April 07, 2017

Content Marketing 101: How to Create Content That Stands Out


Every minute, millions of posts are uploaded into the social media universe. With 448,800 tweets, 1,440 Wordpress blog posts, and 500 Youtube videos, there's enough content to keep busy for quite some time! What does this mean for you? Well, it's certainly a sign that it's time to invest in content marketing. Whether you're creating a podcast, writing a blog post or maintaining your social media presence, you're already on the content marketing train.

However, it goes without saying that your content can easily get lost in this information overload. Read ahead to find out how to diversify your content to ensure it stands out from the crowd in our saturated world.

Read on for 4 tips on creating the best content marketing:

Why is content king?

I'm almost positive that you've heard the phrase "content is king!" at some point. There's a real buzz surrounding content, especially since many businesses credit their marketing success to it. Admittedly, it's pretty awesome. It's contributes to increased sales, is cost efficient, and is easily accessible anytime anywhere.

However, it's only king if you know how to use it to your advantage. Specifically, content is great for marketing purposes. It helps spread the word about a product, engages users, increases brand recognition, and comes in various forms such as blog posts, social media, and email campaigns, among others.

Because there are various forms, it is easy to find one (or a few!) that best suits specific needs and helps achieve industry-specific goals. Regardless of the industry, content is a business's best friend.

How To:

We've already established that it is important to diversify content in order to stand out among the rest but just knowing that isn't quite enough to get you there. Follow these 4 steps to diversify your content and improve your content creation.

1. Answer the "Why" Up Front

Approximately 55% of people spend less than 15 seconds on a webpage but according to HubSpot, about 38% of marketers spend between 1-2 hours to write a 500-word blog post. Although it's certainly disappointing to marketers who spend infinite time researching and writing for their audience, it tells us that whatever he or she is trying to accomplish must be said in the very beginning before readers lose interest.

Answer why readers should care about the article to encourage them to read and engage further. In 15 seconds, readers likely see the introduction paragraph and that's it - so make sure it's good enough to keep them around.

2. Don't Do it Alone

From guest authors to influencers, there are infinitely many people who can help you diversify your content. If you need a new way to invigorate your blog or even are having trouble brainstorming some new ideas, reach out to people in your network that will help you!

Conduct interviews, feature guest authors, or crowd source to gain new insight on how to better serve your audience.

3. Have a Creative Title

Think of a title as the reader's 'first impression' of an article. When you Google something, readers typically look at the title and small blurb (your metadata) in order to determine if it will help them find what they're looking for.

If your title is not engaging, or doesn't have keywords users are searching for, the article will never be read. If you want to learn how to create a title that'll rise through the search result ranks, read our article about SEO here.

4. Personalize It

This specifically applies to the social media aspect of content marketing but is still important to consider. Personalizing content should be a priority in order to obtain and keep a loyal following. We know, it sounds like a lot of work, but it can be really easy. Tweeting back at those who tweet at you, thanking your followers who were the most engaged that week, and posting pictures that your followers send in, are just a few simple ways to personalize your content that will have lasting positive effects.

However, it is also possible to personalize web experiences to ensure that users are achieving the experience that is serving their needs. Regardless of how you choose to personalize, 94% of marketing professionals agreed that personalization on some level is important to meeting marketing objectives.

Be Careful...

While we've made it clear that content is in fact "king" it is important not to produce it just because we can. In fact, approximately 60% to 70% of content created by businesses is unused, which means that it has to be pretty awesome to make the cut.

As a result, it is important that all content meets a very specific need such as a company or a customer need. Whether it's introducing a product or creating based on a reader's request, it's important to produce for a purpose.

The Bottom Line

Content is only "king" if you know how to make it. By knowing how to diversify your content, you are more likely to gain traffic and turn a one-time guest into a frequent visitor. In addition to diversifying content, it is important to know that quality always comes before quantity and more isn't always better.

Have any more tips on how to diversify content? Let us know in the comments below. Happy creating!