Content marketing has become a fundamental pillar for online businesses across all niches. Content not only helps build trust but answers important questions your future customers are asking. However, content marketing is subject to change and it is important to stay on top of the strategies working right now. So what content marketing methods should you be attempting?
Search engine optimization (SEO) can be a key traffic source, with the additional benefit of elevating your brand’s reputation. However, SEO can be temperamental and leaves you relying on the whims of Google. Content is often developed with the intention of helping your website rank for key search terms. Instead, create content that is worthy of sharing based on the quality and relevance to your niche audience. Using a content research tool like BuzzSumo, you can uncover the most shared articles and videos in your niche and use this as a starting point for your own content.
Consumers will discover your brand and content at varying levels of knowledge and interest in your niche. Some people will be highly educated and engaged with industry ideas and concepts. Conversely, others may be new to a niche and are starting their journey. Your content should reach people at the right stage of their buying cycle, offering educational content that meets their current level of knowledge. When you help people understand their hobbies and interests on a deeper level, they are more likely to become invested in your brand.
Building a community is one of the most effective ways to ensure each piece of content reaches an audience. Attempting to promote content without a pre-existing audience is time-consuming and unpredictable. However, when you have developed a community, you can rely on an initial reaction. The social shares and reposts start the process before those outside your community take interest. You can build your community by consistently promoting designated platforms, such as a Facebook group, email list, private group, or other channel.
In most niches, brands are competing with mature businesses that have a long-term presence online. Attempting to outperform these sites for significant search terms will be difficult and time-consuming. However, long-tail keywords are a different proposition, with many search terms offering quick opportunities for targeted traffic. A content marketing strategy based on the long term allows the opportunity to reach a large audience through a diverse selection of keywords. Additionally, you should gradually start to rank for the terms with greater volume.
Many businesses fail to maximize the results from the content they produce. If, for example, you create an article for your blog, this can be repurposed for multiple platforms with minimal extra effort required. An article can be turned into a video for YouTube and other social platforms like Instagram and Twitter. Important points can be collated to make an infographic and the topic can form the basis of a podcast episode. It can be helpful to develop content with this wider perspective in mind, ensuring you focus on topics that work in different formats.
Online businesses without effective content marketing plans will struggle to find an audience. Direct advertising can provide results, but it will fall apart quickly without sufficient content marketing to further engage prospects. You need to gradually introduce your brand and products through engaging content. By following these five strategies, you can reach your prospects at each stage of the buying cycle.