Article

Sharon Dargaville
Sharon Dargaville 23 October 2018

3 Tips to Enhance Your Content Marketing in 2019

The process of content marketing is simple enough to grasp. Produce engaging and useful content for people to read, watch, love and, in the end, purchase what you are selling. But there are a few core elements that make content marketing successful.

The first is value. Content marketing has to give value, real value, so much value that it interrupts that of advertising and social media. The following are three content marketing tips that will help you give real value to your content and your product in 2019.

Produce Valuable Content

“Today’s consumers are staring at an invitation avalanche, with every company asking for likes, follows, clicks, and attention. This is on top of all the legacy advertising that envelops us like a straitjacket. There are only two ways for companies to break through in an environment that is unprecedented in its competitiveness and cacophony. They can be ‘amazing’ or they can be useful,” said marketing guru Jay Baer in his book, “Youtility.”

The truth is, amazing can be hard to create. So, as opposed to trying to create the next breakout meme or viral video, direct your focus towards producing content that contains real value for your potential customers or target audience. Specifically, produce content in three, regularly overlapping, categories.

They are the following:

  • Useful Content: This can be a guide, how-to post, or even an interactive tool. The objective is to assist your audience in learning a skill or completing a task.
  • Informative Content: The objective here is to help people learn a new skill or gain a new perspective. It can even help them decide in a more effective way.
  • Entertaining Content: Emotion, joy, and laughter carry great value. Therefore, entertaining content is greatly important for content marketing.

Create a Content Hub

Content marketing should have the ability to connect businesses with customers and prospects directly, without the middle person. Therefore, you should create your own content hub as opposed to using a third-party website where you post all of your content.

This means you won’t be publishing the mass of your original, creative content on Medium or LinkedIn. So, utlise a section of your company’s website and dedicate it to posting your new content. Your eCommerce website might have a blogging platform built in, or you might have to develop a section on your site.

Although developing the section could take some extra work, it might provide you with a competitive advantage. You could build your content hub as a progressive web app (PWA) or provide content through accelerated mobile pages (AMPs).

Make Your Content Highly Accessible

“One of the things you likely hear about as a content marketer is how to reach as many people as possible. We tend to talk about this regarding finding the right audience and meeting them where they already are by participating in social media conversations and optimising content for search engines. However, there’s another way to maximise your reach, and it’s all about web accessibility,” said April Klazema, founder of a content marketing and communications agency.

Web accessibility is the concept of making sure your target audience and potential customers who have disabilities can easily view and interact with your produced content. It is simply ensuring that all of your content is inclusive and easy to view. And, it is great for content marketing.

Follow these three introductory steps to adding value to your content marketing from a digital marketing agency in Melbourne. Once you have done so, you should see your content begin to bring in larger audiences and higher conversions. 

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