4 attributes that make your content marketing successful

4-attributes-of-content-marketing-success

Successful content marketing rests on 4 attributes

  1. Alignment with your organizational goals: What exactly do you want to achieve through content marketing?
  2. Team collaboration: All the people who are responsible for content marketing use the same tools, use the same language and communicate the same message. They also know what are the success metrics.
  3. Content distribution: Content publishing should always be complemented with content distribution so that your target audience can access your content and respond accordingly. If there is no method of content distribution, your job is half done.
  4. Ongoing analytics: Always know what you’re doing and what you are achieving, and this can be best done by analyzing your effort and results.

How do you keep track of these four attributes for successful content marketing?

You need a documented content marketing strategy.

The word “strategy” may seem like a highfalutin word, but it is not. In the realms of content marketing it means

1
Clearly articulating, in writing, the overall aim of your content marketing. What do you want to achieve ultimately? In how much time?

2.
Whom are you going to target? This is very important. For whom are you going to publish and distribute your content. How should they react? What should they do after getting exposed to your content?

3.
What sort of content you want to create? Do you want to establish yourself as an expert or an authority figure? Do you want to become an information hub? Do you want to educate people? Do you want to make people aware of a new technology or a better way of doing something? Do you want to provide better support to your existing customers and clients?

4.
What content format your audience prefers? Does your audience prefer blog posts? Infographics? LinkedIn? Slides? Videos? E-books? White papers and case studies? Email newsletters?

It is very important to know where to focus your energies otherwise you will be wasting lots of time on creating content that people are not interested in, or don’t want to access simply because they don’t like the format.

5.
Content creation process and scope. In many organizations, especially larger organizations, individual employees are supposed to create content and take care of it. In some organizations there are dedicated content teams.

In multi-layered content marketing teams there are content creators, content editors, content publishers and content distributors. Assign the right people to the right jobs for successful content marketing.

6.
Editorial calendar. Once you set your content marketing in motion you will need to stick to a schedule. Publishing consistency is very important. If you publish two blog posts every week, you must publish two blog posts every week. If you publish one infographic every 15 days, you must publish one infographic every 15 days.

An editorial calendar also allows you to prepare a list of topics that you can cover in the coming days, weeks and months. This way you are never at a loss. You always have something to publish.

7.
Content distribution. The high-quality content that you are publishing needs to reach the right audience to be effective. You have to proactively promote and distribute your content. You can use your social networking profiles. You can make sure that your content is search engine optimized so that people can easily find it on Google and other search engines.

8.
Tracking ROI and analytics. This is one of the most important aspects of a documented content marketing strategy. You need to constantly track your ROI and analytics.

Is your content marketing helping you achieve your goals? Are you attracting the right traffic? Are people doing the right thing when they are on your website or blog? Is the level of engagement fruitful on social media and social networking websites?

The good thing about tracking constantly is that if some structural and directional changes need to be made, they can be made in a timely manner.

So, these are the eight vital components of a documented content marketing strategy that can ensure the success of your content marketing.

5 benefits of auditing your website content regularly

benefits-of-auditing-your-existing-website-content

Surprisingly, very few businesses and individuals realize the overwhelming benefits of auditing website content regularly. A big reason is that content isn’t yet considered as a valuable asset. It simply exists because, well, every website needs some text, some images and in many cases, some videos.

Or, people get website content for better search engine rankings. They hire an SEO writer or a regular content writer, get content written for their chosen keywords and search terms, and then move on. End of the story.

They don’t realize that they need to audit their website content regularly. Just like they need to take care of other business assets like machines, software applications, computer hardware, stationery and even human resources, they need to take care of their website content. They need to make sure that it is up-to-date, relevant and topical.

Why does a website audit seem like a daunting task?

website-content-auditing

We like new things. New things are full of possibilities. New things are free of judgments. This is why we continuously want to create and publish new content while totally disregarding existing content.

Another reason why a website audit may seem like a daunting task is that normally there are too many web pages and blog posts to audit.

If you have been publishing content, in whichever manner you have been publishing it, over a period of years, you must have published hundreds of them. As you publish more, their number increases.

So, the mere thought of revisiting all those web pages and blog posts that you have published over all these years seems daunting. You know that it may take weeks, even months, to audit all those web pages and blog posts.

