The Content Marketing Methods to Use (and Not Use)
You’ve probably already heard that quality content is an important cornerstone in building a successful website or blog. You may even be knowledgeable on creating interesting and valuable content that grabs the attention of your readers. But to gain all the potentials benefits of your content marketing efforts, you need to write posts that lead to repeat visitors.
To keep your message fresh in your readers’ minds, give your audience a reason to come back for more content. This will maximize conversion rates and enable you to better influence your target demographic. Here are a few content marketing methods you should and shouldn’t use to optimize reader retention.
What You Should Do
It’s essential to create a unique voice that you will utilize for every piece of content creation. This will help to create brand recognition and establish you as an authority figure. Use a voice that comes naturally to you, as this will help the flow of your writing.
2. Type of Content
Publish a variety of different content types to your readers engaged. Even if you are posting about many of the same topics, you can mix things up with polls, infographics, eBooks, stories, and scenarios that inspire your readers to take action.
3. Publishing Frequency
You need to publish content on a regular basis if you want to maintain your readers’ interest and avoid losing your audience to competitors. Aim to release a new post five times a week, if possible — at the very minimum, you should be publishing content once a week to retain your readers.
4. Content Installments
One effective way to encourage readers to return to your blog is to publish content in the form of series on a single topic. For instance, if you were promoting HVAC services, you create a three-part installment where the first post spoke about insulation, the second about planting trees, and the third about HVAC maintenance techniques. End each piece by offering a quick preview of the next post to come.
What You Shouldn’t Do
Your readers are looking to be informed or entertained; they don’t want to see constant plugs for your products or services. If you craft your content with value and inspiration in mind, you should never even need to ask your readers to make a purchase.
Instead of using sales language, provide actionable solutions for your readers’ problems, answer their questions, and present useful statistics. Simply mentioning that your products or services may benefit your readers is sufficient for a call-to-action.
2. Word Limits
Lastly, you should avoid putting a cap on the word count for your content, as this may lead to inconsistent tone, incomplete structure, or a lack of depth, all of which can push readers away. When you are working with a niche subject, you may find that it requires just 300 words or even 3,000 words to cover all the essential points, depending on the topic you’re covering.
These content marketing methods, tips and tricks will help you to connect with your readers on a personal level and will ultimately provide you with impressive reader retention rates. To learn more, check out our white paper, "What is a Digital Content Strategy? And Why You Need One!"