Content marketing isn’t just a way of setting yourself apart from your competitors; it is now a necessity for building a brand. Content marketing is now a core strategy and lies in the heart of successful digital marketing campaigns. In today’s highly competitive business environment, there are many brands out there that are looking for creative ways in order to convey their message and tell their story. And, the best way that they can do this is through content marketing. However, before you dive in head first into the world of content marketing, you need to know a little bit more about the topic and the many different benefits that it brings.
During this short, but insightful article we are going to explain the importance of content marketing and why all businesses should use it to build meaningful relationships with consumers with the ultimate goal of turning them into paying customers. The importance of content marketing is actually something that all brands must understand to effectively include it into their broader digital marketing efforts. We are going to touch on the core fundamentals of content marketing. However, if you are looking for a more comprehensive guide then check out this blog post about content marketing by Revive.Digital, a full-service digital marketing agency from Southend-on-Sea.
Why Content Marketing is So Important
When buying a product or service, consumers will generally prefer using a credible brand rather than one that they have never heard of before. Trust is the single most important factor when it comes to a consumer’s final purchasing decision. And, that’s exactly why content marketing is perfect for building this trust. It gives you the opportunity to create a brand voice that will build your reputation and your personality. The brilliant thing about content marketing is that there are so many ways in which you can use it. With that being said, in the next section of this article, we are going to discuss the different types of content.
The Different Types of Content You Can Use
When it comes to developing your content marketing strategy, it can be quite difficult to decide what types of content to use. Different types of content can help you communicate with your target audience in different ways, so it’s good to start by defining your content marketing goals before you decide which formats to go with.
Infographics are actually one of the most shared types of content on the internet. They are a great way of presenting complex data into a more digestible form of content. When creating infographics, it is essential to the graphic design element right, so the information is presented attractively.
Blog posts are the more commonly associated type of content when people think of content marketing. They are relatively easy to create and can bring a business a range of different benefits.
Guest posting is the practice of contributing content to another person’s website in order to build exposure, backlinks, and authority. It is a brilliant way of reaching an audience that you haven’t yet tapped into.
Video is one of the best pieces of content to use if you are looking to grab the attention of your target audience. The number one reason why you should use video as part of your content marketing strategy is because of the conversion rate that they generate. Videos are known to convert more customers than any other piece of content.
Podcasts are also a great type of content as it allows consumers to access them at their own convenience. They are also brilliant for repurposing content. Think about it this way. If you have a great piece of video content that is informative and engaging, then why not turn it into an audio file and use it for a podcast as well.
Harness The Power of Social Media For Your Content
Social media channels are where online customers hang out and socialize with their friends and family. Getting social media shares for your content can also increase its performance and visibility. One straightforward, but effective way of getting more social media shares for your content is to add social bookmarking to your blog posts. This will help consumers share the pieces of content that they find the most useful. Another way to ensure that your content looks great when it is shared on social media is by implementing OpenGraph. This is a basic method that can help increase your content’s visibility on social media and ensure that your webpages render correctly. Most websites now have OpenGraph tags built into them these days. But, if you are not sure whether yours does or not. Then we highly recommend that you find out as soon as possible.
About The Author:
Lloyd Parkinson is a Content Marketing Executive at Revive.Digital. Lloyd has experience writing web and social media content on behalf of B2B and B2C organizations ranging from insurance brokers, legal and financial services, recruitment agencies and entertainment companies. He conducts research and writes about an extensive number of topics. Lloyd aims to educate his readers through his creative writing by providing them with informative and valuable content. He seeks to simplify complex topics for general readers as well as writing technical content for the well informed.
The headline of Nicole Pereira is a great example of simply using your work in your headline.
What is more attractive in her headline is she mentioned HubSpot rank 6 Power User- Marketing Automation which is a very reputed brand. Mentioning this in her headline makes her visible in a lot of LinkedIn searches.
Also, she has mentioned Lady Entrepreneur in her headline which is a great attractive keyword for entrepreneurs.
5. Josh Fechter
The one thing that draws attention to Josh Fechter’s headline is that his company is hiring.
It is the main thing that you would like your visitors to take action and using it in the headline is a smart move.
It is the main call to action that Josh added in his headline that will attract more people who want to apply for the post.
Other than this he mentioned accolade in his headline that makes his hiring announcement stand out.
