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3 Content Marketing Tips to Cut Through the Noise

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Posted by John Beveridge on Sep 15, 2014 6:00:00 PM


Over the last few years, content marketing has become one of the most effective ways of doing business - but, as with any new marketing method, there are inevitably people who clutter up the content ecosystem and create things nobody wants to look at, much less read. Here are three ways to improve your content marketing and step above the crowd.

Tip #1: Create In-Depth Content

Your competitors are paying attention to marketing statistics. In fact, they probably already know that it takes more than four hundred pages for a website to start getting a respectable number of leads, and many of them have decided to pick up the slack by spamming their site with short filler content. However, those same competitors have missed another important detail - in-depth content is more successful than filler.

Websites can no longer succeed by churning out meaningless content and adding as many keywords and links as possible. Search engines are smarter than that and will actively punish websites that go this route, while simultaneously rewarding sites that focus on quality. In fact, while 92% of companies who blog more than once a day will get a lead, you might see even better results if you focus on creating longer, more relevant posts that are posted on a less frequent basis. These are the pages that are most likely to attract traffic over time - and if you get five times as many leads from a given page, then spending twice as much money to create that page stops being a problem and starts becoming a bargain.

Tip #2: Step Away From The Blogs

Don't run, though - blogs are helpful, but they're not the only ways you can market your content. Blog posts are the very top of the funnel - they're content that draws attention, catches interest, and encourages people to move forward. However, the best blog content in the world isn't going to matter much if you don't follow through effectively, which is why each post you make should have a very specific goal in mind. Here are some other forms of content marketing that can be effective:

  • eBooks: Prompting people to download an eBook can be a great way of getting their attention - especially if you collect their contact information along the way. There are two ways of doing this. First, contact information can be used as a key to entry - they give you their name and email address, and you provide them with a high-quality eBook containing information they're interested in. Alternatively, your funnel can focus on bringing people straight to the eBook, which will have an ending prompt that encourages readers to sign up for a newsletter or otherwise contact you for more information.

  • Premium Content Offers: The best content marketing focuses on teasers. That doesn't mean you should avoid giving out valuable information - in fact, it's just the opposite. Your content can and should be detailed enough to provide actual value to anyone who reads it - this helps to establish you as an authority in the field and someone who should be contacted when they need help. Content alone will only take you so far - you need to both prompt them to take the next step and immediately deliver whatever you promise.

Tip #3: Master Your Content Marketing Niche

If you are doing anything online, then chances are many other people are doing exactly the same thing - which is a bit of a problem if you want to succeed. Stop branding yourself as a company where anyone can do anything and start establishing yourself as the leader of a specific niche - the number-one company on a narrow and specific subject.

If your products and services are too diverse, then start branding differently. Fortunately, there are a number of good ways to do this, starting with how you present your niche. Modern society is very technical, so start integrating graphics, audio, and relevant information. If you run an architectural design firm, your weekly Podcast can talk about recent creations that truly stand out. If you sell skin-care products, you can delve into the science of health care and how you decide what to include in each product.

Don't be satisfied if you've managed to become a part of your niche. Your ultimate goal is to lead your niche in terms of thought, creativity, and quality. They say that imitation is the most sincere form of flattery - so stop flattering your competition and start making them jealous instead.

Content marketing is not a magical solution that anyone can use to succeed in business. It takes commitment, dedication, and an eye towards the long-term development of your company - and if you're ready to take the next step in your content marketing strategy, then we're ready to help. 

Topics: Content Marketing

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