Top 25 Experts Give Advice on Content Marketing
Everywhere you look online, there is content. This should come as little surprise, as content creation is one of the key ways to draw in customers. However, just because people crave it, doesn’t mean they’ll accept just any content. In fact, the fact that so much content exists on the web makes it even harder for businesses to gain traction.
Marketers are creating more than 78% more content than they did last year. But as result, users are paying less attention to any individual content provider. This is the crux of the problem marketers face in content marketing: if your content isn’t at its best, you and your business is overlooked.
Providing better content than your competitors is a challenge. But with the help of experts in the industry, you can transform your content from that which visitors ignore to that which they flock towards.
In this roundup of expert advice, we collect 25 tips on content marketing. Really take these to heart if you’re ready to put in the work to succeed in the content game.
Here are the top 25 tips for content!
“Writing content around trending topics, or “newsjacking,” help provide valuable content to people actively looking for it. Twitter has had trending topics available for a while, and Facebook introduced trending topics earlier this year.” – Adam Stetzer
“Write about the future of your industry. This is a content strategy that is very rarely used, but often proves to be wildly successful. People love to see how their industry is preparing to expand or change; it’s both inspiring and interesting.“ – Alex Kehr
“Don’t include links in your content pieces just to gain a backlink to your website. Remember, you are writing your content for real people. How will they benefit from the link? Does it link to another content piece with relevant information? Does it provide value to your readers?” – Anton Koekemoer
“There’s no one-size-fits-all approach to content marketing; it’s all about the goals. If your strategy is aimed at thought leadership, it requires different content types and volumes than if your goal is SEO.” – Sharon Hurley Hall
“Be original in your content creation. Getting ideas and inspiration from other content creators is fine. Outright copying their stuff is just plain lame. You’re doing this to stand out and be remembered. Don’t forget that.” – Chris Ducker
“Write up your impressions and thoughts about a conference or meetup you went to. It shows that you’re paying attention to where your industry is going and people will appreciate the insights. Make sure to snap a few pictures and post them up too.” – Dan Wang
“People will be reading online content on a number of devices such as smartphones and tablets. They need white space to breathe, so don’t be afraid to put content in short, digestible chunks. Big blocks of text will turn readers off.” – Drew Hendricks
“Audiences are “dying for stories,” Spacey concluded. Give them what they want and they will talk about those stories and share them, resulting in word-of-mouth advertising for a brand. You don’t have to do anything extreme to get that attention, either, he said, but give your story a personal touch and the audience will react.” Ellen Gipko on Kevin Spacey
“The success of a brand’s content marketing will increasingly depend on an effective and engaging short-form mobile strategy. A mobile audience won’t have the attention span (or the screen real estate) for anything else.” – Eric Siu
“You need an editorial calendar I am a huge believer in setting goals, making a plan, and forcing yourself to stick with it. If you want your marketing to be any good, you are going to need to do the same.” Garrett Moon
“Look for pages or blog posts on your site that are already getting a lot of organic search engine traffic and create a targeted offer for that page. Since you already have the traffic part of the equation built in, all you have to do is create the offer and watch it do its magic!” – George Zlatin
“Aim for evergreen content. We use the term evergreen content a lot, as this is what we aim to do. While news and news-related content has a distinct shelf life, if you can provide useful content, it can continue to perform well over a longer period of time. “ – Graham Charlton
“When search engines see a page with thirty-five keywords in the meta tag, it views that site as not tightly-focused enough. Instead, use eight or fewer highly-relevant keywords per page to achieve better rankings.” – IdeaLaunch
“Create category pages on your website or blog that can make finding your content easier for your visitors. These will be pages that are optimized around specific themes or topics, and that can help your visitors quickly find relevant content on your site.” – Jayson DeMers
“Test and tweak. Plan on testing different messaging as you roll out your campaign. Reviewing analytics that compare specific versions will tell you which messages are working best and help you improve future content creation.” – Jeanne Achille
“If you can’t be first, you can still become the best source and add value by offering the most complete set of information in one place. The reason that “ultimate guide” posts do so well is because they promise the reader that they won’t need any other source to get the information they want, addressing the underlying inconvenience of checking multiple sources.” – Joel Klettke
“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.” – John Beveridge
“In order to make sure your audience gets to know you easily and becomes accustomed with your style, keep your tone of voice the same in your content. This does not mean you should refrain from developing your communication but remember discretion.” – Joonas Eriksson
“Variety in content can help you reach more of your target audience and give them more useful information to keep them coming back again and again. Brainstorm topics to create as much variety as you can.” – Justin Fishaw
“Content doesn’t have to be written. If writing is not your strong suit, think about incorporating video or audio content into your strategy.” – Luke Summerfield
“Stop selling. Companies often find it hard to get out of the mindset of selling themselves to the customers. They will use their blog and guest blog posting opportunities to promote their products or services and sell to the readers.” – Miko Levi
“People misunderstand the power of visuals. Basically they distract the visitor and make it hard for them to prioritize. There is a hierarchy – motion, visuals, text – and stuff at the higher levels will prevent the visitor on focusing on more subtle stuff at the lower levels. So cut back on the motion and the window-dressing – boring works.” – Tim Ash, Sitetuners (Miranda Miller)
“Determine how long it will take to create your content. Based on the type of content, your production schedule, and your available resources, how much lead time do you need to be able to produce different types of content?” – Neil Patel & Kathryn Aragon
“Focus on a niche market. To be a successful content marketer in the age of social media, you need to first define the audience you want to attract. Once you define your market, you will have an abundance of ideas to build your content library with.” – Stephanie Sammons
“Surveys are a great way to get inside consumer’s minds and see what they like. You can use surveys to improve your website, improve your product, learn about what type of content they want to see and more. Some popular survey sites are: SurveyMonkey, SurveyGizmo and Google Survey Forms.” – Susan Tucker
Do you have anymore advice on content marketing? Drop us a comment below!