15 Essential ways to improve your content marketing

Are you not achieving the content marketing success you want? Do want to do something about it?

It’s not an uncommon situation to find yourself in, but even companies with documented content marketing strategies can still do more to improve. There’s so much that can be done to enhance your strategy and get it back on track if that’s what you require.

Content marketing is a key part of any good digital marketing strategy and it shouldn’t be ignored. With strong content marketing comes more conversions and increased web traffic from search engines. 

There is more to content marketing than just producing lots of content, providing valuable content that is what people are searching for is key, read on to see our 15 essential ways to improve your business’s content marketing….

1. Improve your traffic through infographics

One of the aims of your content market strategy should be lead generation. The first step towards selling to people is getting them to visit your website and check out what you’re doing. That’s something that requires traffic and one way to generate traffic to use high-quality infographics.

You can improve your conversion rate later by making sure that you do some of the other things that I’ll discuss below. The first task is increasing traffic and using fun and engaging infographics to do that is a great idea.

2. Understand consumer psychology better

Consumer psychology is something that’s really interesting and it can also help your business with its content marketing efforts. When you understand how consumers decide whether to buy and how they behave when they’re on your site, you can start accommodating them better.

There are lots of little things you can do that’ll help you maximise conversions. A lot of this relates to how you understand and respond to consumer psychology. It’s something you should think more about if you haven’t done so already because it could make a real difference.

consumer psychology

3. Create viral content

When it comes to content creation, most creators want their work to go viral. And that makes sense. When your content goes viral, you’re able to reach more people and, crucially, bring more people to your website where you’ll have a chance of selling to them.

But how do you create viral content? Things that are genuine and have some sort of human angle tend to be more likely to go viral. Increasing interactivity can also help a lot. There’s no guaranteeing viral success, but you can certainly make it more likely.

4. Differentiate between B2B and B2C content marketing

Looking at various content marketing case studies will demonstrate to you that there’s a very clear difference between B2B content marketing and B2C content marketing. If you’re going to be successful with your content marketing efforts, you need to recognise that distinction.

B2B marketers should focus on their audience and the kind of content that’s most likely to lure them in. If you can do that, you’ll make more conversions and that’s the ultimate aim of your content marketing strategy.

5. Measure your content’s performance

If you’re going to continually improve your content, you need to understand how it’s performing right now. Doing that is pretty simple if you use the right metrics and analytics tools. There are some metrics that matter more than others when assessing your content’s performance.

In particular, you should look at lead quality, web traffic, onsite engagement and SEO success. If you find that your content is falling short in certain areas, it should tell you which changes to make. From there, your content should carry on improving.

Measure your content’s performance

6. Encourage sharing

When you produce a blog post or another piece of content and publish it on your site, that’s only half the task. You then need to get as many people to share that content as possible. Doing so will help you to spread the word and put your content in front of more people who might be interested in it.

The more social shares you manage to achieve, the more people will see it. And when someone sees that a friend or colleague of theirs is sharing a particular piece of content, they’re compelled to check it out too. 

7. Call them to action

Using calls to action is really important because effective content is not always enough on its own. You also need to follow it up with a call to action so the reader knows what you want them to do next. Be clear and point them in the right direction because it makes a real difference.

People might consume your content and then leave right away if you don’t offer a strong call to action. That’s a problem that’s entirely avoidable. Letting visitors know what you want them to do and where you want them to click might be a small thing but it makes a big difference.

8. Distribute your content in niche online communities

If you’re creating content that’s situated within a particular niche, you need to distribute it within niche communities. You’ll find people who are most interested in this stuff within those relevant online communities. They could be forums, blogs or social media pages and groups.

It’s all about making sure that your content is directed towards the people who are going to be most interested in reading it. That’s what matters most. How you go about doing this will depend on what niche you’re targeting and you’ll need to do some research.

Distribute your content in niche online communities

9. Research audience needs

Your audience will only consume content they’re interested in. Each piece of content you produce should be tailored to their needs and wants. That’s how you get people interested and then keep them coming back for more. If they’re not interested, the content is wrong.

You can find help with how to get this right by visiting the Content Marketing Institute. It’s a continual learning process because truly understanding your audience is not always easy. There’s always more for you to find out and use to your advantage.

10. Create content for the various stages of the customer journey

Your website is an example of a sales funnel. And sales funnels contain various stages. You need to understand the various stages of the customer journey from arriving on your site to considering a purchase to finalising that purchase.

Only by understanding what kind of content is most important for each stage of that customer journey will you be able to get your content marketing strategy right. 

11. Vary the content formats

Of course, all of your content needs to be of a high quality. But it also needs to offer a variety. There are many different content formats out there and you should maximise them all. Choosing one type of content and sticking to it won’t help you appeal to the full swathe of your audience.

Different people want different types of content. So, by varying things up, you can make your content appealing to as many different people as possible. You can also make sure that your audience doesn’t get bored of the same old tired formats.

12. Work on scheduling

Sticking to a schedule and offering a consistent output of content will help you a lot. People will see that you’re putting out content regularly and will have a reason to come back to your site. Using a content calendar will help keep you consistent if that’s something you struggle with.

Staying on schedule can be tough when you’re running a business because there’s lots to do. But if you want to really improve your approach to content marketing, staying on track and consistent is going to be key.

Work on scheduling

13. Get it right for mobile users

You need to remember that many people don’t read or consume your content on their desktop anymore. Instead, lots of people now use their mobile devices to consume content and your content needs to be prepared for that.

You should make sure that your content is flexible enough to make it possible for people to view and consume your content in whatever way they might want to. You don’t want to be left behind because your content isn’t mobile-friendly enough for your audience.

14. Repurpose your content

Creating content is a big task and you want to get as much value as possible. That’s why you should think about occasionally repurposing your content, updating it and adding new things to it. There are lots of ways of repurposing old content.

It’s not just about getting more value out of your content. It’s also about staying relevant and up to date. You want your content to perform well over years, not just weeks or months.

15. Value content planning

Content planning is of real value when it comes to running content marketing programs. It’s hard to find long-term success with any content marketing strategy unless you plan it out. It’s not something that you can afford to take a haphazard approach to.

If you don’t value the importance of planning, you’ll be more likely to make unnecessary mistakes along the way. Plan things out as carefully as you can and keep working on strategies that lead to the outcomes you’re looking for.

Value content planning

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