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Mar
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6 Tips for Successful Content Marketing

Content marketing helps market your business, build your brand and promote your website or blog. Publishing original content is also an effective way to increase your search engine rankings.

Successful content marketing depends on a number of factors. Here are 6 tips to help you develop a more successful content marketing program.

Natural Keywords

In the past if you repeated a keyword enough times in your copy you would increase your chances of ranking for it. Today this is no longer the case. Do not stuff your content with keywords. Keyword stuffing is picked up by search engines, and can have a negative impact on your rankings. Writing quality content with natural keywords is the best strategy for content marketing.

Evergreen Content

Evergreen content (content that will remain relevant for a long time) should play a large role in your content marketing strategy. Evergreen content can produce a steady stream of results over a long period of time. Choose subjects and themes that will remain relevant over a long period of time.

News-Related Content

An important search engine ranking factor is content recency.  In fact, Google’s algorithm uses QDF (Query Deserves Freshness) to ensure that timely content surfaces to the top of the results for news-related search queries.

News-related content brings in significant rewards over a short period of time. Publishing content related to current events and news items is an important part of content marketing. However, news-related content becomes outdated quickly, which means that you need to publish your content while the news is still fresh.

Write for People

SEO (search engine optimization) tactics are commonly used to increase search engine rankings.

Writing content with the search engine algorithms in mind has long been the most popular method of producing marketing content.

However, search engines have changed in recent months, with more changes expected in the future. It is very likely that any current SEO tactics may also soon be obsolete.

With continual changes being made to the way search engines index and rank content, it would be almost impossible to predict the future of SEO. Writing for people, rather than search engines, is the best defense against future changes to search engines algorithms.

Headings

Using headings helps separate your content into bite-size pieces. Research has shown that people have a short attention span when it comes to reading on a screen. Large blocks of text should be broken down into headed sections, as this makes it easier for readers to scan your content to find the information they want.

Presentation

The overall presentation of your content often determines how it will be received by the reader. For example, if your content is surrounded by fussy graphics and animations, it can distract or annoy the reader and cause them to leave the page. On the other hand, placing your content on a simple white page with no other visual aids can appear to readers as unwelcoming. Think carefully about the presentation of your content, including any images and diagrams you want to use.

Over to you…

Do you manage your brand’s content marketing activities? What tips can you add to the above?  Share below…

About Omar Kattan
Omar is MD & Chief Strategy Officer at Sandstorm Digital. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.
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