Content marketing is a crucial piece of any online business. And we are living in a world where a massive amount of content is created and shared every single day.
Here are nine interesting content marketing tips and techniques that will immediately improve your blog content strategy:
1. Stand Out with Original Research and Authentic Content
Is the Skyscraper Technique still an effective tactic in content marketing? Brian Dean of Backlinko claims his link-baiting system works by “finding the ‘tallest’ skyscraper in your space… and slapping 20 stories to the top of it.”
He created this system in 2013 as a ways to turn blog content into high quality backlinks. In three “easy” steps you’ll have the content that everyone is talking about and linking to, all you have to do is:
- Find link-worthy content
- Make something better
- Reach out to people
That was five years ago, and while it’s a blog content strategy that still works to some degree, you don’t have to look too close to see audiences are growing tired, reading the same piece of content over and over again.
Content Producer and PR Manager, SEMrush
“Editors are becoming more sophisticated while the audience is growing tired of reading the same thing time and again. So, authentic content, original research is the way to stand out with your content activities. Moreover, it’s the perfect way to do link-baiting and get organic links without extra SEO/PR effort.”
Interesting enough, Brian Dean’s article on his Skyscraper Technique was an original and authentic case study. The post was last updated in 2016 and boasts an impressive 2,200 social shares and more than 13,000 backlinks…
Screenshot from BuzzSumo showing the thousands of shares from Dean’s original research on link-building.
Screenshot from AHrefs showing the 13,000+ backlinks on Dean’s Skyscraper Technique Article.
2. Learn and Use LSI (Latent Semantic Indexing) Keywords
LSI (Latent Semantic Indexing) keywords are one of the most under-utilized techniques for content marketing.
LSI keywords are simply related keywords and phrases that you would naturally use in your content. The more of these related keywords Google sees, the more it indicates your relevance to the specific topic.
“In a nutshell, LSI keywords help Google understand your content, thus increasing your rankings for your main keyword AND for those LSI keywords. My best tip is to include those keywords in your subheaders and use them to guide the flow of your content.
For example, if you’re targeting ‘content marketing strategy’, one of your LSI keywords is ‘content marketing strategy checklist”. So, I would add a section at the end of the article called ‘Get Started Today With Our Content Marketing Strategy Checklist’. Easy!”
Using these keywords is great for your digital content strategy and will increase your organic website traffic, if you know how to correctly research them. You can search for these keywords in Google and click around through the suggested searches, but there’s an easier way to research for LSI keywords.
Though there are plenty of free content marketing tools to help ease your search for LSI keywords, our favorite is the simple LSIGraph. All you have to do is type your focus keyword in, press generate, and the generator gives you up to 50+ of the newest LSI keywords to target.
3. Encourage Content Promotion in Your Posts
One of the best content marketing tips you can start using right away, is building blog posts that entice readers to share. Like we mentioned earlier, original research, fun GIFs, influencer quotes, and social sharing button are all sure-fire ways to encourage content promotion in your post.
“Bake content promotion into your post. When you launch the piece, it’s so much easier to build up social shares, traffic, and links, if there are actually hooks within the article that cause people to share and link your article.”
When we create blog posts at Performance Marketer, we ensure that social sharing buttons on clearly placed near or around ‘shareable’ – like quotes, stats, and Tweetable links.
Place as many as these components in there, the more the better. Creating these components will allow you and your company to create unique, and shareable, content that is incredibly valuable as the reader is unable to get this information anywhere else.
4. Segment Your Audience to Engage on a Personal Level
If you’re not familiar with segmenting, it’s taking your email list and assigning subscribers to specific groups that tell you about their preferences and behavior. Some segments will be big, or small, and some of your audience will be in multiple segments.
“Chances are, your content won’t be of interest to everyone who visits your website; some of your readers will not be buyers, some will not be interested in certain aspects of your service while others will be. Your content marketing should be based on your audience’s personas and habits. This will enable you to create content that resonates with the various segments that make up your audience.”
9 Ways to Segment Your Email List That Will Benefit Your Content Strategy
There are some truly creative ways out there to segment your list. So don’t be scared to experiment with new ideas or further customization to fit your brand’s need.
- Time on List
- Form or Cart Abandonment
- Geographical Location
- Customer Avatars
- Membership Status
- Webinar Attendees
5. Plan and Track Your Content Strategy with a Editorial Calendar
A great content marketing strategy will increase website visitors, but it’s a tricky challenge when you’re looking to attract new readers while retaining your existing audience. Keeping track of old and new content with the help of an editorial calendar is a good way to tackle both sides of your content strategy goals.
Whether you have a content marketing team of one, or a team of twenty content marketers, an editorial calendar is critical. You can track the performance of old blog posts, while planning future topics in advance.
