Content marketing is not a dirty word; if you have tried it in the past and failed that does not mean that content marketing doesn’t work. You just need to find the right message and platform and you will soon experience the benefits of content marketing. When you work closely with a company that understands the future of the content marketing world and can offer you content marketing services that are tailored to your business needs, you will reap the rewards.
Looking at the numbers
There are over a billion blogs out there, but they are not all reaching their target market. It is estimated that approximately 50% of all content that is produced goes unutilised and 19 out of 20 written pieces gain little or no interested. According to statistics, 93% of B2B businesses make use of a content marketing strategy but only 5% think that that it is an effective tool and worth the cost and effort.
When taken on their own, those numbers do not bode well for the future of content marketing, but it is not all doom and gloom for this industry. There was a time when content marketing was very effective for the people who used it correctly and it still easy. The key to the future of content marketing lies in the correct use and application of this service. If you do it properly, content marketing is an extremely effective tool that will get your message out to the widest possible audience.
How do we embrace the future of content marketing and make it work?
The first step is to learn from the past in order to embrace the future. It is important to recognise the mistakes that were made and move forward with a better plan. Content marketing services need to understand that time is precious, and people can only consume so much information. This means that you must produce well written, informative copy that adds value to the reader if you want to get noticed. Yes, the more content you create, the better your chances of attracting visitors but it must be high quality content. The trick is to get the correct balance between quantity and quality; it is better to produce less and make sure that what you produce is top quality and offers your readers useful information. If you can offer your customers the best advice you will soon become an authority in your field and people will turn to your site for information. This will increase your organic traffic.
Striking the right balance between Evergreen Content and Temporal Content
Evergreen content is content that stands the test of time and remains useful and popular year after year. This is information that people are always looking for and that doesn’t change according to a fashion or trend. Evergreen content is extremely powerful when it is combined with proven SEO strategies. Studies have shown that evergreen content drives the largest amount of organic traffic to your site for far less effort, time and expense than temporal content. You should base your evergreen content around keywords you want your site to rank on.
Temporal content is relevant for a short amount of time; it trends and then if fades. Temporal content raises the hype and sparks interest in your site, but that buzz soon fades and people then move on to more relevant content. The Temporal content might draw the initial traffic, but it is the evergreen content that keeps the traffic coming back. And when you get that balance right, that is where the value of content marketing lies.
So, when you consider the balance between evergreen and temporal content on your site, always go with a higher percentage of evergreen content and use temporal content to create strategic buzz or hype. You need to create the hype to draw attention and then consolidate the relationship with interesting, informative content that is well written.
Where to from here?
Revise > Rework > Refresh
You may have the best content on your site but don’t let it get old and stale, keep things fresh and current. Evergreen content is great for attracting organic content but very few people are going to be interested in an article that was posted two years ago, let alone one that is five years old – especially since Google favours fresh content.
To keep your content fresh, you don’t have to constantly be looking for new or way out ideas. If your evergreen content is drawing traffic, then take note of what people are reading and refresh your older content to increase traffic and lead generation. This is known as historical optimization and by employing this strategy you can capitalize on your existing posts to attract more organic traffic to your site.
You can update your content by adding new information, improving the accuracy and refining the writing. Be sure to update titles, links, images, meta-descriptions and CTA. Giving your content a fresh, more current look will also attract new readers.
So where should you be focusing your efforts?
It is time to accept that you are not going to be able to grow your blog through social media, this platform is slowly driving less and less traffic to sites and it is not going to get any better. You need to take an omnichannel approach. Over time Google has shifted from ranking web pages to pushing up content, and blogs are currently generating approximately 60% of a site’s search traffic. Focus on link building to increase your referral traffic and boost your rankings. Guest posting is always an effective way to get referral traffic. And don’t forget about email, this is still a good platform; every business uses email and that is not going to change anytime soon.
To benefit from the future of content marketing, it is important to work with a reliable content marketing service that understands this world. You do not need to hire full-time employees to write for your blog. A content marketing service will use freelancers to write you content, keeping it fresh and up to date. The future of content marketing is bright, if you choose the right partner.