Marketing objective becomes redundant when you are not able to draw audience eyesight. Developing a content strategy for business is an uphill task. It demands “what is an objective of your business”. If that business objective does not skew the objective of customers and the need for both business and audience is in sync then you are fully done with your content creation planning’s objective. Search engine admires relevancy, freshness, and engagement from the created content. It loves simple and articulate language which holds essence.
Managing content marketing has been throwing gauntlets before marketer and offlate they are hard pressed with the fact that generating fresh and meaningful content is not only arduous but tiring specially if you are in knowledge industries, broadcasting or any continuous content generating industry, where customers look up to you for being updated.
As Dr4ward has summarized that content marketer has varied challenges be it content frequency, quality, strategy, budget allocation, resources and measuring ROI
What happens if your content does not generate ROI, eventually anything which is put in the form of images, texts, videos, and eBooks are the form of content. Being a marketer, it is quite must to measure the ROI. But most of the marketer fails to gauge ROI and just keep working either generating new content or vice-versa. The marketer who tracks their ROI is able to garner 17 times more years over year ROI as per HubSpot inbound marketing 2014 report, Which emphasize the importance of measuring ROI and it was analyzed by Heidi Chen.
Content marketing needs to be solidified.
2015 is going to be a year of content marketing , As many marketers have started understanding that customer doesn’t come to visit their site for the sake of gathering information or using the site as a reference for their knowledge enhancement. They come there because that gives value addition along with plenty of rich insights what they are looking for before making a conscious decision about products and services.
When Google chimed in with the update called panda which had the staggering impact on all crap and creepy sites having irrelevant and vile content. Following the update, the entire content industry got the seepage of unworthy and unscrupulous content marketers. Whose job was to stuff the content with keywords without understanding the repercussion?
SEO and content work in symmetry and both complement each other in order to bring laurel to your site. The optimum outcome can be reached by SEO manager working in consonance with content manager. Now cliché “content is king” is reigning supreme and plays an invigorating role in user’s engagement. But sheer this saying would not augment the effort of bringing eyeball until or unless the content is optimized and have freshness and relevance. Even great content may fail in spite of effort and energy injected in creating, publishing, promoting that
Here are possible reasons for content failure
- The headline is not right and is quite ambiguous.
- Lots of grammatical and spelling errors in spite of great in-depth detail
- Right, Topic not chosen for the targeted audience.
- Length of Content is not up to the mark
- It is not socially enabled
- Not optimized for search engines
Above failure can be turned into success by understanding the context of content and user behavior.
Here are the best ways to get great traffic and customer engagement by adopting six powerful marketing strategies for compelling content
Neil Patel from quick sprout defines that Compelling content should resonate, convert and matter.
1-Relevent content can be developed through brainstorming and refining ideas into proper structure
It is as simple as telling that you are participating in a debate on how to improve the education system in India, but you are talking about entertainment, movies or cricket match. The Audience will not like it. The Search engine is an audience. So be mindful of what you are writing. This is what Neil Patel says always. Content development is a very crucial factor in determining the success of products and services. Lots of brainstorming goes behind developing the fruitful content.
Content development undergoes three stages
- Generating ideas 2-Refining ideas 3-Structuring the idea into the proper format.
Third step called proper structure which pivots upon prioritizing your content structure like what should be the headline (Should it be in list format or question formats), Long tail keywords, to the point introduction, H1, H2 and H3 titles, paragraphs length, storytelling, call to actions, mention sources, length of the articles,clear and precise conclusion, platform where it is to be published and earning and getting back link from blogger communities etc.
2-Keyword stuffing a detriment to your ranking, Use long tail and LSI keywords
Content should be simple and have a sense of correlation. Too many keywords will impede the prospect of your page being visible. So only twice or thrice at the max should be keywords insertion in content.
