4 ways to make your content marketing connected


PHOTO: Kelly Sikkema


Content marketing is one of the most valuable tools brands have to communicate with their audience. Strategically, brands can post compelling messages that grab the attention of their target consumers. Whether through images, infographics, web pages, videos, blogs, or newsletters, marketers have the ability to deliver relevant information that resonates with the people they’re trying to reach. to reach.

Effective content marketing can also be a powerful means to achieve strategic goals, such as increasing conversions, increasing brand awareness, building strong customer relationships, and ultimately improved results. No matter what type of content a marketer creates, they need to focus on four key characteristics today to generate compelling messages that meet business objectives.

1. Build strong credibility

Establishing credibility is critical to how your core audience sees and trusts your content. As a content marketer, it’s important to build a trusted reputation by establishing yourself as an expert on the subject you’re writing about. The public should see you as a thought leader in your specific area.

One way to build credibility is to leverage reliable data, either from the company’s own research or from a reputable outside source, to reinforce what you’re communicating. People find content with relevant sources and specific numbers supporting the message more believable. Of course, the data source must also be reliable, coming from an original and respected survey or study whose validity the public does not question.

Visually appealing content, including charts, infographics, drawings, and charts, can help make messages clear and concise. This adds authenticity to a brand’s voice while engaging the consumer, making the article easier to digest with strong visual cues to guide the reader. Content marketers know this well, with 74% of marketers saying that more than 70% of their content contained some form of visual element according to Venngage.

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2. Improve engagement with resonant content

Engagement is another area that can not only improve the authority of a web page, but also determine the reach and effectiveness of published content. Content marketers should incorporate effective strategies that increase engagement, such as using interactive and informative Q&As. The content should also feature a call to action to give the reader a natural next step to engage with the brand.

Measuring key SEO and web traffic metrics can help determine the type of content a targeted audience will respond to. Marketers must constantly assess how long a visitor spends on content and how often they explore other areas of the site, along with analytics such as bounce rate and page authority to identify a high-performing content strategy.

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3. Reinforce security measures

There are several areas regarding security that marketers need to pay attention to in order to post safe and reliable content. One aspect is whether the brand site incorporates security best practices so that a security breach cannot harm the business. Not only can this ruin a brand’s reputation, but it can also impact SEO performance and the inherent long-term value of content. By constantly improving website cybersecurity and monitoring for any issues, brands can ensure that they maintain a secure platform that supports the SEO strategy of published content.

Additionally, if a brand’s content strategy involves user-generated content (UGC), it’s essential to have the right security measures in place to prevent malware, code injection, engineering social, etc Although it is user-posted content, such as product reviews or submitted images and videos, this content still reflects the brand and it must do everything possible to ensure a secure, safe and dignified infrastructure. of confidence.

Developers should also log in regularly through SSLTrust, WPScan, or equivalent tools to identify potential site security issues. This will help ensure that the team has not unintentionally added new vulnerabilities to the site. Incorporating foolproof security measures and early detection of issues before it’s too late will protect a brand’s content and ensure high search rankings.

Related Article: How to Mitigate User-Generated Content Risk

4. Focus on localized and personalized content

Finally, consumers want a brand experience tailored to their personal tastes and preferences. According to Accenture, 91% of consumers are more likely to buy with brands that provide offers and recommendations. Brands can achieve this by sharing specific content with segmented audiences that present a strong and compelling message.

Localized content is a personalization approach that considers the area in which certain segments of a brand’s audience live. Local or regional personalization allows marketers to deliver content optimized for each audience’s location. For example, a sportswear brand can send localized email campaigns based on the weather and seasonality of a given location.

Whether it’s through segmented email campaigns or industry-specific e-books, there are plenty of ways to distribute personalized content that makes a positive impression on customers.

Related article: Preparing for Personalization: Is Your Content Ready?

Road to Content Marketing Success

Content marketing is so important to reaching an audience online, which is why brands need to incorporate the above strategies to increase conversions and get measurable results. By paying attention to these essentials, content marketers can deliver profitable results that entice customers.

Sanjay Sarathy is VP Developer Experience at Cloudinary, a provider of end-to-end digital media management solutions. With over twenty years of experience leading global marketing programs, his work spans tech startups and established market leaders in SaaS, big data, analytics and e-commerce.