Oftentimes content marketing is about reacting to current trends in real time, and therefore the content created is immediate and of the moment. Unfortunately, this means that much of the content written for digital marketing tends to be disposable, losing relevance within a few months, or even weeks, of publication. With such an overwhelming emphasis on churning out a large volume of marketing content, though, it can be easy to lose focus on creating quality, well-researched pieces. Here are several ways you can ensure that your blog posts and other content stand the test of time.
Write for the Long Term
Digital marketing trends come and go, but you are likely to keep subscribers returning to your blog if you provide cogent, relevant information that will still be useful a year from now. For instance, think about the ongoing concerns of your target audience. If you are in the insurance industry, they are probably looking for ways to reduce premiums; therefore, you can provide how-to articles about home upgrades that decrease insurance costs.
This does not mean simply publishing the same content with minimal changes or different keywords, which would bring little value to either your business or your readers. Instead, it means taking the basic idea of a piece and presenting it in different ways and emphasizing different aspects of the main idea. For instance, a piece about building a personal brand aimed at small business owners would probably play up the money-saving aspects of self-advertising, while a similar piece targeting young professionals would emphasize creating new job prospects.
Consider Target Audience Personas
In addition to tailoring the content of your articles to a specific audience, think about the way you present that content as well. Make sure your copy is in line with the target audience persona you are trying to reach in terms of tone and voice. This is especially useful in repurposing content; if you have a blog written with one audience in mind, you can change the style and presentation to reflect the concerns of a different group without altering the “meat” of the article.
Always make sure you’re giving the target audience what they want. You can do this by keeping tabs on influencers in your field and through social listening. Of course, it’s also a good idea to ask for feedback directly. That way your subscribers feel included in the direction your brand is headed, which increases their loyalty. Use the information you gather to create content that speaks to the needs and interests of your target audience. You can even crowdsource ideas for articles, podcasts, and videos using social media.
Strong online content that addresses user concerns ultimately serves your organization better than a high volume of thin, keyword-heavy blogs. For more help creating high-performing marketing posts that make your brand shine, contact AMMA Digital Marketing at 800-466-0684, or send us an email today to set up a free consultation.