Undoubtedly, the process can be tedious and time-consuming. But given the fact that it can tremendously improve your organic search engine rankings and on-site conversion rate, not auditing your website content is a big waste of the opportunity that is lying right in front of you. You need to take the plunge. The benefits overwhelmingly outweigh the effort involved.

How to kickstart your website content auditing plan?

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First of all, you have to get hold of all the URLs present on your website. If you are using WordPress to manage your website or blog, you can use a plug-in that exports all the URLs onto a web page or into a comma separated file.

For a non-WordPress website, you can try the various URL crawling tools available on the Internet.

Then you can save these URLs into a spreadsheet.

In WordPress, there is also a plug-in that gives you a ready-made interface for content auditing but I prefer tracking your auditing progress in a spreadsheet because it is more flexible and you don’t have to install a dedicated plug-in for that.

Although you may have your own way of organizing data in your Excel sheet, I prefer that for every auditing exercise you create a separate worksheet in a single spreadsheet. For example, if you decide to start your content auditing in January 2018, you can have a “January 2018” worksheet.

In this worksheet you can have the following columns:

  • URL title (page title or blog post title)
  • Complete link
  • SEO keywords – keywords for which this particular link should be ranking high or is already ranking high
  • Conversion goal – why was this webpage or blog post created
  • Suggested changes – more content to be added, more optimization to be incorporated, old information to be updated, more or new images to be added, SEO tweaks to be done, and so on
  • Audit status – to be audited, being audited or audited, or whatever
  • Audit date – when the current audit is complete
  • Recheck date – decide the date on which you should check whether the changes that you have made are showing up or not. For example, whether this link is ranking for the right keywords or not or whether its conversion rate has improved or not

Having such a spreadsheet will allow you to track individual links, and also their progress.

If multiple employees or multiple content editors will be working on your content auditing project, you can also have another column titled “Assigned to” where you can put the names of people responsible for that particular link.

5 benefits of auditing your website content

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Benefits are a great motivation. Unless you understand the true motive of a thorough website content audit, you won’t be able to carry it out in its true spirit.

Listed below are 5 benefits of auditing your website content:

1. Make your content up-to-date

Are you still giving examples of MySpace and Google Wave? Are you still suggesting your clients to blog using Blogger.com? Are you still giving examples from companies that no longer exist? Is one of your web pages still telling people that Obama is the President? Is your web page copy still making references to Blackberries?

Then it’s time to update your content. The world these days changes very fast. The information that you used a couple of years ago doesn’t matter. The business tools you referred to 5 years ago are no longer available or they have gone through monumental changes.

2. Resubmit to Google

When was it the last time Google crawled and indexed your important links? Although most of the search engine crawlers do this automatically, you are never sure when your website’s turn is going to come.

When you audit your website content and make changes you can manually resubmit your link through the Google search console. This shouldn’t be done without making changes because if you try to submit content that has already been indexed, Google begins to ignore your resubmission requests.

3. Optimize your content for targeted keywords

Perhaps originally when you were creating/writing your content you didn’t pay much attention to its optimization aspect. Maybe now you have gained more experience. Your new links are faring well. You can use that experience to optimize even the older links.

Or maybe you have over optimized.

The Google ranking algorithm has gone through many changes over the years and SEO practices that were legit 5-6 years ago can get your content penalized now.

Maybe you have, unintentionally, overused your keywords. Maybe you have done lots of interlinking. Maybe you have used some black hat SEO tactics to gain better search engine rankings – back then you didn’t know that those were black hat SEO tactics.

Recently when I was auditing my own website content I realized that on many web pages I had stuffed my content with keywords even without realizing it. A few changes, some inclusion of LSI keywords, and suddenly my rankings began to improve for the same keywords.

4. Improve the overall quality of your content

Maybe you hired an ill-trained content writer back then because of budgetary constraints. Or you didn’t have much time to pay enough attention to the quality of your content.

When you audit your website content – provided you have assigned enough time to it – you get the opportunity to improve the overall quality of your content.

You can take care of grammar and spelling mistakes. You can simplify over-complicated sentences. You can organize various bits of content under headings, sub-headings and bullet points. You can link to other web pages and blog posts that can provide additional information.

You can also update the images. Is there a scope that you can reduce the size of the images? Can you use better images? Did you forget to insert the ALT tag information the first time?

5. Get new content ideas out of existing content

Getting new content ideas on an ongoing basis can be a big problem. Around 60% of content marketers re-purpose existing content. According to statistics present on this Smart Insights blog post, 60% content marketers find it very difficult to publish engaging and good quality content on an ongoing basis.

