Content marketing is no longer just a buzzword in the digital industry. It is now one of the most widely used marketing tactics that is pursued by various types of businesses. Only a few have succeeded in effectively benefiting from this strategy.
According to a survey of 2017, 42% of the B2B marketers questioned stated that they had effective content marketing.
As companies and marketers strive to improve their own strategies, some “tips and tricks articles” have been made on the Internet. Some of these articles have become so viral that some marketers try to implement these tips without having the resources at their fingertips in mind.
Here is a critical consideration of the top 6 content marketing tips we’ve been hearing for quite some time and which should not be blindly followed:
1. Create and Publish as Much Content as Possible
First: In the overinformed generation of today, the quality is much more important than the quantity. When creating content, look for interesting and informative content, rather than filling content with sector-specific keywords only. This gives you a higher chance to score better in the search results.
Second, too much content will simply overwhelm your target group, blog reader or social media follower. If you still want to focus on quantity, make sure that every contribution guarantees a minimum of quality.
Instead, you should do the following:
- Create relevant, informative content.
- Only use keywords that are related to the content.
- Use a permanent publishing schedule to allow your audience to have enough time to consume the content.
- Ensure that mobile devices’ reading experience is as comfortable as desktop users (responsive design).
Maintain an even flow of high quality and valuable content. If that means publishing content only once a week, that’s fine! The more you become a reliable source for your target audience, the more attention your content comes from these circles.
2. They should be on any Social Platform
Yes, being present in social networks is very important nowadays. But companies must also understand that their presence is not required on any new emerging platform. For example, B2B companies from Facebook, Twitter and LinkedIn would benefit, but they would most likely only waste resources to become familiar with Instagram or Snapchat.
Every time a new social platform emerges in the digital world, the voices of some industry experts are loud, giving tips to get the most out of these platforms. But they do not really tell you which platform needs your immediate attention and which means a simple waste of resources for you.
In this way, you will learn which platform is right for you:
- Define your goals clearly.
- Identify your ideal customer and understand which platforms he uses most.
- Analyze whether your content matches the type of engagement (s) of the platforms you want.
- Filter the type of content that positively affects the conversion rate of your target audience.
- Restrict yourself to the platforms for which you have sufficient resources to actively use.
3. Be inspired by content strategy of your competitors
Competition analysis plays a large part in shaping the marketing strategy of a company. Unfortunately, most influencers do not mention that the competitor’s strategy is simply not reproducible.
There is no general approach to content marketing. There are no fixed number of posts per week or a minimum length of posts. Above all, there is absolutely no absolutely secure strategy.
To find out what works for you, you have to start with your own key figures and, in competition analysis, look for what is already on the market. Look for niches and areas where you can contribute content first. You must constantly test different tactics and evaluate their utility to always adjust and improve your content marketing strategy.
4. Video Content is Everything
Visual content is 60,000 times faster processed by the human brain than text content. For this reason, companies are distributing their advertising messages through images, gifs and short videos in the various digital channels.
While the basic idea of this advice is more or less correct to detect new trends in the digital sector, the company’s goals and the wishes of the target group are often ignored. Therefore, this tip has got a place in our list of worst advice!
Yes, video content is valuable today, but not necessarily for any business. Keep in mind the following things before you enter the video content area:
- What are the best ways to convey your story to the target audience?
- Does your company have visually appealing products to offer?
- Are graphics / images with a description of the better way to present your offers?
- Do you have the resources (team and budget) to create video content?
5. Focus the content “only” to increase your follower numbers or page views
Every marketing strategy needs a clear goal. But if someone advises you to focus solely on creating content to generate more followers or page views, ignore this advice.
When you create a social media account, you automatically attract a certain number of followers, and the first content is joined by some commitment. But your overall strategy to focus on mere user numbers is not the best way to market your content. Sure you can buy some Likes with a paid post on Facebook, but the interest of your readers to interact with you, you can best enhance by a qualitative added value of your content.
A good content marketing strategy is one that is more focused on providing value to the reader. The content should capture the readers and encourage them to convert – be it a subscription, an ebook download or the purchase of your product. The focus is not only on the acquisition of new customers, but also on retaining existing customers by offering them added value.
6. Publish nothing that is not 100% perfect
Consistency in content marketing efforts is an important thing. But making sure that every content is “absolutely perfect” before publishing, makes little sense in our eyes. Sure, the value of the content should be clearly visible to their readers, but you do not have to pay attention to every tip you’ve found anywhere on the Internet.
There is content on the Internet, which is absolutely perfect in terms of craftsmanship or the tonality. This content is perfect because it is either capable of providing value to the reader or simply entertaining. You should not publish inferior content, but set priorities in the creation of your content.
If you really want commitment with your content (see point 5), it is a good idea to give the readers some space. While a completely completed content makes you a credible source of information, your audience will hardly interfere with it. Try to leave your blog posts open at the end or make your information available only partially. You will see that the really interested followers interact with your content or return when you publish the missing content.
What is the secret of successful content marketing?
Content marketing strategies vary from industry to industry and the market in which the company wants to position itself. But a successful strategy includes always-defined customer profiles, complete documentation, and high-quality and consistent content. The analysis and reporting as well as the consistent optimization of all points ultimately contribute to success.
Because there are no fixed rules for what might be viral or effective traffic generated, A / B testing should be part of your strategy. A content marketing strategy, which can be flexibly adapted to the current market trends, will ultimately actually work.