Last Updated on June 17, 2021
Content marketing is often seen as a factor at the top of the sales funnel. It often takes many steps before the person visiting your content finally decides to buy. However, some people fail to recognize the impact of content marketing in a buyer’s journey.
Content creates awareness about your product and brand. It also allows potential customers to discover and evaluate your goods through quality write-ups, photos, or videos, which hopefully turns into a successful sale. It is also through informative content that you get loyal customers.
When you realize the influence content has on your business, you’ll also realize that this area is worth your investment and attention. As a little nudge in the right direction, here’s a list of 20 content marketing tips to level up your content now that you know just how important it really is.
Tip #1: Have a concrete content marketing strategy
A plan does not only keep you on track, but it makes you look forward to each working day when you know that you have something to accomplish.
Blueprints of what you should do according to the set timeline allow you to remain focused and dedicated to your goals. That being said, some of the critical details you need to include in your content marketing strategy are specific goals and the times you need to hit them by. Also, set indicators to track if your plan is working. With these, your strategy will be simple, measurable, attainable, realistic, and time-bound.
Some of the goals you can include in your Key Performance Indicators (KPIs) are the following:
- Target newsletter sign-ups monthly, quarterly, and yearly
- Monthly, quarterly, and yearly target for email subscribers
- Views per content goal
- Income goals per month, quarter, and year
Your content is not meant to be private. Make it a goal to make your content irresistible to share because you produced something informative, engaging, compelling, and maybe even funny. Getting feedback and reactions are indicators that you’re engaging viewers and potential buyers.
Aim to produce content that takes up space but ranks as well, and so optimizing your account is a must. Amazon optimization services are readily available to sellers everywhere, so this will not be a challenge for you if you choose to pursue professional help.
Check on your business’ income and profit, as these will be the primary indicators to check if you have set the right KPIs.
Tip #2: Write for both algorithm and human readers
You probably know that ranking highly matters in the digital world. Despite having excellent content, if there are no viewers and buyers to see it, then your conversion goal is far from reality.
With this, search engine optimization is essential. If you are still starting your business, experimenting with keywords may work as online keyword research tools are readily available. All you need to do is to sprinkle these keywords on your website or account’s front page and backend. Professional Amazon optimization services offering keyword research and search engine optimized content is also available to you.
Although you may have a long list of keywords after researching, make sure to balance your writing for the algorithm and your actual human readers. Basically, avoid keyword stuffing. Sounding organic is key, and creating informative content that matters to your readers should be your top priority.
Tip #3: Know your customers and target audience
You can look into customer engagement to get to know your customers and how they think and feel. Know the information below about your customers and target audience:
- Necessary information like name, age, gender, social status, location – you can tailor-fit your content based on these details.
- Content views data, and which of the content you produced has the most impact. This step will allow you to know what kind of content your viewers want, which you can replicate moving forward.
On the contrary, you can also look into your non-performing content, know the reason why the content isn’t appealing, and learn from your findings.
- Competitor views: Know the content your competitors produce to see which are the most engaging. Then, strategize how you can achieve the same success for your blogs, videos, and photos.
- Platform consideration: If you are producing content on different platforms, note which platform you get the most interaction with. Is your target audience more active on Facebook, Twitter, Instagram, Pinterest, Blogs, or Youtube? This action will help you decide where to invest more on and which are your areas for improvement.
Tip #4: Choose the type of content you want to produce
To know your customers, keep them engaged, make them buy your products, and earn their loyalty, you have to be present in the platform they are using. Don’t limit yourself to just one. Using different platforms is highly encouraged to ensure your presence in the digital world.
Say your target audiences are university students and young professionals. These people are more likely to use Instagram, so your content should be present there. For working adults whose life involves checking emails, getting your content in their inbox would be a better option.
The type of platform your viewers are using is essential information for your business. It wouldn’t help to produce excellent content and then post it on a forum not commonly used by your target audience.
Tip #5: Listen to what your customers and viewers demand
Before you even start writing, taking photos, or recording videos, know what your audience wants to see. You can get ideas from websites that show trending topics in different niches. Your viewers’ and buyers’ comments are also excellent sources for content ideas.
Your visitors may not request a specific topic, but you can check their frequently asked questions and concerns. Besides giving prompt answers, you can create informative and detailed content for their queries.
Nonetheless, there are platforms where you can include a call to action or create polls to determine what content they want to see next. Excellent examples of these can be seen on Youtube vlogs and channels. Content producers often include lines asking viewers to let them know what videos they want to see next.
Tip #6: Produce informative, intriguing, and original content
Informative – Your content should be helpful to your audience. Through viewing your content, people should have additional knowledge about the topic. Including information from experts increases your articles, photos, or videos’ accuracy and authority.