You may also like to read 15 ways you never run out of blogging ideas.

So, these are the 5 basic benefits of auditing your website content on a regular basis.

How regular you want to be, depends on your content marketing strategy, your budget, and the resources that you can employ to audit your existing content.

Having said that, auditing doesn’t always mean you need to change every single web page or blog post. You can also quickly check whether a particular link needs to be updated or not and you can leave it as it is if it does not need any sort of update.

Want to know how content marketing is better than advertising

why-content-marketing-is-better-than-advertising

Do you know that 89% B2B businesses are using content marketing to promote themselves (source)? 73% among these say that they plan to continue with content marketing, not as just a campaign, but an ongoing process of promotion.

Companies like IBM, American Express and Coca-Cola have completely switched over to content marketing from conventional advertising.

According to this Hubspot study, companies that publish more than 16 blog posts every month get 4.5 times more leads than companies that publish 0-4 blog posts every month.

Content marketing is one of the fastest growing industries in the high-tech area reaching $32.3 billion in 2018, says this Forbes article.

Why is content marketing performing better than advertising?

why-content-marketing-is-better

The biggest feature of conventional advertising is that it is interruptive. There you are, watching your favorite program on TV, or watching the football final, or browsing an interesting web page, and bam! Suddenly, an advertisement pops up. Whether you want to watch it or not.

There used to be a time when we used to see advertisements between programs. These days we watch programs between advertisements.

On the web, web pages are splattered with totally unrelated advertisements.

Consequently, people have found ways to sidestep these intrusive advertisements. You get ad blockers on the Internet. The set-top boxes allow you to fast forward ads on your TV programs. People prefer streaming services like Netflix over conventional TVs precisely for this reason.

This is one reason why content marketing works better than advertising.

Another reason is, advertising can be expensive. PPC campaigns, since you are paying for every click, can be prohibitive for small and medium-sized businesses. Putting up banners can be expensive. Advertising on TV and print media can be expensive.

digital-advertising-has-overtaken--conventional-advertising

As you can see in the above graphic, digital ad spend has overtaken TV advertising.

Not just expensive, the advertising cost is recurring. People remember you only when they see your ads. Not because they might be having shorter memories. There are so many similar ads. If you are a web design agency, there are scores of other web design agencies promoting their own services. If you are promoting a health supplement, there are scores of other health supplements being promoted.

This is true for almost every business. People remember you as long as you advertise. You stop advertising, you are out of people’s minds.

Content marketing comes to your rescue.

Although, regularity is also needed in content marketing, it is less expensive and more effective than advertising.

benefits-of-content-marketing

Listed below are few benefits of content marketing:

  • Educate your customers
  • Differentiate yourself from your competitors
  • Tell success stories
  • Encourage your customers to engage with your brand
  • Create brand awareness
  • Establish an emotional connection
  • Generate repeat business from existing customers
  • Build brand loyalty
  • Improve search engine rankings
  • Bring down your advertising costs

Why would some people prefer advertising over content marketing?

some-businesses-prefer-advertising

Advertising is still alive and thriving. Even YouTube sometimes insist that you watch an advertisement completely before proceeding to the video you want to watch.

So, as long as media consumption is there, some form of advertising is always going to be there.

A big reason businesses prefer advertising over content marketing is a perception or misperception that the returns are faster. You pay for the ad and the ad immediately begins to show. Those who are interested will get attracted to it.

Besides, content can’t be everywhere.

Facebook, for example, is a social network and the success of your content depends on the number of people liking it or sharing it. Still, its platform allows you to “boost” your posts, which is a form of advertising. The platform also makes money through direct advertising.

Every content-based platform sustains itself through advertising. Google’s entire existence depends on advertising as of now. Even your mobile apps show ads to earn revenue.

Content marketing depends on your ability to carry out a sustained content publishing and content distribution exercise. The results come when you have created a considerable amount of content. The results are great, but you have to be patient.

Advertising, no matter how inefficient and unreliable it is, gives you the results immediately. It depends on numbers and your ability to spend money. The more money you can spend, the more success you can expect.

