“Content Marketing is the only marketing left” – Seth Godin Back in 2015, when he said these words, little did he know that words that sell are no longer enough in the digital world. Why?
Today, you just can throw hundreds of content pieces in the form of blogs, articles, and whitepapers on the web and expect it to deliver your results magically. Google’s algorithm doesn’t work this way!
Regardless of a Pulitzer-Prize winning content, if you don’t market, share and promote it, you will never be able to engage customers with your brand.
That’s where content marketing can prove the difference between successful businesses and ones that struggle to stay afloat. With content marketing costing 62% less than other outbound marketing tactics and generating over three times the lead, it’s probably the right time to invest in content marketing to skyrocket your growth.
In this article, we will look at some content marketing tips for growing your online business.
With an average blog post taking three hours and 20 minutes to complete, repurposing your existing content seems like a more viable and financially feasible option. Repurposing is taking your existing content and breathing new life into it. Instead of drinking far too much coffee to develop content ideas, you can take an old content and convert it into different formats. For example, if you record many podcasts, you can convert mp3 to text and create a new blog. Repurposing your podcast content into different channels is one of the best ways to tap into a new audience and introduce them to your brand.
Similarly, you can repurpose your video content into blogs or tweets, turn a blog post into an ebook or convert existing content into a content upgrade.
As rightly said by David Ogilvy, “Tell the truth, but make the truth fascinating.”
Yes, we’re talking about video content marketing. With YouTube touted as the second largest search engine after Google, you cannot afford to overlook this content marketing strategy. From TikTok, Snapchat, and Facebook Live, a video is a staple in our daily lives. And, it’s for this reason, video content deserves all the hype.
Let’s understand the importance of video marketing using an example.
Velcro created two videos titled ‘Don’t Say Velcro’ and Thank You For Your Feedback – Don’t Say Velcro as a part of their content marketing. Together these two videos achieved what the company was unable to achieve using their blogs and website content. Through these videos, the company educated their audience, entertained them, and made customers remember their brand using an innovative and unique way.
There are customers out there who love to watch and consume videos.
So, give it to them!
Not all visitors who visit your website are in the sales funnel. Some may not have heard of your brand, while others may have visited your website two-three times. These visitors may be considering a purchase. Some are loyal customers returning to make a purchase. The key here is raising conversion by targeting and mapping content based on the visitor’s stage in the sales funnel. Your ultimate goal is to reach customers as they are in the buyer’s journey.
Build a relationship by providing content that addresses the pain point of your visitor. Content like videos, infographics, long-form content and podcasts can prove effective.
As these customers are on the brink of making a purchase, content like pricing guides, what to look for service providers or products, and case studies can prove effective.
Visitors in this stage are ready to buy. So, content like product or service comparison, best product list, or use cases is a great way to make these visitors turn into customers.
There is no point in writing tons of content pieces if it doesn’t find a unique location on the web.
That’s why keyword-rich URLs are slowly gaining momentum. Apart from being an on-page SEO technique, it’s an excellent way to ensure your content receives the desired attention.
Your keyword URL doesn’t have to be an exact match of the keyword. Even a close match is sufficient to give your content’s CTR a boost.
According to research, there exists a correlation between short URL links and social shares. The shorter the link, the higher is the social share. Including a keyword in your URL can amplify the reach of your content and connect you to new customers.
Being able to effectively understand what the user’s intent is can help you create content that resonates, remains evergreen, and addresses all the customer’s pain points. Today, businesses that are adept at predicting the next step of the customer (after finding what they are looking for) are the ones that grow their online presence.
But it’s easier said than done.
For example, if you’re looking to buy a party dress in New York, will Google show you a blog/article on steps to buy a party dress, or will the search results display online fashion stores from where you can buy one?
You have to think about the user’s intent and, based on it, create your content. People who use the broad search query like ‘Party dress’ should land on your ecommerce product listing page that shows all the party dresses available in your inventory. When users reach a product listing page, it becomes easier for them to choose the dress’s color, style, and size.
But, if the search is “XL size party dress,” Google should display SERPs of product pages that contain this product.
Optimize your content based on your user’s search intent results in more qualified leads and traffic to your website.
The list is not exhaustive because artificial intelligence, remarketing, voice search, and augmented reality are other content marketing tips that can impact your online presence in 2021 and beyond.
Just like Rome, content marketing isn’t a one-day affair. It requires strategic planning, excellent content mixed with a pinch of patience from your end. For increasing your business’s online presence, listen to your audience, decode their search intent, keep trying new things, and most
importantly, measure the performance of your content marketing efforts.
Which of these tips from the list was your favorite? Did we miss a few tips?
Share your thoughts in the comments section!