All of us in the online marketing world have long heard that “content is king.” Content Marketing is the term that we use to refer to the online production of various types of valuable content that we create to help address our client’s problems and concerns. Content may be in form of blog posts, videos, slide presentations, social media posts, images, podcasts…. virtually any format that helps to convey a message.
Your Content Needs to be Engaging
Needless to say, like most things, there’s a right way to do these things and a wrong way. James Parsons wrote an excellent article as a guest writer for Entrepreneur magazine detailing how to structure your content so that you have best chance for your articles to be read and shared. Here it is: 5 Ways to Avoid Writing Content That Will Never Be Read by Anyone
Lead with the Right Headline
To attract your readers’ attention in the first place it makes sense that the headline would be important. Steve Rayson of Buzzsumo published a fascinating study of 100 million headlines (!!??) and laid out the types of headlines worked best for the various marketing venues. His dizzying analysis in this article “We Analyzed 100 Million Headlines. Here’s What We Learned” is actually really interesting and should cause you to stop and think twice before you conceive of your next article headline.
Educate Your Readers
An article written by John Boitnott in Inc. Magazine accurately points out that sometimes blogs are written strictly for purposes of gaining a page one presence for a particular keyword. This, in fact, may steer us far off course since the purpose of the post should really be to educate customers about your products and services. You are far more likely to engage and educate your visitors using the types of content detailed in this post: “7 Product Guides That Will Drive People to Your Blog Instead of Away” From it
Creating marketing content can seem daunting. But if you start with a video, that same content can be repurposed in many different ways to help you reach customers in many different platforms. Ann Smarty’s article for the Social Media Examiner entitled How to Repurpose Videos Into Many Forms of Valuable Content details how to use video to produce up to eight different types of content for your business.
Measure Your Results with the Right KPI’s
KPI’s or Key Performance Indicators are the means by which you can measure the success or failure of your content marketing campaign. But which KPI’s to use? It turns out, according to Mike Murray in his post “101+ Key Performance Indicators – Pick the Best” for the Content Marketing Institute. It turns out that there are hundreds of possible choices of KPI’s to use but it is important to select one that conforms to the goals of your campaign.