Content is still the number one ranking factor for search engines. Want to know how to rank high? It’s simple – provide optimized, high-quality content that provides value to users and appeals to search engines. While the goal is simple, a lot of marketers and companies remain baffled by it. Many are still asking, “what is content marketing?” instead of knowing how to use it in their strategy.
In a nutshell, it’s the holy grail of any digital marketing campaign, and the four essential rules below will help you harness its potential.
Content marketing almost exclusively revolves around digital marketing. It refers to online content like blogs, social media posts, images, videos, and other digital assets.
The most important thing to remember about content marketing is that its purpose is to provide value to your target audience, not directly advertise or sell. Quality content is unique, engaging, and answers your readers’ questions with relevant and accurate information.
A truly top-tier piece of content offers solutions that can’t be found in another source. People want to read it, benefit from it, and ultimately, it influences their buying decisions in favor of your brand. That’s the ultimate purpose of content marketing.
Running a successful content marketing strategy takes more than churning out article after article. Refine your content marketing efforts by following a few essential rules:
It’s fine to take inspiration from great pieces of content, but never plagiarism or keep rehashing your existing content. To stand out from the endless sea of information out there, you need to offer something unique. Discover fresh things to write about by exploring the pain points of your audience and seeking out trending topics in your industry.
The most effective way to fail at content marketing is to make it a veiled attempt at being sales. Your audience knows when they’re being sold to. Loading your content with products, services, or blatant testimonials about the company is a sure-fire way to turn them off.
Instead, ask yourself, “what type of content will my audience find useful?” Study the kind of tone and approach that appeals to them. The best way to sell through content is not to sell at all, but write to be helpful to your audience.
Identify valuable search positions to target with your content by searching for gaps on SERPs. For instance, review the keywords your audience is searching for, how much traffic that keyword receives, and what kind of content you can produce to capitalise on that gap. Analyse your competitor’s content as well to see any opportunities you can fill with new content.
Content marketing is still marketing, and you need well-defined goals and metrics to see if it’s working. Who’s your target audience? What distribution channels do you plan to use for your content? Consider as well how you plan to measure the success of your content strategy, such as through views, hitting a specific number of audience, sign-ups, etc.
Following these four basic rules is just the start of content marketing success. It takes professional writers, sophisticated tools, and a strong understanding of SEO to effectively integrate content into a digital marketing strategy. Consider working with an experienced SEO agency that specialists in content marketing to steer your campaign in the right direction.
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