Your Current Content Marketing Got You Down?
Every business needs content to engage with their audience.
By content, I don’t mean “fluff” that is generated to fill space, rather than to address specific goals. I mean unique quality content that draws you in and make you want more. Articles that target your audience interests, are informative and move your prospects towards an ultimate sale.
At Write Here-Write Now, we often see smaller firms struggle with this, as budgets can drive them to use “affordable” content providers (aka content mills), who drill out content at $.02 a word… definitely a quantity over quality proposition. While this may be a short-term solution, it does not establish your brand’s “voice” in a strong and consistent way. In fact, the overall performance of this type of content is pretty poor, and since the whole purpose of most content is to drive revenue, it’s not always a worthwhile choice.
Whether your company (or budget) is large, small or somewhere in between, it is essential to recognize that your brand is your #1 asset. Creating a targeted well-written blog with a consistent brand voice helps optimize your brand’s value, promotes awareness and drive conversion. That’s why good content writing is always a worthwhile investment that has long-term ROI for your business. Moreover, Google changes its algorithm… a lot (there have been at least 4+ significant algorithm changes so far in 2018).
Here are 3 important facts you should know about creating brand-worthy content:
#1. Content marketing and social media give the most ROI
“45% of marketers say blogging is their #1 most important content strategy”
– Social Media Examiner
Blogging and social media are the two most successful marketing tactics in practically every study you’ll find. The two tactics address different stages of your buyer’s journey; blogging is great for lead generation because users can discover content through search, and social media works best for building relationships with your audience and directing them back to your content over and over again.
#2. Blog posts are getting longer
“Long-form blog posts generate 9x more leads than short-form blog posts.”
In fact, the average blog post is now 1,142 words (up 41% since 2014).
Long-form content tends to be higher quality, more in-depth and thus increases the amount of value delivered to the reader. This helps build trust with your audience which translates into eventual sales. This could also be tied to the fact that longer blog posts tend to have more backlinks.
#3. Audience attention spans are decreasing
“The average reader only spends 37 seconds reading an article or blog post.”
– NewsCred Insights
While blog posts have gotten longer, online attention spans are shorter than ever, so content needs to be easy to read. People are busy and structuring formatted articles into “bite sized pieces” is essential to make content accessible and scannable for your audience. Such things as highlighting keywords, using bullets to make important points stand out, and using subheadings to break out key sections are valuable tools to keep your reader engaged.
Remember, successful content marketing takes time. A few great articles or videos doesn’t mean you’ll convert a lead to a sales opportunity tomorrow. Give it enough time to make a difference. Measuring clicks and opens are fine but measuring the sustained levels of engagement is what’s key to drive downstream revenue, and that takes time and commitment.