Best Practices For Content Marketing

Content is the heart of any marketing initiative, and the rules about what works and what doesn’t in the content arena are changing quickly. Research from Microsoft showed that the average person’s attention span hit an all-time low in 2013 at just over 8 seconds. With such a small window of opportunity, marketers are forced to be resourceful to engage meaningfully with audiences.

The times are changing, and your marketing strategies should change with them. Take a look at some of the best ways to leverage content marketing for your business.

Focus on Delivering Results

People value their time, and they’re increasingly aware of what their attention is worth to marketers. You shouldn’t make your audience feel like you’re wasting their time with content that doesn’t help them. Instead, show them what they want to learn about your offering in a digestible package.

In practice, this means making lists rather than essays, creating filters to help people go directly to their desired content, and removing unnecessary information when possible.

Understand and Apply Search Intent Data

With recent updates to Google’s search algorithm, the intent behind searches is becoming increasingly important. That means that true search intent, rather than pure search terms, should direct your content marketing efforts.

Make sure you consider what your potential audience is searching for when designing content. For instance, creating a post about content marketing tools may not rank high if true search intent is for content marketing firms. Reconfiguring titles and adding information relevant to true intent are good ways to increase your rankings.

Personalization Is Key

Today’s consumers increasingly expect personalized content marketing. If content feels generic and too broad, the audience loses interest fast. Marketing professionals are resorting to dynamic content delivery to meet these expectations.

However, dynamic content tools aren’t the only way to create personalized content. If you know your desired audience and you create niche content, you can get the effects of personalized outreach that retains your brand’s character.

Privacy and Data Use Transparency

Consumers no longer accept the unfair use of their data, and there is a concerted effort across legislative bodies to make sure it doesn’t happen. It’s both recommended and, in some cases, compulsory to inform people about how you will use their data will be used. Also, it helps generate trust with your audience.

Content Marketing Trends Are Evolving Fast

Content marketing requires an honest investment of resources from a company. If you don’t have a content marketing plan, it’s never too soon to start making one.

Make sure you focus on giving people what they want by understanding the intent behind their search rather than just the search terms. That will allow you to personalize content and truly connect with audiences.