The Content Marketing Bar Has Been Raised

Written by Nick Stamoulis

Content marketing is where it’s at. Slowly but surely, brands and businesses of all sizes and in all industries are realizing this and are throwing their hat in the ring. This means that the content marketing bar has been raised and it’s becoming harder and harder to stand out among all of the content that’s out there.

bar raised

Here are some tips to follow in today’s competitive content marketplace:

Focus on your niche and target audience
Remember, you aren’t competing with everyone that’s publishing content out there. You probably aren’t even competing with everyone in your industry, depending on how large it is or what exactly your industry is comprised of. When it comes to content marketing it’s the same as any other marketing. You need to carve out your niche and focus only on what your target audience members are interested in. This gives you a better chance of becoming viewed as a thought leader within that niche. Once you carve out this niche, do your best to “own” it.

Content must be high quality
Publishing content just for the sake of publishing content isn’t going to get you anywhere. In fact, it could just ruin your reputation. Your target audience members will quickly sniff out poor content and will question you. The search engines are sophisticated and can also tell when a piece of content is poor quality. If you’re going to do it, you need to do it right. Invest in your content marketing and set aside a significant part of your marketing budget for it. You get what you pay for.

Frequency is important
The most important thing is quality. Quality should never be sacrificed for quantity. However, quantity and frequency do matter when it comes to content. If you are able to, invest enough in your content so that you can be putting out high quality posts at least once a week although more often than that is ideal. When you publish content regularly, it helps to keep your brand top of mind with your target audience members. If they like your content they’ll read (or at least skim through) everything that you publish. This means a whole lot more if it’s regular. If you’re only posting infrequently there’s less incentive to follow you, sign up for your newsletter, etc.

Promotion is necessary
Writing and publishing your content is really only the first step. If you’ve put all of this time and effort into producing something great, don’t you want it to be seen? Sure, it may gain traction organically over the long term but you’ll need to jump start that activity by sharing it with your target audience. Social media is an obvious place to share but make sure to look for other opportunities as well. Leverage your opt-in email newsletter list and send out links to your blog. Don’t assume that people are checking your blog posts, videos, etc. on their own. They’re probably not! There’s nothing wrong with sending out a “hey, check this out” message.

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