The benefits of advertising are

  • Quicker brand awareness and recognition
  • Better for promoting limited time offers
  • It can generate instant traffic to your website
  • Quicker targeting of a specific audience segment

Advertising can be compared with spamming. Why do you think spamming still is a big business? There was a time when 90% of the emails on the Internet were spam. These days (by March 2017) the figure has come down to 56.87% (source Statista) not because a lesser number of people want to use spam but because email services are becoming more efficient at identifying and isolating spam emails. Still, it is a thriving business because if you can send out millions of emails and even if the success rate is 0.01%, you get your ROI. The same is the case with advertising.

Let’s briefly talk about the benefits of content marketing over conventional advertising.

Educate your customers

Educated customers are in a better position to take decisions in your favor. Educate them about the benefits of doing business with you.

Educate them about the benefits of your product or service. Educate them how you can help them solve their nagging problems. Through constantly publishing informative content you can keep your prospective customers and clients well-informed.

Differentiate yourself from your competitors

Advertising is ubiquitous. It is everywhere. Every business uses it. If you have money, you can advertise. The problem is, your competitors too have the money to advertise.

When everybody advertises, there is nothing to distinguish one business from another.

With content marketing you can have a unique presence for yourself and your brand. A well-formulated content marketing strategy automatically makes you great content for your business in such a manner that your business name or your brand name stands out among the crowd.

People know your brand and your business on the strength of the content that you publish.

Tell success stories

Once people start using your product or services, you will begin to have success stories – of how people implement your solution and solve their business or personal problems.

Through regular advertising it is not possible to cover every success story. Through content marketing it is.

Reading success stories is very reassuring especially when you need to make an investment.

When you are about to purchase something, you want to get reassurance from other people who have already bought your product or service. This is why it is very important to publish and share success stories of people who have benefited from your product or service.

Encourage your customers to engage with your brand

When people engage with your brand they tend to remember you more. This is why it is very important that you engage your prospective customers and clients regularly and repeatedly, in a fruitful manner.

Content marketing allows you to do that. It gives your customers and clients a reason to interact with you, visit your website or blog repeatedly, or leave comments on your social media updates.

This way eventually when they need to do business with you they remember what sort of business you provide.

Create brand awareness

Through content marketing you can create brand awareness by publishing useful content on your website as well as on your social media profiles. Your content comes to be known for its usefulness and relevance.

You should also make sure that your content ranks well on search engines. This way people can easily find it. This creates brand awareness.

People constantly come across your content – useful and informative content. When they appreciate the usefulness of your content they have a positive association with your brand.

Establish an emotional connection

With strategic content writing you can establish an emotional connection with your prospective and current customers and clients.

What is an emotional connection?

An emotional connection is when people feel good when they come across something from you – an update from you on their timeline, something that reminds them of you, a blog post that you have published to inform them or educate them, or something amusing that you have shared with them. They form positive associations with any symbol that reminds them of you.

An emotional connection can only be established through content marketing. Although it can also be achieved through advertising, it rarely happens. The worst thing about advertising is, people already have a negative notion about it. For them, conventional advertising is, constant pestering.

Generate repeat business from existing customers

A lot of business comes from your existing customers. Tragically, according to this Forbes article, 60-80% of the customers who were extremely satisfied with a particular business never do business again with that particular business.

It is not that they no longer need to do the business, it’s just that, the business that satisfies them never follows up, never keeps in touch.

This LinkedIn Pulse article quotes a Gartner study that says that for the company used in the study, 65% business comes from existing customers and it costs five times more to attract new customers than to keep existing customers coming back.

Content marketing allows you to keep in touch with your existing customers whereas advertising is always aiming at getting new customers.

Of course, getting new customers for your business is very important, but keeping your existing customers (people who have done business with you and are satisfied and happy with you) coming back to you is even more important.

When was it the last time you saw an advertisement thanking existing customers?

Through content marketing it’s very easy to maintain a constant contact with people who have already purchased from you. You have their contact information. They may have also subscribed to your mailing list. They might already be following you on Facebook and Twitter.

Keep in touch with them. Keep them educated. Keep them informed.

Build brand loyalty

You can learn a good example of brand loyalty from Apple. The company has diehard fans. So does Tesla.

Through content marketing you can build a loyal customer base. People often like to keep in touch with companies and businesses they have bought products and services from.

It’s easier to provide engaging content to people who have already contacted you. Constantly provide useful content. Provide content in their preferred format and medium. Be useful to them. Always update them when you have a great offer.

The best way of building brand loyalty is by providing stellar support through your content.

Publish helpful articles and blog posts regularly. Publish a comprehensive FAQs section covering all possible questions, problems and their solutions.

