Content marketing demands that you continuously create and publish quality content for your website. The primary purpose of creating content for your website or blog is making your visitors more aware of the qualities of the product or service you provide.
Somewhere publishers forget this basic purpose and simply start publishing content for the sake of improving search engine rankings, covering all the keywords and creating link bait content. Although these reasons are not out of line the problem manifests if these are the only reasons for which content is published. They might think they are doing something great for their business but actually they are not achieving much. There is a difference between random, aimless activity and actually being productive.
In order to carry out a more effective content marketing campaign you need to create productive content. What makes your content productive? It should achieve the following for you:
- Educate your visitors about what you are offering
- Make you stand out in comparison with your competitors
- Inform your visitors of new developments vis-a-vis your products and services
- Establish yourself as an authority in the subject dealing with your business and consequently help people trust you
- Provide help textually, in audio or visually as much as possible so that they don’t have to call you or write to you in case they are facing a problem regarding some purchase or the usage of your product or service
- Organically improve your search engine rankings so that people can easily find you for the right keywords
- Maintain fruitful buzz around your online presence whether it is your own website/blog, on other websites or blogs (people linking to your content) or on your social media profiles such as Twitter, Facebook, LinkedIn, Tumblr and YouTube
- Act as a PR tool in case there is a misunderstanding or a communication gap, or even a smear campaign against your business
The features listed above make your content productive. They actually achieve the objectives defined in a well laid out content marketing strategy. Simply creating content based on your keywords and key phrases might get you some good traffic but you won’t be able to convert that traffic into business.
Creating productive content obviously requires more effort and sometimes also money, so you don’t need to rush. Take your time. Rather than publishing 5 blog posts or articles in a week, publish just a single article, but make it highly useful and productive. I guarantee you it will fetch you multiple times more traffic than your 5 articles/blog posts per week.