It’s hard to know where exactly to focus your digital marketing efforts these days. There are so many different avenues open to you that it all becomes rather confusing. In this post, we’re going to help end that confusion.
We’ll be dealing with one digital marketing trend that really makes a difference to your organic search results – content marketing – here. We do also have an infographic compiled by Josh Wardini, the editor of SERPwatch’s infographic that covers the other main digital marketing trends that you need to know about.
Why Content Marketing?
Why are we focusing on content marketing in particular? Because it can generate three times as many leads as paid advertising. Also, it can be a highly effective tool that offers a significant ROI.
- Helps you to demonstrate your expertise.
- Provides useful information for your readers.
- Is not sales-related at all.
- Helps improve brand awareness.
- Assists readers to come to the conclusion that your product or service is the solution without actually telling them that it is. As a result, they’ll come to you and think it was all their own idea.
- Will generate leads for many years to come if performed correctly.
How to Succeed Using Content Marketing
Did you notice the part above where we said, “performed correctly.” That’s the rub—getting it right. That’s going to take a little more effort, but if you can hit that sweet spot and be on of the 10% of blogs that compound, it’s going to pay off big time.
A blog that compounds picks up more traffic, rather than less traffic as it ages. How do you increase your chances of the blog compounding? Here are some tips to consider.
Choose Evergreen Topics as Much as Possible
Be on the lookout for evergreen topics. That is topics that will be useful for a long time to come, no matter what date or season it is. A post related to decorating for Christmas, for example, will do well at Christmas, but won’t really be valid for the rest of the year. A more generic post about general decorating tips will do well all year round.
We’re not saying that you should never post about seasonal topics, but they shouldn’t form the bulk of your content.
Aim for Top Quality Posts
A shoddy post that’s badly written and full of typos is not going to do you any favors. People are unlikely to battle through a post that is overly wordy or boring. Aim for a style of writing that is engaging and proofread it several times over.
The aim should be to create an informative post that will be of value to your readers. They should want to carry on reading it and learn more. This means choosing longer-form content that offers real solutions instead of regurgitating everything else on the web.
Keep your reader’s eyes glued to the screen for longer, and the search engines will view that as a sign that your site is more credible, and offers valuable information.
The main thing to keep in mind with content marketing is that quality is better than quantity. Rather than pushing out a shoddy post every day, create a well-researched post once a week. See this as a brand-building exercise more than anything else. You want your brand to be associated with the best, so only put your best content out there.