The internet is undoubtedly the most powerful marketing tool in a company’s arsenal. Honing in on your content marketing strategy and utilising some key content marketing tips will definitely help promote and bolster your business and its market presence. By passively reaching potential and existing customers, focused and valuable content marketing will help you build traffic and ultimately conversions.
Did you know that there are over 5 billion active internet users on the planet (Statista)? The potential reach is endless! That’s why the expert team at KIJO have put together 10 key content marketing tips. We know that these tips will elevate your content marketing strategy ten fold. So, read on, to learn our recommended content marketing methods and best practices…
Content marketing is a strategic use of content that enables businesses to connect to and compel their existing customers. It also aids in attracting potential clients. Content marketing focuses on creating, publishing and promoting content that’s relevant and of worth to a company’s target audience. Examples of content marketing include:
Having a content marketing strategy is arguably critical to ensuring long-term business success and, when executed well, can contribute enormously to your growth as a company.
Spotify Wrapped is a great example of content marketing that’s been designed and delivered extremely well. It’s subtle, informative and compelling but, most importantly, it’s shareable.
Every December, Spotify is promoted worldwide by their own users. Typically Spotify users will share their personalised listening statistics on their social media channels. This content marketing understands and attracts its existing audience, gets them to engage with the application, and then the subsequent shares hook into herd mentality. It encourages other users to sign up to Spotify because those users also want to know more about their annual listening habits and feel like they’re missing out.
So, take this as a great example of content marketing inspiration! Now, how can you best maximise your content marketing strategy? Here are KIJO’s 10 Content Marketing Tips.
Ok, let’s get into it! What do we mean by having a clear goal? Well, what do you want your piece of content to do?
Ideally, you want your content marketing goal to be clear, business-orientated and measurable. That goes for every single piece of content you create and distribute. Do you want the content to lead to more conversions, more enquiries, or perhaps more social media shares? Knowing the intended outcome of the content will help inform it, so make sure this is clear from the off.
The next question you need to be able to answer after “what is the content’s goal outcome?” is “who is it for?” You want your content to attract the right audience. By right, we mean the ones who are most likely to get you the desired outcome.
If an increase in sales is your goal, get together with your team and discuss your buyer persona. Then, you can focus the content that you’re generating, and tailor it for that exact audience.
When we create content, we’re usually either informing, educating or solving a problem. If you want to see an increase in enquiries, conversions, or general sales, these angles are where to start from.
If your reader is asking a question, your brand, product or service should be able to answer it. You should be aiming to be the authoritative voice on your business’s subject; your business should be the expert and the most trustworthy one in the field. So, be confident, opinionated and factual in your content marketing.
Content marketing can be a bit of a long-game, but if readers keep returning to your content for information and guidance, they’ll eventually make you their provider too.
For the fourth of our content marketing tips, we’re going to stress the importance of consistent tone of voice. Doing so enhances brand trust, brand awareness and thus brand growth. A tone of voice (TOV) document as part of your brand guidelines will help ensure that every member of your company adheres to the set tone of voice when creating content.
Read our blog on What to Include in Your Brand Guidelines here. This will help you understand the importance of TOV consistency.
So, you’ve got down what content you’re creating! Now, how are you going to get people to read it? If you’ve created a blog, make sure you’re sharing it across your social media channels from LinkedIn to Instagram, send it out in an email’s newsletter and backlink it within other content.
Being proactive in sharing the content once it’s created will help its popularity grow and help it achieve its goal.
Got a blog topic that did really well? Then it might be worth considering repurposing that content into a TikTok or YouTube video! If you know the content is of high quality and has already attracted an audience, it’s a safe bet that the same topic will work on other platforms. The audience might just need a different format in order to hook them in!
Repurposing and recycling content also gives those who checked it out the first time a chance to see it again. This may help nudge them into investigating your brand further and thus result in a conversion, enquiry or sale!
Your reader wants to be reading the most up to date information there is. Dating your piece can help your reader know when the content was written. However, make sure not to include it in the URL. This way you can edit the on-page content with no disruptions to the page’s future traffic.
Then, create a calendar that reminds you to check in with each piece of long-term content (like blog posts). This means you can go in and edit the SEO and content at regular intervals throughout or each year. This will keep your content fresh and valuable.
Is the content that you’re creating achieving its goal? Is it being received by its target audience? Here’s where analytics comes in.
Knowing how well a piece is performing can help unveil many things. It will tell you whether this type of content is achieving the desired results, whether you should be investing more time and money in this style of content marketing and/or promoting this particular piece. It can also inform your future content marketing strategy.
You can use platforms like Google Analytics and Ahrefs to track a piece of content marketing’s performance. On most social media channels, much of this information is built-in for you if you have a business account.
Onto the ninth of our content marketing tips! If it’s relevant to your brand or industry, conducting original research can help contribute to your authoritative voice. This in turn increases brand trust, encourages backlinking to your site (which contributes to your ranking on Google), and can give you an edge over your competitors.
When we say research, we don’t necessarily mean scientific. You can conduct customer survey research via questionnaires regarding relevant topics and cite the results in blog posts, social media posts and videos. Ideally, the results will back up the need for your product or service too!
It’s long been theorised that the longer your content is, the more likely it is to rank well on Google. Whilst this can be true in some cases, it doesn’t mean the content gets read… And content marketing needs to be read!
SEO tool Ahrefs recently revealed via their blog-length research that 10,000 word posts receive significantly less organic traffic when compared to 2,000 word posts. So, a longer word count does not necessarily equate to more site visits. Our closing content marketing tip is to keep your content concise, and consciously step away from the filler, fluff and keyword stuffing!
We hope these content marketing tips have been useful, inspiring and actionable for you.
If your company is still unsure about what steps to take or needs more of an expert eye when it comes to bolstering and boosting its brand presence, KIJO can help!
Contact the team today to discuss any or all of your web design, branding and SEO needs.
