Content marketing has been around for centuries. For example, in 1732, Benjamin Franklin used the Poor Richard’s Almanack to advertise his printing shop. And in 1895, John Deere published his first issue of The Furrow, which currently has a circulation of 1.5 million in 40 countries and 12 languages. Similarly, medieval cathedral stained glass windows were content marketing examples.
Evergreen content
Creating evergreen content is an effective strategy if you want to attract repeat visitors. This type of content can be informative or instructional. However, you must avoid time-based specifics and avoid words such as “today” or “yesterday.” It starts with relevant, high-ranking keywords and focuses on providing clear, well-written content that helps the audience.
Another important tip is to make sure your evergreen content is regularly updated. If you’ve been writing about the 2012 presidential election for a long time, chances are you’ll see a drop in search engine rankings in a few months. This means that you should add more statistics or new images or fix broken links.
Writing for search engines
Search engine optimization (SEO) is an evolving discipline. Early on, content was ranked based on keyword density. But as Google algorithms have become smarter and learned that keyword stuffing is spam, copywriters have had to switch their focus more on writing for the end-user.
SEO writing helps increase a website’s search engine rankings, which means more click-throughs. In fact, a 2020 study found that 28.5% of searchers clicked on the first result, followed by 11% on the second and 12% on the third. This makes writing for SEO a highly valuable skill for any business.
Building a solid content marketing plan
When creating a content marketing strategy Plan, the first step is to define the target audience. This is important because unless your content is relevant to your target audience, you’ll have little chance of success. Don’t just focus on your existing customers because they may not be the best customers for your business or offering. Instead, you should identify the companies or information sources that are the best resources for your target audience.
Next, you should consider the distribution channels. Social media is a crucial distribution channel for content marketing courses, as it can help raise brand awareness, generate new leads, and provide deeper insight into your audience. In addition to utilizing social media, your content should be distributed to other websites and channels. This process is often overlooked, however, and you must keep in mind that it doesn’t end with social media.
Focusing on key metrics
When creating content, it is crucial to focus on key metrics to measure success. For example, tracking time spent creating content will help you evaluate the efficiency of your in-house team and determine if you need to outsource content creation. It will also help you align your content publishing schedule with your other marketing efforts. In addition, you should track the performance of your content over time, especially if it is evergreen content. In addition, tracking traffic to your content is essential to determine if it is reaching your target audience.
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Once you’ve established which goals your content should achieve, you’ll want to focus on the key metrics that matter most to you. These may include brand awareness, building authority, and boosting conversions. Your metrics will reflect your priorities. If you’re unsure of what’s important, you should review industry benchmarks.
