Content is the driving force behind the internet – and strong messages form the backbone of every successful content marketing strategy. As such, getting the best value for your content requires more than just producing posts and crossing your fingers for success.
To make an impact, you need to think strategically and purposefully about your content creation and how it will get seen. Otherwise, you risk looking like an amateur and waste all the hard work you put into it.
Amateurs create content simply for the sake of creating content; successful marketers create content with a purpose. They write content to answer their customers’ most pressing concerns and further their brand image. More importantly, they create it with a long-term goal in mind.
In this article, we’ll explore five key ways you can maximize the value of content. Let’s get started!
Evergreen content is content that remains relevant and useful for a long period of time.
Unlike news or trending topic ideas, evergreen content is (ideally) designed to be timeless and provide continuous value within a comprehensive content strategy. This could be a blog post, video, long-form guide, and so on.
The end goal of content creation is to show your audience that you are the authority in your industry and to keep them coming back for more. Well-researched evergreen content forms the foundation of expertise – and can be reshared on various channels for maximum visibility and value.
Another advantage of producing evergreen content is its ongoing return on investment (ROI). In other words, once you’ve invested the time into creating it, you can expect to get multiple returns in terms of web traffic, engagement, and conversions over time.
Here are several examples of evergreen content formats:
Note: The majority of “evergreen” content isn’t completely timeless. You’ll probably need to make occasional minor adjustments to incorporate updated information, cite recent data, and so on.
For example, let’s say you wrote a comprehensive guide to SEO strategies in 2019. You’ll likely need to update it every couple of years to reflect the latest trends and algorithms. However, the bulk of the content will remain relevant for a long time.
So, the next time you’re brainstorming topic ideas, consider how the value of content could extend far into the future. Think about how it can drive steady organic traffic and community engagement, even years after its initial release.
The biggest mistake you can make in content creation is to craft material for you – and not your target audience. Allow me to elaborate.
For instance, say you’re a manufacturer of eco-friendly cleaning products.
You might be tempted to write about how your products are made, what ingredients you use, or how they’re tested. While that information may be interesting to you, it’s not likely to resonate with your customers.
Your audience is likely searching for information on how to live a greener lifestyle, the benefits of using environmentally safe products, and how to make their own cleaning solutions. These are their pain points.
So, instead of creating content that centers on you, write content that speaks to them. For example, consider topics like “5 Ways to Reduce Your Carbon Footprint with Simple Household Changes” or “The Hidden Dangers of Traditional Cleaning Products and How to Avoid Them.”
By addressing your audience’s pain points, you’ll create valuable content they will keep returning to.
Search engine data, social media conversations, and customer feedback are great sources for understanding your audience’s pain points. From there, it’s a matter of tailoring the content creation process to address these specific concerns.
Creating content that addresses key questions with relatable messaging stands as the universal factor for achieving increased engagement rates and improved search rankings. The experts take the time to research their prospects’ pain points and use them as the driving force behind content ideation
The value of content creation should always be attributed to an end goal. Without a clear purpose, your content runs the risk of being aimless and lacking direction.
Before you start writing, establish what you want to achieve with each piece of content. Is it to increase brand awareness? Drive conversions? Generate leads? Or all of the above?
The end goal is as important as the value of your content. By having a clear objective, you can tailor your writing style and messaging towards achieving that goal. This will make your content more effective in reaching its intended audience and driving results for your business.
At the end of the day, content creation efforts should both educate and drive users to take action. That said, make sure to incorporate clear calls-to-action (CTAs) in your content – whether it’s directing users to a product or service page, encouraging them to sign up for a newsletter, or whatever action is relevant to your end goal.
Pro tip: Your CTAs should feel natural and not overly pushy. Use language that encourages, rather than demands, action from your audience.
Content creation professionals understand the importance of reaching a wider audience. One powerful way to achieve this is by syndicating your content across various platforms.
Syndicating your content means sharing beyond your own website, such as leveraging social media marketing channels and publishing your content on relevant third-party websites. This not only helps increase your reach but also boosts your online presence and credibility.
Some great ways to syndicate your content include:
Your website might not be the best place to reach a large audience, but syndicating your content on other platforms can help increase its visibility and drive more traffic. That, in turn, can lead to more conversions and business growth.
A consistent approach is crucial in every online content marketing strategy. This is especially true if SEO is one of your primary goals.
If you look at the top content creators (whether it be bloggers, YouTubers, or influencers), you’ll notice that they follow a consistent posting schedule. This helps their audience know when to expect new content from them and keeps them engaged.
As you can probably imagine, these creators aren’t just throwing up any content without a plan. They have a well-thought-out strategy that keeps their audience coming back for more.
In the same way, your content strategy should have a consistent posting schedule tailored to your audience and chosen platforms. Specialized CRM software like HubSpot can analyze interactions and provide recommended posting times.