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Content is not enough! The look and presentation of what you write counts too. You can have very good content but your readers don’t stick around or share it. Why? Because your content is not engaging or in other words hasn’t been packaged in the correct way. Let’s look at how this can be done.
There’s not much point in creating content if it has no objective. Just because you need to avoid the hard-sell (otherwise you’re just writing sales copy to be frank), you still want your content to produce results.
I am a big fan of cult television shows. With great scripts and compelling characters, they are often completely addictive and I have no shame in admitting that I am prone to becoming well and truly hooked to particular programmes.
Say hello to the recycle bin! After placing a listing on a guest blog site as an experiment, whilst some responses were great, around 80% of the guest blog requests I received went straight in the bin. Mistakes ranged from simple errors, to downright laziness and even potential lawsuits. Today I look at the worst offenders and what they should have done better.
How do you measure the success of your content marketing or blog? Page views, rankings, earned links, conversions, sales or other? Whatever metric you decide to use, it needs to be related to the overall goal of the piece.
With that in mind, have you ever considered comments as a way of measuring the success of your content?
More and more businesses are now on board with the importance of content marketing, but its one thing to know how vital it is to your digital strategy and another to actually implement and stick to it as a valuable asset.
Throughout 2013, we have heard about the growth of visual, design-led content. Whilst we still appreciate the importance of humble text-based content, it’s important not to fall behind on the significance of making content captivating by including visually appealing elements.
When you hear the term ‘content marketing’, you might just think it’s a web-based strategy, needed for SEO and not a lot else. You’d be wrong. Content marketing, for me at least, can and most certainly does exist beyond the keyboard. I’d tie it in with print, and to some degree offline advertising too. Your leaflets, posters, as well as print, radio and TV ads are all forms of content.
In a previous blog post, I wrote about the importance of carrying out research during the initial construction stages of your content strategy (see Why Research Should Be A Fundamental Part Of Your Content Strategy). As your strategy starts to come together and your ideas become set in stone, the next phase of the overall content process is to actually create the content.
It’s been a long time since Content Marketing was just about the words. Images, audio and video have been transforming static content into beautiful works for years, but over the last 12 months that has been taken to another level with interactive content pieces that could change how we use the web forever. But, just how are these works made?