How To Make Your Content Marketing Successful: A Comprehensive Guide
By Elsa Scarlet
Content marketing is one of the most used digital marketing techniques worldwide. The main reason for its popularity is that it has a lot of utility, long-term benefits, and a return on investment.
However, not everybody can avail themselves of these benefits. Today, we are going to teach you how to use content marketing successfully and enjoy its myriad benefits.
How To Find Success With Content Marketing
By following the given tips, you will be able to make the most of content marketing.
1. Understand The Audience
Content marketing is only successful if you are targeting the right audience. There are many people in the world, and they all behave differently. They have different likes and dislikes.
You cannot hope to enamor all kinds of people with a single type of content. Each audience will have their preferred type of content. To learn about their preferences you have to understand your audience.
The only way to do that is to do research—audience research. Audience research is done in many ways. You can hit the internet and scour public sites to gain insight into your audience’s psyche. Some popular ways of doing that include:
- Checking out social media sites for posts and comments related to your niche
- Checking out online stores that sell products relevant to your niche
- Visit forums related to your niche
- Conduct surveys to gain more knowledge
Here are some things you should look for when visiting these sources.
- The customers' pain points. What are the things they are having trouble with
- What can you do to improve their lives
Answering those questions will lead you to your “value proposition”—a service or product that is useful and attractive to your audience, in this case, it is your content.
You will find different types of information about different types of your audience. You should create audience personas to segment that information. To make your content marketing successful, you should create content for each persona and market it specifically to them.
That will ensure that your content is received favorably and brings in lots of conversions.
2. Decide What Type And Platform According To The Audience
Once you have understood the different types of audiences you have and what kind of content they prefer it is time to categorize what and how you will give them the content. Some of your audience may be very willing to read long-form content. Typically, older people who haven’t had their attention span obliterated will favor this kind of content.
On the contrary, younger audiences will prefer short-form content as they don’t have the patience to engage with long-form content. Some people may prefer a mix of both. That information is something you should already have from your audience research.
Using that information you have to decide what kind of content you are going to create and which platforms you are going to publish it on. Most of the obvious choices are:
- Blog posts and articles
- Newsletters and e-books
- Forum posts and comments
Some of your audience might prefer articles and blog posts. For them, you have to publish the content on a website. Others might prefer their content to be handed to them personally. For them, you may have to send newsletters or e-books through email.
Another case is where people are simply asking questions on a forum and only want a direct answer. A well-thought-out response with a link to some of your guides may do the trick.
So, you see, there are many different ways in which content can be consumed. Your job is to figure out which type of content and platform has the most potential for bringing in more leads as well as conversions.
3. Create Valuable Content
After understanding what kind of content you need to create you need to actually write it. This is not as simple as it sounds though. For content marketing to be successful, you need to make your content:
- Easy to read
If any of those qualities are missing, you will drastically reduce the success rate of your content. Here is how you can ensure that all of these qualities are present.
For usefulness, you need to research not only the problems of your audience but also how to solve them. The problems part is already dealt with in the audience research, now we will teach you how to research solutions.
The simplest method of researching solutions is to type your problem in a search engine and check out the results that show up. The most useful and popular methods will show up near the top. You can check them out to see what kind of solutions you can provide to your audience.
The other method is to provide a solution using your expertise. Your company provides some service or product that can help your audience. Leverage that value proposition and pose it as a solution. This will automatically make your content unique as well.
As for simplicity and ease of reading, you can do that with some paraphrasing and rewording. After you have written your content, simply proofread it for readability issues. If you find any difficult words, poorly written sentences, or convoluted passages, simply reword them. You can even do it with a tool such as a word changer a tool that can automatically paraphrase any given text to make it easier to read.
4. Format The Content Properly
Formatting of the content is extremely important. It is useful for not only better audience engagement but also the visibility of the content. For content marketing to be successful it needs to be readily accessible as well as understandable.
So, how does formatting help with those things? First of all, let us understand what SEO is. SEO or search engine optimization is the art of optimizing web pages and content to make it rank higher on the search engine results pages (SERPs).
The higher the ranking the more traffic a web page will get. This is very desirable as it means that more people will be able to find your content. When you have formatted your content properly, it becomes easier to index which is why its SERP ranking increases.