The more valuable content you publish and distribute, the stronger and more widespread will be your brand loyalty.

Improve search engine rankings

One of the greatest benefits of content marketing is a better SEO. Every business wants to improve its search engine rankings. But what do the search engines want? What does Google want?

Google wants quality content? How does Google know that you are publishing quality content?

You may like to read Do you know how Google actually ranks your content?

Although search engines like Google have very complicated algorithms to evaluate the quality of your content, no amount of AI can be as smart as human beings. So, Google also observes how people behave towards your content.

People are going to react positively to your content only if you publish high-quality content. You cannot make people like your content. They are going to like it, react to it, engage with it, share it on their social media timelines and link to it from their websites and blogs, only when they find your content useful and relevant.

A well-executed content marketing strategy ensures quality content on your website and positive social sharing. This in turn improves your search engine rankings for your important keywords. When you are constantly publishing content relevant to your business you cover all your primary and secondary keywords and search terms, automatically.

Bring down your advertising cost

Better search engine rankings. Greater level of engagement. Better conversion rate. More social sharing. More incoming links.

As your organic presence on the web increases, your advertising cost begins to come down.

Until your content has significant presence on the Internet, you may have to rely on conventional advertising, but as you begin to consolidate your presence on search engines, on your own website and on social media and social networking websites, you need to advertise less and less.

Because your organic rankings improve, you no longer have to spend money on AdWords. Since your content creates more buzz on social media websites, you don’t have to buy advertisements over there. You don’t have to buy links because people link to your website on their own.

Why more businesses are ditching conventional advertising and embracing content marketing?

Frankly, content marketing is more effective, but more than that, it is more meaningful. It helps you nurture relationships with your present and prospective customers and clients instead of constantly bombarding them with impersonal messages. People relate better to the quality content that you broadcast regularly.

Nobody cares about advertisements these days. People find them annoying. They are constantly employing ways to skip advertisements or completely ignore them.

Content, on the other hand, they embrace. Make it amusing. Make it useful. Become a part of the lives of your customers and clients through your content. You don’t need to advertise then.

Are you committing these 6 content marketing mistakes?

content-marketing-mistakes

Content marketing, fortunately, has gone mainstream. This means even very small and mid-size businesses are using content marketing instead of conventional in-your-face advertising. It also means there is a greater possibility of committing mistakes that can make content marketing counter-productive.

With every passing year marketers are getting more clarity on how to use content marketing for their businesses. This Content Marketing Institute graphic shows that more people are finding success with content marketing compared to previous years:

small-businesses-are-getting-successful-with-content-marketing

Marketers are also realizing that focusing on high-quality content to simply unavoidable:

content-marketing-depends-a-lot-on-high-quality-content

Consequently, most of the content marketing mistakes are committed in the realms of creating or writing content.

Why is it important to avoid committing these grave content marketing mistakes?

The problem with content marketing is, especially when you’re doing it on your own, you don’t even realize that you are committing grave mistakes until it’s too late. Even when irreparable damage is being caused to business, instead of analyzing their mistakes, people end up blaming either their own business model or the entire content marketing process.

Listed below are 6 content marketing mistakes that you should avoid committing:

1. Opting for low-quality, cheap content

cheap-content-is-a-content-marketing-mistake

I provide content writing services to businesses and I get multiple queries every week for very cheap content. Many believe that if they fill up their website or blog with lots of cheaply-available content it will get them better search engine rankings. They believe that once the rankings improve people will come to their website and do business with them just because they can find their website.

They couldn’t be more wrong.

Cheap content achieves nothing. Even if somehow your link begins to appear on the first page of Google, very quickly due to its inferior quality, the link is removed from there. This is because Google these days allocates rankings based on user behavior.

Read Do You Know How Google Actually Ranks Your Content?

This means if people find your link and come to your website and then if they leave immediately because they don’t find what they’re looking for, you get negative ranking marks from the Google algorithm.

In fact, the loss is doubled by the fact that you have low conversion rate due to low-quality content.

So, what are you achieving by publishing low-quality, cheap content?

Possibly, better search engine rankings for a few days.

What are you losing by publishing low-quality, cheap content?

Lots of money. Lots of effort. Business growth that you could have experienced by publishing high-quality content. Search engine rankings. Conversion rate.

Basically, you achieve nothing.