The success of a website depends heavily on its content. After all, it’s the content that wins conversions. The design of your website is, of course, essential in making an impression on your customers, but it’s the content that will keep your customers coming back to your site. Search engines don’t rank websites by how they look, they rank them by the quality of their content. This brings us to the question of how to improve your content to improve the conversion rates of your website.
Here are some tips to improve your content to earn more conversions for your website.
1. Pick an attention-grabbing headline.
The headline is the first thing that visitors will notice our content. Also, it’s the headline that everybody will see when they find out about your content on social media, on a homepage, or in search results.
What makes a great headline?
It must be clear. Your headline should be clear and descriptive. You want it to be easily understood by everyone who stumbles upon it.
It must be concise and exact. Your headline doesn’t have to be too long just to offer the right context. In fact, your title must not exceed more than 60 characters if you want your content to appear in search results.
It must be relevant. Your title must be related to your content. Don’t use “clickbait” titles just to earn conversions.
It must have an appeal. Your title must have appeal to garner attention. Pick a title that has strong emotional appeal.
2. Explore other types of content.
Another good way of making your conversions keep coming back to your site is to mix up different types of content. Here are some types of content that you can use on your website.
Infographics. These are graphic visual representations of information and data designed to make the data or information easy to understand. Your visitors will most likely prefer looking at infographics instead of reading long, written texts because they are more engaging.
Images. Images are one of the most common types of website contents. They bring a powerful message and create a memorable experience for your visitors. They also increase the chances of your content to be remembered by your visitors. Your visitors will most likely be interested in your content if you pair it with a relevant image.
Videos. Videos are the most popular type of website content, and they will most likely continue to be for the years to come. You can use videos to:
expand your reach.
share tips and “how-to” ideas.
increase your credibility.
increase your engagement.
add value to your website.
If you know how to use these types of content and incorporate them into your website, reaching your target audience and increasing your conversions should be easier. The goal of exploring other types of content is to keep your target audience engaged and enjoying what you offer on your website.
3. Optimize your content for SEO.
You can’t ignore the importance of SEO in the creation of your content. SEO plays a key role in improving your content to improve your website’s conversion rates.
Here are key important things to bear in mind when optimizing your content for SEO purposes.
Title. Your title must combine relevance and brevity if you want search engines to understand what your content is all about. It has to be clear and descriptive for your readers and the search engines.
Your content will never rank high on search engines if you don’t incorporate relevant keywords in the content. Also, you need be smart about how you use your keywords because overusing them can lead to negative results.
Headings. Headings also play an important role in keeping your content structured and easy to understand. From an SEO perspective, using headings on your written content will help search engines understood what your content is all about.
Meta descriptions. Meta descriptions are a short summary of your content. It is a short text that appears right below your title in search results. This makes meta descriptions the second most important part of your content after your title. Along with your title, meta descriptions contribute to your target audience’s decision to click on your link.
4. Don’t forget about social optimization.
You can’t forget about social optimization when it comes to improving your content. Successful content echoes its success on social media as well. If your content is good, it must have a lot of likes, comments, and shares on social media.
Social optimization is essential to expand the reach of your content. The number of potential conversions on social media is tremendous, and it would be a waste if you don’t bring your content to a wider audience. This is why you have to optimize all of your content for social media as well.
Here are key tips on how to optimize your content for social media.
Make your headlines interesting to the eyes of your target audience on social media.
Include sharing buttons on your content to encourage your audience to share your content with others as well.
Make a good description of your content and make it as short as possible.
Be wary of the images you are using on your content, especially the size of your featured image.
Remember that you don’t need to be a professional content creator, or a writer, to create high-quality content. It’s all about understanding how content works and the opportunities it can bring to your business. If you can consistently deliver high-quality content, more and more people will keep coming back to your websites which leads to better conversion rates.
About The Author:
Kate Anderson is an aspiring web designer who has been working hard on developing her skills. She enjoys creating websites and in her spare time, she loves to walk along the beach with her dog. She currently writes articles for Wearetg.com.
Electronic Commerce, better known as “E-commerce”, is one of the best marketing strategies of today. It is the buying and selling of products or services over the internet. Take note that any form of a business transaction conducted electronically is e-commerce.
When it comes to selling online, how can a seller drive sales to its e-commerce website? The answer is by creating compelling and attractive content. Here are some tips on how to create powerful content for your e-commerce website in order to drive sales.
Feature Lots Of Benefits In Your Headline
Your headline can significantly affect your sales – that’s why you need to make it appealing and convincing. You need to grab your visitor’s attention to convince them to stay and read what you are offering. It’s best practice to create a headline which explains what the product does rather than what is it. By doing this, the visitor has a better incentive to continue reading your page.
