Great content may not be enough…
Just two years ago, you could run a content marketing campaign, and you were golden. Visibility was yours. You could pat yourself on the back. “Content marketing works”, you said, thinking about all those poor fools who were paying for traffic.
Sadly, those days are over. Great content isn’t enough. You can create a content marketing campaign, but see no real results for months. However, you shouldn’t give up.
It takes time. All the content you’re adding won’t shoot straight to the top of the rankings. Google’s constantly shuffling the rankings, and if your site’s new, you need to be patient.
Even if you have an established site, your content may not draw as much attention as you want immediately. As this article, Even Great Content Will Go Unnoticed, says about content writers:
Even if they create the most brilliant blog post ever written, it’s entirely possible that you won’t benefit from it. It’s a hard pill to swallow, but a lesson that every marketer and site owner must learn: even great content can go unnoticed.
Promote your content: creating it isn’t enough
They won’t come, just because you built it. You need to promote your content.
There are many ways you can do this.
- Run PPC advertising.
However, do make sure that you get your site visitors onto a mailing list. Otherwise they’ll consume your content, and will never return.
- Ensure that there’s a call to action at the end (or in the beginning, or in the middle), of every piece of content you post to your website.
You’re creating content for someone, to do something. Make it obvious what you want them to do, but don’t be obnoxious about it. Be helpful.
- Add press releases to your content marketing strategy.
Press releases, that old marketing standby, have gained new life on the Web. Your online press releases may still give a nod in the direction of the media, but they’re written for your customers. Think of them as “news releases”, rather than press releases.
- Add value with your content.
It’s essential that you add value with the content you post.
This is tricky. You’re adding content because you want visitors, but visitors aren’t enough. You want your target market (or a part of your target market) to visit your site, and get value from your content.
You want them to save your content, or at least bookmark it, so that they can find it again.
Ask yourself, before you post content: Does this add value? To whom? Why?
I asked myself that question, before I wrote this article. The answer: The article’s for website owners who are getting cold feet in the middle of a content marketing campaign. It provides value because it reassures them and gives them ideas for promoting their content.