2. Focusing on a narrow list of keywords

narrow-focus-on-keywords

Although when you talk of keywords you immediately think of SEO, keywords also help you streamline your content marketing. They tell you what to talk about.

Focusing on a narrow list of keywords is a very self-constraining content marketing mistake. Fewer keywords means fewer topics for your content ideas. You will be constantly writing and creating new content around just a few keywords. This gives you inferior-quality content, and also attracts penalties from Google.

Instead, focus on a broader category of keywords. I don’t mean you dilute your keywords, but you should also focus on longtail keywords.

Remember that whether it is social media or search engines, people these days don’t use exact keywords. When they are trying to find you (your product or service) they use sentences and various combinations of your keywords and their lingual peculiarities.

3. Ignoring the conversion aspect of your content

does-your-content-convert-well

By the end of the day, it’s all about your conversion rate. Whether you are writing content for your landing page, for your website or for your blog, its success is based on how people respond to it.

If the number of your subscribers doesn’t increase, if people don’t stay on your website or blog longer, if they don’t share your content on social media, if they don’t link to your content, if they don’t buy from you, your content is solving no purpose.

How does your content solve purpose?

For that you need to write content that is purposeful, useful, relevant, and actually provides information people are looking for, in a friendly language.

4. Not “marketing” your content

content-marketing-mistake-not-marketing-your-content

There is a reason it is called “content marketing”. Once you have published your content, you need to market it.

Marketing here doesn’t mean you use advertising to promote your content. It means making sure that maximum number of people can access it.

Marketing means spreading your content using your social media and social networking channels. It means encouraging others to spread around your links. It means building your own platforms like your mailing lists and social networks so that you can broadcast your content.

Marketing also means making sure that your content is search engine optimized. Despite Twitter, Facebook and Instagram, search engines still remain the biggest source of traffic for websites and blogs.

According to this Smart Insights post, there are more than 6.5 billion searches worldwide every day.

For individual search engines this is how the graph looks:

share-of-search-engines

To make sure that your content reaches its target audience you will need to market your content using the following channels:

  • Search engines
  • Social media and social networking
  • Mailing list (email newsletter)
  • Back links from quality websites and blogs

5. Not repurposing your existing content

not-recycling-your-content

Content on the Internet exists in different formats because it needs to cater to different audience preferences. The Twitter audience may consume your content totally differently from your Facebook audience. The Instagram audience prefers images and videos. Facebook prefers images, videos as well as text. Facebook also prefers longer chunks of text. Twitter prefers shorter updates that are concise and to the point.

Not just social networking platforms, even on your own blog some people may prefer infographics, some may prefer slides and some may prefer PDFs.

Repurposing your existing content helps you create your existing content for different mediums in different formats. You can even create a complete blog post out of the subheading of an existing blog post. For example, How to repurpose old content.

Maybe a particular webpage contains lots of data that can be represented graphically. You can create multiple charts using the data.

Some of the blog posts for some of the concepts explained on your website can be visually explained by making a video and uploading it on YouTube.

Repurposing your existing content also gives you a chance to audit all review your content to improve it further.

6. Not publishing content frequently and not following a routine

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Content marketing is not about publishing 5-10 blog posts and then thinking that your content marketing is done. It is an ongoing process. Why is it so?

Because millions of blog posts and websites are being published every minute on the Internet. 500 minutes of video is uploaded on YouTube every minute. 3.3 million Facebook posts appear on the Internet every minute. 448,800 updates are posted on Twitter every minute. 1440 WordPress blog posts are published every minute. – Source.

These are just a few publishing platforms on the Internet. There are thousands of more.

All this content is continuously published by various publishers and platforms and then indexed by search engines. This is one thing.

Another thing is, your competitors are constantly watching what you are publishing and how your content is performing on search engines and social media. They constantly try to outperform you.

Therefore, if you begin to rank well for a particular keyword, they immediately start publishing content to outperform you.

By the time you have published 5 blog posts, your competitors publish 10 blog posts, or 20 blog posts, or even 50 blog posts.

In terms of quantity there is no sense in competing. But you need to constantly update your website and blog to have something relevant for your audience and to give them a reason to visit your website or blog regularly.

To leverage content marketing, you need to publish regularly. You need to follow a routine.

Slow and steady wins the race. As mentioned above, if your competitor is publishing 50 blog posts in a week, there is no use competing if you cannot match in terms of effort, human resources and money.

