Admittedly, content marketing can be a somewhat daunting task for the uninitiated but it is actually quite straightforward. Simply put, the content on a website should provide timely information, answer relevant questions and help to establish the provider as a “go to” site when it comes to their particular market niche. Here are a few strategies to implement from Stanley Meytin on how to accomplish this goal:
Create good copy – This advice may seem self-evident but how many times have you arrived at a site where the content was only half thought through or unintelligible. If you or your team are not able to write competently and engagingly – hire some who is. There are literally thousands of decent freelance writers looking for work and they are extremely affordable. Also, do not be afraid to allow your writers to add a little personality to the piece. It makes it far more interesting for the reader.
Use relevant images – Words like “powerful” and “ meaningful” are often thrown around when it comes to describing the best image for a webpage. What do those words really mean, however. To actually word an image must add value to the words on the page and that means that they must be relevant- not just pretty or a cliché. For instance, an infographic or chart is far more engaging than a stock photo.
Use your blog wisely – A blog is a great starting point for engaging potential and existing customers but it is not the “be all and end all” of quality content marketing. In other words, do not place all your eggs in one basket when it comes to content marketing. In addition to blogging, develop a stand-alone website and consider using social media to increase the range of your marketing efforts.
Share your content – Creating content is just the first step in the process. The second step is getting people to actually read your words of wisdom. As noted above, this means using social media as a tool for dissemination but search engine optimization tactics will also help speed the process. It may be necessary to enlist the services of a professional SEO firm to accomplish this but the money is well spent especially if you are devoting considerable company assets to developing the content.