Description: The role of content in dictating which way the tide moves for a digital marketing campaign has become obvious. From marketers to customers, everyone understands the value of content. We go through the top content marketing tactics for success.
The talk of the importance of content in digital marketing is so loud that one could be forgiven for thinking that all this is noise is probably just hype.
Nothing could, in fact, be further from the truth.
Content is the main act of the entire digital marketing circus. Without content, there are no visitors, and without visitors, there is no point of digital marketing.
With its importance established, the struggle for content marketing optimization comes next. Every digital marketer in the industry strives hard to improve content. With so many tips and tricks being bandied about, finding a drop of useful advice in a sea of noise is very difficult.
In this article, we will go through some common content marketing tactics which improve the overall quality of content created.
Do the easy things well
The first content marketing tactic to adopt is doing the basics well. Whether this means maintaining the right combination of keywords or using smart content practises to make a write-up more compelling, the basics form the core.
Often, content creators and digital marketers get lost in higher concepts and forget to remember the simple essentials of content creation. Practises like working with a well-planned content marketing strategy falls under following the basics as well.
A content marketing strategy is not merely restricted to creating blogs and articles, but also bringing other forms of content such as video and audio into the mix.
With the advent of other mediums of content, the basics of content marketing will begin to shift.
Identify and target the best-performing channel
With the high number of channels through which content is dispersed, identifying the best-performing channel helps digital marketers in many ways.
For one, digital marketers can know where they are going right with their content marketing campaign. These qualities can prove useful as they can be replicated across other channels of social media. Furthermore, if one platform tends to yield better results, digital marketers can step up their efforts to reach a larger audience.
The sheer volume of social media channels makes it impossible for small companies to excel on all of them. The key lies in excelling in one or two while maintaining a presence on others.
Distribution strategy
At times, the fault may not lie in the content, but the channels where the content is ending up. A good content copy many not perform well across all platforms.
Each online channel has a specific tone of its own. A trendy entertainment value article won’t perform as much on LinkedIn as it might on Instagram or Facebook.
To solve this problem of varying channel behaviour, digital marketers should first identify channels which fit their content type. Then, to target a specific social media channel, digital marketers should create content more likely to succeed there.
Focus on quality, not quantity
The idea of writing 4-5 articles every day may sound tempting. For one, fresh content frequently posted makes search engines crawlers constantly return to the website, making it rank higher.
However, the aim is not to make search engine crawlers happy, but make users happy. Readers are not looking for quantity. There are already swathes of content online. The best content marketing tactic a digital marketer can imbibe is to focus single-mindedly on quality. Long term success belongs to those who invest more time in creating quality content.
Quality content can mean write-ups rich with research, insights and oriented toward storytelling. In the future, and even in some regards in current times, content writers who can innovate and establish compelling narratives on esoteric concepts and ideas. Fields like economics, medicine, stock markets & finance, and so on are already using talented content creators who can compress technical ideas into readable pieces.
Amongst all the content marketing tactics discussed, this promises to be the most important for the future of content.