Content marketing is on everyone’s lips. Is it the King (or the Queen), or is it not as important anymore? Well, we’re here to tell you that it is essential, but works in tandem with other SEO services. You cannot stick a blog post on the internet and expect it to drive all traffic to your site. This is all the more relevant in an age where 2 billion blog posts are published per day (now you know what career path to follow…). You need to research, speak to your audience and distribute the content – digital PR is ever more important.
Luckily, you’ve got Flow covering your backs, and we’re revealing all the the things you should (and, most definitely, shouldn’t) as part of your content plan. Essentially, content is the backbone to your digital marketing strategy, and you need to create copy of value. You’re going to need a cuppa…
Content Marketing Dos
Before we get onto the horrific mistakes (we’re not exaggerating) in many digital content marketing plans, we’re sharing what’ll get you in front of your prospects.
Do the groundwork
You should always start content curation with these questions:
- Why are you doing it?
- Who are you targeting?
- What are your objectives?
- Why is that your goal?
If you’re creating content to simply ‘do’ content, you need to take a long, hard look at yourself. You need more than just a great site today, but content that is meaningful and valuable. Whether online or offline, relationships start by building interest – the objective of all successful content. The more helpful and relatable your content, the better.
There are various tools available today, including the likes of Ahrefs and SEMrush, to monitor your competitors and the methods they use to target their audience. You can look at backlinks, keywords and much more to target the right people.
Do speak to your audience
As mentioned above, if your content isn’t relatable, your prospects are not going to read it. It’s a simple truth. There are already mountains of blog posts on the internet and, to stand out, you need to make your copy personalised. It’s better to identify a niche and craft text for their needs and wants, rather than target the whole world.
Do be consistent
Consistency is key to all digital content marketing strategies. Without a schedule, the world would go mad. Create a schedule and keep to it – whether that be allocating specific dates to publish blog posts, or send your newsletter.
Do promote your content
We cannot stress this point enough, but distribution is pivotal to the success of your marketing. You may have created an exceptional piece of copy, but it’s no good sitting on a blog without traffic. The role of effective outreach is critical – particularly as Google penalises questionable link building and becomes more adept at reading natural language (the robot take over…). Gaining relevant links for your brand can contribute to an increase in direct and referral traffic. Perhaps, even a boost in sales for E-commerce stores. Plus, gaining those links tells almighty Google you are important and authoritative in your industry.
Do measure success
Not measuring content makes the marketer inside me cry. Google Analytics is a completely free tool that allows users to check how content is performing and, subsequently, converting. You can see who is engaging with the content, where they are from and their journey through your website. In turn, this enables you to improve your most popular pages, tweak your content strategy and analyse why certain copy isn’t converting. Need we say more?
Content Marketing Don’ts
Now, onto the juicy stuff – the methods you should definitely, absolutely, totally not do.
Don't forget the groundwork
Content curation relies heavily on the groundwork. Without research, how do you know who to target, brand objectives, the keywords to rank for and why you are even crafting the content in the first place. Basically, prettying up mediocre content won’t make it better. Plus, long form, heavily researched posts generate 9x more leads than short form. The groundwork provides the basis for your overall digital marketing strategy.
Do not pay a site £5 to write your article
This just goes against all of our principles. We actually tested a few of these sites out, and the results were disastrous. Just. Don’t. Do. It.
Don't create content for sales
This may be the opposite of everything you have ever been taught, but you need to create brilliant content. Your audience can tell if you’re pushing products or services repeatedly, and they will leave. Create something your audience will like, and they will want more. Only after you have proved yourself relevant can you expect to drive sales.
Don't forget your audience
You’re writing to appeal to these prospects, so you need to be relevant. Attempting to promote roof insulation to university students, between the ages of 18-24, isn’t going to get you far.
Don't blast call-to-actions
Stick to one, or even two call-to-actions. A piece of content shouldn’t, generally, have more than that – whether that be a follow on Facebook, or link to a core service page. Multiple call-to-actions will only dilute the power of your copy.
Don’t underestimate the power of various formats
Content curation should be inspiring, creative and visually appealing. Only you should be able to offer this kind of content. You could include the likes of personal stories, industry news, case studies, podcasts or even video to your content marketing. If you believe your copy would do better in different formats, go for it and reap the rewards.