There is a lot to think about content creation in 2019. The online competition is higher than ever, but there are so many types of content and different ways to reach your audience. You can start a blog or even a podcast. You can even focus on research studies or whitepapers. However, are these good enough? How do we really know what to do?
Before you do anything, you have to define what your objectives are to achieve with your content. You can map each bit of content you make to an objective; otherwise, it will leave your audience wondering why they should read, and what to do next.
Once the goal is set and you nail down your brand’s interesting point, you will need to organize your means of content distribution. This is particularly significant in case you’re simply beginning – you should focus on a couple of key distribution channels and master those before you expand into others, or you hazard spreading yourself excessively thin and harm your odds of achievement in any of them.
This article will help you to focus on what distribution channels bode well for your objectives, and how to create content that will perform well in them.
In case you are a new brand or a lesser known brand in your vertical, it is pivotal to open your group of audience to your brand and demonstrate how it can take care of their issues. There are numerous distribution options for brand awareness, and they all include utilizing an external platform to help you to connect with a larger group of audience.
1) Sponsored content or guest posts
If your website does not have a great following, then engaging in sponsored content on a prominent website is valuable for building brand awareness. The sort of sponsored content we are referring here is online advertorials or articles that resemble normal articles, yet are labeled as “sponsored content,” regularly.
If you prefer not to pay for a sponsored content on another website, you can search for relevant sites that do guest blogging. The post you are perusing now is a case of that: I am not paying, nor am I paid to publish this post. Nevertheless, we are getting more brand exposure for my team and me.
If you do pitch a website for guest blogging, make sure it’s convincing and in accordance with what their group of audience needs. Keep it helpful and not promotional. You should build up trust with this new group of audience.
Musts for Sponsored Content or Guest Posts:
- A spending limit (for sponsored content)
- Content isn’t promotional, yet helpful or engaging
- A pitch and link to your site toward the end of the content
If your brand distributes an expansive volume of day-to-day content that covers extensive newsworthy subjects, content syndication can be a compelling method to get your brand in front of a new audience.
When a third party website redistributes web-based content it is termed Content Syndication. You can syndicate any sort of digital content, including blog posts, articles, infographics, videos and more. The third party website gets free, important content. The content creator gets free introduction and attention, and backlinks to their own site, which helps with their organic traffic.
Remember to incorporate important links back to your webpage, so that you can get this large group of audience to visit your site.
Musts for Syndicated Content:
- A good headline
- A timely topic
- 1,000 words or less
- Links in the content back to significant content on your site
3) Paid advertising
The advantages of using paid advertising are enormous as you can see results very fast and get your content in front of a large audience while organic takes more time to see the growth. To get your content to perform well in paid search, it’ll need to be more specific and focused on the keywords you’re bidding on. Otherwise, your quality score will endure.
Google, Bing, and Yahoo all have their very own types of quality score that considers various elements, including your normal CTR, landing page quality and relevance to your advertisement, and promotion content significance. This may mean you will have to develop more landing pages to cover your topics than you would for a page made for organic search. This is not an issue from an SEO point of view as long as you no-index your landing pages.
In paid advertising, there are so many different types of content. Visual content can be powerful for paid advertising; it can be both audio and videos. There is no better method to realize how something will perform in paid promoting than through testing, however, it is significant your content has these essential components:
- A catchy keyword and an aligned headline
- Good images and videos
- Content that supports your audience and keywords
Organic traffic is frequently an engaging distribution strategy since prospects qualify themselves through their relevant search questions. In addition to the fact that you want to have focused on content for key search queries, yet it is additionally critical to building DA(domain authority) by acquiring relevant, authoritative external links.
For this, we have included two significant strategies to accomplish better results organically for your brand.
4) Blog posts
Blog posts are among the most widely recognized approaches to rank well in organic search and gain featured snippets.
There are numerous kinds of blog posts you can make, both for more the discovery period of a prospect, just as the mid-level, narrowing downstage in the customer venture. Some blog post ideas that perform well include:
- How to articles
- Q&A articles
- Comparison articles
- Best of articles
- Stories (customer experience)
Musts for Blog Posts:
- Have an objective keyword/topic
- Pursue the rearranged pyramid system (spread the topic comprehensively and then narrow)
- Contain a call to take action
If producing leads is your objectives, your content should contain enough for a prospect to give you their contact information. They comprehend what’s coming up for them by giving you their email or contact number so they won’t sign themselves okay with promoting informing for normal content.
A whitepaper is a convincing, definitive, in-depth report on a particular topic that introduces a problem and gives an answer. Advertisers make whitepapers to instruct their audience about a specific problem, or clarify and advance a specific strategy. They are solving guides for advanced problems. Commonly, whitepapers require an email address for download (more often they require data more), making them incredible for catching leads.
Ideally, when you have lead gen content, you will need the majority of your free content to lead to a call to take action for your whitepaper or eBook. That way, any traffic that you achieve through organic or paid advertisement will normally stream into the download. Making a pitch toward the finish of your articles is a decent propensity to get into, just as connecting inside your articles as proper.
It is a decent practice to request the minimum amount of contact information to help you to sell to these leads. If you intend to send those messages, just gather their email address, for example. In general, the more data you ask for, the lower your conversion rate will be.
Musts for whitepapers and eBooks:
- A unique take with convincing information specifically focusing on prospective leads
- A strong approach
- Enticing content that drives clients to the lead gen download
- Minimal contact data required to download
Webinars that give instructive content to prospects can be a very successful medium for lead generation if you utilize visuals to explain ideas. The “in person” element also allows prospects to construct a relationship (or the illusion of one) with the presenter(s) in light of the fact that they can hear and see the speaker live. You can likewise play up the eliteness point with online courses because the content is only accessible to those that visit.
Types of webinars that work especially well for lead gen:
- Demonstrations or how-to’s
- An interview with an industry expert
- An in-depth introduction with a new interpretation of a timely topic
Like e-books and whitepapers, you will need to gather the minimum possible amount of contact information on your sign up form. If you just need an email address or a contact number, stick to that. The more you request a biography, the fewer sign-ups you will get.
Musts for webinar content:
- A unique, important topic to prospects
- Content intended for a constant, audio and visual medium
- Minimal contact data required for sign up
Obviously, any content program’s ultimate objective is to drive income. Content that leads to conversion directly usually does not get as much attention as some of the other types of content.
7) Product pages
Despite whether you are selling your products online or not, your product pages on your site should focus on driving activity to purchase. The pages must be simple to do this. Every product, regardless of how similar, ought to have an interesting product name and description to keep you clear of duplicate content issues. Concentrate on what the product is and how it will improve the life of a customer in a short description. Bullet points in the description help the customer understand the significant features of the product
Make sure you add images of the product and if necessary, videos too. In addition, add a trust signal. Basic trust signals include reviews, customer quotes, and statistics about how the product helps customers. Above all, you need a prominent, clear call to action.
Must-haves for these pages:
- Product Description
- Visual of the product (image, video)
- Call to Action
- Trust signal – i.e. a quote or review, statistic, etc.
However, these are just some of the most shared objectives I have found in content strategies — there are plenty more objectives out there.