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Content Marketing: Dos and Donts

Tips to get your campaign off on the right foot for optimum engagement and ROI
A content-rich online presence is a great business asset. But getting it right takes research, strategising, and a touch of creativity .

Remember the early days of Internet marketing, when simply having enough of the right words on your page was ample to land you high up in the search results, regardless of what the rest of your content even looked like? This is far from the truth today; things have moved on and gotten more sophisticated — probably for the best.

Succeeding today means adapting to how the industry is evolving. Statistics consistently reveal that websites with comparatively higher quality content that includes researched and targeted long-chain content perform better and achieve higher returns, according to Forbes.com.

Here are our curated tips to keep your content campaign fresh and on-point in the competitive online world.

SEO optimise your content and tap into trending opportunities

Emerging at the top of the hits list is no small feat. Search engines crawl through websites in search of keywords and phrases meaning it is essential to develop an effective — and ongoing — SEO strategy.

Google plus other search engines perpetually enhance their algorithms, making relevant and original content a perennial priority; optimise those articles, blog posts, and videos behind-the-scenes to keep the traffic flowing.

You’re better off avoiding writing content simply for the sake of having something new. It's better to invest your energies in optimising your content for search engines. If not, websites lacking relevant content are largely ignored and pushed deep into the search results.

It pays to be on the lookout for trending topics within your business sphere. Connect them to your page in creative ways to give your content campaign a boost. Plus, this shows you’re up-to-date and care about engagement.

Consider using a content scheduler. They keep track of SEO, updates, trending topics, and — most importantly — what's working and what needs improvement (more on this soon).

Promote your content and know your audience

What’s your target audience’s key demographic and what are their browsing habits? Knowing this is crucial to devising a solid content marketing strategy.

For instance, having dense Arial 10 type articles without images is not the right start to establishing your niche cookery website, no matter how original and sophisticated your recipes are. You’re more likely to succeed and gain followers with a highly visual medium promoting your content (e.g. Instagram and Pinterest) if that’s what you are all about. For more wordy content try LinkedIn and Medium. For elaborating complex processes consider infographics on your Facebook feed and Slideshare.

Considering your audience and the way they engage is the key to a successful content marketing campaign.

Track performance and evaluate what's working and what isn't

You’ve flooded your website with SEO-rich articles and photos, but you’re lagging in search hits. With any solid marketing campaign, testing strategy effectiveness is a constant task. Tweak what’s working and drop what’s not; be ruthless and swing your chopper if you’re content forest has petrified! This will ensure efficient resource allocation without wasting energy on weak performers.

There are plenty of tools you can use to track and measure the success of content marketing campaigns. Google Analytics and Facebook Pixel both have insights features to assess user engagement. Just be sure you're interpreting stats correctly.

See Also: Evergreen Content and Integrated Social Media

Avoid promotion and "sales talk"

It’s your business and product, but your website is more than that. Only focusing on promotion fails to truly connect with the audience. Knowing your audience is one thing; knowing what they want to see and read for conversions is another.

Broadening your content establishes authority and awards credibility. Healthy community management is a great asset. Acknowledging followers, participating in forums, answering questions, and having an overall active channel shows you value your audience.

Update content regularly

The only way to remain relevant is to publish on a regular basis. There’s no prescribed methodology, but sites that update their content and articles more frequently land higher in the searches and have higher conversion rates, according to NeilPatel.com.

How much content and how often requires fine-tuning and mainly depends on the business and product-cycle. What matters is sustaining high content calibre and a balanced strategy that doesn't rely too much on empty clickbait.

Finally, content strategies are active and demand regular review and input to keep those leads flowing in.

Consider hiring the talents of a content agency to devise your strategy, manage content, and maintain your presence.

Originally Published 7 November 2018 on Medium.com

Reposted here 20 November 2018

Updated 24 April 2019

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