- Crawlers are able to understand the layout of your content better if you use tags for headings, body, paragraphs, and bullets.
- Better indexing means that search engines are able to show your content to the right queries thereby bringing in lots of engaging traffic.
Another benefit of formatting the content is that it boosts readability. When the content is neatly segmented into headings and
subheadings that address each topic and subtopic, it becomes easier to make sense of everything.
Better readability also improves SERP ranking. If something is easy to read, most people will read it rather than leave it. This improves a metric that we call “dwell time”. An increase in dwell time also translates into a higher SERP ranking.
In the end, your content will be accessible to a large number of people who will also engage with your content. This translates directly into success for your content marketing.
5. Add Catchy Visuals
Purely text-based content is extremely boring to read. It looks daunting and unappealing. Most people will not bother to read such content. Naturally, that means your content marketing will be highly unsuccessful.
To avoid falling into this pit, simply refrain from creating purely text-based content. Here are some ways in which you can add some visual flair to your writing.
- Add relevant images to the text.
- Add graphs and tables to provide numerical data
- Use infographics to provide information concisely
When we say relevant images, we mean that the image must be directly related to the topic. For example, in a post about “improving sales”, an image of a salesman closing a deal would be highly relevant.
Similarly, if you are providing a lot of numerical data in your content, then using a graph/chart/table is better. If you provide that information using text and sentences, it will be nearly impossible to make sense of it.
Infographics solve similar issues as well. Up till now, we were only discussing the disadvantages of not using visual elements, now, we will discuss their benefits.
Using visual elements has the following advantages
- Better SEO
- Content becomes searchable through image search
- Better audience engagement
When you add images that are relevant to the content along with their description and alt text, you make your content more SEO-friendly. Images are nice to look at and they break up the monotonous flow of text. This makes the content more interesting overall. As such, you drive more engagement, and your audience looks upon your brand as trustworthy and authoritative.
6. Utilize The Power Of Social Media
Content by itself is all but useless. You need to promote it heavily so that people know about it and come to read it. With SEO, you don’t need to promote your content too aggressively, however, if you are just starting out, then SEO will take a long time to get results. It may even be so slow at first, that you may think that you are getting nowhere.
The only way to deal with that is patience. However, you can do something to jumpstart your content publicity campaign—leveraging the power of social media. Social media algorithms work differently than search engine algorithms.
You can use them to your advantage and drive traffic to your content so that it may work its magic. To make the most of this tip, you must have intricate knowledge of all major platforms.
You will have to use the right combinations of search terms and keywords to make sure that your chosen platform is able to understand what your post is about. For example, on X, using the right “Hashtag” is important.
Just make sure to use high-volume (viral) keywords and tags to make your posts start trending. Adding in a CTA (call to action) will dramatically improve the engagement rate of your posts as well.
The six methods of making your content marketing are almost always successful. They require you to be consistent with your efforts to bear fruit. Here are some additional tips that can help you make your content marketing more successful.
Avoid Being Promotional
When writing your content, avoid being promotional. That means do not sell your company/brand as the best solution to your audience’s problem. In fact, try to avoid mentioning your brand at all.
Instead, you can try adding an internal link to a resource that is directly tied to your brand in your content. This is a subtle way of advertising your brand without coming off as promotional.
Even then, take care not to be too obvious. Your primary aim should be solving the audience’s issues through your content. Since your content is hosted on your branded sites, your brand will automatically gain clout whenever people visit the websites.
Just add some conspicuous CTA (call to action) in your content somewhere that encourages the readers to sign up at your website with their email. As long as your content is useful most people will sign up and that means you will get their email which opens the way for moving them down the sales funnel.
Keep An Eye On Competitors
Your competitors will also be doing their best to promote their brand through their content. Keep an eye on what kind of content they are creating such as their chosen topics and how they write about them.
It is possible you may find an angle that you have overlooked. Use that knowledge to fix the gaps in your own content strategy and ensure that your content marketing is successful. You can keep an eye on competitors by:
- Monitoring their websites
- Signing up for their newsletter
- Checking which keywords and topics they are targeting using analytical tools.
Do all of that and you will never be behind your competitors.
Those are the ways in which you can make your content marketing successful. The basic principles are to boost engagement and traffic. As long as those two things are set, your content marketing will be successful.