Dos and Don’ts: What You Need to Know About Content Marketing
Content marketing is a hot term that’s not quite as fancy as it sounds, but it’s a great tool for companies looking to expand their reach. It’s a powerful tool because it performs two actions – it makes your company seem more reliable and inviting to potential customers, and it helps your website climb the ranks in search engine results.
When you’re new to content marketing, it can seem overwhelming. There are so many different approaches and platforms to use, choosing the right angle might prove difficult. Whether you’re hoping to start a business blog or create an engaging Twitter feed, there are some simple Dos and Don’ts that can help steer you in the right direction.
Here are a few to consider:
DO find out where your incoming traffic originates. Analytics are some of the most powerful tools business owners can use, and they come in very handy with content marketing. Use this information to find out how people arrive at your site, then tailor your efforts to be more effective. For example, if 60 percent of your traffic comes from Facebook shares, your company will benefit from a greater presence there.
DON’T sacrifice quality for quantity. Search engines (and readers) don’t want useless filler. They want relevant information that matters to them. Always post things that are useful, even if it means adding content a bit more infrequently.
DO focus on answering questions. You want your content to be searchable, so it only makes sense to focus on questions your customers might have. Beyond that, though, providing reliable information makes you seem more trustworthy and knowledgeable – which reflects well on your company. When you serve as a guide, you’ll seem more like a resource and less like a brand just trying to sell something.
DON’T repeat ideas too much. It’s important to focus on the right keywords, but you can certainly overdo it. Not only will overworking words make your SEO efforts less fruitful, it’ll turn customers away, too. Always aim for things that are as fresh as they are helpful.
DO keep to your strengths. It’s easy to be afraid of specialization, but it’s better to be a master of one trade than a jack of all. Provide direct content and be careful to avoid offering misinformation.
DON’T be too sales-y. Content marketing is still marketing, and the end goal is to make your sales. However, your information needs to have value of its own. Settle for subtler approaches like calls to action. A strong CTA will show your company’s relevance without seeming like one big ad.
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