In the Online World, Content Truly Is King
So say the consumers, and so say the relevant search engines. Quite simply, if your website doesn’t have a blog page, and if your company doesn’t have an experienced content marketing team on its side, you’re missing out on website traffic, brand recognition and awareness, and of course, loyal customers.
Creating content that boosts organic traffic and has the power to leave an impact on the industry is not a difficult task, though, you only need to know the recipe for success so many growth-oriented companies use.
Here are the five essential components of winning content and how you can set your brand on the fast track to success using this powerful marketing tool.
Weaving the brand into your content strategy
The road to long-term business success and recognition in the competitive arena begins with your brand. Branding is the driving force behind the growth of online and offline companies, and it is the primary differentiator between soulless corporations and unique businesses the customers trust and love.
Assuming that you have already crafted an amazing brand identity for your business, now is the time to let it permeate your entire content strategy.
Each and every piece of your content should portray your brand values, stories, vision, messages, and its unique tone of voice people will remember it by. This doesn’t mean that every article should be a commercial for your name and logo, but rather that it should tell the story of your brand and what it stands for while at the same time delivering the value the modern reader is looking for.
To achieve this, you will first need to research your audience in order to appeal to their unique sensibilities.
Content comes in numerous forms
Written content might still reign supreme, but that doesn’t mean that there aren’t other content forms that can catch the eye and attention of a global audience. In fact, the online world is quickly turning to different types of content depending on the platform they’re using, and the unique scenario in which they are consuming it.
What does this mean for you? It means that your content offering should be diverse enough to engage the entirety of your audience.
You can start by supplementing your blog with video content, images, infographics, podcasts, and of course, targeted email content that will establish a direct line of communication between your brand and your audience. The best part about content diversification is that it gives you access to a plethora of networks and platforms that your audience members like to use.
Rising to the top of the SERPs
One of the biggest benefits of content marketing is its ability to make every relevant search engine like you, and thus propel your website to the top of the SERPs. Sitting on the throne of every results page is a sure-fire way to make your brand visible in the online world, and position your brand as the leader in the industry.
The higher ranking also means improved brand trust and credibility in the eyes of the consumers, which is why each digital marketing company tends to include meticulous keyword implementation across your content pool in order to produce engagement and satisfy Google’s algorithm.
Over time, SEO-friendly content will help you boost traffic to your website and elevate your standing in the industry.
Tend to proper content dissemination
Quality content belongs on your website first and foremost, but that doesn’t mean that it doesn’t deserve to see the light of day in other notable places across the online universe. In fact, sharing it on other websites and relevant social media channels is one of the best ways to get your brand on the proverbial map, and in front the eyes and ears of your audience.
Content dissemination is a powerful tool in every digital marketer’s arsenal, and it means putting your brand on all relevant social media platforms. Assuming that you have already diversified your content offering, you can simply pick and choose the most effective content pieces for the social media network in question.
Some SM platforms prefer written content while other prefer visual materials such as images and infographics, and you want to be able to answer the needs of every audience type.
Evaluate performance and improve
In the end, there is no telling whether or not your content is making an impact on the industry if you don’t analyze its performance, evaluate your ROI, and strive to make it even more effective over time. To achieve this, you will have to set up several clear-cut goals and KPIs that you can monitor on a daily basis – information that will tell you exactly just how your content is performing with the audience.
Once you have the hard data in your hands, you can easily strengthen your weak points, and improve your approach for better engagement, recognition, and traffic.
Content marketing is the name of the digital marketing game, and there is no denying that it holds great potential for the growth of your business. By making these steps, you will have created a sound content strategy that will allow your brand to make an everlasting impact on the industry.
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