With the changes on Google in 2013 including Panda and Hummingbird (finally something that didn’t start with a P), online content used as a marketing tool is starting to change focus. The search engines are becoming more intelligent, able to pick out higher quality content to push to the top, while spammy keyword-stuffed content is moving to the bottom. Over the last two years, whole websites have been pushed off the search engines completely due to poor link profiles.
What does this mean for content writers and businesses who use content to market to their customers?
The term content marketing has become a hot button lately. While the concept is not new to online marketers, the strategy of how content is used and what the content consists of needs to evolve to meet the new standards. Writers need to change their writing style. Marketers need to revamp their strategy.
Content writers need to up their game. And their customers need to insist on high-quality content. While the client may need to spend a little more money on the content, in the end it will last longer and provide a better marketing return. Keyword-stuffed, spammy, repetitive content filled with fluff is no longer the solution. The content needs to provide a useful solution to the reader’s need.
A good article by Nathan Mendenhall “4 Reasons Why Your Content Marketing Strategy Isn’t Working on Social Media,” points out simple changes to increase productivity for marketing content.
- Use your marketing content to solve readers’ problems. Your content doesn’t have to be a rewritten repetition of your website. Think of the questions that your customers typically ask and answer them in the content that links to your website. Solving problems is the essence of sales and marketing.
- Use images. With smartphones, taking pictures of anything is so, so easy. Add pictures to your content to draw interest. Visuals are more important when your customer is not standing in front of you. Give them something to look at as they read.
- Define your target market. This is a basic marketing tenant. When marketing online, go to the places that your target goes and appeal to them. Whether your market is seniors, teenagers or soccer moms, this still applies.
- How are you marketing your content? Create a distribution strategy to make your potential customers aware that you exist. Use social media consistently to put your name in front of others enough times to remember you.
Plan out your strategy now to see and get to work following it. A new year is a good time to rethink your plan.
Image CC 2.0
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