Chances are if you’re a promoter of any business, you’re probably familiar with the concept of content marketing. However, what you may not know is whether or not you’re practicing it correctly.
Content marketing is the creating and sharing of valuable content to attract online visitors, earn new customers and generate more revenue. It’s the art of educating people so they come to know, like and trust you. Usually, the ultimate goal is to persuade people to want to do business with you. So, how do you know if you’re doing it right? Below are some tips for improving your content marketing.
Have a Clearly Documented Content Marketing Strategy
First of all, you must have a strategy in place in order to be effective with your content marketing. Start by outlining clear goals. Then, design a plan of action to achieve the major objectives. It helps to have the strategy written down so you can refer to your documented process anytime you need a burst of inspiration.
What to include in your content marketing strategy:
- Main purpose
- Target audience
- Consistent topics
- Tone of voice
- Call to action
- Mediums to use
Be Visually Appealing
When it comes to content marketing, it all starts with the eyes. Capturing the attention of your customers is a highly-competitive venture. While online users skim pages quickly, if something doesn’t stand out upon first glance, they’ll look right past it. Therefore, it is crucial that your content be well-designed.
Elements to improve the presentation of your content:
- Visual hierarchy
Understand Your Audience
In order to create content that will engage your audience, you have to really know about them. You can’t just guess or assume. So, do some serious market research, ask questions, lead interviews and conduct surveys. This will help you gather the necessary information to understand the general preferences of your audience. As a result, you will know how to gauge the effectiveness of your content.
Things to know about your target audience:
Follow a Well-Defined Brand Story
Before diving straight into content creation, be sure you have a solid brand strategy in place. Work with a designer or brand strategist to develop comprehensive brand guidelines. It will be helpful when creating content to be able to refer to your key messaging and main talking points. Also, it will help keep your communications cohesive and consistent.
What Should Be Expressed In Your Brand Story
- Business distinguishers
- Unique selling proposition
- Brand personality
- Product/service benefits
- Why your audience should care
Add Your Unique Perspective
Rather than regurgitate content that has already been shared, why not come up with your own personal insight? After all, that’s what most people want. As a result, people will feel like they’re getting expert information. Thus, you’ll get one step closer to earning their trust and admiration.
Ways to incorporate your own voice:
- Share a personal experience
- Give your opinion
- Compare and contrast
- Respond to other perspectives
Avoid Sounding Like a Salesman
One of the most important roles of content marketing is to build trust among your audience. When you create useful and interesting content, your audience can get a sense of your personality. Furthermore, they will see that you know your topic. In conclusion, they learn to trust you. However, if you come off as a sleazy salesperson constantly trying to shove your products and services at them, they will see right through your efforts. They will think you’re just trying to make a sale, rather than genuinely educate.
Benefits of communicating tactfully:
- Earn trust
- Build rapport
- Attract new prospects
- Retain loyal customers
Tug At Their Heartstrings
Because the best content evokes emotions, it is important to present information in a way that gives people the feels. In addition, using stories that emphasize our common human experiences are the ones people remember. Want to make a pleasant and memorable impact? Then, craft a story that will deeply resonate in the members of your target audience.
Inject some inspiration into your content:
- Share something thought-provoking
- Make it emotional
- Be entertaining
- Provide educational value
Build Your Reputation With Search Engines
Finally, once you have remarkable content created, you can edit it and then share with the world wide web. It’s certainly important to be savvy with the ways search engines operate. Granted, it’s top-priority to write for your target audience. However, you must also be considerate of the bots that will be reading your content. Hence, that is how your content will ultimately end up ranking.
Things to keep in mind when writing for the web:
- Page titles
- Meta descriptions
- Word count
- Alt tags