Content is king, queen, and the whole royal court these days. In fact, the nod given to creating longform, rich content by traditional ad agencies, who themselves have rebranded in droves to ‘media agencies’, should give you some indication as to the way of the online marketing tides right now.
Consistently, brands who embrace the content creation trend rather than throw more money at legacy methods are scoring bigger than their more stubborn counterparts, and that’s because it’s mostly a win/win scenario: Brands who are willing to work consistently build their followings, and consumers get something with a little more thought than a banner ad.
Naturally, the charge on content marketing was led by savvy content marketers long before mega-brands and agencies caught on, but the particulars of its evolution have little relevance today.
For marketers, this can be viewed as a good or a bad thing. On the one hand, you can come up with great ideas that people love and share and put those great ideas down into writing without being a bigtime agency. The bad part, however, is that they’ve got the chance to churn out a lot more content when working in teams.
How do you compete? Well, for one, you should always be striving to do what someone else does better than they have. Because content marketing is a value game, a vast library of past projects and work can be completely obliterated and made obsolete by one game-changing piece that’s so amazing, so legit, that people can’t help but pay attention.
The next step is to make sure that you’re giving every single post the ‘after-care’ it deserves. For independent content marketers, you’ll probably be looking to spend at least as long promoting an article as you do creating, and preferably 2-3 times that amount.
To achieve this, start putting together a promotion list with the different places and ways in which you will share every single post. As a new avenue comes to mind, add it. As you check analytics and find certain methods aren’t actually generating any interest or traffic for you, drop them and try and find something else to replace that method.
Content marketing fits, in many ways, with the concept of growth hacking, which has grown to relevance in the past year or two especially. Growth hacking is about leveraging creative product and promotion hack that can help to give a business a viral growth factor in which every user you gain recruits at least one other user to the service or customer to the product, which means that a brand’s growth is, at that point, self-perpetuating.
Getting these tactics to culminate in a success story is the stuff of legends, but those who have been successful (like Dropbox, for example) know that the core is testing and tweaking constantly. Content marketing can be an excellent means in driving people into the top of that funnel.
In part 2, we’ll get into a few of the specifics for sharing a blog post once it’s been creative, and how you can even growth hack the reach of your articles, to an extent.
No matter what type of website you have, for Internet Marketing there are 3 words that mean more than anything else
Content is King
These three words should be remembered at all times and used as a reminder that on site SEO (search engine optimisation) is just as important as off site SEO for two particular reasons:
Search engines do assess the quality of content and it can elevate your rankings
It is ultimately what will impress potential customers and encourage them to buy.
Although we are talking about improving your search engine rankings in this email, the second point is an important one to remember because your website should still be designed with your customers in mind. Online marketing should take care of the search engines.
The content you need is…
a) High quality,
b) Unique to your site
c) Relevant to the products and services you are attempting to sell. If it does not check all three points then you are getting it wrong.
High quality content will not be crammed with keywords but will instead contain keywords scattered in the text to remind search engines of its purpose. It will be well written, make sense and be completely unique.
Unique content is exactly what the label suggests so it should be written specifically for your site rather than copied from someone else’s site. There are tools you can use to make sure that your content is unique so investing in one of them may not be a bad idea.
Finally, the content on your site should always be relevant to the topic in question. For example; if you sell hardware goods then putting up content about women’s fashion is not a good idea. So what difference does it make?
Most people that are new to maintaining a website will dismiss content as one of the last things they need to worry about but this is simply not the case. Having relevant and unique content on your site can make a world of difference to your rankings. It fulfils many of the criteria set by search engine algorithm for high ranking and can also help to draw traffic to your site.
After all, visitors need to be able to find what they are looking for.
With all of this in mind, you really must take the time to look at the content on your site. You need to make sure that it is of a high quality as well as being unique and relevant. However, there is another aspect of content that you absolutely MUST consider.
The concept of fresh content Fresh content is not a difficult concept to grasp. In fact, it is pretty simple to understand so you should have no difficulty with it. It is literally adding more articles, information and other such content to your site on a regular basis.
There are plenty of ways that you can add fresh content on a regular basis but there are some that are more popular than others. For example, most major sites have a blog or an article section that content is added to whereas others choose to have an RSS feed added. Whichever you decide to do, you should update it at least once a month if not once a week to achieve the results you want.
Why add fresh content?
Now you know what fresh content is and how to add it, you need to consider why you need to put the time and effort in. Well, it is primarily to attract two things to your website:
Spiders -No, not the eight legged kind but rather the search engine kind. Spiders crawl your site to update your ranking periodically based on the content there. If you do not update your site then a search engine may well visit less frequently in future. If you update it regularly then you will find that spiders drop by and your rankings change on a more regular basis.
Humans – If you want to build trust and invite visitors to come back again and again then fresh content is the way to do it. It gives the impression that your customers mean a lot to you and can keep your visitor number and conversion rates high.
There is one other point that should be made about adding fresh content on a regular basis and that is the overall effect it has on your site. It helps to build authority. The more relevant and fresh content you add, the greater the authority your website seems to have on the topic. This not only improves your ranking but also increases the number of other people and companies that are willing to link to you.