Mastering modern content marketing is tricky business. Your content is a staple to your marketing, website, and overall business success. Content strategies must change at the same pace of consumer interests. If you don’t take the time to put extra effort or planning into content marketing strategy, you may want to start. Poor and outdated strategies can be detrimental to your business.
The initial creation of a site and content may have a website manager believe his or her job is complete, but that’s simply not the case. Site and content management are ongoing processes, requiring daily attention. Content should always be up to date, relevant, and make mention of current trends or events. Outdated and untouched content can lead to a lower ranking in Google’s algorithm and can cause users to abandon your site. Bloggers who post on a weekly basis have a higher chance of receiving visitors to their site.
Content type must be current, regardless of where you are posting. Blogs, social media posts, business sites, how-to guides, and any other content sites should mention current related trends or events. Google will rank the content higher, and it will remain relevant in the view of users. The type of content on your site should always present a solution to the user’s problem. It can be a guide for working mothers or a product solving a problem. Always ask yourself, “Why does the reader care?” Make sure the posts are relevant to the target audience.
Content length is getting longer by the year. In 2017, the average blog word count was 1,142. HubSpot found the best performing posts on its site were between 2,250 and 2,500 words. For blog posts and other informational posts, these lengths are appropriate. The best method for determining optimal content length is through your users. What pages or posts have the best performance rates? Use this as a guide for future content.
Once you create content, it can easily be re-purposed and shared on other platforms. For example, if you create content explaining 2018’s content marketing guidelines, the post can be transformed into an Infographic or e-book. New posts do not always require original content. Be creative and transform the work you have already completed into something else.
Title tags are one of the most important search engine optimization factors for website visibility. The title tags tell search engines what content is on the page. Each page on your site should have unique title tags, not generic tags. The title tags should be 55 characters or fewer. Another solid tip for SEO is to optimize meta descriptions by including keywords and an enticing page synopsis. Meta descriptions should be no longer than 300 characters.
Content for the site should always be relevant and match the meta description. Do not be misleading with keywords or descriptions. Google will penalize your site for irrelevant content, and users will stop visiting.
Never keyword stuff or overuse keywords in titles or content. The overuse of keywords can make the content unreadable and cause a drop in Google rankings. You should use keywords at most twice per page. If you have a few different keywords relevant to your content, you can add more. Be sure your content is easy to read and flows naturally.
Content that is only in the form of text is redundant and boring for users. Spice up the content presentation by including graphics, videos, Infographics, quizzes, and other appropriate and engaging media. Use the established target audience to determine the type of media that would be well accepted.
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