The best bet for you would be to continuously publish unique content that originates only from your website or blog. This is the only way you can compete on an ongoing basis.

Conclusion

Listed above are a few content marketing mistakes that people often commit while implementing their content marketing strategy. Most of these mistakes originate from a lack of understanding of the state of affairs.

It’s a reality that people are using content marketing to dominate narrative – they have dominated narrative like this for centuries.

Content marketing is not some quick fix. It’s also not a one-time affair. Just like you need to continuously advertise, you continuously need to publish content.

Google, through its various algorithmic updates, ensures that only those websites and blogs rank higher that publish quality content.

Hence, if you want to carry on a successful content marketing, make sure you avoid committing the following content marketing mistakes:

  1. Opting for low-quality, cheap content
  2. Focusing on a narrow list of keywords
  3. Not paying much attention to your conversion rate
  4. Not marketing your content using available channels
  5. Not repurposing your existing content
  6. Not publishing content frequently and not following a routine

How to improve your SEO by following Google’s “high-quality content” guidelines

improve SEO-with-Googles-quality-content-guidelines

When it comes to recognizing high-quality content to decide your search engine rankings on Google, whose guidelines it pays to follow? Of course, Google’s high-quality content guidelines. If you follow them you can certainly improve your SEO.

This Search Engine Land update says that these high-quality content guidelines are basically for Google’s internal content creators.

Your web content is not just text. It comprises of everything a web page typically has including the HTML source code, the images and videos and JavaScript and other web scripts. Therefore, Google has different style guides that can be accessed by you to improve the overall quality of not just the content but also the way your website serves that content to people as well as search engine crawlers. These are the style guides:

You must wonder, if there are so many things that can affect your search engine rankings, why put so much stress on writing SEO content?

This is because SEO content writing is a building block. It paves the way for better search engine ranking. Even if you get everything else sorted out, unless you have high-quality content that is search engine friendly, you’re not going to be able to improve your SEO.

Improve your SEO with the following high-quality content writing guidelines from Google:

Here are a few things you can keep in mind while writing content for your website or blog. Nothing much new is there but it helps to always revise the fundamental concepts of writing well for better search engine rankings.

The guidelines from Google below are mostly for writing purposes, after that the Google guidelines also tell you how to use optimized images for your content. First, content writing…

  • Write in a conversational style. It is recommended that you write the way you talk. Since the search engine crawlers will also be accessing your content, try to write very simply so that even a robot can understand what you are writing.
  • Sound authoritative and knowledgeable. Remember that Google wants to present content that represents expertise. Your content should help people solve problems. Yes, you can write authoritative, knowledge-written content using simple language.
  • Whenever possible try to follow the American writing style for grammar and spelling. This is probably because the Google ranking algorithm mostly uses the American writing style.
  • Write simple concise and very short sentences with very simple words so that both your users and robots can understand what you are saying.
  • Use numbers and bulleted list when describing steps or when listing multiple points sequentially.
  • When you are linking to other websites and blogs make sure that they are reliable and trustable and don’t contain inferior quality content.

How do other web page components help your SEO according to Google guidelines?

  • Use svg formatted files or optimized .png files and don’t forget to use the alt text for your image tags.
  • Tables are good for organizing information but use them only when you have multiple columns to show.
  • This is something new. Do you know <strong> and <b> have different meanings? Whereas <b> is for visual emphasis, <strong> should be shown for text of strong importance.
  • Whenever possible keep HTML and CSS separate.

There are various other recommendations in the guidelines but these are the basic ones. You may feel that some of them are for aesthetics but they actually help you create more clear and concise text.

You may not be able to apply all the guidelines when writing content for your website or blog but you can at least stick to the standard guidelines such as using simple language and arranging your information in such a manner that it is easier for the Google crawlers to access your content.

Does following these Google guidelines really help you improve your SEO?

I wouldn’t say no. The guidelines are for the internal Google content creators so the company wouldn’t like to give wrong guidelines to their own content creators. That’s one thing.

The other thing is, in these guidelines there is nothing that goes contrary to writing, creating and publishing quality content. Everywhere it is recommended that you use simple, conversational language while writing content not just for the search engines but also for your visitors. You should use the language that is used by your prospective customers and clients, especially when using the search engines. Images should be optimized and the loading time should be minimized.

Don’t get too bogged down by these guidelines, but inculcate them in your day-to-day content writing habits and you will see an improvement in your SEO by default.


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