Hannah Brenner Cureditor

Why content marketing is an important skill

Some people say that content marketing is a "soft skill." We disagree.

Content marketers use a variety of really important skills to make an impact. They reach their target audience, drive sales, and make those conversions. 

Copyblogger said, "No matter what traffic strategy you’re using, a web of interesting, engaging content will help you keep that traffic on your site so you can actually have a conversation about what you offer."

Shoutout to content marketers for all their awesome work! 

No, Content Marketing Is Not a 'Soft Skill' - Copyblogger

Content writers, if we’re doing it right, make businesses lots of money, because words are what drive sales on the web.I don’t care if you’re writing a sales page, an email sequence, a white paper, a video tutorial, a podcast script … literally any words that you arrange for a business purpo

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Ryan HenryPresident & Founder

Building a successful and recognizable brand is never easy. As such, more and more companies are turning to the world of content marketing for assistance. When done well, content marketing is the perfect way to speak to provide your customer with vital information, tell them about your plans for the future, and explain how your product or service can help them. 

Of course, not all content is created equal. If you want to ensure your content marketing campaign is successful, you will need to pay close attention to the following advice:

1. Tailor Your Content 

Nobody will want to read your content unless it means something to them. As such, you should always try to ensure your blog posts and web page content is specifically tailored to your target market. For example, if you sell children's toys, you should not make posts about how your company was able to reduce its electric bill by switching to a new provider. However, you absolutely should create posts about the most popular toys for the upcoming holiday season.

2. Work with Influencers

One of the best ways to ensure your content reaches as many eyeballs as possible is by working with an influencer in your industry. This could mean asking them to write a guest post on your blog, providing them with some free products in return for some positive feedback on social media, or something a little different. The exact nature of any influencer will, of course, vary from one industry to the next.

3. Keep It Short but Interesting

In the 21st century, it is becoming less and less common for people to sit down and read a lengthy article or report. As such, if you want people to take in your content, it is a good idea to keep it relatively short. Around 500 words is generally a good length for a blog post. Of course, simply being short isn't good enough. You also need to ensure your content is interesting if you wish to hold the reader's attention.

In Closing

Though content marketing can be an excellent way to build the stature of your brand, it is by no means an easy task. However, by following the advice laid out in this article, you can ensure your content marketing efforts are as successful as possible. 

How to Use Content Marketing to Help Your Brand Stand Out from the Crowd

Building a successful and recognizable brand is never easy. As such, more and more companies are turning to the world of content marketing for assistance. When done well, content marketing is the perfect way to speak to provide your customer [...]
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Monica PiccininnoDirector of Operations

Content marketing provides three times the leads of paid search advertising, according to data from the Content Marketing Institute. Many businesses already understand the importance of a content strategy, dedicating resources to blogging and third-party publishing. Simply developing new content, though, is not the way to produce consistent results. The content is only one element of an overall strategy that will see shares across various platforms and a number of targeted leads. Using the following methods, it is possible to enhance your content marketing strategy and maximize results from everything you publish.

Stay Consistent with a Content Schedule

Individual articles or videos can find an audience or even go viral. However, the effect will quickly pass. It is important to stay consistent with your output, ensuring audiences are never waiting too long for new posts. Each new piece of content, as long as it maintains a high standard, will lead to additional interest and a growth in your brand awareness.

Don't Always Try and Promote Your Business

There can be a temptation to try and transition everything towards a product sale. However, it is possible to create great content without trying to sell your products or email list. Some marketers create valuable content that consumers can't get enough of. The business or entrepreneur becomes the go-to source in the industry, leading to their products naturally being consumed without pressure.

Don't Be Afraid to Take a Defined Position

Most industries will have disagreements about certain ideas, with audiences regularly debating a position. As a business, it may be tempting to remain neutral, with the fear that you will alienate potential customers. However, audiences typically respect authenticity and feel comfortable when they know where you stand. If there is a position that resonates with your business, don't be afraid to outline this within your content.

Give People a Reason to Share

A successful piece of content will be shared across social media and other industry blogs. However, you need to make it as easy as possible for sites to share it and offer something of value to them. Elements like infographics, charts, stats, quotable sections, and short videos allow people to add your content to their own posts, leading to increased brand awareness and a valuable backlink.

