Content marketing has one simple stated goal: generate engagement. The content you create for your brand, from social media and blog posts to landing page materials, should all be focused on creating useful, engaging content. You want people to not only read your content marketing materials, but you also want it to generate an action from the reader. If your content marketing needs some new pep in its step, you might want to consider these four tips for creating better content.
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Focus on Real Value
Every brand wants to be the one that puts out the next viral video that garners millions of views or create the meme that gets used over and over again on social media. In reality, this is setting the bar far too high. Instead, focus on creating content that delivers actual value to the readers. For most companies, this means creating content that falls into one of the following three categories:
Useful – think about how-to posts or interactive guides that help customers learn to use your product or complete a particular task
Informative – this is a broad category that could include content that helps customers learn a new skill or even make a better decision
Entertaining – there is value in making people laugh and feel better
It is worth noting that these categories can overlap. Just because something is informative, doesn’t mean it can’t be funny and entertaining as well. Keep that in mind.
Think About Web Accessibility
Traditionally, web accessibility refers to spreading your content far and wide to reach all consumers. This has come to mean participating in social media conversations to raise brand awareness and optimizing your content for search engines. However, if you want to further increase the reach and visibility of your content, web accessibility then refers to reaching an often overlooked audience segment. The modern practice of web accessibility means creating content that is accessible to those with disabilities. This includes creating interactive content that is easier for those with visual and linguistic impairments, as an example.
Build Targeted Landing Pages
As you build out landing pages for consumers to serve as the start of the sales funnel, consider building specialized landing pages that are focused on a particular target. It can be anything from generating phone calls or gather emails for a newsletter list or simply to provide consumers with more information. As you build these targeted landing pages, make sure each one is devoted to specific keywords consumers in your niche consistently search. Each page should answer a targeted issue for consumers and offer only the information needed to solve that problem.
Don’t Forget SEO
At the end of the day, SEO is still a vital piece of your content marketing and should never be allowed to fall by the wayside. SEO has come a long way from the days of crudely stuffing certain keywords into the material and wiggling your way to the top of search results. SEO goes hand-in-hand with content marketing. With greater knowledge of your consumers’ behaviors and search tendencies, you can integrate valuable SEO-oriented keywords and phrases into your content and even generate longer-form content (blogs, guest posts) designed around those search ideas.
Content marketing is an important piece of your marketing program. Content gives you the chance to showcase your brand knowledge and provide deep, meaningful answers to the issues facing consumers. This is your chance to show why your product or service is so valuable, and the better your content is, the more likely consumers buy from your brand.
Read More: Your Guide to Mastering SEO