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For years we have been talking about "content being king” when it comes to creating a website that is easy to find and engaging for visitors. However, most content does not gain any traction according to a recent study done by Moz and BuzzSumo of more than 1 million web articles across different industries. They found in a randomly selected sample of 100,000, posts over 50% had 2 or less Facebook interactions (shares, likes or comments), and over 75% had zero external links. That statistic is depressing to any company or individual who has spent hours implementing a social media or search engine optimization campaign and experienced lackluster results.
This lack of traction could be caused by several different factors:
  • The content isn’t engaging to your audience. If your posts are consistently going without comments, likes or shares, it could be that you are posting about things your audience simply doesn’t find valuable. Take a look at what you have been posting or writing about through the eyes of your client. Does it pass the "what’s in it for me” test? Is the post something that will educate, entertain and/or offer them something that they need to take advantage of now? If the post is all about you and your company and products, it may not be relevant to your audience.
  • The content is low quality. Spelling and grammar mistakes aside, content that’s visually unappealing or boring misses the mark with readers.
  • There is no distribution strategy. If you want people to read your content, you have to promote it through social media, email marketing and influencer outreach. Finding related industries that might benefit from your content and distributing it to them can be extremely helpful as well. Distribution can come in the form of posting links to the article, sending the article directly via email or sending it in printed format in the form of a newsletter or direct mail piece.
  • No repurposing efforts. You created content, shared it once, and now it collects dust. Ninety-three percent of content assets are created from scratch, meaning marketers aren’t digging into their archives to utilize valuable information they’ve already brought to the table.  When a piece is created, remember the Rule of 5. This means that for every piece of content developed, there should be 5 uses, applications or reinvention options for a content asset. Turn a webinar into a white paper. Then break the white paper into a series of articles and blog posts and connect them via hyperlinks. Take one topic and develop 5 different angles to approach it, creating 5 different formats of content. In a world where unique content rules the web, embracing the rule of 5 can mean the difference between success and failure for your blog or website.
Key takeaways from the study are to proof your posts for spelling and grammar, make sure you are using your content across marketing platforms to increase your reach, repurpose your existing marketing assets to increase the return on your investment in your marketing assets and, most importantly, ensure that what you post provides value and enough information to inform and drive home your points.

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