As you can probably imagine, the most important part of a content marketing strategy is its content, as this is crucial for attracting new visits to your website.
The content must fulfil a series of characteristics:
Each one of these special features has a specific purpose, as explained below:
Interesting: in order to increase your content’s chances of ‘going viral’ and thus increasing the number of visits to your website, you must first ensure that the material you create is of interest to users and not simply just for your brand’s commercial interests. This means that you must put yourself in the consumers’ place in order to identify their needs and establish how you can provide them with valuable content.
New: the internet is full of information, so you must try to always be original when creating new, up-to-date contents. For example, you can take advantage of the latest products and/or services that you have launched and create useful contents associated with these.
Unique: there are probably many companies and professionals in the sector who are already working with content marketing as a method of increasing their visibility. For this reason, you must create contents that are different so they do not simply repeat what others are already doing. This will enable you to attract more attention.
Useful: the usefulness of the content is the most important factor of your content marketing strategy. If the material you develop does not provide the user with anything they consider valuable, they will not only disregard it, but will also fail to mention it to other consumers. On the other hand, useful content can spread like wildfire through social media, starting trends and consequently attracting a higher number of visits to your website.
Consistent: in order for your content marketing strategy to work, you cannot limit yourself to simply creating contents once in a while. On the contrary: you must make sure to constantly develop new content as your website and the social media you use need to be continuously fed if you wish you achieve visibility.
© European Union