Content marketing can be one of the most worthwhile marketing endeavours an organisation can undertake. However, everyone has cottoned on and the internet is becoming very saturated. How does a content marketer stand out from the crowd in today’s landscape? Well, we have some advice for you that should help you towards content marketing success!
Here are some quick links if you’re in a rush for content marketing advice!:
- Be more original
- Content Sprouting
- Land & Expand Strategy
- Testing and optimising older content
- Translating content
- Don’t Forget Email
With content marketing, you don’t want to regurgitate the same information over and over again. This tactic used to be popular among content marketers, and largely still is.
If you go to Buzzsumo and type in any keyword like marketing, SEO, dog food, whatever, maybe see what’s popular, you will see just how saturated and similar the content is.
Writing what was already popular again, and using the skyscraper technique doesn’t work as well. We’ve already seen the decline of this technique in 2020.
Our recommendation is you can use tools like Buzzsumo to figure out content ideas, but don’t replicate what your competitors are doing. Try to find out what themes are popular based on social shares, backlinks, search traffic etc. You can then create content around similar themes. Just don’t regurgitate the same piece of content and leverage the skyscraper technique.
Make sure you sprout your content. Everyone is talking about omnichannel, right? So taking one piece of content, like this article, for example, and promoting across all of our channels. Peoples’ attention is split across numerous digital platforms and is becoming more and more fragmented over time. This means you need to position your content in multiple places to ensure people are taking in what you have to say.
Don’t just expect to post an article and for Google to drive all of the traffic. Post it across your socials, Medium and other popular content platforms.
The land and expand strategy starts with an article. But when you create content, there’s no guarantee that your content is going to do well or go viral or get ranked on Google. It doesn’t matter how good of a marketer you are, it is still a hit or miss game.
Sure, there are some directional cues that will tell you if it’s going to do well or not, or what you should avoid writing on. But still, sometimes pieces just do really well. And sometimes they don’t.
A really good use of time is to go to Google Search Console, you look at the pieces of content that are doing well, and you expand on those pieces of content. Take all the keywords you’re getting impressions for but aren’t leveraging within your content, and then go in and then adjust those articles. Add more of those keywords, expand upon the content, make it double triple the length. Now you’re focusing your efforts on improving your existing content, versus just going and creating a tonne of new content that may not do well.
The next tip is to make sure that if you’re creating content that you’re going back and making the most of it. Don’t just update the piece of content itself but also look at the title and meta description. Testing the meta descriptions and seeing which ones perform better can have a surprisingly large impact on traffic. You could use Google Search Console to just see the click-through rates of your old titles, which have a high impression count, but a low click-through rate and use these as the best opportunities for growth.
We have an excellent article on the benefits of longtail keywords, which expands on this section.
The fifth tip we have for you is to consider translating your content. In 2020, there’s a lot more competition when it comes to SEO and content marketing, it’s become very saturated.
But what people aren’t doing and this isn’t competitive yet? If people aren’t translating and transcribing their content, it’s one of the quickest, easiest ways to get more traffic. And when you do decide to do that, you can go to sites like Upwork to find translators for reasonable fees.
You also want to use hreflang. Hreflang tells Google the language of a given page. That way they know which piece of content to rank within what search engine. They do not penalise for duplicate content. They do not penalise for translating. And if you’re trying to figure out what regions you should translate the most, look at what countries you’re getting a lot of leads and sales from that aren’t your primary country and consider translating into those regions first.
Don’t forget about emails because that’s a channel that you can actually control. Google, Facebook, Pinterest, etc are out of our control, So wherever you’re creating content try to figure out a way to bring people back where they can opt-in for some kind of additional resources. It could be a content upgrade, for example, if you write something on SEO, maybe you have an SEO companion guide or something. That’s going to help you drive email opt-ins up and then you can continually market to those people over time.