Every business knows the importance of content marketing in reaching new customers online. No matter what type of product or service you provide, you’ll need an active internet presence, since most people search online before making a purchase decision. But ranking well in searches is far more complicated than setting up a basic website and claiming your business page on Google.
Search algorithms look for a variety of factors when ranking sites, with quality being at the top of the list. At one time, businesses could cram keywords into a blog post or landing page and win rankings, but that no longer works. Instead, businesses must find a way to generate insightful content that consumers are likely to want to read. But without a large budget for content, how do businesses get the content they need to get real results online?
Train existing staff
One of the biggest complaints from professionals is that they don’t feel supported by management. This is especially true for those who work in tech-based fields, with one survey revealing that 58 percent of employees don’t feel supported in developing digital skills. Pinpoint existing employees who can help with your content creation and sign them up for training that helps them learn basic blog structure, how to create winning headlines, and how to come up with ideas for the blog and social media posts. Not only will you have built-in resources for great content, but you’ll also boost employee morale by showing you’re investing in each employee’s professional development.
Freelancers are often a more affordable option than salaried employees, especially if you only need a couple of blog posts a week. You can hire freelancers to handle your blog posts, emails, landing page content, social media updates, and much more through crowdsourcing sites and job boards, trying several writers for one-time posts until you find the right person to work with on an ongoing basis. Having an expert resource to act as an intermediary will provide a level of protection against workers who offer disappointing results or don’t deliver at all.
You don’t have to do all the work yourself. In fact, information sourced from other sites can easily engage your audiences. You’ll first need to have the right resources in place to find interesting content related to your niche and then know the proper steps to follow to ensure your original sources are properly credited. If you plan to use information from someone else’s article or blog post to your own blog, be sure you have permission first and you have an introductory paragraph that makes it clear who the content’s creator was.
You can also use infographics and survey results from other businesses within your own content. Often they’ll be glad for the extra exposure if you properly credit their business throughout the piece. Once your post is live, be sure you share it on social media, tagging anyone whose content you used in it.
While robo-content creation is still in the future, there are things you can do to boost your content marketing efforts using automation. Use tools that can help you send emails, find influencers to assist you in getting the word out, and automatically notify anyone mentioned in your post. These small things will save you time while also increasing the amount of engagement you see on your posts. If you regularly host webinars or speak at conferences, post video from those presentations and use a transcription service to generate text to satisfy search engine algorithms. You’ll likely find your own presentations and speeches provide the best content for your own business blog. For every video, infographic, or presentation you put together, find ways to use that content in as many ways as possible.
As content marketing has become more popular, brands have increasingly sought ways to get interesting blog posts, articles, case studies, and other content to place online. But it’s important to ensure the content you’re generating represents your business well. By using some of the many resources available, businesses can boost their online presence without spending a fortune.
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