June 25, 2021 5 minutes to read
The opinions of entrepreneurs’ contributors are their own.
Did you know that nearly 93,000 Google searches are performed every second? If you want your content to rank well on any of these relevant searches, search engine optimization (SEO) and content marketing must be part of your strategy. But not just any optimized content will work. To get the highest return on investment from your content, you need to spend time creating original, evergreen content that will educate readers.
The power of content marketing
A study by Future of Customer Engagement and Experience found that people were 131% more likely to buy from brands that educated them with content. Even a week later, these consumers were still 48% more likely to buy. And perhaps the most important finding from the study? Content increases brand affinity and trust over time.
The more content you create to educate your target audience, the better off you will be in the long run. But as tempting as it is to use something your competition is using as your own – even with a few tweaks – it won’t work. Not only is it potentially plagiarism, but it won’t set you apart from the competition either.
Related: How To Improve Your Business Content Marketing
Evergreen content, or content that will stand the test of time, is a crucial part of the equation as it will work for you long after it’s created and published. Any content you create that ranks well on search engines can attract a new customer and build and strengthen relationships. It establishes your expertise and credibility in your industry or niche.
For solid content, a few things need to work together, starting with well-written content. You don’t have to major in English as there are many tools available online such as Grammarly, Readable, and ProWritingAid. If you don’t have the time, there are plenty of freelancers out there who can write content for you.
What else do you need?
Blog posts with pictures get more engagement on social media than those who don’t. And graphics make content easier to remember.
You don’t have to be a graphic designer to create professional-quality content. And you don’t have to spend a lot of money or time learning software like Photoshop. It’s easy to create graphics thanks to platforms like Canva and Crello.
And you don’t have to spend a lot of money on stock photos or make your own. You can use the stock library in these tools, as well as a number of Creative Commons sources, to find the images you need. Some options are Unsplash, Pixabay, and Flickr.
When a photo is worth a thousand words, a video is exponentially more valuable. (An old Forrester study from 2008 claimed it was worth 1.8 million words, but our video consumption has changed dramatically since then. However, there doesn’t seem to be any new research on the subject.)
Add videos wherever it makes sense. You don’t have to record your own original footage. You can create explainer videos using tools like Doodly, or use screencasting software like Loom, Screencast-O-Matic, or Screenflow to create videos without ever showing your face.
Related: 6 Ways To Get Content For Your Website
Statistics and research
As you can see in this article, the more data and statistics you need to support your content, the more trustworthy your content will become. As the content ages, you will need to periodically check that you are no longer able to use the latest statistics. In general, you should use the latest available data. Try to avoid data that is more than five years old unless it’s the only data available on a particular topic.
Something very original that solves a problem
With development moving at lightning speed, companies have developed free resources that solve problems for their potential customers. Some examples are Bright Local, who are building a search platform that replicates search results from anywhere in the world as if you were searching from there. Inheritance Advanced has created a free loan calculator that website visitors can use for free.
Examples of content marketing
Canva’s Design School: This resource helps Canva users learn more about design and how to use the tool.
Burger King: In the early days of the pandemic, BK did something unexpected on social media. They encouraged people to order from McDonald’s. The whole point of the post was to help keep the entire restaurant industry alive while we were all at home, but it surprised many.
Related: 7 Steps to Starting Your First Content Marketing Campaign
Research shows that 61% of online shoppers in the US make purchases based on recommendations they read on a blog, and 79% of them spend half of their time researching the products they want to buy.
Create content for each stage of the funnel. When you build a relationship with your audience, you increase the chances of turning a reader into a buyer.