Wondering how you’re going to keep your content calendar full for the rest of the year? Thousands of business owners struggle when it comes to content marketing and coming up with content ideas, and a simple strategy can help them: conduct a study or survey.
Original research provides tons of benefits for businesses seeking content marketing performance gains. They can accompany the release of the study with a recap series, for instance. After that, they can dive in-depth into some of the findings for unique takes or insightful real-world applications of the data. At the same time, they can introduce their study to online outlets that get mega traffic with guest posts.
The beauty of conducting original research is that you don’t even have to do all of the content writing yourself! In addition to the content topic possibilities listed above, there’s also a good chance that someone might cite your data or share your report on their own blog. Well-performed research that answers important questions in your field can receive references and citations for months. You may even get quoted as an expert as a result of your own analysis!
Your business can add credibility and complexity to its content when you regularly incorporate the positive feedback your customers leave. This practice has an added bonus of rewarding customers for their praise, strengthening your relationship with them and encouraging others to follow in their footsteps.
You may think that simply regurgitating customer acclaim can seem like a cheap or shallow tactic. When you go about using customer reviews incorrectly, that can absolutely be the case.
But when you can masterfully weave praise into your content marketing and collateral materials, it feels like a natural fit. Your content becomes richer, and your brand name becomes more credible.
According to eMarketer research, online reviews are by far the most trusted source of business information. In fact, 8 percent more people 18+ trust online reviews compared to their own friends, family and colleagues. Putting your reviews front and center in your content offers documented proof of peer approval, and no one has to go digging into third-party sites to find that proof.
Quality content is quickly becoming a brand differentiator for businesses trying to compete for online visibility. Companies able to maintain a steady stream of great content can capture larger online audiences, earn higher search engine results rankings, position themselves as thought leaders and strengthen the overall performance of their marketing funnel.
The question for businesses, then, isn’t whether they need a content writer but rather how they should go about working with one. Hiring a full-time writer (or a stable of writers) as part of your in-house marketing team is one option while outsourcing the work to various creative agencies or freelancers is another option. Some business also choose a mixture between the two.
Deciding which route to go for your own content marketing needs depends completely on your unique goals, how you want to portray your brand online, and how those requirements might shift as time goes on.
Content marketing has gotten bigger than ever, but not every business is reaping the benefits. When looking at their targeted marketing metrics, many are finding that their content marketing efforts fail to make the needle move.
So what can these organizations do to improve? They can start by considering the following five common mistakes below. Therefore, these can cripple your content marketing performance and stand in the way of building audiences who can become business leads.