Repurpose Each Piece of Content

Most pieces of content can be repurposed across different formats, enabling you to reach multiple segments of the audience. An article, for example, can be turned into a short tutorial, outlining or expanding on the main topics. You could turn the basic pieces of information into an infographic or record a podcast that dives deeper into the subject matter. Content is consumed in many different ways, so it is useful if you can maximize the results from the initial work.

Use Data to Develop Content

You may have a good understanding of your audience, but it is easy to make errors or miscalculations. Thankfully, there are various tools that can give you a helping hand in content development. A tool like BuzzSumo can search for the best performing content in your niche, providing social media analysis of likes and shares. You should quickly be able to find patterns in the type of subjects that produce results, helping you to develop articles along similar lines.

Build Around Social Media

Social media can be more than just a way to amplify content; you can use social media to promote content, taking elements from posts to suit each platform. You could, for example, quote passages of an article on Twitter, use an image or infographic on Instagram, and a combination of each element on Facebook. Each of the social media sites can be used to showcase the content in a way that suits the platform.

Every online business should have a content marketing plan in place, but it is easy to squander resources on the wrong things. The content you develop should have a purpose, reaching the target audience you are trying to turn into customers. In many cases, though, it only takes some minor tweaks to a content strategy to radically improve results. With the right plan in place, it is then possible to continue providing audiences with the type of content that most resonates with them.

7 Simple Ways to Supercharge Your Content Marketing Strategy

Content marketing provides three times the leads of paid search advertising, according to data from the Content Marketing Institute. Many businesses already understand the importance of a content strategy, dedicating resources to blogging and third-party publishing. Simply developing new content, [...]
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Ryan HenryPresident & Founder

Search engine optimization is an ever-evolving field, and fashionable techniques and tactics regularly come and go. But behind all the complexity and hype one simple truth always remains: high-quality content is the foundation on which all SEO is built. Here are five reasons why.

1) Great Content Attracts Links

It's common knowledge that links are a vital piece of the SEO puzzle. The most powerful links are the ones you acquire completely naturally, without manipulation, payment, or subterfuge.

And where do these links come from? No one links voluntarily to poor content, nor to websites that provide nothing of interest.

If you create excellent content that engages your visitors, backlinks will be created almost on autopilot, and they'll arrive naturally in exactly the way search algorithms love.

2) Better Click-Through Rates

One of the most important quality signals Google measures is the click-through rate of the sites returned in its results. In essence, every time a searcher clicks on a link, this is counted as a vote for site quality and usefulness.

Google only wants to show quality sites that satisfy searchers, and so all else being equal, sites with high click-through rates will rise up the rankings.

The search results pages don't give you a lot of screen real estate to work with, but great content that clearly answers a searcher's query is a key way of provoking those essential clicks.

3) Larger Keyword Footprint

Having a large amount of content on your site gives you the scope to target a wider range of keywords. However, the days of 'cookie cutter' content quickly generated to target thousands of search terms are emphatically over.

If you want your site to retain any credibility with the algorithms, each piece of content must be useful and unique. There are no shortcuts - high quality is essential for increasing your search footprint.

4) Better Engagement

Great content pleases your website's users. They'll stick around for longer, browse more pages, and make more frequent return visits. All of this increased engagement sends powerful signals to Google that your site is worthy of a high rank, and it's very hard to achieve without genuinely valuable content.

5) More Crawler Attention

Lastly, regularly adding new content to your site keeps the search engine spiders coming back for more. You can expect deeper crawling and faster indexing, both of which are essential for maintaining your search exposure levels.

Of course, creating excellent content isn't easy or cheap. But if you want to enjoy the profitable benefits of high rankings, it's an essential investment for any online business.

Why High-Quality Content is an Essential Foundation for SEO Success

Search engine optimization is an ever-evolving field, and fashionable techniques and tactics regularly come and go. But behind all the complexity and hype one simple truth always remains: high-quality content is the foundation on which all SEO is built. Here [...]
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