How To Improve Your Company’s Content Marketing

Content marketing is the only type of digital marketing that doesn’t cost an arm and a leg. What’s more it that it’s as profitable a digital marketing strategy as paid search advertising or paid social marketing are.

You’ve probably heard, umpteen times over, about the importance of keeping a blog as well as creating social content. Assessing the need for a blog is the number one step to a good content marketing campaign.

As yourself the following questions:

• Does a blog align with your business model?
• Do you have the resources in order to maintain a blog?

Content marketing is a lot of work so if you don’t see how content marketing can serve you, or if you don’t have the means to update the blog on a regular basis, now is not the right time to launch content marketing.

Only Publish Your Very Best Material In Your Content Marketing Plan

With so much content that is being produced, competition in today’s attention economy has never been quite as fierce. As such, it’s incredibly important that you only publish the very best content possible. If you don’t, you can’t possibly hope to succeed. It’s far better to publish one excellent post per week as opposed to five average posts per week.

Not only do you have to put the quality bar extremely high, but you also have to keep on meeting (or exceeding) this standard. This could be quite a challenge for even the most skilled content production teams however it’s vital if you want to stand head and shoulders out in an increasingly large crowd and make your voice heard. Realise that producing exceptional content takes time, effort as well as money – and that there are no shortcuts.

If content marketing serves your business model well, and you have the resources available in order to run the blog, ask yourself this question next: What’s your goal? In other words, what are you attempting to accomplish with a content marketing campaign?

Know Your Keywords

Identify the keywords which are relevant to your business and do a deep dive with tools such as Google Keyword Planner, Ahrefs as well as Moz:

• What do you know regarding the client demographics?
• What does this tell you about the kind of content that you should be producing?

Position yourself in the shoes of your customers:

• What are the keywords and phrases which they’d type into a search engine in the hopes to find a service like yours?

Once you’ve identified the keywords, scratch your customers’ proverbial itch:

• What would they like to know about your products before making a purchase?

Do a thorough review of your products and share glowing reviews from influencers and bloggers.

If your organisation has a solid commitment to content marketing, this is great. Keep the momentum going through the process of keeping your company updated with success stories, reports on new things which you’re trying (and why) as well as metrics that demonstrate results toward your content marketing goals. However, be cautious when you make use of vanity metrics as you’ll want to show impact in relation to effort. Metrics which clearly demonstrate positive impact or outcomes get the attention of upper management. These positive outcomes should strengthen or solidify their commitment to content marketing.

Get in touch with the Digital School of Marketing

If you’re keen on learning more about content marketing then you should really do our Digital Copywriting and Content Marketing Course. For more information, please follow this link.