Senior Content Strategist, POP
“An editorial calendar also allows you to plot your topics in advance. Thinking about content in advance will make the production process less chaotic. It will also allow you visualize your content against an all-up narrative or storytelling arc. With that in place, you can then be attentive to any ad hoc content needs that might arise. “
At Performance Marketer, we’re a small team that’s not always working in the same office, so our editorial calendar is key to keeping our blog content strategy intact. There are a few content marketing tools or PDFs that help you, but we like to go with Google Sheets.
How you use your editorial calendar is up to you and what matters in your content marketing strategy. In our content calendar, we have several tabs to plan future posts, track old posts, manage our content silos, and even edit the social media copy.
6. Your Customer’s Own Words Can Be a Powerful Component of Your Content Marketing Strategy
Some of the most successful brands on social media networks source the majority of content from their fans. Sourcing content from your fans can be a great tactic to use in your social media marketing strategy.
“You can use content customers are posting about your business and your brand by retweeting, posting on Instagram, or resharing on Facebook to create engaging posts and drive traffic to your site. It’s like using mini customer testimonials of your product or services.
Sharing this kind of content not only shows that you have customers who love your business, but also that you are engaging and appreciative that they took the time to post about your business.”
Younger audiences love generating content for their favorite brands! In fact, 84% of millennials say that user-generated content on business’ pages influences what they buy, according to .
Even if you don’t have a young audience, there are many brands out there you can learn from. One of the best companies doing generating content from their customers is GoPro, maker of the high-quality, easy-to-use handheld video camera.
Their social media content strategy gives their audience the power to enthusiastically promote GoPro products. They’ve been relying on content from their fans for years, and it’s paid off big time.
7. Group Your Content Into Valuable Resource Pages
Organizing your content into a cluster of similar articles is a great way to organize your blog’s content so it stands out and ranks better. Content topic clusters are a series of related-content organized with the intention to build authority and influence in the eyes of both visitors and search engines alike.
“Content clusters are your best bet for growing organic search traffic in 2018. Develop a resource page on your website that focuses on one long-tail keyword you have a decent shot at ranking for.
Write long but engaging content on that topic, and link out to other resources and your own blog posts on the same topic. Think of it like a small ecosystem, and remember that you’re marketing to humans — not robots.”
Content clusters consists of three main parts:
Pillar content is ungated, website content that goes into detail (at least several thousand words) on a broad and evergreen topic.
Subtopic content is a specific piece of content based on a long-tail keyword or niche question and links back to the pillar content
Link your pillar content to each piece of subtopic content, with each subtopic content linking back to the pillar.
An example of our Email Marketing content cluster.
8. Repurpose Your Old Content for Different Platforms (and Audiences)
It’s 2018!! There’s so many different content formats out there these days, have fun and experiment with as many as you can. Use analytic content marketing tools to see what makes your audience engage.
Part of diversifying your content strategy will include repurposing your old content. Some people prefer to listen to a video, while some might prefer a long form Facebook post sprinkled with emojis.
Some formats to repurpose your content in 2018 include:
Transcribing old videos into new blog posts
Creating an infographic from a recent case study
Turning a long form blog post into an easy to digest SlideShare
Sharing a short blog post as a Facebook post
”Everyone likes chocolate ice cream, no this isn’t the case actually, similarly there are people who don’t like to read lengthy content – so repurpose your content into different formats like videos, infographics, powerpoints to engage your audience on different platforms as well.”
By understanding what content works for your unique business, you’ll be able to create a more diverse digital content strategy that is custom-built for your audience.
9. Continually Optimize Your Content Marketing Strategy
Finally, we couldn’t wrap up a post about content marketing and content strategy, without driving home the importance of continually optimizing your content strategy.
Content that has been optimized for performance will bring in the most traffic and new leads. To do so, content marketers should use content marketing tools to continually evolve, test, and optimize their content strategy.
Vice President of Product Marketing,Contently
“Too many times marketers will put a plan in motion without revisiting it for extended periods of time. If marketers want to be successful, continually reviewing and evaluating audience insights to optimize their strategy is a must. In our always-on digital world, the need for performance evaluation and iteration based on content performance and ever-evolving business goals cannot be stressed enough.”
Time to Start Improving Your Content Marketing Strategy for 2018!
If you’re looking for more content to get your content strategy in tip-top shape, here’s a few of our favorite marketing guides from the blog:
Did you find this list of content marketing strategy examples helpful? Have we left off any tips that have improved your digital content strategy? Have you created content silos or content clusters for your business? Let me know in the comments and we can keep this discussion going.
This content was originally published here.