People do not like online advertisements. They install AdBlock, unsubscribe from email newsletters, scroll down the sponsored posts, and rewind video. How to promote your services, company, or product in such an environment?
Content marketing acquires a significant impact. It allows not only to convey information to the target audience, but also to establish an open dialogue with your potential customers, learn the relevant opinion of your clients, and develop loyalty to your brand.
However, EssayShark did research, and according to its results, 95% of the content you generate is a waste of time and money.
Why? Only 5% of the published content lead to actual actions: clicks, subscription, purchases, and other desired operations. We prepared a list of effective recommendations that will help you enhance the efficiency of content marketing in your company.
#1 Strive for quality, not quantity
There is a great temptation to rush to all popular resources and set ambitious goals to conquer them. Unfortunately, this approach can have adverse outcomes.
First of all, setting unrealistic goals (due to both physical and material factors) can frustrate your expectations. Second of all, this method will inevitably reduce the quality of what you produce.
One long, well-crafted, high-quality blog post per week is more valuable and useful to your audience than five low-quality and poor-performance articles. Be more conservative in your approach until you have enough sources for creating reliable content that converts.
#2 An ideal length of posts does exist
Despite the fact that long reads are 77% more appealing to users, this rule works only in articles and blog posts. When it comes to social media publications, you should not create posts longer than 2000 words.
If you actively promote your company on Facebook, Pinterest, Twitter, Instagram, LinkedIn, then your ideal text must include from 1000 to 2000 words.
When you exceed this limit, the possibility that the target audience will be interested and perform the desired action gradually decreases.
#3 Viral posts increase your income
Only 1.3% of uploaded articles become viral. However, this tiny percentage is able to bring up to 75% profit. We are not talking only about direct sales, but also other actions like subscriptions, reposts, etc.). Therefore, the main task of the content manager is to generate viral content. It is not an easy task, but it’s not impossible.
You should keep track of current trends in social networks and media, and adapt your publications according to them. Diverse the content and test various length with unique pictures, or videos. Moreover, you have to take your TA’s interests into account.
Analyze the performance of your previous posts and generate new articles based on the information you gathered. People tend to share something that causes an emotional reaction.
#4 Mix it up
External links are essential for successful SEO promotion of the website and company. Content marketing is not able to fully meet this challenge: according to research, only 6% of the world’s content has external links. Articles might be popular inside various social networks and blogs, but other resources do not refer to them.
You have to combine content-marketing with other strategies of digital marketing. A mixture of contextual advertising, SEO, campaigns with influencers, and SMM is a key to the successful promotion of products and services.
#5 The best day for publishing content
Content marketers have been fighting for quite a long time to distinguish the best time and day to upload content on social media platforms to get the best performance. However, the latest statistics indicate that there is simply no better day. User activity is equal: on Sunday, your article will be read by as many people as on Wednesday.
But there are exceptions. It is possible to analyze the activity of your audience on social media and offer them something fascinating during peak hours. Social media managers can use analytical tools to identify these days and hours.
Do not follow the footsteps of some companies with their bright showcases. They might have managed to increase their conversion rate with the help of the right timing, but the chances are low that the same rules will work for your business.
#6 Long headers vs. Short headers
The longer the headline, the better. The optimal size is 14-17 words. These titles are the most interesting for the audience. Titles ending with a question mark also perform well.
Not so long ago, content managers tried to reduce the headlines to a possible minimum. But this strategy failed. BuzzSumo analyzed more than 100 million articles published on various platforms in early 2019 and concluded that in almost 80% of cases, posts with long headlines attracted more readers than their short rivals.
Why does this happen? Longer titles offer more information and make it easier to encourage users to click on a link and read an article or perform the desired action. Moreover, search bots prefer posts with longer titles as they are simpler to optimize. Thus, they take higher positions in the
Search robots like headings with more words as they are easier to optimize, so they make better positions in the ranking.
John McGill was born and raised in Farmingdale, New York. He was a project manager before shifting to content writing company where he created new blog posts, content for landing pages and reviews of classical novels. He lives in New York City and is actively looking for new out-of-the-box ideas and tips.