Content is an integral part of any successful marketing campaign. Most companies struggle with deciding what content to publish, and overall perfecting content being published. The content strategy is something that needs to be constantly improved upon. The tastes of internet audiences are always changing. In addition to that, new technologies emerge that enable different and newer types of content. So companies that want to stay on top should be willing to make changes to content marketing plans. Here are several tips that will help your business improve its online content:
Gather Data to Determine What Content to Publish
Everything nowadays is data driven, and that includes the content you publish. Most businesses base content on whatever is newsworthy at the moment, or write generic articles based on topics that relate to the business. That is only a part of the overall content marketing plan. To make effective content, you need data, lots of it. Gather data to find out which type of content your customers prefer the most, which tends to trend, and which gets most shares on social media. When you know what type of content appeals the most to the target audience, then it’s easy from then on to produce effective content.
Produce Evergreen Content
Content marketing pros like Primal emphasize the important of producing evergreen content as part of a larger campaign. Evergreen content refers to content that has no time stamp. These articles are not based on current news. These are those “how to” type articles that can be put up online for years. They don’t need major updates all the time. Evergreen content have longer shelf lives, so they are more cost effective to produce. This type of content also appeals to loyal customers, so there’s a higher chance of leading to a conversion.
Produce More Visually Pleasing Content
It’s no secret that web users are drives by visual imagery like photographs and vivid colors. If you want people to pay attention to your content, make them highly visually pleasing as well. Include photographs that relate to the content, and perhaps also add colorful graphs and charts as well.
Go for Interactive Content
Interactive content is more expensive to produce, but can generate excellent results. You can occasionally produce this type of content. No need to routinely do it. Interactive content engages the customer so there’s a higher chance of a conversion. If it’s fun enough, there will definitely be a lot of social media shares as well. Interactive content include quizzes and games that customers can engage in without spending a lot of time.
Offer More Information
You may have already heard that best content is usually unique. But in the content saturated web, it’s really difficult to find unique topics. In the absence of that, you can create uniqueness for your content by offering up more information or knowledge. Write comprehensive articles or produce highly detailed infographics with information people don’t usually find anywhere else. Producing this type of content might take some time and may even cost a bit more, but the end results are very much worth it.
A rule of thumb to be always aware of is to avoid what everyone else is doing in terms of content. Approach your own strategy uniquely based on data as mentioned above. When you do that, you will naturally have a better converting content plan.