The consensus view among search marketers is that content marketing is the optimal strategy to building long term success of a website. Content marketing is essentially a strategy that relies on what you create, rather than boosting results from external sources.
Readers tend to share quality content, and successful websites typically provide interesting and succinct content that doesn’t appear to be financially motivated or masquerading as a sales pitch.
The strategy does, however, assume that readers across the web will do your dirty work for you, and share your content on blogs and social media sites. Unfortunately, content marketing isn’t always as easy as it seems.
The search marketing experts who write for popular online marketing themed websites always make it seem so easy. They will tell you to simply create interesting content, and let the links and social media shares pile up. All you have to do is conduct a Google search for search engine optimization, and you’ll understand what I’m talking about.
Knowing Your Audience
But what if you are writing about a topic that is, well, boring? You shouldn’t become discouraged if you face the task of writing and creating content on a subject that is hardly shareable.
You just have to be strategic and do a little research. Read blogs, articles, and websites related to the subject matter at hand. Figure out what kinds of things that might interest the site’s readers. Learn why they might be interested in the site in the first place.
The “excitement factor” of your content will depend on the subject about which you write. Perhaps you choose to write about, say, economic forecasting.
Think about the numerous reasons why a user might search for this kind of topic. Chances are in this case, that some of they might be a business owner or financial executive, and need information helpful to solving a problem. This is where a little creativity can go a long way.
For example, a marketer should consider writing some basic do-it-yourself instructions on preparing budgets and forecasts. He could write about ways others subjects that might interest managers and financial decision makers, or how others have solved similar problems, the products they used, and success or horror stories.
Another tip for improving content is to invite reader feedback. By adding fresh, new, and unique voices to the conversation, your subject matter will instantly become more interesting. Their personal takes and experiences will add value to the overall discussion.
Heck, you might even learn something from readers who have been faced with the issues your article addresses. An added benefit is that users who have commented on your article are more likely to return to your site to see what others have said.
Readers who return to your site will help you establish a relationship that will deliver additional occasions in which they might share your content with others.
But you should always remember some fundamentals of content writing. You must be sure that your copy is free of grammatical errors, poor English, and improper sentence structures. This is especially true if your content isn’t all that exciting to begin with. These kinds of unforced errors can create a bad impression for your audience, and keep them from returning or sharing your content.
By adding value to your readers’ visits, they are more likely to spend extra time on your site, return for more, and hopefully, share your content.
Someone out there will know a friend who faces a dilemma of this sort, and forward your content along. And, if it is truly helpful, they might post a link to it on their own social media platform or blog.
Dan Granbury is a former strategic planning executive, and currently contributes to a Marketing Outsourcing blog.