you to create content that will rank highly in search engines.
4. Make User-Relevant Content
What do your readers really want ? What do they like to read ? What do they find interesting to read more about ? What do they hate to read about ? Not sure what’s relevant ?
Angie Schottmulle discusses the Triangle of Relevance where three factors – business interest, user interest, and time significance – All these are aligned in order to create quality content that’s highly relevant.
5. Use Trustworthy sources
Thanks to the internet and “fake-news” many of us now understand the importance of fact-checking and sourcing your information.
When you fact-check and link to reliable sources, that you trust, you also build a relationship with your audience based on trust – and trust is the strongest and most powerful tool that you can have at your disposal in your business.
Therefore, don’t be afraid to look critically at your sources, because this is a key factor for the trust of your audience. Are your sources from trusted and authoritative sites ? Are they accurate ? Are they recent ?
6. The Effective Use of Visuals together with your content
Visuals are a fantastic way to catch your audience’s attention and encourage engagement. Posts with visuals receive 95% more page visits and engagement than those without visuals. But they’re not just for decoration either.
Around 70% of people are said to be visual learners, so adding visual components to your content actually makes it easier for many people to understand your content.
7. You need to Go Deep, Not Wide with your content
Just like with keywords, the general topic isn’t as effective as specific topics. You can find generalizations everywhere on the internet, and general content very rarely produces leads and customers.
Instead of creating the kind of content that talks very generally about a subject, then it is much more efficient to dig a bit deeper into the subject. If you provide your target audience with in-depth and well-research articles, you are providing them with information that they often don’t see and can’t find other places on the internet.
8. You need to be Entertaining and/or informational with your content
The tone of your content is also very important to your audience.
The reasons people read content can be summed up in 2 words: information and/or entertainment. Meaning: Your content has to be informational and/or entertaining for it to be of any value to your readers.
Informational content is often most clearly illustrated through how-to posts. These posts are instructional in nature, and usually, provide a step-by-step rundown of information.
If you can also be entertaining while creating informational content, all the better! – it is important that you find your own style when you write because often the audience can recognize you from your style of writing.
Answers To Questions
Are there popular questions that pop up regarding your niche frequently ? Creating content that answers these questions is a very good way to provide value to your potential customer’s daily life.
Again, if you can make your solutions to peoples questions in an entertaining way as well – great!
Engaging and Thought Provoking
Do you have special know-how or point of view on a certain topic within your niche ? Are you able to start-up a relevant debate about a topic within your niche ? Do you have experiences that might be contrary to popular opinions within a product of your niche ? Or do you have a completely unique idea that hasn’t been considered before within your niche ?
All things that can make your website interesting and special when you have to compete with other websites within your niche.