Does Content Marketing Work?

Does Content Marketing Work?

I hear this question all the time: Does content marketing work?

The answer of course, depends.

But what makes content successful isn’t what you think. It isn’t about automation, technology or even social media. It’s much more elemental than that.

I’ll tell you the secret to ALL successful content marketing in a moment, but first, five hot content marketing stats to satisfy the “other 10%” (the logical part) of the brain:

Images Dominate Our Brain

Research shows that people retain 65% of the information they read when paired with an image, as opposed to 10% when not paired with an image. (Source)

Visual content is 40X more likely to be shared on social media (Source)

Content Marketing Isn’t Just For Consumer Brands

88% of B2B marketers include content marketing as part of their marketing strategy. (Source) 

Linkedin is a key part of content marketing for according to 94% of B2B marketers. (Source)

 

Effective Content Marketing (STILL) Includes Blogging

Content with between 1,140-1,285 words in the average word count of top ranking Google content. (Source)

Marketers who blog are 13X more likely to achieve positive ROI. (Source)

Marketers around the world agree, content marketing works when it’s prioritized and used consistently. Besides Google juice, there’s another reason why successful marketers love content marketing: it gives them social media juice, which adds to the Google juice. It all works together so nicely.

So why does so much content marketing fail?
The very elemental answer is that most content isn’t actually written for the reader. The number one thing business owners and marketers fail to do is speak directly to their reader.

In my digital marketing and training, I go into this much more indepth, but here are 5 tactical tips to make your content marketing 100% more effective.

Speak To Me

When writing, be pronoun conscious, instead of using words like “we,” and “us,” use words like “you,” and “your”. This simple tactic closes the distance between you and your reader, which is particularly important in social and digital media.

Use pictures your reader can relate to or images that inspire an emotion they won’t forget. The image doesn’t necessarily have to correlate to the blog in order to be effective and memorable.

 

Be Consistent

You can go for quality over quantity, but Google likes consistently updated content on your website. Don’t go overboard though, Google also doesn’t like to see you flooding your website with content all at once. You can stretch it out, and you should.

Once you have a blog in place, feel free to share it overtime. One of the best things about blogging is that much of your content will be evergreen. The more you share it on social media, the more likely it is to be seen and read.

 

Last, Most Important Tip:

Be useful and valuable and considerate of the reader. You don’t need to push a sale in every line. Providing value increases trust, which leads to more loyal, more valuable customers.

 

PS: I’ll be diving deeper into this VERY topic in the Content Marketing Digital Training class. You can register for an update by completing the registration on the top right of this page. Green Arrow

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3 Comments

  • Emily

    Reply Reply February 2, 2016

    I keep seeing that these days that one or two posts a month at least 1800 words are better than three to four posts per week with half the word count (or less). But you’re saying google likes regular updates. How frequent is regular? And what’s a reasonable word count for an article so that the SEs don’t think you’re writing a “thin” site?

    Thanks. I’ll come back and check for a response in a day or two.

    • taracoomans

      Reply Reply February 5, 2016

      Hi Emily – you actually want to keep the content steady, and not post too much at once. You don’t need a “set” schedule, but I would say at the very least monthly, weekly posts are ideal. You’ll see many people post more frequently than that, and if you can, do. If you can’t, do the best you can. The important thing is that you do it regularly.

  • Emily

    Reply Reply February 8, 2016

    Thanks! :)

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