Content Marketing 101: Tips and Best Practices for Your New Website
Although 84% of people expect brands to provide content that entertains, tells stories, offers solutions, and creates experiences and events, 70% of marketers still lack a consistent or integrated content marketing strategy. And due to this prevalent lack of well-designed and implemented content marketing strategies, most businesses and websites are missing out on a plethora of easy-to-execute opportunities to connect with and build loyal online audiences as well as generate more leads and revenue.
After you build a new website, it’s important to build a content marketing strategy for it, especially in 2018. Implementing a content marketing strategy will ensure that your new website is easy for others to find online and will generate a steady stream of traffic to your website. It will allow you to build a list of loyal readers and customers, and so much more. Keep reading to learn more about content marketing basics as well as some tips and best practices you’ll want to consider and implement.
What Exactly is Content Marketing?
Content marketing entails marketing your online business or website through content… but this, of course, is a little more complex than it seems at first. Essentially, content marketing is all about generating and sharing content that attracts customers and readers and encourages them to come to you and your new website, instead of you chasing them down and convincing them why they need to listen to you or buy from you.
Here’s what some notable content marketing experts have to say about what content marketing is and how it should work:
- “Content marketing is the effective use of content that informs, educates, entertains, and inspires customers to discover you, trust you, and buy from you.”- Jeff Bullas
- “We need to stop interrupting what people are interested in and be what people are interested in [via valuable content].”- Craig Davis
- “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.” – Content Marketing Institute
Content Marketing Statistics to Weigh
If you’re not yet familiar with content marketing and its power, here are some important and relevant statistics you’ll want to consider.
- Content marketing generates over three times as many leads as outbound marketing and costs 62% less.
- When content marketing is compared to paid search, content marketing gets three times the leads per dollar spent.
- More than 615 million devices now have ad-blocking software, so a high number of ads are being blocked and are beginning to yield much lower returns on investments (ROIs).
- Content marketing rakes in conversion rates six times higher than other marketing methods.
- 70% of consumers prefer to learn about a product from an article rather than an ad, and four times more would rather watch a video than read an article.
Types of Content to Consider for Content Marketing
Video content will become even more popular for content marketers and consumers alike in 2018 and beyond. The current forecast for video content is that it will account for at least 80% of consumer internet traffic by 2019, with roughly 13% of that being live-streamed video content. There are 8 billion video views on Facebook on average every day. Over half of online users, about 55%, watch videos every day, and that number is expected to increase. And social videos generate 1,200% more shares than text and images combined.
Long-form content is also becoming an essential piece of the content marketing puzzle in 2018 and beyond. Bloggers are writing longer pieces of content and seeing more success because of it. A content marketer is three times more likely to see strong results with a post that’s 2,000 words or more, compared to a post that’s only 500 words.
Personalized and Customized Content
Now that content marketers have tools that allow them to analyze their content and its audiences, they can generate content that is highly personalized to their specific niches, locations, devices, and platforms – content that their audiences really want to encounter. Currently, 66% of marketers are seeing a 1-20% improvement in their KPIs (Key Performance Indicators) from content personalization, and 96% of marketers agree that personalization helps to advance their relationships with customers.
Content consumers love things like quizzes, polls, and interactive maps because they keep them engaged and allow them to do something interesting. Among marketers, 88% claimed that interactive content is effective in differentiating their brands from their competitors, and 88% of Business-to-Business marketers said that 10-31% of their content would be interactive by 2018.
Content Marketing Tools
As you’re building a content marketing strategy for your newly launched website, you’ll want to make sure that you’re relying on the right tools and platforms.
According to Tech Radar, here are the best content marketing tools of 2018:
And as far as content platforms go, WordPress still dominates. WordPress powers more than 30% of all websites on the internet. It also holds nearly 60% of CMS (Content Management Systems) market share. And more than 22% of all new domain names in the United States are running WordPress. No other website builder software comes close.
Build a Content Marketing Strategy Step-by-Step
If you want a comprehensive and effective content marketing strategy for your recently launched website, here are some general steps you’ll want to follow.
- Define your mission and goals and what you want your content marketing to help you accomplish (i.e., acquire more leads, produce more awareness, generate more revenue, and so on).
- Do your research and understand your target audience and what they care about most so that you can create content specifically for them.
- Establish your key performance indicators (KPIs) and what data you want to track for your content, such as social media engagements, how many times your content is downloaded or liked, etc.
- Determine where you will share and promote your content as well as build an audience.
- Figure out what types of content you will share, what channels you’ll share it on, and how often.
- Designate who will create, edit, and publish your content.
- Create a content calendar and stick to it on a routine and consistent basis.
- Periodically audit your content as well as analyze its performance to see if it’s consistently yielding a decent ROI and meeting your established KPIs.
For more details on how to create a comprehensive content marketing plan and what is entailed, read HubSpot’s How to Develop a Content Strategy: A Start-to-Finish Guide and 11 Steps to Create a Content Marketing Strategy to Grow Your Business, published by OptinMonster.
Important Content Marketing Tips to Remember
- Focus on high-quality content, not high quantity – unless you can do both at once, which will require a lot of resources.
- Create and adhere to a content marketing calendar so that you’re consistent.
- Have a user-centric content marketing strategy.
- Encourage user and reader engagement and sharing.
- Choose the right content marketing platform and tools.
- Develop a video content strategy to keep pace with your competition.
- Always use high-quality images in every single piece of content you publish.
- Host and promote a blog that routinely shares long-form content.
- Incorporate storytelling into each piece of content you share to keep it engaging and unique.
- Use your content to solve real problems your audience has and to answer real questions.
- Study and utilize search engine optimization (SEO) tactics or hire an expert to help you with SEO.
- Know how to leverage social media. Read How to Leverage Social Media as an Entrepreneur to learn more about this.
- Learn how to use Google to produce high-quality content on your website.
- Complete regular content audits.
- Analyze, optimize, and repurpose your content so you don’t always have to start from scratch.
- Have a content marketing plan; use analytics and data to remain agile so you can continue to produce high-quality content that is yielding a high ROI.
- Rely on a team of content marketing pros.
Keep the above tips and best practices in mind for content marketing to ensure your recently launched website receives the attention it deserves.