I’ve sure you’ve heard of the cool new marketing trend called content marketing. As a concept, what could be simpler? Write some content, stick it up on a blog, and watch the traffic flow in. Right?
Well, not quite.
Content marketing itself is a little more complicated then just writing an article and posting it. There are many, many factors to take into consideration when you are drafting a plan. If you want to actually create an effective content marketing strategy, here are a couple of tips you need to consider.
Don’t Stuff Keywords
This dates back to the dawn of online advertising. In those days, you could ‘trick’ the search engines to list you higher in results by stuffing your blog, page or site with all the keywords you want to associate with your brand. Now in the modern era where we have sophisticated computer analyzation and basic AI, search engines can quickly analyze your site and page content. There is no need for keyword stuffing, and in fact you may be penalized for utilizing it. Instead, work your keywords naturally into the blog. Make them a part of the content and you’ll find your site’s SEO will also improve dramatically. Search engines prefer natural keyword placement, and can easily tell the difference between natural language flow and a bunch of words stuffed onto a page.
Find Your Audience
Now that you are utilizing keywords more naturally, don’t forget to actually sit down, plan and write out content that your audience will want to read. Yes, the SEO from content marketing is a big plus, but in the end it’s your friends, family and clients who actually stand to benefit from your article. Your audience will quickly become turned off by technical articles that clearly are intended only for SEO.
Sit down beforehand and decide who your audience is. What would they like to read about? What causes them to share one thing and not another on Facebook ? Answering these questions beforehand can ensure that your content marketing efforts have a chance at paying off. If you write it, and they read it, you will succeed.
One of the hardest things to do as a writer is to unbiasedly review your own work. However difficult it is, being honest with yourself and viewing your blogs through your target audiences eyes is absolutely vital to your companies success. My favorite metric is asking myself “If i found this on Facebook or Pinterest, would I have actually shared it?”
Taking your hard work out of the equation can help you objectively look at your content. If the answer was no, then decide how you want to change your blog to be more appealing. If your content isn’t compelling people to share it, you wouldn’t get any traffic benefit from it.
In a nutshell, content marketing is more then just adding keywords to your site. It’s also about creating engaging content that will cause people to come back to your site again and again. The more compelling your content is, the more regularly people will visit and check for new blogs. Creating an effective marketing strategy can be an essential step to help your business and influence grow.