Creating remarkable content is a great investment to improve your site’s visibility and turn you into an inbound hub. But boring or mundane content is next to useless; it may help from an organic SEO standpoint, but it won’t generate buzz, links or improve your site’s authority with Google. So how do you create a strategy to make sure your content is remarkable, and ensure it’s helping you achieve your goal of turning your site into an inbound hub?
Variety is Key
One thing that many businesses get wrong is the lack of variety. Variety truly is the spice of life; creating an array of different types of remarkable content is key to reaching more and more people. With today’s shorter attention spans and eye for pretty pictures, the content focus is shifting. Words still bring people in, but you should also include photos, videos, infographics and other content types. A successful content strategy might include:
• White papers: these are industry-specific education pieces that typically range from three to seven pages. The idea is that whitepapers educate the marketplace on a trend, challenge or other general topic with broad appeal - they’re not supposed to focus on specific products. That being said, some white papers do position the author as the authority who has a product that can solve the problem - but in general, it’s a good idea to go broad or your whitepaper will be nothing more than a glorified marketing piece.
• Blog articles: blogs are great for putting out shorter, 100 to 500 word posts on topics related to the industry. You could share industry news with personal commentary, provide an inside viewpoint, answer common questions or talk about things relevant to your audience. Blogs are versatile and there are a lot of things you can do with them.
• Videos: short videos are a great way to round out your content strategy. Two-to-three minute videos about the industry, a specialized trick or technique or something interesting and entertaining will spread well. Product videos are useful for people who are interested in learning more about your offerings, but they don’t spread virally - they’re great for placement on your site but they typically aren’t a good way to generate buzz.
• Podcasts: podcasts are audio programs where you could do things like interview industry experts, share industry knowledge or discuss things that are relevant to your audience. Regular podcasts can be a big time investment, but it’s a creative way to engage people outside of the written word.
• Infographics: infographics are getting huge - they’re pictures combined with small bits of text that are informative or entertaining, or both. People are far more likely to share a clever infographic than an article, so consider weighing them more heavily in your content program.
Put it Out There and It Will Come Back
Learn to be transparent and really give back to your industry. Don’t just lock away all the important and remarkable content in the head of your president/consultant/salesperson. Share it with the world. If you create unique, insightful content that other people don’t know or won’t share, it will spread, and it will attract links and visitors to your site.
Invest in Your Content
Inbound Marketing is no longer about who has the biggest wallet. Instead, you need to create remarkable content, optimize it, publish it, market it and get it out there to measure what’s working and what’s not working. Think of yourself as half-marketer and half-publisher, and focus more of your finances on creating the content that will differentiate your business. If you’re working with financial constraints, consider hiring a writer instead of a marketer - remarkable content is the key.