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.
1. MOBILE UNFRIENDLY
We’ve been discussing mobile optimization for years, but a surprising number of businesses still publish content that isn’t mobile-friendly.
We know that this damages the customer experience. Four billion people access the internet via their mobile devices so when your content doesn’t work on mobile you risk alienating a vast portion of your target audience.
Not only are you annoying your audience, but you’re losing visibility in results pages. Mobile is a key factor in Google’s scoring of your site.
The fix: Optimize your website for mobile
First, check to see if your site is mobile-friendly in your users’ and Google’s eyes. Open it on your smart device and see how well you can see it. You also should type the URL in Google Search Console’s mobilefriendly test.
If the tests show your site is not optimized for mobile, you need to take a few steps. (The good news is you don’t need to build a whole new website.)
One option is to use an online site converter, like bMobilized (fee) to transfer your desktop site to mobile-first design. Alternatively, look at website mobile plug-ins such as WPtouch and JetPack for WordPress, Responsivizer, and JoomlaShine for Joomla, or ThemeKey and MobileTheme for Drupal.
2. SINGLE FORMAT
Gone are the days when simple blog posts ruled content marketing. Today, the content choices are enormous, from video to live stories, to podcasts and everything in between.
One of the biggest mistakes you can make is to carry on churning out the same old text-only articles, expecting to make any connection with your audience.
The fix: Embrace a variety of content options
Look at your content or editorial calendar (if you don’t yet have one, then I’d recommend drawing one up). Ask yourself how varied your content is and identify all the opportunities for more interactive, creative, and engaging formats.
START USING MULTIMEDIA
Now that 72% of people are looking at content via their mobile devices, they are more likely to expect big blocks of visually appealing content. Use infographics, images, and videos to generate more views and shares.
For infographics, you can use free tools like Piktochart. For images, create your high-resolution photos or use websites like Creative Commons to access free images and stay on the right side of copyright laws. Free tools like Pixlr and Canva can help you edit those images.
TRY IMMERSIVE CONTENT
Immersive content includes formats like virtual reality and augmented reality. Although a newish tactic for marketers, it’s gaining momentum. Get into the swing of immersive content by streaming live stories on Instagram and then look at Facebook Horizon (formerly Facebook Spaces) to see about incorporating VR into your content marketing.
It’s amazing how many businesses still just push out content in bulk to drive traffic. The content doesn’t speak to a specific audience. It has no particular purpose and it’s not designed to be helpful or shareable.
Audiences expect more from their content. They want to consume high-quality content that helps them achieve their online goals.
The fix: Define your content goals
Your goals don’t need to be complicated. You may want to increase traffic, improve online, or grow your subscriber list. Whatever it is and you may have more than one goal overall make sure that each piece of content has one clearly defined goal.
Your content also should achieve your target audience’s goals learn about an idea, solve a problem, learn how to do something, etc. Make sure each piece of content achieves at least one of those goals.
Add a call to action to your content to encourage your audience to take some action. Ensure that it aligns with your brand goal and is relevant to the audience’s goal. For example, if the goal is to grow your subscriber list, the CTA should encourage your audience to sign up for more content connected to the article topic. If your goal is to grow your online sales, then direct people to your product pages.