While experimentation is a given; content marketing doesn’t go by many rules. Nevertheless, the one that you should uphold, no matter what, is to write original content your customers will find meaningful or don’t write at all.
Some may be inclined to write original content just for the sake of it and with the hopes that, after enough time and articles, things will begin to pick up. For better or worse, this is not the case. The quality over quantity debate has been raging for some time now, but with Google’s constant algorithm updates, original content quality is the way to go.
While Google’s way of determining which content has quality and which doesn’t, is a bit vague – to say the least – engagement on social media is more palpable and measurable. Be it comments, likes, shares, or re-tweets, these social interactions are right metrics in measuring the quality of an article.
To be successful in your content marketing strategy, you need to be customer-centric. Quality content can be defined as what your customers want to read and not what you want to tell them. In other words, you will need to provide value in every one of your posts to better connect with your audience.
Always selling them your latest product or telling them how great your company is, will only get you so far. Do it too much, and it may backfire on you. But if you focus your strategy on providing real value to your customers and brand yourself as an expert in the field, the engagement and conversion rates will skyrocket.
Related: How Anyone Can Do Audience Research
Why Consistent Original Content Matters
Though they might sound similar, frequency and consistency are not the same. In this context, consistency translates to predictability. It mostly applies to the content posted on social media, but it works equally as well when writing. After a while, your audience will become accustomed to your posting frequency, and keeping it consistent is a good way for your readers to remain loyal.
Figure out how much content you need to produce to support your marketing goals and stick to that. Be it an article a day, or two per week, your audience will wait for your posts like they would for their next favorite TV show episode.
Consistency also applies to the content, itself. If you don’t maintain consistency in what you are writing about, you will be missing out on the opportunity to connect with your audience. Be consistent in your topics as it helps your brand establish itself as a thought leader in the industry.
When combined with frequency, consistent content will provide you with a great deal of credibility. It should also go without saying that this powerful combination will also build brand awareness, it will engage the audience, it will improve website traffic and SEO, and will generate more leads.
But don’t fool yourself into thinking that you have to “reinvent the wheel” every time you write valuable content. Repurposing old material or updating older posts works equally as well, granted those posts were of higher quality, in the first place. Likewise, promoting this content is as important as writing it, so don’t hope that people will find it without the necessary help.
So, how much content should you be producing? The answer is a part of a bigger question of how your content is going to move the needle to accomplish specific marketing goals.
The critical thing to remember, however, is that quality material will get you much further than merely writing content by the truckload. It will not only save you tons of time, but it will also provide you with the necessary reputation that will make your customers turn to you whenever they’re looking for advice.
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