Google’s algorithms for determining the quality of pages and their ranking have changed over time. However, one constant factor remains the same, which is content. The quality of the content you publish not only boosts your search results ranking, but also builds your authority in the eyes of your intended audience. The more first-rate content you publish, the more visitors your website will get. In this scenario, it’ll be easier for you to make a sales pitch. Your target customers are likely to listen to your product and service recommendations.

These are some of the things you can do to bolster your content marketing strategy.

Form Teams that Work Together

To make your content marketing strategy effective, you need coordination and ideas from the different members of your team. User experience, design, creatives, copywriting, marketing, public relations, and other important members should work together to produce quality content that your audience will want to share and consume. The different members of your team have a unique perspective which contributes to the success of a campaign. However, too many voices can lead to delays in the publication and launch of your content. Therefore, you should establish your objectives from the beginning stages of planning and determine the message you want to convey.

Why, What, Who, Where, When and How

Journalists use these six questions to create news and stories. Content creators and website owners can implement these same principles to close a sale and convert visitors into customers. The first question you need to ask is why; identify the goals of your campaign and the reasons you want a particular product or service out on the market. Determine who your audience is so that you can create content they want to consume and share. Identify what your message is and if it’s relevant to your intended audience. Determine where you need to publish your content so that it reaches a maximum number of readers and viewers. Create a schedule on when to publish your article, video, infographics, or other types of content so that your audience is open to the message you want to convey. Identify the best ways on how to present your content. Learn more about the habits of your audience; do they like watching videos or reading long articles?

Identify a Tone and Voice

The content you publish must follow a distinct tone and voice all throughout. Both are part of your small business’ branding. The voice you use in the content you publish reveals the identity of your brand. Show consistency when using a particular voice regardless of the platform where you publish content. This forms a distinct image in the minds of your intended audience. A consistent voice in your blog posts, videos, taglines, and other communication methods strengths your branding and authority in your chosen niche. The use of tone in content is flexible. Adjust it to the message you want to convey and the emotions you want to elicit from your audience.

Use Appropriate Language

Some creators make the mistake of using highfaluting words in the content they publish. Your website isn’t the SAT. Keep the language simple and easy to understand. This makes browsing your website smoother and reading your articles easier. This also reduces confusion when it comes to the next action a user needs to take when they go through your content.

Make Content Chunks

When you publish content, make sure to break it into chunks. A visitor may not want to read a long article when they see a wall of text once your page loads. Breaking an article into smaller chunks makes it easier to read and scan. A user might want to skip to a section relevant to them. Use headings and appropriate images or videos to guide a user through your post. Your page also looks de-cluttered when there’s enough white space between text.

A user will see content differently on a desktop or when they use their mobile device. Smaller content chunks also make it flexible for content management systems (CMS) to use them. A CMS can adjust the content of your page depending on the type of device your visitors are using.

Use Metadata for Your Content

Content isn’t just what appears on a page, it’s also about what doesn’t. Metadata provides value to websites of all sizes; using it effectively allows search engines to know the content of your pages. It enables search engines to differentiate keywords and intentions of users. Integrating metadata into your content allows the latter to grab the attention of a potential customer when it appears on a results page. It adds meaning to content when a user uses their phone, laptop, or other devices. It also improves the visibility of your pages and improves the experience of users whenever they browse your website.

Share on Multiple Platforms

Improve the effectiveness of your content marketing strategy by sharing your articles, videos, images, and others on various platforms. Your target audience will use a certain platform more often than others. It’s in those places where you can reach and connect with them. Use a consistent voice across different spaces to boost your branding. Reply to comments and messages your audience leaves on your posts. If it’s within your budget, pay for ads that can reach a wider audience. You have the option to limit the people who see your paid ads based on parameters you set to improve their effectiveness.

Start a Community

A community of loyal customers may end up doing the selling for you. Start your own communities on social media or create your own forum/website where your followers can interact with each other. These platforms allow you to learn more about your audience and get feedback from them. They can share their experiences with your brand, products, and services. This also allows you to improve your products and services.

These content marketing strategy best practices can give you a competitive advantage in your niche. Improve the quality of the content you publish and build authority in the minds of your target market.

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