Content will always be a huge part of the internet marketing strategy for practically any online business. The good news is that content is an inexpensive way to generate leads and conversions.
The bad news? The need for content never really stops. As long as you have a site, you’ll need to publish new content on a regular basis.
There’s no one way to generate new content. Most business owners hire an internet marketer to create the bulk of their content. But you can also publish guest blogs or even write occasional articles yourself. After all, you know your business better than anyone!
Every piece of content has two possible outcomes. The reader could like your content. In this case, they’ve started down the conversion funnel towards a sale. But if the reader doesn’t like your content, they’ll likely move on to another site.
Obviously, not every single reader will like every piece of content on your site. That’s fine. What you want to avoid are any consistent content creation errors. These are small but significant practices which tend to annoy readers.
Here are three simple strategies to improve any type of content:
1. Be Audience-Centric Instead of Content-Centric
Too many content creators focus more on how content can help their brand than how it can help their customers.
When an article is “content-centric,” the topic is designed to promote some aspect of the brand. For instance, suppose you sell organic pet supplies. A “content-centric” topic would be something like “Why Organic Dog Shampoo is the Best Choice for Your Dog.”
The problem is topics shouldn’t be determined by what works best for your brand. Instead, topics need to be determined by what your audience is interested in. This is called “audience-centric” content.
Suppose you’re able to determine that pet blogs are buzzing about tips for taking your dog camping. This topic is extremely popular among dog owners, and dog owners are a key audience for your products. What you want to do is write a blog such as “Top 5 Camping Tips for Dogs.”
You can still mention your products in the blog. Maybe your organic dog shampoo is easily portable, which makes it a good choice to carry in a backpack when camping. But now you’re mentioning the product in an article which connects to a popular trend in your niche.
How do you know what your audience wants to read about? The key is qualitative research. Using in-depth studies of a small niche audience, you can predict the behavior of a larger target audience. Done correctly, qualitative research helps you find topics
Gathering this data involves a combo of technical and creative strategies.
First, social media allows you to simply ask your audience what they like. Post surveys and otherwise ask your social media followers for their input.
Also keep an eye out for blog posts which have a lot of comments, likes and shares. Lots of feedback – even if not all of it is positive – is often an indicator of interest.
On the more technical side, trends can be spotted by analyzing keywords. What keywords are people searching for which brings them to your blog? What social media platforms are they using to learn about your brand?
Content which provides useful information will draw readers. Create content to teach and inform your audience.
2. Develop the Right Posting Schedule
About two million blogs are written each day. One major issue every business faces is reader fatigue. There’s just so many new blogs, videos, etc. out there all trying to reach an audience. What does your content have to do to stand out?
Unfortunately, many business owners and internet marketers make a common mistake. They focus on volume over quality. But publishing too much will often backfire and cause you to lose reader engagement. You want to avoid flooding your blog section and social media pages with constant updates and mediocre content.
Focus on high quality pieces posted less often. Your exact posting schedule will vary depending on the type of content published and the industry you operate in. If you’re a business owner, this is one area where you’ll definitely want the help of an internet marketing professional.
To learn more about the right posting schedule for your business, check out The Best Schedule for Posting on Social Media.
3. Find the Right Voice
Your “voice” is the language, tone, and style you express in everything related to your brand. You’ll need to develop a voice which is appropriate for your brand.
For most businesses, you’ll want a voice which is both informed and informal. Your content should showcase your industry knowledge. At the same time, you never want to come across as pretentious or stuffy. Keep your tone casual and light. As a general rule, treat the reader like a friend.
Of course, some types of businesses lend themselves to a more serious tone. If you deal with medical, financial or legal issues, your potential client base probably won’t appreciate content with a ton of jokes.
You’ll also want to watch your use of jargon. Certain industries have a ton of technical jargon. Keep in mind that as an industry professional you’re probably more familiar with jargon than many of your customers. You’ll want to make sure your content is accessible to everyone – even people new to your industry.
These three strategies work for basically any type of content. All three will help make your content more appealing to readers. There’s a lot of competition out there for reader’s attention. But these simple techniques are effective and easy to implement.
Have any questions about the best type of content for your site? Contact me today for more info. I’ll be happy to help you explore all of the ways killer content can help improve your business!