The 4 Essentials of Publishing Effective Content
You’ve built the foundation of your business’s content marketing plan, including your goals, metrics, audience, and types of content. Now it’s time to implement.
How do you publish content that will prove your metrics and truly perform?
Ultimately, creating a strong content strategy that engages your audience boils down to four key factors:
Let’s take a deep dive into these four essentials of exceptional, effective content.
Content is the strongest way to create a differentiated and unique brand voice that attracts consumers and engenders customer loyalty. But your content itself, like your brand, also needs to be unique in order to stand out in a sea of competition. In fact, every minute, there are nearly 1400 new blog posts and 2 hours of video posted on the internet.
It’s critical to differentiate your content body if you want your business to create a marketing splash.
In our last article, we discussed the nine main types of content to use for your strategy. Beyond the form, you need to find a way to differentiate that content. For example, what will make your images more aesthetically appealing than your competitors’ visuals? How will you create a unique tone for your blogs and webinars?
Defining your “uniqueness” should be based on your brand voice, audience, and competition.
First, know your audience. What do they want to see? What kind of content will attract your reader? What kind of content will convert your reader into a customer?
If you can get into the head of your audience, you can deliver outstanding content that is both unique and relevant.
Second, consider your competition. What are your competitors doing with their content? What tone do they use? How can you separate your content from your competitors’?
Ultimately, you want to ask the following question:
How will this content provide new and unique value to my audience that is different than our competitors?
Unique content is naturally shareable, which increases your breadth and depth of reach. Still, you also need to optimize your content for search engines to boost your content’s visibility and impressions to prospects.
Search engine optimization includes keywords, tags, URLs, inbound links, outbound links, bounce rate, and more.
The strongest way to optimize your site for search results is with a blog. This creates a library of content that can show up in search results for a variety of keywords. A blog also encourages viewers to stay on your site longer, which reduces your site’s bounce rate.
Content optimization equals site optimization. Site optimization equals visibility, impressions, clicks, and conversions.
Where you post your content is equally as important as what your content is. The platform on which you publish defines how your content interacts with your audience.
Potential platforms for publishing include:
Social media (Facebook, Instagram, Pinterest, LinkedIn, Twitter, Google, Reddit, etc)
Wherever your readers are looking for content
Choosing a platform
You want to understand where your target audience hangs out online. Does your crowd spend time primarily on Facebook or LinkedIn? Instagram or Twitter? Do they prefer to watch videos on YouTube or read blogs on a website?
Along with where they spend the most time, you should consider the platforms with which your audience engages the most. For example, your audience may spend a lot of time on Instagram, but they keep Instagram to just their friends and not businesses. Instead, they follow their favorite brands on Twitter, even though they spend fewer hours on that platform.
You should also consider how your platform can differentiate you from your competitors (see #1 on the list). For example, if all of your competitors are posting on Facebook, you may want to consider posting instead on Instagram or LinkedIn.
Even if there is a smaller market on that platform, you’ll be able to take a strong foothold. If you can get a loyal following on one social media, this will bleed to other platforms as well.
How many platforms?
Stick to 1-3 platforms for publishing, especially at the beginning. You don’t want to spread yourself too thin or you won’t have time for proper engagement with your audience. Interaction and conversation surrounding the content is equally as important as the content itself.
Keep in mind that a key aspect of content marketing is building a personal relationship with your audience. You want to respond to comments, post in groups, follow influencers, and interact one-on-one with your fans. If you have too many platforms, you likely won’t have the time or resources to devote to customer service and engagement.
You want to post on the platforms with the highest engagement and visibility of your specific audience.
When you post is also as important as the where and what of content marketing. Your publishing schedule will determine the days, times, and consistency with which you’ll reach your audience. Consistency tells you exactly how often you’ll be reaching your viewers to expand your reach, gain new leads, and engage your reader list.
Note that consistency is different from frequency. If you post content on a daily basis, you could lose quality and engagement that’s critical to content marketing. Thus, your frequency can actually damage your marketing.
Instead, you want to look at the consistency of posts you’re putting out. You can publish once per week or once per month as long as your audience is aware when you will be providing new content. A low frequency but high consistency can make your readers anticipate your content, which helps build a loyal following.
Decide the consistency based on the consumption habits of your readers. How often do they want new content? On what days and at what times are they most active online?
For example, your audience tends to go online after work around 5pm. If you post at 10am, there are 7 hours of other brands and competitors posting more recent content. Your content will likely get lost by the time your audience logs on after work. Posting at 4:55pm, though, will put you at the forefront of the wave of readers.
You should also consider the resources you have on staff. If you’re a one-person show, you may want to blog weekly or monthly. If you have a marketing team or outsource your content to Palm Beach Content Co., you can market at a greater frequency and engagement.
Choose publishing frequency based on the needs of your target audience, the resources you have on staff, and the capacity to connect with your audience.
Put in the work
You want to post quality content that will amaze readers. This allows you to reach more viewers, engage a wider audience, and deepen your connection with your current readership.
Creating unique content will set you apart from your competitors to encourage social interaction and shares.
Optimizing for search engines helps boost visibility and widen reach.
Where and when you post your content will determine how your audience interacts with your content.
Are you ready?
Contact Palm Beach Content Company now to start building and implementing your content marketing strategy.