Intriguing – Be fearless in voicing points of view against the status quo. Fascinating angles make the readers think and interact amongst each other and between you and them. Unpopular opinions about the topic, innovative ideas, and unique aspects of the issue mixed with the right keywords are gold.
Original – Look for specific web topics and notice how people seem to produce the same content repeatedly. Don’t offer the same information as everyone else, and stand out by creating original content.
Tip #7: Check what your competitors are posting
You will get many insights in looking through what your competitors are doing. First, you’ll get an idea of what type of content you can create to ensure that you are on par with the market. Next, you’ll see what they lack and provide these to your viewers.
You can do this through competitor research. For Amazon sellers, you can use reverse ASIN to see which keywords your competitors are using for their content. There are also online competitor analysis tools available for Google users. With these, bots can look into another company’s site and give you a summary report about their content.
An Amazon PPC company can help you optimize your ads with the keywords you have. They can also strategize on the most suitable campaign type to reach your target audience. Google Ad experts will be on top of your campaigns. In the same way, they will define who your target customers are, and they will decide the best strategy to ensure click-throughs and increase your conversion. Check this Amazon SEO Guide.
Tip #8: Post your content to different and appropriate channels
There are different social media platforms used worldwide. Other countries have applications or sites that are more popular to use. Your choice depends on the type of content you are producing and the location of your target audience. Below are the content-types and the best platforms to post them on.
|Content-Type||Platform to Post It|
|Infographics||Facebook, Instagram, Pinterest, Twitter|
|Articles, Newsletters, Testimonials, Reviews||Websites, Blogs, Email|
|Videos (Live, stories, recorded)||Youtube, Snapchat, Instagram, Facebook|
|Images||Facebook, Instagram, Pinterest|
Tip #9: Partner with influencers
This part is one of the most exhilarating stages of content marketing. The adventure starts with looking for the most famous influencers on your target platform. To get the best result, find an endorser with the same beliefs and advocacy as your brand. With this, you can establish credibility right away.
Once you have chosen your brand ambassador, they will feature your product in their content. The script is limitless, and this is where the fun comes in.
For instance, if you are selling toys, your target audience is most likely a family with small children. Children are most likely to watch Youtube videos in their free time, especially videos that feature other kids. With this information, you can search for a child Youtube influencer and have your toys featured in one of their vlogs. Appeal to the right audience with the right content, and watch your sales soar.
Tip #10: Assess the ranking of your content
The work does not end after keyword optimization. You need to monitor your rankings as well, which is a daily process. Monitoring allows you to check if you are within target, and if not, you can adjust your content or tweak your ad spend as needed. The tool you use for keyword research usually gives you a report of your keyword ranking as well.
Another indicator you need to check is your conversion rate. Are your sales increasing? How’s the state of your business financially? Do you have loyal and returning customers? If the answers to these questions are positive, continue your practices. If not, always be ready to change or adjust the game plan.
Tip #11: Repurpose ranking content into something PAID
You will know that the search engine optimization you did and the content you published works when you rank in the first few Google pages, or your posts are trending with numerous shares and comments. This is when it’s safe to say that you have engaged your audience. Once you see these events occurring, you can think of repurposing your content into something that generates income.
For example, if you’ve created a popular video tutorial, maybe you can offer a live webinar or create more content with related topics that can generate you income from ads. For famous articles and blog entries, writing eBooks can be a profitable option. Be more creative and transform content to be more friendly to the platform you will post it on.
Tip #12: The word “free” looks and sounds useful to anyone
While there is content that you can move into your business’s money-making end, you can also try offering services for free. You provide free services for the following reasons:
- To increase the number of your subscribers
- For brand awareness
- To create a community that trusts your products
Host webinars and get-togethers solely dedicated to your subscribers and loyal customers. These people will act as living advertisements who can spread the word about your products. You can also do giveaways to generate excitement. Ensure your brand logo or product trademark is present in these free gifts for brand awareness.
Tip #13: Upgrade and update your content
If you see that your content is not hitting your audience engagement and sales goals, it is time to upgrade and update. Experts say that you do not need to begin from scratch. Just check your current data and see where you can adjust to boost your content and reach more people.
Tip #14: Interact with your customers as often as possible
There is always a comment button present to accommodate viewers’ feedback on any platform. ECommerce platforms even allow customers to rate the products they buy. Maximize these functions to get to know your viewers, increase sales, and have more returning customers.
The best thing to do is to have 24/7 customer service who will respond to your client’s concerns, especially if your content has high traffic. For beginners who are still building their brand, an automatic chatbot service may work for time-bound circumstances. Whichever you choose, the most important thing is to respond promptly whenever a customer asks or comments.
