You’d have to go pretty far out of your way nowadays to find a blog that hasn’t written about content marketing in one way or another. And it’s not necessarily a bad thing, but with so many people jumping on the band wagon I’m finding myself constantly having to answer questions when we talk about creating content for a website.
So we just need to add more content right?
One of the challenges many companies are facing is that they need to crank out more and more content. Who has that kind of time? Who has that kind of a budget? It’s more about the quality of your content than anything else. No more. Your readers value their time and are particular about where they go and what they spend their time on. So when someone lands on your site give them a reason to stay. Your audience has become far more sophisticated and will no longer bother with the drivel that used to pass as content. Besides, most web readers really don’t want to ready, they’ll scan it first before settling down to read it in detail. Don’t try and make them slog through a thousand words because they won’t.
If we publish this it’ll go viral right?
Many are clinging to the YouTube mentality that anything they produce must have the potential to reach millions. Can anyone predict what has the potential to go viral? Is the whole world your market? Probably not. You must stay focused on your core mission. Trying to guess what might go viral, and basing your content strategy on that, is no strategy at all. Who are you? Let your readers know. Show them how you will make their lives better. Do that and they will come back and stay loyal.
Should we publish this on another site?
Okay, it’s true you should be doing some guest posting here and there but why would you put a piece of content up on another site you worked so hard on? If everything remains separate and scattered, will your results end up being separate and scattered? Quite likely. Your quality content needs to be present everywhere that you are. You’re blogging efforts exist help drive traffic, build a following, and increase revenue. Whether it is your social media, RSS feeds, or email, use the same quality content across all of them. The continuity will build your community of readers across all of these outlets.
My nephew is studying English in college, is it okay if he writes it?
Creating great content is not easy. If it were, old Uncle Henry would be writing for you. Far too many are just throwing in some related links. Not only does this lack imagination, but it just sends your potential customers to another site once they see you don’t know what you’re talking about. Any content written for your site needs to be thoroughly researched. Not only for subject matter, but also to make sure it’s something your audience will want to read/share/and convert.
Potential readers must know that you are the expert, that you can furnish them with information they just can’t get anywhere else. Establish yourself as an expert with the highest quality content you can create. Oh, and a final word about SEO and keyword stuffing. This is a big issue with those who don’t do this for a living. They may not stay up on the latest changes with the search engines. Gone are the days when you could write an incoherent piece of content with a gazillion keywords in it. The search engines are now more savvy and will bounce you without mercy.
How much will we make off of this?
One question everyone wants to know (and they have a right to ask it since they are investing in it), is how much money will we make off of this? To answer that you must ask yourself:
- Who are your customers?
- Where are your customers?
- What are they reading?
The first thing you need to do is reach out to them and try to build a community. Stay focused on building your following. That is more important to your success than selling ads. It’s not just about the money. It’s about connecting with your readers. Do that and the money will follow.
Stay within a few strategies and see how they work. Try just focusing on guest blogging rather than doing that as well as flinging yourself out to post comments on other blogs and trying to come up with witty comments for some forum. Time is everything. You can’t focus on quality, as well as your core audience, if you are running every which way because some “blogging for dummies” book told you to.
Your content remains a critical cog in the success machine. All of your efforts should be coordinated with your content. Your content exists to inform and entertain your readers as well as to drive traffic. As your community building efforts expand to your social media to your RSS to your email, it is your content that will be the glue that holds everything together.