The most straightforward way of revitalizing your content marketing is to jettison some content pieces that just aren’t working for your brand. Here are six options you should consider first. Then you can focus on producing content that your audience (as well as search engines) will love.
I’ve already shared the thirst for highquality content. And it’s not just your audience that wants it. Google rewards sites with valuable and audiencerelevant content.
Any content that isn’t backed by relevant data and research probably isn’t worth doing. Or at least it should only be one component in a mix of highvalue content.
The fix: Establish quality parameters
First, give the team time to produce good quality content. Although it’s good to publish frequently, it’s more important to prioritize quality. Space out deadlines across your content calendar in line to create a manageable workload and keep track of all the tasks involved in creating quality content.
When creating content, identify key trusted sources to inform your pieces and include relevant and well-sourced data points. Make sure to link to these sources from your content and reference sources appropriately.
2. SALES PUSH
It’s tempting for marketers to use the content for the hard sell. Even if you think it’s subtle, chances are your audience will sniff out the sales pitch. And guess what? They probably won’t be happy about it.
Today’s consumers don’t want to be sold to. They want to consume relevant content that helps them navigate their buyer journey and supports their decisions.
The fix: Respond to your audience’s needs
Ditch the sales pitch from your content and instead carry out some audience or persona research. Develop profiles that describe in detail what your audience looks like their relevant online behaviors, goals, pain points and consider how your content can cater to their interests and needs.
Go further and map your customer journey, identifying key moments or touchpoints where your content can help them in their decision making.
Finish up your audience focus fix by adding all your content opportunities to the editorial calendar. Ensure that you’ve covered all parts of the sales cycle, from the moment your audience discovers your company to long after they converted.
Stop routinely publishing content without a thought to basic SEO principles. Content that isn’t optimized for search engines is unlikely to contribute to your overall marketing goals, let alone be found by new audiences.
Even basic SEO gives your content (and your website in general) a better chance of being found by search engines, reaching the most relevant audiences and achieving your online goals.
The fix: Invest in SEO
Do keyword research first as it underpins the rest of your SEO work. This means listing the relevant search terms (both short and long) that your target audience would type in the search engine field to find your content.
Enter that list into a keyword research tool like Moz or SEMrush to determine which would be the most valuable to include in your content (i.e., those keywords that receive a high volume of traffic but have a low difficulty rating).
Once you have established a solid list, you can attend to other SEO tasks when you produce a new piece of content. These include:
- Incorporate long tail keywords in your content.
- Optimize images and videos.
- Create a compelling meta description and title tag.