Tip #15: Publish only quality content
Never publish half-baked content. Ensure that you undergo grammar and plagiarism checks before publishing anything. Well-written, quality, and edited content will increase your credibility and make your readers trust what you say. Even minor errors can garner negative reactions and give the assumption that the site and even the brand are unreliable.
With this, make sure that your content creators have an eye for detail and stress the importance of proofreading and editing. Make it a point never to release any content that is not within your standards.
Take a look at big brands. They release quality and appealing content one after another. They sound reliable, and customers flock to buy from them. On the contrary, when these brands make mistakes like grammar or spelling errors, viewers quickly point it out or even make fun of it. This doesn’t just pertain to basic errors, but big companies also have less leeway for problematic content, like content that is not culture-sensitive or is discriminatory.
Think of content marketing as an action that genuinely requires social responsibility because you’re tasked with informing people. With this in mind, you’ll be more thorough with your research and be on top of checking your content before you publish.
Tip #16: Numbers don’t lie, so include data in your content
Make your content more scientific and objective by providing data to your viewers. Collect data from reliable sources, and choose graphs that are easy to understand. If it’s written content, go with the specifics and make sure to cite your sources. Words are powerful, but numbers don’t lie.
Tip #17: Cite experts in your content
Interview experts. Go for authoritative websites. There is nothing more powerful than the words from specialists in the field. As a storyteller, your job is to thread all the information you get appealingly. When you publish knowledgeable, informative, and quality content, viewers are compelled to react and even share it with others.
Getting information from skilled individuals can be time-consuming. It may require scheduling appointments, preparing interview questions, and getting ready for the actual interview. Information coming from reliable websites is not always readily available. Some even require the creation of premium accounts and payments. Put the effort you exert to good use by publishing quality content.
Tip #18: Paid promotions are a worthy investment
You do not want to waste your hard work in creating excellent content. You want your target audience to see what you produced, and the best way to do this is through paid ads. Here are your choices:
- Maximize ads sponsored by the platform. For instance, Amazon Sponsored Ads, Facebook Ads, and Google Ads.
- Establish your products and brands outside of the eCommerce platform you are selling on through a website. Write content that your target customers and loyal buyers need.
- Email is still “in”, especially for those working in an office. Maximize this potential by sending emails to your customers and paying for ads to appear in emails.
- Facebook, Instagram, and Twitter are widely used worldwide. Be present by having accounts on these platforms as well. On Facebook, you can even create communities to send updates about your store.
- Youtube and vlogs are a fun way to make your products and brand known. If you are craving a more creative outlet, this is the content you should make. Creating vlogs has never been more popular than it is now. Youtube videos are also an opportunity to partner with influencers.
- Reach out to different authoritative sites in your niche, and publish your content on these websites through guest posts.
Tip #19: Check your revenue
One of the indicators of success in your content marketing is increased revenue. Some may say that creating content is at the end of the extremely long process of convincing your customer to buy, but we beg to differ.
Content engages potential customers, aiding them in their research and encouraging them to purchase a product. It is also through content marketing that brands retain customers and make them believe in a brand’s story. These events are all a part of content production.
With all of your efforts in creating a solid strategy, and if you do everything right, the potential to earn is there.
For every successful content that you create, remember what you did to duplicate it or improve upon it for the content you will produce in the future. Update yourself on the latest trends in your industry so that your approach will be on par with what others are doing.
Tip #20: Be accurate and consistent with your brand
In branding, consistency is the key. Your layout, poster colors, and the tagline for your images are more than what they seem. They are also tools for brand awareness, and it is easier for viewers to remember you if your layout is consistent.
In terms of written content, the voice of the writer is essential. Is your content upbeat to appeal to the younger generation? Do you want to sound professional, like an expert in your field? Should your articles be more casual and relaxed? Know the message you want to send out to answer these questions and be consistent.
Content marketing is an essential task you need to accomplish to make your business successful. Look into your content areas like optimization, layout, written content correctness, and adherence to brand guidelines. Review our tips, level up your content, and strive to beat your competition.
Be creative in making your content visible to your audience. Emails, social media platforms, and partnering with different influencers are some of the things you can do to spread the word about your brand. Remember to keep your branding consistent throughout the entire process so that your viewers and loyal customers will remember and quickly identify you.
With these content marketing tips, you will see your business achieving the KPIs and revenue goals you have set.
Jayce is the managing director of Seller Interactive, the number one Amazon advertising agency based in Canada that helps brands build their business on Amazon. His content marketing expertise has led him to work with brands such as Toyota and GoDaddy, producing content that has reached over 20M views in a month.