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Online content is now a critical connection point between brands and consumers. It’s not only where many consumers first engage with your brand but where your appeal, value and industry authority are first established and reinforced.
Without an effective content marketing strategy driving your outreach, you’re missing a golden opportunity to optimize that initial connection and leverage valuable content to your full advantage. When done right, this essential digital tool can help maximize brand awareness, cultivate credibility and loyalty, expand your reach and empower growth over the long run.
But getting your content marketing efforts into the right place isn’t always so straightforward. SEO and online content best practices are constantly changing, and knowing how to create content that resonates can often feel like trying to hit a moving target.
Here are a few content marketing rules to get your strategic marketing approach focused, grow your online presence and turn your blogs, social media posts and video content into dynamic brand-building assets.
1. Start with the data
There was once a time when content marketers built blogs and social posts around what they thought customers wanted, making guesses about what would compel engagement. Fortunately, we now have a variety of helpful analytics weapons in our arsenal.
These content marketing tools provide actionable data on what your target audience is looking for and the features driving visibility, clicks and specific types of engagement. With this data at your fingertips, you can now shape your content marketing campaign around things like keywords, site traffic, post reach, bounce rate, domain authority and more, creating data-driven content better positioned to deliver results.
Analytics tools can provide a significant advantage for any content marketing team building website content, managing social media, creating emails or simply seeking a visibility boost in search engines. User-friendly analytics platforms like Ahrefs, Moz, Google Analytics, Hootsuite and HubSpot should be used to refine your content marketing to improve marketing returns and nudge past other competitors in your space.
Related: Using Data Analytics Will Transform Your Business. Here’s How.
2. Be picky where you publish
The web offers numerous platforms for posting content and getting the word out, tempting many to risk it all and publish on every outlet in sight.
But because not all content and social media platforms have the same reach, focus, or search authority, it’s essential to be more selective, at least out of the gate. Branching out and exploring your options may be effective, particularly when you’re scaling up or have a bigger budget. But when you’re starting, it’s crucial to do your research.
Learning where your audience is and what types of content they engage with is key to maxing brand visibility and getting your content where it’s most likely to have an impact. When you’ve done your …….