If you run a blog, then you are essentially a content marketer. This is true whether you deal in fashion news, celebrity gossip, or sports updates. No matter what the topic is, you’re playing the role of providing content to an audience that expects you to deliver something good more often than not. What’s really important is recognizing this and doing something about it.
By now, we all know that content is king. But it isn’t just anything you can conjure up or scrounge up from the back alleys of the internet. In this era that has been structurally ravaged by search algorithm updates such as Google Panda and Penguin, quality content has become more important than ever.
In fact, the quality of your material has become such a big deal, that you can’t just serve it up every now and then. You need to deliver it on a regular basis. The moment you fall off is the moment you start losing momentum to hungry competitors who understand the value of keeping it moving.
Quality content marketing fodder
The transition from aimless wondering blogger to ultra-focused content marketer is far less intimating when you realize that you have plenty of animation at your disposal. When presented in an attractive package, the following items can be considered forms of quality content:
Written blog posts. Some blogs are thriving almost exclusively on written posts. Make sure your content is well written, factual and interesting, and those posts can consistently bring good fortune your way.
Image-centric posts. Don’t feel like cranking out 500-word posts all the time? Luckily, we are right the middle of the visual age of content marketing, so you don’t have to. Of course you can sprinkle in some copy here and there, but the immense popularity of Tumblr is strong proof that quality images alone can carry a blog post to great distances.
Slideshow presentations. Slideshow presentations allow you to tell visual stories in a unique and powerful way. With tools like PowerPoint and SlideShare, you can treat your audience to engaging content that when properly optimized, the search engines will love as well.
Video-based posts. Images are powerful. Videos, when used correctly, are even more so. You would be amazed at video’s effectiveness in gaining attention, boosting engagement and improving retention.
Infographics. While infographics aren’t necessarily new, they have reached all new levels of popularity in the age of big data. Infographics allow you to present large amounts of data in a visually pleasing format that is easy to consume and heavy on SEO value.
Grasping the importance of consistency and frequency
One part of content marketing is creating the content. The other part is obviously marketing. For bloggers especially, doing so with consistency is absolutely critical. Consistency is all about following is a course of action, which is hopefully laid out before you even begin. If you get into the habit of publishing three blog posts a week, you should stick with that schedule or at least something close to it. This is what your audience has come to expect. You may think it’s okay to take breaks weeks at a time, but you are likely to lose significant portions of your audience each time you do so.
Consistency is closely tied to frequency, which has increased in importance throughout the evolution of SEO. That’s because search engines (and people) love fresh content and want to see it as much as possible. In order to thrive in today’s landscape, content marketers must not only be consistent, but active regularly. You may keep an audience by consistently churning out a solid blog post every two weeks, but think of what you could do if you were treating them to two or three every week. The more you post, the more your pages are crawled, and the better your visibility in the SERPs.
The dedicated blogger has no choice but to indulge in content marketing. You may not consider yourself some great marketer, but you’re peddling material others want, so why not adopt some skill and do it right? This whole content marketing thing is huge, amassing an industry comprised of educational tools, software solutions, webinars and conferences designed to help participants master the craft. There is a lot to it, but if you can create good stuff and maintain an active presence on a consistent basis, you can flourish in this game.
About the author:
Aidan Hijleh is a freelance copywriter and serves as the Non-Profit Partnership Liaison for Benchmark Email Marketing Services. Aidan advocates free email marketing services to assist with the flourishing of grassroots organizations.