Profit isn’t the only priority for a business, but let’s face it: it’s probably the most crucial. After all, your profit determines whether you stay in business or not. And staying in business these days has become more competitive than ever.
That’s why as a business, you should be taking advantage of content marketing. Content marketing is one of the most effective ways to increase your bottom line. Take a look at our top six content marketing ideas—each with actionable strategies—to start growing your bottom line.
What Exactly is Content Marketing?
Before we jump straight into the various content marketing ideas, you must understand what content marketing is. You can’t master something you don’t understand.
Content marketing is a form of strategic marketing aimed at creating, publishing, and distributing content for targeted audiences online. It usually involves a combination of different content types like videos, blogs, and social media posts. If content is king, then surely content marketing is queen.
Every business should have a content marketing strategy in place. If you don’t have one or don’t know where to start, a content expert can help you create one for your business.
Content marketing will do wonders for your business by:
- Increasing brand awareness and engagement
- Identifying the right target audience for your business
- Providing more value for your audience with content that meets their needs
- Reaching larger audiences quicker both locally and internationally
- Giving your brand more “purpose and vision”
- Offering a good ROI
- Helping you stay relevant and competitive in today’s market
- Building your authority and expertise in your field
What the Experts are Doing with Content Marketing
The following six content marketing tactics are based on current industry trends and what content marketing experts predict. So, they are highly relevant and topical. But as with everything in the digital age, it changes so fast, so always keep an eye out for emerging trends and topics.
1. Use Video Marketing
More and more brands understand the value of using video, and it seems that video marketing is no longer an option but a must. Since COVID-19 has swept the globe, video has been a fantastic medium for getting your message out when in-person events are not possible.
But even before the pandemic, video was on an upward trajectory as it’s a highly effective way of getting your message across quickly. Out of all the content types, video is the most intimate as you get a chance to be closer to your audience, especially during livestreams and webinars.
Video is here to stay, and most content marketing experts believe it will continue to grow.
Implement the following strategies for your videos:
- Conduct interviews with experts and leaders in your industry
- Announce product launches and services
- Offer giveaways and incentives at the end
- Have a compelling call to action at the end
- Repurpose your videos into blog posts, podcasts, infographics, how-to guides, etc.
2. Improve Content Experience
People are creating more content than ever—we are crawling in it. With so much content on the planet, it’s crucial to ensure yours is high quality, relevant, and offers a great user experience.
Too many websites still lack a good user experience. For instance, we’ve all clicked on a page or article on a website full of pop-ups and ad panels. It puts you off, and you may quickly hit the back button and go to another website. Just think of all the potential leads this website has lost all because of a poor user experience.
This is where UX comes in. More brands are investing in UX to improve content experience.
Implement the following strategies for improved content experience:
- Write content that adheres to web accessibility guidelines
- Create content that adheres to the latest version of Google’s webmaster guidelines
- Ensure all content is mobile optimized
- Ensure content is SEO optimized
- Ensure content has visual appeal—slideshows, infographics, images, etc.
3. Optimize Content for Mobile
As of February 2021, Google’s algorithms will prioritize the mobile version of your website content for indexing and ranking. This means that your ranking will now be more determined by how mobile-optimized your website is. Whereas before, Google primarily focused on the desktop version of a website to rank it when evaluating a page’s relevance to a user’s query.
It’s now no longer an option to have a mobile-optimized website, it’s an absolute must.
Brands that don’t pay attention to mobile optimization will get left behind and not rank well.
Implement the following strategies for mobile optimization:
- Conduct a mobile website audit and identify any gaps
- Shorten your headings on pages if too long (long titles on mobiles don’t work)
- Reformat content better (more bullet points, more paragraph breaks, shorter sentences, etc.)
- Ensure images that complement content are mobile optimized
- Check that content still meets web accessibility guidelines
4. Optimize Content for SEO
SEO and content go together like salt and pepper, and every piece of content—no matter how small—must be created with proper SEO in mind. SEO is what helps your content rank and therefore gets you leads and conversions.
Gone are the days of black hat SEO- keyword stuffing. These days SEO is invisible in that you strategically place keywords in a piece of content in a way that isn’t spammy and penalized by Google for not adhering to its webmaster guidelines.
In 2021 and beyond, content marketing experts believe that SEO will continue to influence content creation. Just like any part of the digital landscape, SEO changes with new updates coming out all the time. As a brand, you want to stay aware of such updates.
Implement the following strategies to optimize your content for SEO:
- Create a solid SEO strategy for the next six months for your business
- Invest in a mix of organic SEO and paid SEO
- Use a range of tools to conduct keyword and topic research
- Don’t forget the simplest of tools—putting yourself in your audience’s shoes and understanding searcher intent
5. Repurpose Content!
Repurposing content is essentially recycling content into different channels and spreading your message further. It’s one of the smartest and most effective forms of content marketing. It allows you to share your content with as many people as possible.
As a business, if you’re not repurposing content, you are losing out. After all, you’ve spent time, effort, and money creating high-quality, engaging content, so spread it as far as you can. B2B and B2C brands are often sitting on a content goldmine to repurpose.
For example, content from a webinar can be repurposed into an:
- Blog post
- Case study
- Social media post
- And more
6. Use AI in Content
No one can ignore the rise of AI in content: experts have been predicting it for years, and it’s no longer a futuristic concept. Many brands are already using AI technologies in their content, and others fear it will replace human content creators.
However, this is unlikely as humans will always be needed. Instead, there will likely be a collaborative working relationship between human content creators and bots. We already see this with tools like Grammarly, powered by an AI algorithm and used by content creators to make their content better.
As a brand, you can start implementing AI in your content through:
- Chatbot writing
- Predictive data
- Personalized recommendations
- Improved versions of grammar and editing tools like Grammarly and Hemingway app
- Using human content creators to write AI code
There’s no time like the present to start implementing these 6 content marketing to increase your bottom line. Book time with our team at Content Callout to discuss how we can help you implement these content marketing ideas and take your business to the next level.