If you are a business with a web presence you may have already realized the importance of content marketing for digital marketing success. As a brand, you have an opportunity to show that you are an expert in the field by creating expanded content or blogs. This content can encourage visitors to return to your site and it can also bring in new customers who are interested in the wealth of content you are providing.
So what is really stopping you from creating a content marketing strategy? The most common reasons the brands we talk to do not invest in content marketing are that they do not have time for it and they can’t think of anything to write about. That is why we came up with 6 easy ways to win at content marketing- so that you have no excuses keeping you from elevating your marketing strategy with content marketing.
1. Develop a bank of blog topics.
Coming up with fresh, new blog topics is one of the hardest parts of content marketing. If you have to repeat the process of coming up with a new blog topic each time you are ready to write, you will be wasting a lot of time. Before you even begin building your content marketing plan, you should develop a bank of blog topics. That way, whether you are writing them yourself or having someone else do the writing, you won’t have to sit down and brainstorm ideas every time- you can get straight to writing.
2. Start with your most frequently asked questions.
One of our most frequently asked questions is “what do I write about?”. This is especially difficult for brands in less “sexy” industries. However, your content does not need to go viral on Buzzfeed – but it needs to provide helpful information to potential customers.
No one knows what your target audience wants to learn about more than they do. What are the questions your potential customers ask you the most? Turn those questions into blogs. Not only will you be helping your current customers, but you will be driving potential customers to your website.
3. Base blog topics around the related keywords of your target keywords.
Find a keyword related to a target keyword you want to improve in. Use the related keyword in the title of your blog. Then, sprinkle that keyword and related keywords in a few times throughout your blog, but don’t overdo it. Content is always about your readers first, not search engines. Don’t forget to link to your target keyword page using that keyword as the anchor text.
For example, if you are a digital marketing company that wants to improve in the rankings for “paid search management”, you could write a blog entitled “Paid Search Pros and Cons”. Throughout that blog you would mention the term “paid search management” and link it to your paid search management page.
Questions are keywords too! With the rise of personal devices like Siri, Alexa, and Google Assistant, blogs are a great way to try and directly answer the questions that people ask their devices.
4. Recycle old content.
Take the blogs you published in the past and make them look brand new. Start by choosing the blogs on your website that brought in the most new users and had the longest average time on page. One way to this is by turning an existing blog into a “how to”. Another way is by using the “evil twin” method of reversing the meaning of the blog. For example, “10 Things You Should Be Doing When Writing Blogs” can be turned into “7 Things You Should Never Do When Writing Blogs”. There are so many ways to recycle old content and make them look like completely new blogs.
5. Delegate content writing to your team.
If you are an in house marketing manager, you may not be the leading expert in the field you are producing content for. One of the easiest ways to produce a lot of content is by delegating it to different employees in your company. Depending on how big your company is, everyone may only have to write as little as one blog a year – that is not asking for much! Keep in mind that you will still need to edit each blog, since not everyone in your company will be natural writers. You will also need to optimize them for search engines by adding in target keywords and internal links.
Another great benefit of this is that your employees feel that they have more stake in the company, and with a few different unique writing “voices”, your customers will perceive your blog as more dynamic and your company more knowledgeable.
6. Create a content marketing calendar.
In order to organize who is in charge of writing which blogs and when they are each scheduled for, you can build your own content marketing calendar using a shared spreadsheet. This is a great way to plan all of your blog posts out in advanced and to make sure that they will be written and shared on time. It holds both you, the marketing manager, and the writers accountable. If you do not want to create your own content marketing calendar, download our free Online Marketing Calendar Template here.
Putting a larger focus on content marketing can help bring your brands online presence to the next level. It is a great way to engage your current customers, bring new traffic to your website, and legitimize your brand as an expert in the industry. With these 6 content marketing tips, we hope that you have gained a newfound perspective on how simple and easy content marketing can be!