Avoid Keyword Stuffing
This is one of the common errors made by marketers. Search engines such as Google don’t allow those sorts of SEO tactics today. If you want to drive sales, you need to have high search rankings. For that to happen, you need to choose your primary keywords carefully. You also need to position them in the right places such as in the title, start, and end of context – that’s all.
Add Credibility To Your Content
When creating content, it is vital that you build trust, so that visitors can trust you. This way, they will be less hesitant to buy from you. One of the best ways of building trust or credibility is by posting testimonials. It’s important that these are genuine testimonials from true customers. You can also build credibility by adding credentials, background details, and experience. This is another good way of convincing readers that you are legit and trustworthy.
Avoid Duplicate Content
If you want to improve sales, then take the time to write about your products individually. Duplicate or generic text/copy can now be easily tracked by Google which can be detrimental to your business if it results in lower rankings for your e-commerce website. If that happens, it will be much more difficult for you to attract visitors via organic search.
Change The Appearance And Formatting Of Your Content
Let’s face it – only a few will read your content from top to bottom. Many people usually just scan the content and only read the words or phrases that they think are important. So the best practice here is to:
Add sub-headlines to emphasize critical messages
Use bold or italic fonts when listing the essential benefits of your product or service
Vary the length of your paragraphs
Use bullet lists to highlight key points
Leave the right-hand side ragged
Avoid Grammar, Spelling, Syntax, and Formatting Errors
Having incorrect grammar and spelling in your content will undermine the clarity of your message. It can also create doubt in mind of readers – which can result in potential lost sales. Make sure that your content has a professional look.
Use Ethical Urgency To Convince Readers To Buy Now
When it comes to driving sales, your content must have a sense of urgency towards your readers, encouraging them to buy now. The best place to use this approach is towards the end of your content, which is usually near the call to action. One of the best techniques for inspiring a sense of urgency is by offering a limited time price discount.
Include Images In Your Content
One of the most powerful sales tools for an e-commerce website is the images being used. If you want to boost sales, then try to ensure you have as many high-quality pictures of your product or service as possible. It’s equally as important to test the placement of these images in order to find what has the maximum impact on your online sales. For example, you could test positioning them to the left of your product description versus to the right. You could also test adding images to your cart page as well, in an effort to decrease checkout abandonment. Test as many variations as you like and see what works best for your website.
Driving sales doesn’t have to be that hard, so long as you know the right things to do. The next time you sell a product online, let this post be your guide for creating a powerful content to drive sales, boost your web marketing ROI and improve your eCommerce conversion rate.
About The Author:
James Spittal is the founder of Conversion Rate Optimisation and A/B testing obsessed digital marketing agency, Web Marketing ROI. They help brands with high-traffic websites optimize their conversion rate using A/B testing and personalization.
In marketing as well as in business, strategies used to advance one’s company come and go. Yet, in the ever-changing landscapes of business, one advertising strategy remains a constant force – content marketing.
Marketing through content is for those who have the patience to learn the ropes of advertising and the boldness to push their company’s potential. Content marketing isn’t for impatient people who want to see results immediately. Neither is it for business people who have limited plans for their company.
If you want your brand name to grace the top page of Google, there is no better way to do so than through a good content strategy.
Every blog post you publish is indexed by Google bots. It comes as no surprise that people used to jam as many keywords as possible in an article to push it up Google’s SERPs. Although this practice is now frowned upon by Google and other search engines, it is a testament to the power of content in pulling up a website’s rank and improving brand awareness.
2. Content marketing has the low cost but compounding worth.
This type of marketing does not require thousands of funds to generate income. Aside from patience and time, it takes creativity to grow this investment.
Just think, you can hire a virtual assistant to help you draft strategic content with lasting results. You will be reaping the rewards long after your project-based virtual assistance is completed.
3. Content marketing can drive social traffic.
Advertising through content strategy is not exclusive to this category. It can be used to drive traffic from social networking sites and create a strong fan base in these platforms. If you syndicate your content or share it to your social profiles, you can take advantage of the billions of social media users all over the world.
4. Content marketing has rich conversion potential.
If done right, content marketing provides relevant information, gives simple solutions, and entertains the audience with a good read.
This kind of strategy is the key to customer engagement and the secret ingredient that turns visitors into subscribers. People are wary of companies that target them to make money without adding a valuable product or service. If you want to create lasting relationships with consumers, provide them with quality content.
