February 18, 2019
How to champion your content marketing strategy
Every day, thousands of well-meaning content marketers publish a lot of content on the Internet. In fact, a study by MarketingProfs found that the output of content per brand has increased by a staggering 78%. Unfortunately, many marketers find it challenging to capture their intended audience’s attention. Bounce rates continue to rise, CTRs remain stagnant, and there have been no significant increases in conversions. Understandably, many marketers are left thinking, “If content is king, why aren’t I seeing results?”
Here’s why: content marketers aren’t sharing their message in a compelling way.
And this is because content marketers are thinking of themselves as marketers first and writers second. By doing this, content marketers are making the single biggest mistake when frantically churning out content: they are putting themselves first, not the reader.
By not putting the reader first, content marketers will struggle to attract their audience’s attention and engage them. If you want your readers to pay attention to your message, try incorporating the following 4 changes to your approach and watch those bounce rates drop:
1. Put your reader first
Before you even think about writing the opening sentence, you must ask yourself the following questions:
- Does the information provide value to the reader?
- Is this piece something they actually want to read?
Readers are time-poor and their attention spans are limited. Respect their time by making sure your content is worth their time. The last thing you want them to say is: “This article sucks and that was six minutes of my life that I’ll never get back.”
2. Tell people what you do
Many corporate and government websites are peppered with copy that’s confusing and convoluted. There’s no need for you to flex your word muscles by writing sentences such as: “We strive to make the world a better place through the implementation of smarter systems to ensure fairer outcomes for our customers.” Sentences like these don’t tell the reader anything; in fact, they are more likely to annoy them. Just tell them exactly what you do in plain English, for example, “marketing automation software made visual.” Easy.
3. Don’t just stick to blogging
Many content marketers understand the importance of having a blog. If the blog is the only platform you’re publishing content on though, you may be missing out on content marketing opportunities elsewhere. Email marketing is an effective way to get your message out, as are sites such as Medium, LinkedIn and Quora.
4. Develop a process improvement plan
It’s unlikely that you’ll strike gold on your first go. However, the more you write, the better you’ll get. So: write something, hit the publish button, see who pays attention to your content, and do it all again. This process allows you to get your word out there and discover what sort of content resonates with your readers.
Think about incorporating marketing automation here; you can use a website tracker to see what sort of content your readers engage with and monitor their interactions with any email newsletters you send them. This Autopilot template shows you how you can see how engaged your readers are when reading your content:
Executing these changes to your content marketing takes time so don’t expect dramatic results overnight. Being patient and consistent in your approach, however, is more likely to yield positive results and is the main differentiator between those who succeed and those who fail.