Currently, the demand for traditional search engine optimizer services is falling, while the content marketing market is growing rapidly. In connection with the latter, many companies faced a serious problem the lack of professionalism of many newly created content agencies. Because of them, brands get mountains of worthless content under the guise of content marketing, which, of course, does not help them achieve the planned market result. Therefore, they failto attempt this method of promotion as they have lost their confidence in it.
This tricky condition can be resolved if you can distinguish good and bad content. To do this, it’s necessary to debunk some of the myths prevalent among online marketers and their customers. Let’s try to figure this out.
Content marketing myths and their debunking
A good way to separate the grain from the chaff is to look at the myths that many marketers are guided by. Below are three misconceptions, getting rid of which, you will increase the effectiveness of your content marketing campaigns:
Myth number 1.
“Content marketing is simply the creation and publication of a huge amount of content”
This is an absolute fallacy. The key to successful marketing is creating quality and relevant content. Sacrificing of quality will not only harm your brand reputation but may decreases the traffic from search engines(i.e. the site will turn in to a text farm – search engine filters its result on the basis of traffic and quality of your site)
Myth number 2.
“The concept of “quality content” is subjective, situational, and difficult to define”
Search engines can accurately determine the level of user engagement on a page. Whether the user on the page received what he was looking for, or again returned to the search page with the same query, is one of the most important characteristics of the dissertation help UK site, taken into account by search engines when ranking.
The length of the session, the pages viewed, the user’s interaction with the page as a whole and with individual interactive elements – all these are the very notorious behavioral characteristics that now play a priority role in ranking sites.
As for situationally, you can create materials that are almost always relevant for any audience. For example, these include “how to choose” guides, informative material, and more.
Myth number 3.
“Content does not live long”
In fact, you can use each material multiple times. For example, create an infographic or podcast based on an informational article. Or turn a text tutorial into a video tutorial.
Finally, pay attention to another myth of content marketing. As noted above, the key to successful marketing is creating quality content. However, this statement can also be mistreated.
Content must also be optimized and socialized in order for it to fulfill its functions. In other words, consumers should not care about the materials that cannot be found using different search engines or social networks. Thus, the content should be of quality if it is found, disbursed and replicated by the viewers.
How to create creative content
Promoting your business through content marketing, you constantly need large volumes of quality content. Sooner or later, you will surely encounter to expand your collection by publishing materials of different formats, types and alignments. Here you need to ask yourself following three questions, the answers will surely make you able to produce the content more creative:
• How does your target audience find content?
• What information channels are the main ones for your clients?
• What makes your customers act? Does your content contain something that helps the client get out of the couch and perform the action you need?
How to create creative content: 5 tips
When you get the answers of the above questions, you will get the ways to increase the effectiveness of your marketing campaigns. If you are seeking for some kind of ready-made recipes, these tips will be helpful:
Visualize trends. Use current data to create infographics. For example, you can show the audience the story of the success or failure of a project, as well as track trends in the development of the market as a whole.
Explore your company’s website and present the results to your audience. Google webmaster tools and Yandex, Google Analytics will give you a huge data. After processing some of them, you will create informative material for customers and Internet marketers.
Engage your company’s front-office specialists to create informational materials. Ask sellers and customer service managers to record all noteworthy cases of communication with consumers. Write an article about the work of the front office when you accumulate enough facts. She will be interested in both specialists and clients. Your sales team could be the most important source of information for your content marketers to make effective marketing strategies.
Think like a publisher. Look for topics that are potentially interesting to your audience. Current topics are more searched, you must search for interesting, latest searched and hot topics and write articles on it. It may increase your ranking and traffic too.Use a variety of sources of information to continually offer customers fresh materials.
Create a map of scenario consumer behavior. This is one of the tool for visualizing customer engagements with your company. Such a map will help identify the main difficulties that people face at every stage of buying products or services of your business. Using the data obtained, you will create content that is useful to the consumer, helping to overcome these difficulties.
So, content marketing has already won the minds and hearts of the viewers and brand budgets. To successfully use this promotion method, you should create a lot of high-quality and diverse content. In addition, you need to optimize and socialize your materials so that your audience can find, read and replicate them. Create creative content so customers can search and consume it themselves.