1. Get to know your target group(s)
It does not really matter what you have to say, if you do not make it interesting and relevant to your audience – your target groups. It is therefore crucial that you get to know them, and understand what their needs and interests are. Once you know them, you can appeal to these needs and interests or theirs, and create ever more useful and attractive content for them.
2. Be specific in what you choose to write about
When you write, do not try to fit too much information into a single article, page, or newsletter. Your content must be easy to find on Google, and be relevant and appealing to your target groups. Dare to be specific, and go into details. Not about every single thing, but about the many, many things that (a.) you know a lot about, and that (b.) are of importance to your customer.
3. Put effort into your headlines and headings
Headlines do not just outline topics, but often provide a first impression in the reader’s mind, as well. That first impression has to be one that invokes curiosity and a certain degree of recognition. Curiosity in the sense that the reader should want to know more about what you have to say; recognition in the sense that you discuss a topic that is of importance to the customer and their business.
Headings that are very short and vague (“A new solution”, or “What we learned”, for example) should be fleshed out to something more specific and substantial. That will help your position among Google’s search results, and make you more interesting to customers old and new.
4. Be thorough, and avoid simple mistakes
Sounds straightforward enough, but you should not do anything that risks distracting your reader from what you want to say. Spelling errors and bad writing will turn off readers, even if the content itself is interesting to them. Run your text through a proofreading program. Let it rest for an hour, or until the next day, before you publish it. Also, crucially, let someone else read and comment on what you have written. Even if they barely want to add, omit, or change a thing, their opinion will be useful. Being thorough is something you will benefit from.
5. Use relevant and appealing imagery
Words and imagery complement one another. Use relevant and appealing photos and videos to support what you have to say. Complex contexts or information can very often be clarified through pictures, so make sure to include some. Also, do not forget to show pictures of your coworkers, not just your products, processes, numbers, etcetera.
6. Share your content via social media
Whenever you have something you say, share it via your company’s social media channels. Content marketing is ideal for marketing via social media. Write a text snippet about your article, and inform your audience on LinkedIn or Facebook about where they can find the article. If it is really good and useful for them, they may share it or recommend it themselves.
7. Respond to comments and questions
If people comment on, or ask questions about what you have written, it is important that you respond. Interacting with your reader can make your argument even stronger, and provide them with even more information that they need. Moreover, it could give you even more insights into what sort of content you should focus on in the future.
8. Analyze numbers and statistics
Every once in a while, you need to analyze your content marketing, such as through Google Analytics. Here, you will get indications on how your audience behaves, what material and/or topics they find the most interesting, which keywords they use, their average time on page, and much more. This also helps make your content stronger, and your audience more interested in what you have to say to them.
Still a bit uncertain as to how to find the time to keep your content marketing going? At Skapa, we love content marketing, and we will happily help you create and communicate valuable content for your target audience. Contact us, and we will find a strategy that works for your business!
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