A Content Marketing Strategy for Success: An Expert's Guide

Farshid Humayun

By 

Farshid Humayun

Published 

Sep 15, 2022

A Content Marketing Strategy for Success: An Expert's Guide

Table of Content:

Any business's backbone is its content. Content includes your website (and the copy on it), blog posts, emails, social media posts, and pretty much anything else that communicates an idea or message to the outside world.

When marketers think of content marketing, they frequently envision a blog. However, the most successful companies frequently leverage content in a variety of formats, each with a distinct purpose for a specific stage of the Buyer's Journey.

While creating content requires a significant investment of time and energy, when done correctly, the compounding effects of a successful content marketing strategy can result in low-cost future growth.

Content Marketing's Current State

The backbone of any business is its content. Your website's content (including the copy), blog entries, emails, social media posts, and pretty much everything else that transmits an idea or message to the outside world is considered content.

When marketers consider content marketing, a blog is typically the first thing that comes to mind.

The most successful businesses, on the other hand, routinely employ content in a number of formats, each with a different purpose for a certain step of the Buyer's Journey.

While developing content demands a major investment of time and work, when done right, the compounding effects of a great content marketing plan can result in future growth that is quite inexpensive.

Also from the article 10 Benefits of Consistent, High-Quality Content Marketing, you will get to know what's the end result of high quality content marketing.

Despite this expansion, it appears as though there is more noise and lower-quality content than ever before. We've seen a rise in investment and a significant increase in content generation across all industries, but frequently a lack of a cohesive content marketing strategy to match.

Many businesses view content solely in terms of keywords and SEO, yet humans and increasingly search engines understand the difference between fluff and genuine helpful information.

Despite this expansion, it appears as though there is more noise and lower-quality content than ever before. We've seen a rise in investment and a significant increase in content generation across all industries, but frequently a lack of a cohesive content marketing strategy to match.

Many businesses view content solely in terms of keywords and SEO, yet humans and increasingly search engines understand the difference between fluff and genuine helpful information.

To get the most out of this tutorial, we recommend reading it once and then returning to it a second time to sit down and complete each step thoroughly.

It's completely acceptable to use stuff you've developed previously as a jumping-off point, but avoid tying yourself to your existing technique or limiting your thoughts.

If you want to develop a truly effective content strategy in 2021, you must think outside the box. It's easy to become caught up in a particular habit or method and produce so much "content" that it becomes a meaningless chore.

Creating content that truly stands out in such a crowded landscape is no easy task and demands a significant amount of effort and time, at least for the time being. For the time being, humans remain ahead because we are capable of connecting diverse concepts in ways that even the most advanced AI cannot.

That said, GPT-3 is rapidly approaching, and with the correct priming and supervision, AI-powered text generators will enable a business or individual to construct a whole blog following the technique indicated in this guide in months rather than years.

We're looking forward to seeing how GPT-3 and other AI-enabled solutions reduce the effort required for content production over the next few years.

Why is Content Marketing Hard?

In many sectors, oversaturation makes it nearly impossible to even reach the first page of Google, let alone stand out and make an impression.

Whether you're starting from zero or expanding content at an established organization, the continuous process of developing content requires time, energy, and a great deal of effort to do well.

For anyone unsure about the intricacies of search engine optimization. Content marketing strategy is inextricably linked to SEO.

When done properly, content marketing is a significantly less expensive method of acquiring new clients, especially if your firm is fortunate enough to be solving a novel problem or operating in a novel area or category.

Content marketing is costly and often requires a great deal of patience. Compounding is a powerful and frequently overlooked force, yet it is critical for content creation, as well as investing, learning, and many other critical facets of a successful life.

Content marketing may be a big investment that takes time to bear fruit and demonstrate results, which is where many B2B businesses run into difficulties.

Paid channels can be easily enabled and disabled for any reason. On the other hand, content takes months, if not years, to truly gain traction.

If you're going to devote that much effort to content creation, you'd better have a well-thought-out approach.

