Finally, you have decided to put more effort into your content marketing strategies, realizing that they have allowed you to engage with potential buyers, convert more leads, and boost brand awareness overall. Your content has given you the ability to communicate business ideas with your clientele, and that made all the difference.
And yet, there are still a lot of things that you need to think about. Here are two questions you must ask yourself:
- Is your company ready to invest in content marketing strategies?
- Is it a worthy investment even through 2020?
What Is Content Marketing?
You’ve started a blog, shared it with the social media accounts you’ve set up for your business, and promoted it to your personal friends. Is this content marketing?
Content marketing can come in many forms. What you did is one form of content marketing. Perhaps the only question left to ask is whether or not it is the right content sharing strategy for your business.
How do you identify which content marketing strategies will work for you? Remember that the goal is not just to start a content marketing campaign or get informative content out there; you need to make them work. The campaigns you put out there should help you achieve your marketing goals.
Content marketing trends come and go. Nothing stays forever. However, some strategies are worth investing in more than others, depending on the industry your business is in. Publishing informative, well-written content consistently will give you the ROI that you want.
What kind of content do your target clients want? Readers these days are looking for content that actually provides them with solutions. They engage themselves in conversations with business owners who actually run a business that solves consumer problems.
Creating Clustered Content To Build Authority
Whenever people go online, they look for particular things. They have a topic in mind that they want to search for. So if you want to build authority in your industry, you have to create content clustered in topics that your target clientele needs.
If you haven’t started clustering your topics yet, now is the best time to do it. Once they have been grouped together, it is easy to continue working on them.
How do you cluster your content?
When creating topics to cluster, make sure the clusters that you create touches all of the ways that people are searching for that topic. You start with the most general topic because it will become the pillars of your content.
From there, you can make a list of the subtopics. Remember that the goal is to find specific angles of that topic that may be used by consumers. Internally, all these topics in one cluster are linked with each other in a structure that will be more understandable to your audience.
For example, you want to write about working remotely. Not only should you include the trends, pros and cons, benefits, and definitions of working remotely. Your clustered topics should also include remote jobs, remote employees, remote position compensation, and how remote employees could stay focused, to name a few. This way, not only are you talking about one aspect of remote working, but you are actually providing them with everything they could ever think of.
How Do You Build Topic Authority?
One of the important aspects of content marketing is building your authority over a topic, and you can achieve this only when you tap multimedia content. You will work on publishing not only videos and images, but you should also include audio and infographics as well. All of these will improve the chance of your business website to rank despite competition.
Sometimes, those who use the internet are looking for more than just written content. They appreciate finding videos related to their search. If the SERP results in ranking multimedia content, and you are not into it, your page ends up at the bottom of every search.
You can find out if your page is ranking by searching the internet using your target keyword. Look into the media formats that made it to the top of the ranking. This means that your best chance to rank with that query is through that particular platform.
For example, if you search on the term “GIF,” the results will show you various videos that actually show how experts make GIFs. The multimedia snippets should pretty much give you an idea of what could come out if people search for GIFs.
It is not enough that you produce relevant content. Remember that you are competing with the rest of the world, so you need to step up your game. Do an organic search to make sure that you are driving organic traffic for the content that you release.
Think Beyond The Rankings And The Search
Exploring various kinds of content will expose you to the possibilities that you can experiment with. You can continue creating written content to provide your target clients with useful information. But at the same time, you can create infographics about the same content for visual learners out there.
Your content should serve its purpose, and the form that it should come in depends a lot on your target consumers. For example, if you are targetting stay-at-home moms who have very little time to read through a whole article because of their work at home, it is best to include simplified information through graphics.
On the other hand, if your target consumers are teenagers, then perhaps putting in some audio with relevant photos should help keep their focus on your content. The goal is for clients to appreciate the content that you create for them. Otherwise, the whole production of your content defeats its purpose.
Think about how you can keep your audience engaged. Don’t be too fixated on the rankings or the search. All these can be achieved in the long run. At this point, you need to find that unique voice that will put your marketing into perspective.
Create content that others could not provide. Start an interesting conversation with your audience. This is how you build for yourself successful content marketing strategies.