Content marketing is a crucial element of a digital marketing strategy. It is one of the most effective ways to reach potential prospects during different buyer journey stages.
Customers engaging with the online content of businesses either via websites or social media channels are more likely to purchase products or services from them.
This article will share the top content marketing tips to promote your content effectively for better reach and engagement.
1. Target traffic-rich keywords
The primary purpose of content marketing is to generate traffic to the website, as visitors coming to the site are highly likely to convert to leads.
However, some businesses write blog posts or articles focusing on keywords with little search volume. Low-volume searches keywords are not suitable for content marketing because they cannot drive maximum traffic.
To find traffic-rich keywords, you can use tools like Semrush. Open SEMrush and go to the Keyword Magic Tool. Now, enter any keyword related to your industry and select your target location.
The tool will return plenty of keyword ideas for you to choose from. For example, when I entered 'content marketing,' the tool returned more than 2,000 keyword ideas.
You should select the keywords having the highest search volume and the lowest keyword difficulty score from the list.
2. Spy on your competitor’s best performing topics
Your competitors can also help you in your content marketing topic research. Look for topics that are generating traffic to your competitor’s site.
Find the top-performing content of your competitors, and replicating them on your site will help you steal away your competitor’s clicks and impressions.
You can use the SEMrush tool to reverse engineer your competitor’s high-traffic pages. Open Traffic Analytics and enter your competitor’s domain as shown below.
The tool will return the top pages on the site that get the maximum unique visitors. You can also see stats like visits, unique visitors, average visit duration, and bounce rate.
Select the pages you want to target in your content marketing strategy and start stealing your competitor’s organic traffic.
3. Create a content calendar
A content calendar is valuable for content marketers to keep well organised. Once you have selected your content topics, you should prepare a content calendar to keep everything on schedule.
Content calendars help you prioritise your topics and make it easy to plan out future content. They can help manage content and create a workflow to help you complete your content ahead of schedule. Scheduling your content also lets you know the content you've already published.
This also keeps every writer in your content team aligned, making content management easy. It helps writers know deadlines, the current stage of the project, and what needs to be done next.
You can use a tool like Trello to create content calendar boards. You can also prepare a calendar using Google Sheets. Nothing fancy is needed; it should solve the purpose of keeping your content organised and meeting your deadlines.
4. Promote your content
Around half of the businesses invest in content creation but more than 74% of them do not invest in promoting their content.
If you create content but don’t market it intelligently where your target audiences are present, your hard work creating the content will not pay off.
Content promotion plays a vital role in content marketing. Hence, it would help if you always promoted every piece of content you publish on your website. Here are some things you can do to promote your content:
- Share it on social channels like Facebook, Twitter, LinkedIn, and Instagram. Remember, interactive content works best on social media, you can try quizzes, surveys, polls, and more to get the initial engagement. Campaignware offers a brilliant list of pre-made content templates to help you get started.
- If you have email subscribers, send your content to all your subscribers.
- Invest in SEO marketing to optimise your content and acquire backlinks to rank it on search engines.
- Do some sponsored posts and PR to make your content visible.
- Take the help of influencer marketing to reach a relevant audience base in the shortest possible time.
- Use guest posting and blogger outreach to publish your content with links to your published content pieces.
Promoting your articles and content is crucial to getting that initial boost that converts to a higher ROI.
5. Repurpose your content
Repurposing is a great way to expand the reach of your content. You can leverage the existing content pieces on your site to drive more traffic to your website.
Repurposing your content involves converting your existing content into a new format. This new format can be anything like infographics, videos, or blogs. For example, if you have a blog, you can turn it into a video, slideshow, or infographic or convert a video to a blog post.
Most content created has a shelf life, meaning it loses its audience over time. You expand its life by repackaging your content in different formats like podcasts, infographics, slide shows, and more.
6. Refresh your content
Content decay is a natural process with the older articles on your website. Over time, traffic begins to drop on the pages that once drove most of the traffic.
Content decay happens when you do not regularly update your articles or blog posts. You can use Google Analytics or Search Console to identify pages on your site showing a traffic decline.
Once you have prepared a list of such pages, the next step is to update the content by adding new information and revising the outdated part. You can also increase the word count of these pages as long-form content tends to outperform short content pieces.
By refreshing your existing content, you can gain lost traffic and improve your content marketing ROI.
Content marketing is a great way to help your business stand out. Leverage the above tips to drive traffic and engagement on your website. Lastly, content marketing is constantly evolving, and don’t be shy to think outside the box and try something new.