Three elements of successful content marketing
Content writing has been around for years. In fact, IBM has had a content and social media strategy since the early 1990s.
Despite this, the idea of employing a content writer is still new for many businesses. Lately, though, more businesses are requesting content like blogs, case studies and advertorials. Why? There are several good reasons:
- consumers are becoming apathetic towards traditional advertising
- content is great for attracting Internet traffic
- creating content is a good way to become an authority in a niche, to customers and Google.
In this post I look at three things that successful bloggers and content writers do to write good content.
One: They focus on their audience
Every marketer knows the importance of targeting a specific market. This applies to online content marketing just as much as T.V., radio or print.
One place I’ve seen businesses veer off track is social media.
As a content writer, social media is essential for promoting my content, but it’s easy to waste time on the wrong sites. You see, each platform attracts different people with different reasons for being there.
So, it pays to find out which social media platforms your customers use before jumping in. For example, over time I have found Linkedin to be particularly good for businesses working in B to B; Facebook, on the other hand, is usually good for B to C.
If you would like more information on this, my previous blog looks at the pros and cons of five well-known social media sites.
Also, when producing content, stay on topic. If your business supplies sporting goods, produce blog posts, case studies and videos relating to sport. If you stray too far off topic it will only confuse your customers, and Google will hate you!
Two: They avoid the hard sell
It’s not about hard sell. Content marketing works when it provides value to the reader. An advertisement thinly veiled as a blog, usually doesn’t offer much value and people can smell a sales pitch a mile away.
Using the previous sporting-goods analogy, producing a blog giving advice on how to maintain your mountain bike gives value. Good content achieves the following:
- people will probably come back to read your next post
- people may share your posts on social media
- as more people visit your website to read your content, its authority with Google increases leading to a better search ranking
- your customers and potential customers start to view you as an expert in your field
- you can use your posts as sales tools to refer customers to.
Three: They give value
In my view, the longer and more detailed your content is the better. Substantial posts with links to valuable sources are more likely to be referenced by readers and generate incoming links. However, if you’re writing content just to meet your quota, don’t. A short good-quality blog post is better than a long one that isn’t worth reading.
Recently I read a post that lists elements for good content. I’ve cut it down a bit, but I think it is a good list to refer to.
So, when writing content, make sure it has a good portion of these elements:
- occasionally funny.