5. Content marketing is key to increasing domain authority.
Publishing regularly and posting well-crafted content with credible sources and relevant information draws you closer to the hearts of readers. And when people frequent your site to get a dose of your content, Google is alerted regarding your authority. This is how you steadily build up your domain, your reputation, and inevitably, your audience reach.
If you are mulling over the credibility behind the trendiest advertising tactics today, know that you can never go wrong with content marketing. These 5 proven benefits were established through years of thorough testing.
About The Author:
Catherine vanVonno, the author, is the President and Executive Director of 20Four7VA, a global Virtual Assistant (VA) Service Provider. She holds a doctorate degree in Applied Statistics, Research Design and Program Evaluation from Virginia Polytechnic Institute and State University and has over 10 years experience in facilitating evidence-based strategic planning, product development, brand management, legislative communications, and medical policy. She is married and has four children.
Content marketing is more like a marathon with several hurdles in between. The race is long and hard but the results are always inspiring. In the ever-evolving world of technology, it is imperative to stay in touch with the current trends. However, the question remains, if are doing it right?
Of course, not everyone gets it right at first go. It is only by making mistakes that we know how to do it right. However, there are certain practices which can be avoided. Listed below are some common blunders that the digital marketers often do.
Blunder no 1: You know your customers
No, you don’t. One of the major mistakes any marketer both traditional and digital often do is to take the customers for granted. A customer is looking for answers; not for your product. If your product is an answer to the consumer’s problem; Voila, You have a potential buyer!
It is safe to assume that your potential buyer does not know of your company or product than assuming that the customers are raving to buy your products. Assuming you know what the target audience wants is one of the blunders the marketers do while planning the content marketing campaign.
Research, before assuming and talk to your existing customers. Ask them why they like your products. Create an ideal consumer persona and create a sales pitch for your ideal consumer. You can test your content on the existing customers and improve the content marketing strategy according to their response.
Blunder no 2: Useless content
Having an amazing wit is an advantage but not a qualification. A well-written article could help you get the visitors but if it does not help anyone, it is not going to help you attract the qualified visitors.
If someone is looking for “The most common blunders in content marketing” and I use the same title to tell them how to compile an amazing NEWSLETTER for Christmas, the visitor is not learning from the article how to avoid the mistakes in the content marketing. He is learning on the “remarketing” which is currently irrelevant.
The visitor I managed to attract onto my blog page will go through the article but the article will not be helping him with what the visitor is looking for.
Blunder No 3: Quantity over quality
There are the so-called experts who tell you that if you consistently blog irrespective of the quality, you will get great traffic and thousands of subscribers. Any marketer, who believes this, is doing a huge mistake. Poor quality content is a waste of time, efforts, and money.
Quality content will attract the qualified visitors. Simply pumping out bad quality content at large numbers will get you nowhere. Millions of articles are written every day and the only way your content can stand out is if it is of good quality.
It is alright to invest some time and prepare good quality content. Ideate, conceptualize, drink a lot of coffee and develop the narrative and structure for your blogs. Click or design a good quality image that compliments the content.
If you have the data, try designing a good quality infographic. Be honest with your research and provide good informative articles.
Blunder No 4: Good content does not need promotion
Again, the so-called pundits will tell you to continue creating good content and good content in itself will generate the results. Companies who are spending money on content promotion get quicker results.
Creating content is only one part of the content strategy. The another part is to promote the content on several channels. Spending enough money on the good content makes the difference.
Not promoting your content will likely kill the good content which is produced. Content promotion is as important as content creation.
You can promote your content through several channels like Email Newsletters, Social media posting (like Facebook, twitter, LinkedIn, etc.), sharing your content with the industry experts, guest blogging, affiliate marketing and much more.
Blunder no 5: Do not change what is working.
If you are publishing great content and generating a good number of leads, does not mean you can relax. The actual work starts after publishing and promoting the content.
If you continue to produce and share same quality content, you will soon become obsolete or irrelevant. Try to follow the emerging trends and understand what is being mostly preferred by the clients
You will have to track the performance of your content, analyze and reproduce. Understand the reactions you are getting and make necessary changes. Always remember to change and evolve.
You can use several metrics that help you track your content. Set a benchmark for your content through the metrics and use the same metrics to measure the performance of your content.
I’m Harika Karra, technology enthusiast and a Marketer by profession. My journey with the digital marketing has begun three years ago and today it is one of my major topics of interest.
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