You might think that content creation is a bit like throwing wet spaghetti at a wall. The more you throw, the more that will stick. Unfortunately, it’s not like that. You see, with this content marketing strategy you might indeed get more hits and draw in more people. The only problem is that you won’t get to them to be wet spaghetti and stick around.
It doesn’t just end there, either. For people might read an article they like, but that doesn’t mean they’ll buy your product. After all, very few people will decide based on one article if they’ll buy your product. Chances are, they’re going to end up looking at a few more sites and a few more stories. Therefore, it isn’t just the individual parts that turn a visitor into a customer. It’s the whole thing that does that.
Less is more
In fact, for a truly effective strategy it might actually be a better idea to slow down your content creation and, instead of creating a slew of mediocre articles creating a few outstanding ones.
Well, I’m glad you asked. You see, the internet is based on a long tail principle. The vast majority of articles (about 99% or so) are in the tail of the internet. That means they’re fighting for about 1% of the attention. The other 1% of the stories get all the rest of it.
Mediocre content will drown in the cacophony of the online market place, where millions of writers are screaming ‘look at me’. Only outstanding content will get noticed.
And when it does, when it gets into that spike right at the front of the long tail graph, then it will draw you more audience than all of the other articles put together, as people share it, like it and repost it on other networks.
Great Guest Content
What’s more, the only kind of articles that will draw you in readers from other websites is content that makes them go ‘wow, who’s this writer?’ If your content doesn’t do that, then the chance they’ll actually click through is small indeed.
So, even for guest articles it’s far better to make sure you write the occasional outstanding ones rather than trying to cover as much territory as possible.
This has become even truer since Google started caring about the value of the websites that are back linking to you, as this means where you rank in the Google hierarchy is as much dependent on who links to you as how many.
In fact, if you put your content up on the wrong websites that Google thinks are disreputable, you might just end up in the wrong ‘neighborhood’ and never get ranked on search results at all.
So, make sure that you aim your content at the websites that fit your audience and that rank well. Basically, if it has a lot of visitors that comment, share and like what’s going on, then Google will rank the website well.
Of course, you want to keep producing content on a relatively regular basis. A few posts a week will generally do. Then, try to make sure that these posts stay relevant. Of course, if you’re writing for the online sphere (technology, websites, hot tips, etc.) that can be hard. If, however, you’re writing about human nature, love or anything like that, content can become ‘evergreen’ far easier.
The best way to make sure content stays evergreen is to keep updating it. Google will notice when articles keep getting changed and they’ll reward you for it, by assuming that your changes are in fact updates that keep the content you’ve put there relevant.
Create great content
While you’re at it, make sure you write great content that is appealing to your audience. This means a couple of things:
- Make sure your content is fresh and interesting. Of course, you can’t avoid repeating some of the stuff that’s online, but make sure that what you’re writing at least has a new angle and a few original perspectives.
- When you do find something interesting to write about, make sure you write about it well. This means honing your writing skills. Learn how to write engagingly and to really draw you audience in.
- Find out what your audience wants and cater to their needs. Though it might not always be true, if you find one person asking a question, there’s a good chance that quite a few more people were thinking the same thing. So aim to answer it.
Focus on your niche
Another important strategy to employ is to keep focusing on your niche and your target audience. This might sound counter intuitive. After all, the more people you cover, the more likely you’ll draw somebody in.
This approach has the same problem as the one mentioned above, however. It’s not just a matter of drawing them in. It’s a matter of keeping them drawn in. The best way to do that is to keep pushing your audience’s buttons, so that they remain engaged. For return visitors are far more likely to become customers than people that come to your website for the first time.
That’s far easier to do if most of your material is geared towards the same audience than if you’re writing for everybody.
I like to say, ‘if you’re writing for everybody, really you’re not writing for anybody’.
Content marketing isn’t about viewing numbers. It’s about selling your product. And that means creating a loyal following of people that trust you enough to buy them. That means creating high-quality content that specifically meets their need and that inspires them with trust.
Creating as much content as possible does not float that boat. It’s a much better strategy to focus on creating outstanding content – be it on your own site or elsewhere. The strategy of less is more and focusing on the right people with the right inclination is going to get you a lot further.
Terry Meiners is a business owner and a passionate writer. Loves to share his experience on business and help people to understand it better. You can contact him via Facebook