No matter what time of year it is, you’re probably planning, creating, or sharing some content for your business. Content marketing is a core piece of a well-rounded marketing plan–but it doesn’t happen on its own.
It takes planning to provide value and variety to your audience in the form of great content. If you’re looking for actionable and effective ways to improve your content marketing in 2020, here are nine tips for your website, blog, and social media.
1. Focus on being relevant, not on keywords
Google’s latest update came out in October 2019. The release (named BERT) includes major changes to the ranking algorithm that will affect 10% of all search results. With it comes improved abilities for understanding natural language search queries. This means more than ever, you should write for humans, not for keywords.
2. Share your story, share your why
“How you run your business is not nearly as important as why.” One of the great inspirational marketers of the world must have said this because it seems to be true. People connect to stories. We love stories and we love learning how others achieved great results
Your “why” is what sets you apart from the rest, and it’s a big part of your brand story. You do have one lurking in there, even if you don’t see it! It’s a talented marketer’s job to help you find and share your brand story.
3. Aim for 10K followers to get Instagram’s swipe up
You don’t have to have as many Instagram followers as RuPaul, but you do get access to a very valuable feature once you hit the 10K mark. At ten thousand followers, you get the coveted “swipe up” for Instagram Stories. This feature lets you send people to your links from directly within the app, without all that awkward “link in bio” business.
4. Get into the mind of your audience
You’ve probably heard marketers talking about pain points. Well, they’re not talking about old sports injuries–customer pain points are the problems faced by your ideal prospective customer. Pain points put you inside the mind of your audience.
First, you identify your target market’s needs: What problems are they trying to solve? How do they want to feel? Next, you position your company as a potential solution. How can your product or service help customers achieve the desired feeling? The StoryBrand approach does a great job of using pain points for engaging and effective content marketing.
Does your website clearly explain what you do? Talk to me about using StoryBrand to make your website copy clearer and more engaging. Schedule a free 30 minute call.
5. Teach them something new
There’s a lot of talk about “providing value online” but what does that really mean? To be sure you’re not wasting space online, teach your fans and potential customers something useful, helpful, interesting, or fun as it relates to your product. Explore bonus features, provide helpful best-use tips, give reminders, or share some fun facts about the company history.
When you teach your audience something new, it helps them make smarter decisions. And that is a great way to build relationships with people.
6. Don’t be afraid to rely on a ghostwriter
Being a subject matter expert and an expert writer are two very different things. Maybe you don’t know what to write about or how to write about it. Maybe you’ve got great ideas but no time to execute them. That’s what ghostwriters are for. Outsourcing your content creation to a skilled writer will save you time, money and heartache. HubSpot said marketers who prioritize blogging efforts are 13x more likely to see positive ROI.
7. Get more bang for your content buck
One of the biggest mistakes you can make with your content is to share it only once. Make the most out of your content by recycling it into multiple formats – you can make an infographic, a video, a blog post, a webinar, an ebook, and a podcast all from the same topic. Then, share each of those content pieces over time.
Remember, people consume content in different ways, and that only a small percentage of your audience will see any post on a particular platform. Try to reach them all.
8. Share your wins on social
Social proof still rules in 2020. In addition to having logos, testimonials and customer reviews on your website, you can share screenshots of your wins on social media (with names blocked out or get permission). Customers will love seeing real-life examples of your great results, so when people give you compliments, share them!
Genuine customer feedback will always be more valuable than anything you can create.
9. Content should reflect your brand voice
Does your brand have a strong voice? How would you describe it? Your brand voice has to speak the language of your target customers. It has to set you apart from the competitors. And it must, I repeat must, encourage emotional connections.
Having a strong and unique brand voice is one of the most important components of a successful business–but it’s so often overlooked. If your brand voice is stale, underdeveloped, or inconsistent across your website, social media, and email marketing, we need to talk (it’s also a good idea to evaluate your brand messaging every few years to reflect business growth, team changes, new service offerings, and optimize for SEO).
As a seasoned content writer and ghostwriter for agencies, brands, and organizations, I can master your brand voice in 10 seconds flat.
It’s never too late to start planning. I can help you create a content strategy that fits your brand audience and your goals for growth. Schedule a free 30-minute call with me.