9 tips for more effective content marketing

June 9, 2020
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According to a survey from SEMrush, 91% of respondents said they use content marketing. The reason so many businesses use content marketing is because it is a proven method that gets results. It can help you capture more leads, engage customers, build brand recognition and more.

While content marketing is widely used, many businesses do not have a complete content marketing strategy. They are just putting content out without much of an aim and, as a result, they are missing out on a lot of opportunities.

With the following tips, you can build a more successful content marketing strategy and realize the full potential of your marketing efforts.

Be Willing to Invest in Content

The quality of your content is going to make a significant difference. If you are writing the content yourself, you are going to have to invest time to create polished content. If you are hiring a writer, you need to be willing to pay a little more for talent that can create effective content. 

Have Patience

You can’t expect to post a few blogs and see overnight success with content marketing. In most cases, it takes a few months before businesses start to see results. Develop a content marketing strategy and be consistent. If you stick with it, your efforts will bear fruit.

Avoid Spammy Content

The goal of content marketing is to help your business sell more of the product or service you offer. With that being said, not every piece is intended to push the hard sell. You don’t want to load every piece up with offers, coupons, and sales pitches. If you make content that is interesting, engaging, and valuable to the customer, the sales will follow. 

Get Some Help

As a business owner, it is unlikely that you have all the skills you need to run a complete content marketing campaign. You have marketing tools you can use to automate some of the processes, but you should also consider hiring professionals. 84% of B2B businesses outsource content creation, but you could also consider hiring people to help with things like distribution, strategy and analytics.

Don’t Follow Competitors

You can find useful ideas by looking at your competition, but you should try to set yourself apart. If you search a topic idea and find pages of results covering the same thing, it might not be worth your time. Try to look for original content ideas. If you are covering a topic that has been done by a competitor, look to do it from a different angle. 

Listen to Your Customers

If you are looking for new content ideas, try to find out what your customers want to know. This could be as simple as looking at the comments they post on your Facebook page or to your blog. If you see a question coming up repeatedly, it might be worth covering in a blog post. If you aren’t noticing any ideas from customer comments, you could consider running a survey or a poll to get an idea of what your customers are interested in.

Create Personas

Most businesses don’t sell to every person on the planet. You probably have an ideal customer that is more likely to buy from you than other people. If you want to create effective content, you need to take the time to learn about these people and create content personas. Once you have content personas, you can share content that will speak to the needs and interests of the people who are most likely to buy from your company.

Use Social Media

Social media can be one of the best tools for promoting your work. You can post to your followers to let them know when you create and publish new content, and you can use social media ads to help your content marketing campaigns reach new people. 

Test Your Content Marketing

If you aren’t tracking content marketing metrics and testing, you can’t know if your campaigns are successful. Figure out which metrics are important for different types of content and set goals for your campaigns. Along with that, you should use split testing to test different versions of content pages to see which tactics deliver the best results.

These tips can help a business build a successful content marketing strategy, but you have to be willing to put in the time. From developing a strategy to content creation and promotion, running a content marketing strategy can be a full-time job in and of itself. If you are too busy with the day-to-day operations of your business, you should consider hiring professionals to handle most of the work for you. The professionals will deliver better results than you could on your own, and it will free you up to focus on running your business.

About the author

Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing (of course).