Content Marketing (or Inbound Marketing) is the science of producing high quality online content that works as a lead magnet for your business. When you write high quality content, your target audience reads it, shares it and engages with it deeply. This helps build trust in your brand and establishes you as a thought leader.
Depending on the type of businesses you are in, the type of content you need to generate varies. Generally speaking, it would be a combination of the following: [Visit Firecart]
- Website copy
- Slide presentations
- Tipsheets / Checklists
- Press releases
- Case studies
Here are some tips and guidelines to follow as you generate a combination of the above content:
Be mindful of people’s time
Professionals are busy with their day to day work. Marketing communication has exploded in the recent few years. If you want your content to attract their attention, make it specific and concise. Don’t write long essays; prefer shorter and to-the-point articles. Deliver your value statement early on in the content piece. Use headings and navigational elements to help people go through your content quickly.
Use graphics, pictures, and videos
Pictures and other visual media help you communicate ‘more with less’. A picture is indeed worth a thousand words. Make sure the images you use are professional and in line with your brand. Also make sure you give due credit to the original creator of the image or video.
Re-purpose your old content in interesting ways
The content piece you posted in the past can be re-used and re-purposed to communicate a new point. Re-use judiciously so as to drive additional value to your readers. Be mindful that people have a good memory and will immediately know if you are just re-sending the same piece you had sent earlier.
Tweak topics based on analytics
You will know from your reader and engagement analytics which of your content pieces are being read/shared more. Adjust your topics to help readers with more relevant and interesting topics. Don’t post stuff which doesn’t get much interest.
Do not sell
Buyers today do not react well to pushy sales messages. Content marketing is all about slowly but steadily nurturing your audience with high-quality educational content so they build trust in you over time. When they are ready, they will come to you for sure. However, for some types of content (like case studies), you do want to sell openly. Nothing wrong with that.
Don’t worry about keywords
Google’s latest search algorithm updates (Penguin and Hummingbird) have made it clear that the search engine wants content writers to focus on content and not keywords. Write good content about topics that your audience cares about. If they like it, they will consume it and share it in their social networks. That’s all that matters for you to generate high SEO rankings.