The goal of any content marketing campaign isn’t to get readers to read any one specific article, you want to create loyal followers of your brand who will await every new article or video you publish, who will share your content with friends and family across various social media platforms. To create this kind of user engagement with the content you publish, you need to do more than just create awesome content. Here are eight other things you need to be doing.
Faster loading times for webpages
In marketing lingo, the bounce rate is the percentage of people who leave your website after viewing just one page on that site. Ideally, when someone ends up on a blog article, they read another and another. Or even better, they go to other parts of your website to learn more about your brand and maybe check out your products. The bounce rate doubles when load times increase from one second to six seconds. People don’t want to stick around if they have to wait more than a few seconds every time they try to click over to another page.
Mobile website load times
If you think load times are important, on traditional websites, it’s nothing compared to the importance of load times on mobile websites. Half of website visitors bounce after a load time exceeds three seconds. Mobile users are less patient than their desktop/laptop counterparts.
A high quality, mobile friendly website
Even if your content is attracting people to your page, they’ll have a negative opinion of your brand if the quality of your site doesn’t measure up to the quality of your content. Your site needs to be well designed, following principles of symmetry and organization but also contrast with an attractive color scheme. Your site should be easy to navigate so that the most important things are displayed prominently. You either need a completely separate mobile version of your website or at the very least, a responsive design site that will properly display your website on mobile devices. Images need to be of a high quality–no stock photos and no low resolution images that will appear blurry on larger screens.
A second set of eyeballs
Establishing trust is a huge part of content marketing. You want readers of your blog to see you as a reliable source of good information. If your content has typos or mechanical/grammatical errors, it reflects badly on your brand even if the content itself is solid. Even if you’re choosing to tackle the content marketing yourself, you should be paying someone else to proofread it before publishing.
Clear key performance indicators (KPIs)
One of the challenging things about content marketing is that it can be hard to measure the direct effects that your content marketing efforts are having on your brand. Part of the problem is that many companies start a company blog because they know it’s what they’re supposed to do but they don’t really know why and what they’re trying to accomplish. A good content marketing strategy will have well-defined key performance indicators that are monitored to track effectiveness of the content marketing. If new customers are what you’re after, then unique visitors is going to be a more important metric than total website visits. If a solid, loyal customer base is the goal, then fewer unique visitors and higher overall website visits is what you’re striving for.
Cast a wider net
Just because you’re publishing great content, it doesn’t mean your target audience is finding it. You need to make sure your content is reaching the people you’re targeting. You may need to do some influencer and affiliate marketing so that bloggers social media personalities with a more established viewership can help you get recognized.
Another way to cast a wider net is to diversify the channels you’re using to publish content. The company blog on the the company webpage is often the only form of content marketing that a company invests in when this should be seen as just one part of a wider effort. Video content can be uploaded to Youtube or directly to social media platforms. Live streams, tutorials, infographics, and even micro-content sent via SMS are all great ways to diversify your content marketing and reach a wider audience. You can even recycle some of your content to reuse it on various channels.
A “you’re-never-finished” attitude
Even when you’re pleased with the results you’re seeing from your content marketing efforts–you’re getting plenty of web traffic, customers are coming back for more, and your posts are being “liked,” commented on, and shared across social media platforms, you can’t stop improving your content marketing efforts. You should always be paying attention to metrics and fine-tuning your strategy.
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