7 Tips for Successful Content Marketing
When it comes to content marketing, companies address their target group with relevant content instead of generic sales messages. Textbroker founder Jan Becker-Fochler tells us what matters here. Since 2005, he has been an expert in web content and has now summarised the most important factors in achieving success.
1. Defining Content Goals
Before you start publishing online content, first define your goals! Are you aiming to increase your website traffic, generate leads or achieve strong user engagement? Only when you clearly establish your goals will you be able to measure the success rate of the content and be able to adapt accordingly.
2. Formulate and Document Content Strategy
Behind successful content marketing lies a well-thought-out strategy which outlines the planning, production and distribution of the content. Ask yourself what content your target audience wants and at what frequency, and which type of content is suitable and where your target group can be found. Moreover, determine who creates what content and how much time is needed for that. Use a content calendar to ensure a long-term and transparent plan.
3. Produce High-Quality Content
What sort of content optimally conveys your message? No matter if it is an infographic, a video or a specialist text: good content is always specific to a target audience, unique, informative and entertaining. Regarding texts, no spelling or grammatical errors are allowed, and good structure as well as an appealing style and tone are a must.
4. Don’t Forget Search Engine Optimisation
Although good content has to first and foremost appeal to readers, a certain degree of search engine optimization is mandatory. Aside from unique content, keep the following points in mind: place important keywords in prominent locations (e.g. in the title or the sub-headers, or at the beginning or end of a text). Use synonyms, variations and topic-relevant terms as keywords. Fill in tags such as meta description and title.
5. Seeding Done Right
It does not suffice just producing good content. In order for your own target group to pay attention to it, it needs to be distributed on the right channels. Spread your content over social media, such as Facebook, Twitter or Google+, but also via newsletter or in forums. In addition, clever networking with influencers in the industry is helpful in seeding content.
6. Measuring Content Activity
Regularly measuring the success of content is pivotal in content marketing. The numbers are dependent on the previously defined goals and each content marketing action. A lot, such as new visitors to a site or conversion rates, can be measured via Google Analytics. Through persistent measuring, content marketing activities can constantly be adapted.
7. Use Tools
From topic and content creation to seeding, there are many little helpers that can support you. Examples include BuzzSumo, Hootsuite and Piktochart. Within the scope of your content strategy, you should be utilising innovative tools. This way, you can gain advantages over your competitors and save precious time.