Long tail keywords keep your content in good stead and help Source: wp beginner
Users generally search the web with the long tail keywords like “best content writing strategies” rather than writing single keyword like “content” or “best content”. As the search engine is robot it can’t understand the searcher’s intention if it is not properly comprehended.
3-Avoid earning links through paid software and from low authority sites.
Guest posting on a site which has low trust and authority and it is weak content wise then it is not a great idea and should be discouraged from using it to earn referral and traffic as Google outweigh them completely. Sheer back linking or building links are a strictly a no-no. Again this is one of the despicable points to build traffic through publishing great content on subverting site in form of blog comments, article submission, and guest posting
You can look down to few points in order to promote your content across various blogging, guest articles, and forums. These sites should first cleave through acid test before being qualified to be able to give link back
- Have social media presence
- the site has relevant posts and frequented by visitors
- Review against blogs written there
- Quality of topics chosen there
- Quality of guest posters
4-Use social media to bring referral traffic to your site
Social media is another catalyst to bring spurt in traffic to your site if that content is meaningful and engaging. You need to first understand the objective of writing the content there and always give due diligence to customer behavior, what do you want to achieve when users are directed to your site. Don’t ask users to buy, use or do transaction immediately after getting them land on site, Give them some juice and reasons to go for either of the conversion micro and Macro
5-Use Content syndication wisely.
A syndication is a holistic approach and one of the strategies of content marketing for brands to link themselves to third party sites. Here you can publish your site, Blogs and videos on third parties as snippets, links or articles. Sometimes advertisers or site don’t wish to produce content exclusively .so they give their web pages, blogs and videos to be syndicated without putting extra effort in generating content.
Be specific behind the purpose, what do you want to get from, Do you want readers to be informed or want them to fill the form or read the entire blog post? So you can give heading of content or title of the blog to redirect them to your site to engage them further.
You should use <rel=canonical>. When you are syndicating your content on another site, first ask whether they use this element. This will help you avoid duplicate content issues and ensure your rankings are consolidated to your original URL.
6-Content curation a shield against your limited resource and your own exhausted content.
Trap.it has found after it’s researching that
- 57% of marketers curate 10 or more pieces of content per day.
- 74% of marketers believe that content curation is important to their content marketing strategy
Content curation is another bearing on the overall content marketing strategies. Curating relevant content includes choosing valuable findings to business and audience, putting it into context and dishes it out to the customer with self-added insight into that. This is not theft, rather it is considered to be in a good book of your stakeholders and audience who finds you a hub of information with a more structured way like a blog post, eBooks, infographics etc. But don’t forget to mention the link source.
Three stages are considered to be the best curation strategies
1-Content aggregator 2-Content selection 3-Content contextualizing
Please don’t forget the basic do’s and don’ts while curating contents. This image is beautifully narrating pros and cons for curating the insightful contents to your audience.
7-Optimize and Repurpose your old content and add life to evergreen content.
This is not a good way to forego one’s hard work, Content optimization strategy is an ongoing process for a marketer who wants to leverage and keep getting the benefits from its users in the form of engagement. It is always the best strategy to deploy a fresh leash of life to content through repurposing.
Let me explain the meaning of repurposing. It is the process of transforming your content into different format across the different platform. For example, you had a great blog, which earned almost 2000 emails and 1000 likes, so you can have in the form of podcast, eBook, video or infographic. Platforms can be youtube, slide share, LinkedIn and some part of your site for downloads.
Great strategies even with great brain fail if your content is not able to deliver what it was meant to. In this face paced world, billions of contents are published and only meager some of them get their due acknowledgment and respect from both engines and audience. It is always recommended to write and create your content for a customer then optimize it according to SEO. If you want to come out of the clutter of similar content which is already produced and consumed by audience then probably it is the time to tweak it with smartness and intelligence and then serve it to your customer.
Always build your content around keywords, the keywords should be based on a problem which addresses the pain point of your customer and then dishes out the content in a platter to your customer through solutions and more importantly you should not forget the measuring of ROI through your repurposed or freshly created content.