Why Inbound Traffic isn't Always Good

Contrary to what Hubspot's "experts" in content marketing would have you think, inbound traffic is not always preferable. When material is written just for the aim of ranking in search, it frequently results in fluffy, meaningless content.

As marketers, we frequently live in a state of contradiction between specific metrics and key performance indicators (KPIs) such as views or likes that do not always correlate with success on a bigger scale.

Simply increasing organic traffic does not guarantee that your organization is expanding if your content is not performing its intended purpose.

We'll discuss how to develop meaningful goals and KPIs later, but the key point is straightforward: prioritize quality above quantity.

Two critical points to remember: simply because information exists and is read on the web does not mean it is SEO. Second, increased traffic does not automatically imply higher quality traffic.

While content and SEO should undoubtedly overlap, skilled marketers understand that they are ultimately intended to accomplish distinct purposes.

Both should complement one another and act in tandem to propel your total marketing plan. Without high-quality content, you will be unable to maximize the benefits of SEO, as relevant and valuable information will encourage users to stay longer on your site, positively impacting your search rankings.

The New Trends in Content

In the early days of the internet and into the early 2000s, search engines were significantly less sophisticated than they are today, and SEO tactics were able to cheat the algorithm in order to rank content regardless of its real value.

Google's objective is to entice people to click on advertisements in order to quickly find what they're looking for. Today, less than X percent of searchers ever look past the fifth organic result.

To help accomplish this goal more effectively, Google has launched a torrent of new features over the last decade, including highlighted snippets and widgets, as well as ads that crowd out search results and push organic material lower down the page.

Simultaneously, Google has begun to prioritize engagement metrics like bounce rate and time spent on-page, which provide a more accurate indication of "worth" to the reader.

Old SEO Approach

  • Utilitarian: Looks and reads like a Wikipedia page or a simple how-to guide, with no lasting brand expression.
  • Non-expert: Frequently written by someone with no relevant experience.
  • No added value: Existing content is consolidated without new data being added.
  • Boring: Frequently forgettable content with dubious impact on your business. It's tedious to write and even more tedious to read. Modern SEO approach
  • Contrarian: Strong points of view that spark debate, social sharing, and backlinks.
  • Expert: Exhibits extensive industry knowledge and experience.
  • Value Added: Adds new data, opinions, and analysis to the conversation.

This article called 7 Content Marketing Trends to Watch in 2021, explains clearly about how the new marketing trends are affecting new and old businesses alike.

Although the old method can still be used to rank for a large number of keywords, it does not always correlate with sales. It is not enough to simply drive traffic to your website; you must also establish trust.

You must demonstrate expertise and establish credibility by bringing new ideas to the table. Getting someone to part with their money is a difficult and time-consuming task, and SEO content is ineffective at driving sales because it gives a potential customer no reason to trust you.

Compare that to the new method, which involves doing the polar opposite of the old, SEO-heavy utilitarian content.

A clear understanding of New Vs. Old SEO Techniques, will help to rank your website better on the vast place of the internet. Long term SEO is great for organic traffic to your business.

The Takeaway

If you want to write content that truly captures a reader's attention, you must have an opinion, offer truly thought-provoking ideas, or material that is infused with deep insight and expertise.

Articles tend to consolidate information available elsewhere on the internet rather than taking their own stand, which may save readers some time but is unlikely to persuade them to buy anything.

Before SEO, content that focuses on quality and big ideas can have a much bigger impact on the business itself because it builds trust. During a sales call, a potential customer will look at this type of content.

If you have a funnel that is at least somewhat optimized and some alternative channels to reach customers, one or two pieces of content written by a CEO/founder will often do much more than 5-10 SEO-focused articles.

It's never too early to start building an email list so you can take control of your customer communication, and an opinionated expert article that stands out and adds value to the conversation is the way to do it.

High-quality content that fleshes out an argument and takes a stand may not always rank first on Google, but it is far more likely to generate backlinks and organic shares on social media or elsewhere on the internet.

The quality of the ideas will be valued by these organic shares and subsequent readers, and the company will benefit from this expert aura.

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