Long gone are the days of keyword-loading your website in an effort to rank in search queries. Today’s consumer is savvier — and more impatient — than ever, so it’s crucial to give them content that is worth their while.
Invest in Editorial
Would you hire someone who’s terrible at math to do your accounting? We didn’t think so. The same consideration should be given to your content — don’t let it be an afterthought.
Not sure what topics your content should cover? The best place to start is with your customer — what is the No. 1 question they ask? Create content that answers that question and you’ll become a trusted resource for consumers.
Save the Sales Pitch for Another Time
Content marketing is all about building a bond with your customer. If they can rely on you now for entertainment or information, they’ll be more likely to come back to you when it’s time to make a purchase. Overwhelming them with constant sales pitches is a surefire way to turn them off.
Skip the Stock
At least the obvious stuff, that is. Images should be unique to your brand and visually compelling.
Practice Real Storytelling
We hate to break it to you, but the biography of your company’s CEO probably isn’t all that interesting. Instead of company-centered narratives, offer your readers stories they’ll actually care about. Do you sell a great pair of hiking boots? Create trail guides. Share an interview with someone who’s hiked the entire Pacific Crest Trail. Come up with a few recipes for trail mix.