Content marketing is at an all-time high. Not all content is the same, however. The key to having great content is knowing why you need it, what purpose it serves, and where it needs to be. You can’t stop there. You have to make certain it is actually accomplishing the purpose for which it is designed. Once you have that information, it may be necessary to play with your content and adjust it so that you can maximize its potential. Where do you start?
What Does Content Do?
Content serves three purposes:
- It gets customers to your site or your store, wherever you do business.
- It serves to build brand awareness, and
- It establishes you and your business as an expert in the industry.
Of course, if your content isn’t great, these things don’t happen. If that is the case, your content isn’t really doing anything for you, and it could be hurting you. Take a look at your content and optimize it to ensure that it gives the appropriate information about your brand, shows what you know about the niche, gives readers something useful, and that it is interesting.
Don’t forget the interesting part. It is just as important as the rest. Without it, content will not accomplish any of the things you need it to because people simply will not read it.
Keep Up with Trends
Stay on top of content trends to ensure your content is serving its purposes well. Current trends include video content and interactive content. These are types of content that are being shared, liked, tweeted, and stumbled the most.
Trends change. Stay on top of what is happening so you can adjust your current content and new content accordingly.
Consider Your Platform Carefully
Not all content platforms are equal, and not all are the same among various types of businesses. Your audience will determine the platform that will be the most profitable for you to market on at any given time. Market research will reveal which platforms are currently the most popular among your market demographics, and you can focus your content efforts on those platforms.
Small businesses often miss the mark with content marketing due to a couple of things. First is lack of continuing research. They find something that works and go with it, but like everything else, things change. Trends and platforms changes, and so do customers. Use tracking tools regularly to determine if what you are doing is still working, or if you need to make some changes.
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