As businesses increasingly rely on the Internet to conduct business, it also means they must deploy digital marketing strategies to support and promote that business. One of the cornerstones of digital marketing is content marketing.
That’s right. Written content is one of the big guns in your bag of digital marketing strategies.
While written content might not feel like innovative marketing, it’s something that search engines can see, crawl, and analyze pretty effectively. That means they put a lot of weight on it in terms of ranking your pages.
So, if you’re struggling with delivering the written word on your site, keep reading our quick guide to creating killer content.
Know Your Audience
The cornerstones of content marketing are that your content must prove valuable and also relevant. You can know what’s relevant or valuable until you know your audience. That means digging down into factors like age, gender, income levels, education levels, and even political leanings.
Once you know that your audience is made up of middle-aged, right-leaning men, or college-age, left-leaning women, you can gear your content to speak to those factors.
Keep It Evergreen
Unless your run a news outlet or gossip website, topical content is usually not your friend. Sure, you can cover major things happening in your industry — like new legislation — but it shouldn’t make up the majority of your content.
Evergreen content draws visitors now, a week from now, and even a year or two from now. Topical content loses relevance very fast.
For example, you can write about delivering great customer service in your industry. The principles of good customer service won’t change much between now and two years from now. That means people will keep coming to read about it
This is the kind of content that boosts your SEO, much like good local link building boosts your SEO. Not up-to-date on link building? You can learn more at https://www.thehoth.com/learn/local/seo/link-building/.
Talk about Pain Points
Smart marketing is all about piquing interest. Nothing piques someone’s interest more than a fix to their problem. Look at things that your customers routinely complain about.
What solutions exist for that problem? Where do they find those solutions? Which one offers the best results?
You obviously don’t want to direct customers to competitors, so look for problems that your products or services don’t directly address. If you find a really good solution, you can even partner with that business for marketing purposes.
Writing Your Killer Content
Creating your killer content isn’t the same process as someone else writing their killer content. You must figure out exactly who is in your audience and talk to them.
Look for pain points those audience members experience that you can address without undercutting your own business. It builds trust between you and your potential future customers.
Aim for evergreen content most of the time. Topical content draws visitors today, but evergreen content draws visitors for months and years
Looking for more business content tips? Check out the post in our Business section