Content marketing etiquette has shifted dramatically over the years. Ten years ago, stuffing keywords into a poorly written text was an acceptable practice and something that many businesses chose to do in order to push themselves to the top of search engine results.
Today, Google and other search engines are much stricter with regards to the type of content written on a website. If the content is poor, incomprehensible or stuffed with keywords, this will be detected and the site will receive poor search engine rankings.
As a result of the above it is essential to follow the rules when it comes to content marketing. These include:
1. Create Trust through an Identifiable Brand Voice
As a content marketer it is your responsibility to connect the reader to your businesses brand. When you write regular blog posts and other content, you can easily help readers connect with your brand by writing in a consistent voice that readers can relate to. This voice needs to be consistent across all content channels including social media, email marketing and any videos produced.
2. Attract Readers with your Headlines
Headlines are like a magnet that draw the reader in and compels him or her to click through to read more. Without a compelling, attractive and enticing headline, the chances of your article getting opened and read are much lower. This has been covered in more depth here.
3. Focus on Quality
This is a point that I mention time and time again, but focusing on quality instead of quantity possesses countless benefits, including inviting inbound links to your site. When people read a well-written piece of content, they are far more likely to link to your website within their own content. High-quality content creation also demonstrates that you are an expert in your field, which is far more likely to maintain the interest of your readers.
That being said, it is still important to post on a regular basis and to link that content to your social media platforms. This keeps readers engaged whilst showing that you are relevant and influential.
4. Reformat your Blog Articles
A popular technique being used by many marketers is to reformat blog posts to convert them into audio posts, infographics and eBooks. This enables you to take advantage of current content and adapt it to a new format so that you can appeal to a different type of audience who are not interested in reading plain text.
5. Recycle your Best Content
Finally, there is no harm in recycling old content, particularly if that content generated lots of feedback and interest from readers. Reformat that content into eBooks and so on (as mentioned in point 4 above). Knowing what content works best is a great strategy for creating fresh content.
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