June 30, 2016
Content is king. You’ve heard it from every business owner when they’re first starting out. And while this is true, there are plenty of content types that will not convert because they don’t make customers pay attention. Whether it’s a lack of genuine information or boring topic, it just doesn’t happen.
Some of the country’s largest companies have a hard time content marketing, so this might seem like an impossible task, especially for a startup in its infancy. All hope is not lost as there are a few hacks that can guide content when stuck in a rut and they are as follows.
To use Airbnb as an example, they have shown that content marketing can make a big economic impact around the world by visualizing the data they have collected. In addition to that, it has been shared on some of the world’s largest publications. That goes a long way in getting people to do more than just click on an ad.
Interactive content checks all of the boxes for Airbnb as it boost SEO scores with shares, encourages user and host signups, and interests the general public while also getting the company name in front of those who might not have heard of it.
Problem Solving Content
Many people turn to a website or to a search engine to solve a common problem they might have. Companies in these industries can take advantage and write some guides or articles that will help the reader save money or complete a project.
For example, a tech company might write an article about how to repair a broken iPhone screen to help its readers and customers. This not only helps the reader with their problem but it turns the website into a resource.
A great piece of content about motivating a marketing team or employee motivation can be used years after it is published. While the workforce is constantly changing, many motivational tactics have been used for hundreds of years. New managers are promoted or hired every day and seek out how to motivate their employees. This resource can be used for years and can help a company become a thought leader in their industry.
For example, it can be difficult in the SEO industry to come out with evergreen pieces as Google’s algorithm changes a few times a year and they claim it changes all of the time. How to hire a great outsourced SEO team would be a solid piece of content that could be used for years as it wouldn’t get into the specifics how strategy for SEO but rather how to build the best team.
Buzzfeed has done a great job of this whether they are talking about gifts for the unromantic people on Valentine’s Day or which type of Thanksgiving guest you are. This can be used for all holidays as it gives a chance to put a new spin on an old topic.
Unlike evergreen content, this might only be useful once a year if people are searching but content that is consistently visited year after year is better than what most companies come out with. This will also make it easier for the editorial team as their calendar can have a few pieces about the holiday season approaching. As long as they are driving traffic towards the website, it can say whatever you need it to.
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