6 Tips for Supercharging Your Content Marketing in 2020

Content Marketing Manager at Ranky
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This is a guest post from Kelly Abraham, Content Marketing Manager at Ranky.

Unlike other types of professional writing, such as journalism or academic writing, content marketing has more flexibility and a primary focus on selling. Every word has to be carefully picked out and fit into a broader business strategy of turning visitors into leads. 

Naturally, like all trends and strategies, content marketing is always evolving. And 2020 will be no different. Content marketing is more than just a buzzword. It’s an extremely powerful and essential strategy to have in your toolbox for customer engagement and brand growth.  

Needless to say, you’re probably already putting a lot of effort into your content marketing strategy, and you’re undoubtedly creating exceptional content. But is your content garnering the attention it deserves? 

So, regardless of what you’re already doing, 2020 is the year to kick it up a notch. Here you’ll find some tips that’ll help you turn your content marketing into gold in 2020. 

Utilize the Collaborative Experience

As mentioned, content marketing is constantly evolving, and it moves extremely fast. At the same time, you should keep in mind that collaboration is essential in any stage of your growth plan. This means that effectively utilizing your time and resources is crucial to success, especially if you can do so by involving more brains. 

That’s not to say that working alone doesn’t generate great results. But compared to holding brainstorming sessions, and bouncing ideas off of one another to reach the best possible result, there’s no doubt that collaboration comes out on top. Better yet, you may even begin considering ideas, which alone, you may never have given a second thought. 

However, collaboration doesn’t have to end within your team. Look into making relevant connections for your business and collaborating with another company on a webinar, for example. Not only will you present your business as being knowledgeable in the field, but also as a company striving to do everything possible to satisfy customers.

Research, Research, Research

Data shows that 48% of B2B marketers and 77% of B2C marketers have a content marketing strategy in place to bring awareness to their brand and drive traffic to their website. Therefore, standing out from the crowd should be one of your top goals, and you can’t expect to accomplish that without in-depth research. Unfortunately, it’s not enough to only know who your target demographic is. It’s important to research your audience, competitors, and niche. 

Start by asking yourself the following questions: “What does my audience want?” “What are their interests?” “What do they need help with?” “What phrases do they search for online?” “What are my competitors doing?” 

To help you in this endeavor, why not turn to personas? Personas are a fictional representation of your customer, and they’re a great way to develop a deeper understanding of your audience. They are based on user research and incorporate user needs, goals, and behavior patterns. Armed with personas, you’ll be able to develop a solid understanding of your audience, pique their interest, encourage long-term relationships, and keep them coming back for more. 

Create Content for the Customer Journey

The best way to acquire targeted traffic is to provide your visitors with high-quality content, at the right place, and at the right time. Just like you can’t expect your customers to know all about your company from one post on social media, you can’t expect a visitor to turn into a lead simply by landing on your site. You need to use the right content to guide the visitor through the sales funnel. 

Different stages of the customer journey call for different content, and you should aim to deliver relevant content at each stage of the sales funnel, as follows:

  • Awareness stage: blog posts, white papers, infographics, webinars 
  • Consideration stage: case studies, video testimonials, datasheets
  • Purchase stage: special offers, proposals
  • Support and retention stage: how-to guides, tips, video tutorials

By using the right content, at the right time, you’ll find your content marketing efforts bring improved results.  

Vary Your Content

While sometimes sticking to what you know may be best, it doesn’t always work in content marketing. These days, customers have a shorter attention span and can become disinterested fast, or worse, enticed by competitors. Consumers are extremely wary of being ‘sold’ to. So constantly providing them with the same type of content is a huge mistake.

When creating and publishing new content, variation and creativity are key. Add videos, articles, infographics, case studies, and more into the mix. You can even turn to newer trends such as interactive content (for example, quizzes) or micro-content (for example, 5-second videos or ads), a type of content to keep your audience’s attention. 

On that note, there are many ways to format compelling content from thought leadership articles to how-to descriptions. And, rest assured, seasoned digital marketers are taking advantage of all those formats, so there is no reason you shouldn’t either. 

As for your existing content, don’t simply set it aside for your newer ideas. You should aim to constantly make it relevant and effective. In fact, optimizing existing content to ensure it doesn’t become useless, is just as important as creating new relevant content. 

Repurposing content is an excellent way to scale up your content marketing without having to start from scratch. But, this isn’t as simple as it sounds. Audience’s standards have changed drastically when compared to what they were merely a few years back. Meaning, simply turning an article into a different format and calling it a day won’t work anymore. 

Now, you need to take the ideas contained in your original content and adapt them to fit your new format – whether that means rewriting particular elements, adding new keywords, deleting irrelevant content, adding more sections, and so on.   

Jump on Board the Visual Train

Did you know, the human brain processes visual information 60,000 times faster than text? Or that 90% of information transmitted to the brain is visual? It’s clear most people respond better to visual information than plain text.  

Visual content can be anything from images, videos, infographics, memes, GIFs, and so on. However, before you start including any old visual into your content to drive up engagement, remember, visuals only make a difference when they are extremely well-designed. 

But, why are visuals becoming the bread and butter of content marketing?

First, they make any information you’re presenting easier to understand – especially when it comes to data that is harder to visualize. Second, they are appealing to most audiences and are very enticing. Third, they provide other bloggers with content to embed into their own posts. This, in turn, leads to backlinks, which we all know are key to driving quality traffic to your website. 

So, the next time you start writing a killer content piece, don’t forget to include some sort of visuals. You’ll see just how it will drive more engagement! 

Find an Emerging Topic

We all know how powerful trends can be. One day, we know nothing about a certain topic, and the next, there is a sea of articles online all talking about the same thing – more or less. 

But, rather than jumping on the trend and writing yet another article on whatever trend is going around right now, why not find an emerging topic, before it takes off? This is a surefire way to ensure your content stands out. After all, you’ll be the only one writing about it.

So how exactly do you find a growing trend that is set to take off? With Google Trends. There are multiple ways to use this tool. You can search for particular keywords to see if they are growing or shrinking, compare two trends or keywords against one another, check out the related queries section to find related terms which are blowing up, and so on. 

Once you’ve found an emerging topic, it’s time to create the perfect piece of content, such as a guide. Think about it – the topic is just gaining traction, so there are probably no how-to guides out there. This means that your excellently crafted guide would be THE guide on that topic and the one that visitors keep going back to. 

Final Note

Whether you’re looking for a few tricks to boost your writing efforts, or are starting out with your content marketing strategy, staying up-to-date with your potential and current customer’s needs and wishes is key to producing content that speaks volumes. So, do your research, don’t forget to check out your competitors, involve the whole team, and produce enticing content that will turn your visitors into leads.

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