One the most overused phrases in the digital marketing world as of late has to be content is king. However, facts speak for themselves – content marketing generates 3x as many leads, while costing 62% less than outbound marketing.

Clearly, there’s no good digital marketing that doesn’t involve content in some shape or form. Here are some great ways to improve your content marketing efforts, whether you’re a pro content marketer or just starting out.

Don’t make it about yourself

Many businesses see blogging as another outbound marketing strategy. They promote their products and services, essentially making each piece of content into a 1000-word article on why they’re the best.

In reality, your readers will quickly see through this and steer clear from your site and business. The type of content that attracts visitors is one that helps and solves customers’ problems. By showing your visitors that you’re an expert in the field, you’ll gain their trust and ensure they keep coming back for more.

Know who you’re creating content for

One of the most common reasons why businesses fail with content marketing is that they have no idea who they are writing for. If you don’t want to miss the mark, make sure you know your target audience.

There are plenty of ways to find this out, such as taking a look at your Google Analytics, looking up your website on Alexa or simply taking a look at past purchases.

Sometimes, not even the best of knowledge helps in figuring out your ideal target audience. That’s why it’s a good idea to ask your visitors for feedback, through email, blog comments, polls etc.

Measure success

The only way to know if you’re going in the right direction with your content is to measure its effects and refine your processes until you find one that works. But first, what do you even measure?

You can choose a north star metric or have several to follow. Some of them include: number of organic visitors, time on page, average session duration, number of clicks on calls to action, number of new subscribers on your email list… The list is endless.

By choosing what you want to measure, you can change and adapt your content until you find a way to achieve your desired results. 

Spend time promoting your content

For many businesses, once they’re finished with a piece of content, they call it a day. It’s left on its own, battling with 2 million other blog posts being published, every day.

There’s no shortage of channels for promotion in this day and age. From making posts on your social media profiles, to sending out a link to your mailing list, to reaching out to influencers, to doing paid promotion, there’s a host of methods to try out.

In fact, one of the most common reasons why many businesses fail in their content marketing efforts is that they spend a lot of time creating, and very little time promoting.

These are the three main ways of improving your content marketing efforts in 2018. It’s clear that content marketing is here to stay – so it’s time to catch up with the times.


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