“Content is king” according to Bill Gates, and internet marketers have avidly adopted the phrase as a motto for inbound marketing. Content not only drives search engines to a website, it drives actual visitors who are searching for information or clicking on shared links to articles, videos, and infographics. However, many content creators are making the mistake of emphasizing quantity over quality, and the end result is an excess of useless content that users find annoying. To create more effective content, it is important to consider the value the content provides to the user and to measure its results.
First of all, content needs to have a purpose, and the purpose needs to align with the company’s goals. Before anyone starts cranking out blog posts, the business leaders need to establish what they want the content to do, and who they’re creating the content for. They need to identify what questions visitors are asking that their website content can answer.
It is also important to have a strategy for developing and distributing content. A strategy should consider the big picture and plan who will create the content, when specific content will be released, what calls to action the content will make, and through what channels it will be distributed. A strategic plan should address not only on-page content but social media posts and content on other websites as well. To learn more about content marketing strategies, visit Twitter for details.
Content marketing should always represent the company’s brand through a consistent voice and story. A brand’s story is a combination of its history, its goals, its audience, and its key ideas, in other words, all of the elements that make one brand distinct from all the others. Content should give a brand a unique voice that readers recognize and connect to in a personal way.
Finally, the effectiveness of content should be measured and tracked so that content creators can make adjustments as audience needs and preferences change. Some useful things to measure include how long readers stay on a page, which pieces of content get the most views, which channels of distribution generate the most traffic to the website, and which content leads to the most conversions.