The size and format of a piece of content should vary from site to site. Ultimately, the most
important thing is to deliver value to the reader.
But there are some tips that can help you guide your production, for example: avoid texts that are
unnecessarily long and complicated or too short and void of information.
A good size to start with is 500 words, suitable for answering your persona’s questions and long
enough to be favored by Google, which tends to favor more complete texts.
It’s also important to vary your format to keep your audience engaged. Offer infographics, podcasts ,
and try out new formats to see what resonates best with your audience.
Videos are a huge trend and they add points in SEO when compared to competitors who don’t offer
this type of content on their websites. Bet on them!
Scannability
Working on scannability means usa telegram data formatting your text to make it
appealing at first glance.
Before reading a piece of content, everyone “scans” it to see what it is about and whether it is worth
reading further. In other words, they scan the text.
Interheadings, images, lists and bold are good resources to increase the scannability of content, as
they escape the pattern of continuous text.
Because they are different, these resources draw attention and inform that these points are important
and need to be read. Invest in them!
And don’t forget to use short sentences and concise paragraphs. Large blocks of text impair
understanding of where a line of reasoning begins and ends.
Revision
A text full of spelling errors can destroy bulk whatsapp marketing service: how to approach your potential customers? all the authority you worked so hard to build.
Therefore, review all the content you produce, not only to find errors, but also to see if it meets
the standards cited above .
Ideally, you should wait some time after writing to revise your text, because if you do it right away,
some errors that are right under your nose may go unnoticed.
Search Engine Optimization (SEO)
With your quality content ready, it’s not text services enough to just post it on your blog’s front page.
You need to optimize it so that it can be found by your audience.
And that’s where SEO comes in, which is search engine optimization practices and one of the main
strategies of the Inbound methodology.
Search engines like Google and Bing use algorithms to rank all indexed content.
It is through these algorithms that search engines define that article X is more important than Y and,
therefore, should be the first one placed on the page when a person searches for a certain keyword.
The more relevant the search engines consider your content, the higher its position on
the results page. This is essential to reach your persona, since, according to a report by Internet
Marketing Ninjas , the first place wins 21% of the clicks!
The same survey says that the second earns 10%, the third only 7% and that number is falling. In
other words, if you are not well positioned, it is almost as if you do not exist.
These contents may also interest you:
SEO in WordPress: how to reach the top of Google using the resources of this content manager
Discover the best practices for your SME to position itself in search engines
Learn the key factors to improve the performance of your website and appear on Google
Check out these SEO techniques for virtual stores
The roadmap for your company to appear on Google Maps
Content Promotion
As efficient as Google is, you can’t rely on it alone to get your content found.
It is necessary to make it visible to everyone, taking it to your audience and encouraging people to read the work that you have been developing with such dedication.
Efficient content promotion directly influences the results of your strategy. Therefore, don’t put it on the back burner and strive to improve it more and more.
I have identified two channels of dissemination that are interesting for any Content Marketing strategy:
Social networks
As I said before, social media is an important customer acquisition channel.
To give you an idea, I will again quote Neil Patel and his statistic 26 : “The most common content marketing delivery mechanism is social media, used by 87% of marketers.”
But promoting the content you’re producing goes a little further than simply posting a link on Facebook. Even though you may not need to be on Facebook at all, you may not even need to be on Facebook.
To achieve results through social media, you need to be part of only the networks where your audience is present. If your persona is not on Facebook, you have no reason to distribute content on that network, do you agree?
Another important point is to understand that each of the environments in which you publish your content has different audiences and expectations.
You need to know what tone to use on each social network, what formats are most popular, and what people want to read on each one.
Twitter, for example, is a more dynamic network, which asks for short texts and accepts informal language, memes, interactive content.
LinkedIn asks you to be a little more formal, leaving jokes aside and only sharing content relevant to your market.
Email marketing
Email is a powerful channel for promoting content because it delivers it directly to the user and you can monitor engagement.
The most common way to distribute content through email marketing is by sending newsletters, compiled with the main content produced by your company within a time frame that you determine.
But you can also target specific moments in the customer journey , offering content that will help them move through the funnel, such as e-books and other rich materials.
It is also possible to distribute content in nurturing flows, email workflows, based on a specific action, such as downloading an e-book, for example.
Simply recommend in the flow emails some complementary materials to the content that served as a trigger.
Lead generation
As we saw in the sales funnel topic, the volume of people reaching the top content is high, but we need to place those people within the funnel where they can be worked on to become opportunities.
We call this process of placing them inside the funnel lead generation.
Leads are people who have shown interest in your content to the point of providing personal information such as email and phone number.
They are very important for a Content Marketing strategy because, from the moment you have information about a person, you can send them personalized content to guide them through the funnel more quickly.
The most effective way to generate leads is to create conversion points on your blog. These points can be forms, where the visitor registers their email to receive a newsletter, for example; or landing pages, where they answer custom fields in exchange for rich material.
All this with the aim of building a large base of leads ready to be nurtured, as I will explain below.
Lead nurturing
Once you have the leads in your database, you need to work on them so that they move on to the next stage of the funnel and are increasingly prepared to be addressed by the sales team.
The best way to do this is through what we call lead nurturing. That is, ” feeding” your leads with content to obtain more and more information about them and, at the same time, increase their interest and knowledge about your company.
We usually do this by sending scheduled emails, with the purpose of educating the lead, improving their perception of your brand and guiding them to the point of purchase. Each new email qualifies the lead a little more in relation to the previous email.
This sequence of emails, called a nurturing flow , should be based on some event or characteristic that identifies that audience: the download of a material, the filling out of a form, the number of employees, among others.
Creating good nutrition flows requires several tests. If this process is done efficiently, the results will be clear — and it is precisely about results that we will talk about below.