When it comes to content marketing, both business owners and marketers are results-oriented. Once they hit publish, they immediately hope to see views and downloads. The reality, however, is different. Most content is not effective and doesn’t drive positive results right away.
Does that mean we should give up, change something or move onto something else? No, according to experts, we need to have patience and build the right foundation. Yes, it will pay off.
Usually, all of us promote the same content for a few months (two-three months). That is because we don’t get the same results in the first month as we get in the third month. Remember – content marketing is not a one-time thing. You have to be in it for a long time.
They say building a strong foundation is the key to content marketing success. So, here are four strategies that will help you build a powerful content marketing foundation.
In every business page niche, there are movers and shakers. It doesn’t matter whether they are your competitors or your influencers, you can establish and nourish a relationship with them. The key, however, is to create a strong relationship that has mutual benefits where eventually you are helping each other in good and in bad.
Today, you can easily connect with marketers through email, social media or in person. You shouldn’t connect with them to promote your content but to help each other out. If they are doing something that is relative to your business, I don’t see a reason why you shouldn’t connect with them.
You can reference them and they can refer you. Although a reference shouldn’t be your end goal, you can start by referencing one another and then build a relationship. That way the links will come naturally.
Consider the Competition
Do you know what your rivals are doing? By using Buzzsumo, you can track your competitors’ content efforts and track their links. You can also use Brand24 to track their mentions.
At some point, you have to ask yourself – what are they doing that is working? Watch how they are getting attention, they are getting mentioned, and where exactly they are getting links from. It is important to keep track of how many times their name is mentioned. That number is the number you want to beat.
Be careful to not just copy what prosperous and successful businesses are going. For those businesses, what they are doing right now is not what’s making them powerful and successful. It is what they have done before, in the past.
For example, you can’t do what HubSpot does today and expect to get the exact same results. That is because they started years ago and today they have so much traffic that they can pull off anything. You can’t imitate HubSpot because it is probably their previous strategies that are getting the links and references. The same thing goes for your competition.
Repurpose and Renew
According to Buzzsumo’s Content Trends Report in 2018, the volume of content published continues to grow and the industry only gets more and more competitive. If you are constantly creating new content, eventually, you are going to get burned out and you are not going to get great results.
Instead, it is better to work with what you already have and reuse your old content. You can update images, change some of your older pieces in a way to make them better. This way your content lays the foundation for new iterations and leads to greater success down the road.
The process can take less effort and time than creating brand new content and because you are improving it, it is going to bring you better results.
Bring Contributors Together
When you are just starting out, creating content may not get you lots of traffic. However, when you combine your efforts with businesses who already have a loyal audience, you will end up growing your brand image and improving your results.
Let’s say you want to create an article on buyer personas, but there is one problem – you don’t want to do it alone. Instead, you research who was writing similar articles before, who the experts are, and you reach out to them. You invite them to share their opinions and thoughts and contribute to your new article.
The chances are that out of 100 people you reached out, around 30-49 will only contribute to your article and you may end up getting both visitors and backlinks. Why is that?
Well, there were many names attached to the article and that is why the article attracted more readers.
Sometimes, investing more time and effort in a piece is essential to achieve even greater success.
By following these four tips, you will be able to build a strong foundation and ensure content marketing success. Share these tips with your marketing team and come up with more strategies that will help you bring your business company up to the next level.
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