Creating enough fresh posts to gain search engine ranking, organic traffic and lead generation goals can create a time crunch for marketers. You and your writers could work 24-7 and you could still fall short of your publishing goals.
Creating valuable content must be a priority for businesses because it’s a low-cost way to attract traffic, build community engagement, capture leads and drive search engine ranking upward. What’s the best way for a marketer to develop enough quality content in less time?
The good news is you don’t have to frenetically work around the clock to create posts. There are ways that intelligent marketers can guide the creation of valuable content in less time to support marketing goals. There are two steps to develop relevant, quality posts and measure the results, so you can build additional articles from your best performing posts.
The Basics of Creating Quality Content
Here’s what you need to do to develop shareable, valuable content:
1. Identify Relevant Topics
Your target audience has interests. Figure out what motivates or moves clients and potential customers and how it ties into your product or services. Then, create a publishing calendar and stick to it.
2. Create Content
Write blogs, tweets, Facebook and Instagram posts, downloadable white papers and guides, press releases for media sites and articles based on your publishing calendar. If your posts give readers information they crave and actions they’ll take, you’re golden.
3. Post and Link Content
In addition to posting on your own sites, post to partners’ sites if they have an online magazine or post guest blogs. Then create links to and from your partners’ sites and from your blog to relevant areas of your site to increase ranking.
4. Measure Results
Decide on a goal for each piece of content – the total number of views, “Likes,” “Shares” or downloads. Test different versions of posts (A/B testing) by changing out an image or headline to see which version performs better.
Repurpose Quality Content that Gets Results
After discovering the posts and topics that perform the best, you can rework your best posts into new, quality content in less time. You can do this by finding a new angle on the topic, delve further into a detail about the issue or pull back and provide a bigger picture overview. Or, you can explore a complementary issue that was brought up in the article.
And, transform the story into a how-to list, a PowerPoint slide presentation or an infographic. Sure, reconfiguring valuable content requires time but the research into the topic and keywords has been completed so it saves time. And you’ll spend less time writing an article about a known subject.
Boost Thought Leadership While Reaching KPIs
Posting several articles that provide consolidated, in-depth examinations of a subject can help build your reputation as an expert in your field. In addition to bringing clients back for more valuable content, but they may also share it with friends and family who share their interests. Better yet, add a newsletter or email sign-up to your blog page so you can send them notifications and links to future articles.
It’s fair to say that content marketing isn’t for sissies—it takes a lot of planning and work to execute it properly, but the rewards can be substantial. If you’d like professional help to get started or execute your content marketing plan, contact an experienced content marketing strategist or content writer.