Not too many years ago people wouldn’t have really understood what was meant when someone used the term content marketing. Today it is one of the hottest methods in marketing, and one that most experts agree will be essential for digital commerce long into the future. This is because content marketing is the base for just about all other types of marketing efforts.
The content on your site needs to be great to keep people there, and encourage them to come back. It also helps to improve sharing, which drives more traffic. Good content builds trust and helps with SEO too. The bottom line is, the right content marketing is essential to every brand. The problem is, many people are doing it all wrong. BingAds has put together the following five points for successful content marketing that is data-driven.
Search & Social Data
The first point they stress is that you need to start with the search and social data you can get. Content is only going to be found through effective ranking in the search engines or having it be shared on social networks. With this in mind, you need to know who your customer is, and what types of things they will like. You can gather some of this information directly from your analytics and online keyword research tools. Once you’ve gathered the data, you can optimize your content to meet the needs of your target audience.
People today don’t want to see another page with the same things they’ve seen on countless other pages. Using creative insights to form your content will improve engagement, which can translate to improved conversion rates too. Using different approaches to engage with your customer will help keep them coming back for more.
Not surprising, making content about trending topics can be very effective. Look on the social media sites or the ‘top searched’ reports to see what people are looking for, and produce the content directly for them. While this does require you to act quickly to get your content out in front of the trends, it can drive a lot of high quality traffic.
Listening on Social Sites
Most people in marketing know that social media is a great way to get your content out in front of people. What many miss, however, is that it is also a great place to listen to customers or potential customers. Reading every comment on your posts, as well as posts on your competitor’s pages, can be a great way to learn more about your customers. This information can then be used to improve your content marketing efforts. Of course, you can also reply to those comments to improve engagement even further.
Distribution is Essential
Finally, you’ll need to make sure you are properly distributing the content you create. If you don’t put your content out there in the right ways, it will never be seen by your target audience. This doesn’t just mean publishing content on as many places as possible. It means learning about your audience, finding where they like to consume content, and taking steps to ensure you are there.
These aren’t revolutionary ideas, but they are proven to be effective. Unfortunately, many people don’t put these types of efforts into effect. They simply publish the content on their sites and hope it will get attention. Why not try each of these items with your content marketing campaigns and see just how effective they can be.