“Added value”, “relevant” and “engaging” are phrases and words that are regularly cited as the end goal for content marketing, but how do you actually go about achieving them? Here are a few tips to supercharge your output for the spring and summer.
Map content to goals
Don’t create content just for the sake of it. Your marketing materials should always support clear goals and objectives, whether they are content specific or linked to the wider business. For example, you could try to create five articles or blog pieces that rank on the first page of Google and Bing during a six or 12-month period, or attempt to increase certain metrics.
Create cornerstone content
Whatever your objectives, you will want a few pieces of content to lay the foundation for success, and this means achieving that all-important number one ranking in SERPs. This won’t happen overnight, but a commitment to creating in-depth, relevant and high-quality content will stand you in good stead while also helping to improve your return on investment.
Start the process by creating a “cornerstone” series of blogs or articles. These materials should be long form, focused on a particularly strong keyword or topic that underpins your brand identity and is optimised for SEO and mobile. You could create an ultimate guide, a step-by-step how-to, or a comprehensive overview of something that your audience will value. Try to update and add info regularly to ensure that it remains relevant.
Consider brand awareness
Now that you have a few cornerstone pieces, move on to targeted posts, bite-size articles, fun and fact-packed infographics, and eye-catching images and videos. These materials should flesh out your brand and serve up entertaining and interesting experiences to end users. Try to be creative with storytelling and be a bit more personal. These are not how-tos but more centred on your brand. Behind-the-scenes info, interviews and reports of activity are a good idea.
All of this content is ripe for recycling and repurposing. Using cornerstone and brand-focused content as a foundation for the development of other useful materials is a great way to make the most of the time and resources you invest in content marketing.