Updated September 21, 2017
Content marketing is one of the biggest buzzwords out there when it comes to internet marketing. Since “content strategy” became a part of the marketing lexicon in 2009, the definition and potential of site content has greatly expanded. Not too long ago you could buy cheap articles, load them up with anchor text (links) and submit them to hundreds of sites in order to build links back to your site. However, Google algorithm updates like Panda, Penguin, and Hummingbird have changed that, and now it’s a must to regularly create unique, high-quality content to get noticed.
In 2017, content isn’t measured by quantity alone. Quality is a must. Links are still important but the days of submitting the same article to 50 article aggregators is over. Keywords can still benefit your search rankings, but stuffing the same keyword into every paragraph of a blog post isn’t going to significantly improve your site’s performance.
Today, you need a strategy that includes the best aggregators, social bookmarking, social media, variety of content types, and guest blogging opportunities. Articles require more research, more variance (don’t trot out a series of carbon-copies), and higher-quality writers. Don’t skimp on content. Don’t think of content as only blog articles, either. While online blogs are a popular marketing tool due to their appeal and shareability, other popular forms of content include infographics and branded images, podcasts, videos, whitepapers, and ebooks. Think about what you’re trying to convey with your content and who you’re trying to appeal to, and which form of content would be best for what you want to convey. Infographics are a great way to convey quick facts or statistics and have them be shared across social media, while a detail-heavy explanation might work better as a longer blog article, or a step-by-step guide for a complicated process (like home renovations) would work best in video form.
Use a key search term as subject matter, but don’t force the search term into a sentence just to build a link. At this point, it simply doesn’t work. Articles have to be relevant, readable and add value to the Web. Regulated businesses like the insurance business, for example, require accurate content, which requires writers who know something about insurance. It costs a little more to find competent writers who something about insurance, but the added expense will go a long way in mitigating E&O exposure and ensuring that your articles are consumed and shared.
Here are 4 questions to ask about your content:
1. Is anyone reading it?
It’s important that you regularly check your analytics and review the effectiveness of your content strategy. While you may be happy with the content you’re creating, you ultimately are looking for this content to act as a gateway for potential customers, and if you aren’t getting the leads you want, you need to readjust. Try out several types of content and strategies to see which is the most successful, and don’t be afraid of throwing out something that isn’t attracting the audience you want.
2. Who is reading it and what is the potential revenue they represent?
Just because you’re getting leads doesn’t mean you’re getting the right leads. If you are an insurance wholesaler, you want to target your content towards insurance agents, as they are the group who’s going to use your services, and this applies to any industry. Think about what your potential audience is looking for, and tailor the content so that they will be more likely to reach it.
3. Has it been shared?
Shares are another important metric for measuring your content performance, and they’re a great way for your content to be spread to reach an even larger audience. Keep track of how many shares your content has been getting, and adjust your content strategy to increase shares (for example, posts with images are shared three times more than those without).
4. Were there clicks through to other pages?
Click-through rate (CTR) is another important metric for the success of an online marketing campaign. Make sure that your content contains a clear and visible call-to-action (CTA) as well as easily clickable links to other pages that you think would be relevant to your target audience. Browsers who click on your content and read it are just okay, whereas readers who click on other links are on their way to becoming customers.
About Agency Tsunami
Agency Tsunami has over 20 years of experience building, managing and delivering quality marketing media and excellent customer care. We offer a fully integrated marketing strategy customized for you that incorporates an effective online user experience designed to convert leads and position you ahead of the competition. We implement robust and ethical SEO practices to drive relevant traffic and leverage the way businesses and consumers interact. Contact us today to take your content marketing to the next level.