Is content marketing dead?
Is content marketing dead?
Let’s look at the signs, as there are certainly some signs that point to its impending death.
For one, the vast majority of content produced these days is simply not up to par in terms of quality. With so much noise out there, it’s very hard for even the best content to cut through and really make an impact.
Furthermore, the continued rise of social media means that people are increasingly getting their information and entertainment from sources other than traditional articles and blog posts.
And finally, Google’s algorithms have become more sophisticated, meaning that they’re better able to identify and penalize low-quality content.
In spite of all these signs, content marketing is still very much alive and well.
The reason is that, with the correct content strategy, it remains an incredibly effective way to reach and engage potential customers.
When it comes to quality, there’s no doubt that the bar has been raised. In 2011 when I started blogging, 300 words was considered an ideal length for a blog post.
In 2022, I often tell clients that 1,000 words is a good minimum for a post (but it also depends on what you’re trying to rank for, of course).
But that doesn’t mean that all hope is lost. There are still plenty of ways to produce high-quality content that will cut through the noise and resonate with your audience.
And as far as social media is concerned, while it may be true that people are spending more time on platforms like Facebook and Instagram, that doesn’t mean they’re not still consuming traditional forms of content.
Why content marketing matters
In fact, a recent study found that people who consume more content across all channels are actually more likely to purchase something as a result of that content.
So even though the landscape has changed, the opportunities for content marketing have actually increased.
What has changed is the way we need to approach content marketing.
The key is to produce truly exceptional content and then use smart distribution strategies to ensure that it reaches the right people at the right time.
As for Google’s algorithm changes, while they may have made it more difficult to rank with low-quality content, that doesn’t mean that quality isn’t still rewarded.
In fact, one of the best ways to improve your chances of ranking in Google is to produce longer, in-depth articles that address the needs of your target audience.
So while there are certainly some challenges when it comes to content marketing these days, there’s no need to throw in the towel just yet.
By producing high-quality content and using smart distribution strategies, you can still reach and engage your target audience.
Why content marketing works
The reason content marketing works is that it’s an efficient way to reach your target audience. It’s inbound marketing – meaning, rather than forcefully try to position your brand to someone, content marketing can help people find YOU intentionally.
Additionally, unlike traditional forms of advertising, which can be expensive and time-consuming, content marketing allows you to connect with potential customers at a fraction of the cost.
And because it’s based on providing valuable information, rather than selling products or services, it helps you build trust and credibility with your audience.
In other words, content marketing is still an essential part of a modern marketing strategy.
Content Marketing Basics
Now that we’ve gone over some of the reasons why content marketing is still relevant, let’s take a look at how you can get started.
Here are some content marketing basics to help you get started:
1. Define your goals
The first step is to have clearly defined goals. What do you want to achieve with your content marketing?
Are you looking to generate leads, drive traffic to your website, or build brand awareness? Once you know what you want to achieve, you can start creating content that will help you reach those goals.
2. Identify your target audience
The next step is to identify your target audience. Who are you creating content for?
It’s important to have a good understanding of your target audience so that you can create content that appeals to them.
3. Choose the right platform
Once you know who you’re creating content for, it’s time to choose the right platform.
There are a variety of different platforms you can use for content marketing, including blogs, social media, and email newsletters.
The key is to choose the platform that makes the most sense for your business and your target audience.
4. Create great content
Now it’s time to start creating great content. As we mentioned before, quality is more important than ever when it comes to content marketing.
Your goal should be to produce truly exceptional content that will help you achieve your goals and reach your target audience. You also need consistent content – post regularly.
5. Promote your content
Once you’ve created your content, it’s time to promote it. The key is to use smart distribution strategies to ensure that your content reaches the right people at the right time.
There are a variety of different ways you can promote your content, including social media, email marketing, and paid advertising.
6. Measure your results
Last but not least, don’t forget to measure your results. This will help you determine whether or not your content marketing efforts are working and where you can improve.
There are a variety of different metrics you can track, including website traffic, leads generated, and sales conversions.
Content Marketing 101: Writing
Now that we’ve gone over some content marketing basics, let’s take a more in-depth look at one of the most important aspects of content marketing: writing articles.
As we mentioned before, quality is more important than ever when it comes to content marketing.
One way to ensure that your content is of the highest quality is to write in-depth articles. In-depth articles are longer pieces of content (typically 1,000 words or more) that cover a specific topic in detail.
Not only do in-depth articles provide valuable information for your target audience, but they also help you establish yourself as an expert in your industry.
If you’re not sure how to get started, here’s a quick step-by-step guide:
1. Choose a topic
The first step is to choose a topic for your article. It’s important to choose a topic that will be of interest to your target audience.
You should also make sure that the topic is something you’re knowledgeable about so that you can provide valuable insights.
2. Do your research
Once you’ve chosen a topic, it’s time to do your research. This step is essential if you want to produce high-quality content.
Be sure to use reliable sources and take the time to learn as much as you can about the topic.
3. Outline your article
After you’ve done your research, it’s time to start outlining your article.
An outline will help you organize your thoughts and ensure that your article flows well.
4. Write your article
Now it’s time to start writing your article. Be sure to include all of the important information you gathered during your research phase.
But don’t forget to make your article readable and engaging as well. No one wants to read a boring, dry article.
5. Edit and proofread your article
Once you’ve finished writing your article, it’s time to edit and proofread it. This step is important to ensure that your article is free of any errors or typos.
It’s also a good idea to have someone else read over your article.
Content Marketing 101: Video
In addition to writing articles, another great way to reach your target audience is through video.
Video is a powerful marketing tool because it’s highly engaging and easy to consume. In fact, studies have shown that people are more likely to watch a video than read an article.
Not only that, but videos can also help you rank higher in search engine results pages (SERPs).
Content Marketing vs. Product Marketing
Now that we’ve gone over some content marketing basics, let’s take a closer look at the difference between content marketing and product marketing.
Content marketing is all about creating and sharing valuable content with your target audience. The goal is to attract and engage potential customers.
Product marketing, on the other hand, is all about selling your product or service.
So, what’s the difference?
Content marketing is more concerned with the “pre-sale” phase of the customer journey. That means creating content that will help potential customers learn about your product or service and make an informed decision.
Product marketing, on the other hand, is more focused on the “post-sale” phase. That means creating content that will help customers use and enjoy your product or service.
So, which one should you focus on?
The answer is both.
You need to create content for each stage of the customer journey in order to be successful.
If you only focus on content marketing, you’ll miss out on potential customers who are ready to buy. And if you only focus on product marketing, you’ll miss out on potential customers who need more information before they’re ready to buy.
The bottom line is that you need to create quality content for each stage of the customer journey if you want to be successful.
NEED MORE SUPPORT?
Content marketing is powerful – but it’s also easy to make mistakes that can lead to spinning your wheels instead of making an income. I can help make sure that doesn’t happen.
If you’d like some help growing your business, let’s chat: AlisonReeves.Co/strategy-call