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What type of content should I publish?

The type of content you publish depends largely on your content marketing objectives and target audience. A good content strategy always begins with first establishing these two factors and then deciding the best type of content and its format for your business.

Nearly all, if not all, content marketing strategies include blog content and landing pages (entry points of a website) because of their potential to rank organically and attract quality traffic. And within these two categories, there are plenty of formats and ideas you can play around with to create a wide range of variety of content. These include infographics, interviews, round-up posts (collaborative posts), educational guides, articles, checklists, etc.

After having defined your strategy, Dear Content can help with creating an effective editorial calendar with attractive content to keep your audience entertained while keeping in mind your marketing objectives.

Can I increase traffic with content?

You can and you should increase traffic with content! In fact, content marketing is one of the most effective ways to attract traffic. Given the plethora of possibilities for content out there, you’re basically spoilt for choice when deciding which type of content to use to best cater to your content marketing objectives.

Content writing has proven to be the most effective SEO technique; businesses publishing 16+ blog posts per month get more than three times the traffic than those publishing zero to four posts per month – and that’s just blog content! Mix it up with social media, landing pages, other long-form lead generation content, etc., and you’re guaranteed to see traffic growth.

The question here should be how to increase traffic with content. And that’s what Dear Content is here for. To discovers the wonders content can do for your traffic, simply fill in this form and we’ll get back to you with a free content marketing proposal!

How often should I publish content?

The ideal frequency of publishing content is a much-discussed and ongoing debate. And as you’d probably have guessed, the answer is ‘it depends’. Just like what type of content you should publish, deciding how often you should publish content ties closely with your marketing strategy.

The two main factors you should consider when determining how often you should publish content include:

  • Consistency. Publishing content regularly will establish you as a source of new content amongst your audience. If they enjoy what they’ve read the first time, chances are that they’ll be checking back for more. It’s best to keep from disappointing them by publishing consistently, regardless of the frequency.
  • Quality. Every single piece of content writing you do must be of quality – no exceptions. This is key to establishing yourself as a reliable source content in your sector. And the quality of your content can influence your frequency at which you publish content. The more developed your pieces are, the more time and effort you’ll require to put them together as you may need to conduct research, contact industry experts, etc. If your resources are scarce, you may not be able to publish as frequently as you wish. But one thing to always keep in mind is to never ever jeopardise quality for frequency.

At Dear Content, the editorial calendars we’ll personalise for you will cater to your objectives, content marketing strategy, and resources, to guarantee the quality and consistency of every piece of content you publish. There’s no magic formula to go about achieving this, but rest assured we’ll cover your needs, be it for your blog, social media, landing pages, lead generation content, or any other type of content.

How long and detailed should each piece of content be?

You’ve guessed it – it depends. Your marketing objectives and strategy should serve as a guide to the type of content you should publish. Are your content marketing efforts focused on complex or simple topics? Does your audience value quick tips or detailed guides? Your marketing objectives, strategy, industry, audience needs, and topics can make the difference between 500 words and 3,500 words.

Keep in mind that depending on the above-mentioned factors, you may sometimes need to combine content with different formats or written to address different needs for different audiences. In such an event, the content pieces you publish may differ greatly.

Is a content strategy really necessary?

Numerous studies have shown that content marketing costs 62% less than other traditional marketing approaches and obtains three times more leads. That doesn’t mean that content writing alone will generate the results you desire. But having a well-defined content strategy personalised according to your company objectives and needs will help you reach the goals, traffic, leads, and exposure you need.

A content strategy is fundamental to defining the type of content you should publish, as well as the frequency and methods and channels of distribution. It serves as a reminder that every single piece of content published works towards fulfilling a specific objective. This helps you achieve the results you desire.

If you’ve ever published an article just to publish something? Such content gets you nowhere as it has no objective and serves no greater purpose. Having a good content strategy keeps you focused and facilitates decision making regarding content creation. Without a strategy, a large part of the content you publish will likely have a shorter shelf-life – sometimes even forgotten almost immediately.

What is an editorial calendar and what does it include?

As soon as you’ve drawn up your content strategy and determined your content posting frequency, type, and distribution channels and methods, the next step will be to build all of this into an editorial calendar.

An editorial calendar is a document in which all topics of interest for your audience are properly identified for the purpose of content writing. How detailed you want your editorial calendar to be is entirely up to you. Some list only the topic, format, and date of publication, while others cover specific objectives of each piece of content, its target audience, distribution channels, resources required, etc.

Where can I get ideas for an editorial calendar?

Once you know your audience and their interests well enough, ideas will begin flowing very naturally. Keep an open mind and you’ll find that everything around you will inspire you one way or another.

Understanding the pain points of your buyer persona will also help spark ideas. These may come from recurring issues your employees may face while interacting with clients, or even news from within your industry.

But in order to speed things up and focus on the content that really draws traffic and conversion, here are a few commonly used sources to generate new ideas for your editorial calendar.

  • Content that has proven to work. We’ll analyse the type of traffic your landing pages attract. Which pages have more traffic and which has a higher conversion rate? Once we’ve studied this, we can create new content ideas. This means either optimising these existing content or repurposing them into a fresh new format, updating them with new information, etc.
  • Keywords that attract traffic. We investigate what your competitors are doing to attract traffic and the kind of content and keywords that they’re using. Knowing what works and what doesn’t for others in your industry can be useful for content writing.
  • Content that generates the most engagement on social media. There are always those few posts that are bound to garner likes and shares regardless of how many times you’ve posted them. These can also be repurposed into new formats to generate leads and further drive engagement.
The industry I’m in is very niche and/or not very known. Can I still publish attractive content?

Yes, yes, and yes! It doesn’t matter if your industry’s not ‘cool’, ‘sexy’, or ‘fun’. What’s important is that your business satisfies a need within the industry. You don’t provide a service or product because you’re cool, you do so because there are people out there who are after what you provide. If your industry’s not cool, there are tons of ways to use content to make it cool!

In B2B, businesses and professionals are constantly looking to sell more, improve their reputation, do their jobs better, or perhaps solve a long-standing problem that the industry has yet to find a solution for.

Of course, it’s an advantage if your product or service happens to target a trending sector. It’ll gain more media attention, sales opportunities, etc. And that always produces great opportunities for content marketing. It’s important to realise, however, that not being in an exciting sector doesn’t mean you cannot produce exciting content.

Which is better? An in-house content writer, a freelancer, or a content marketing agency?

After deciding to invest in content marketing, you’ll now face the question of whether you should hire an in-house content writer, a freelancer or an agency. There’s no perfect guide to help you decide and it’ll all depend on how much time and energy you have to dedicate to your content marketing efforts.

In-house writers provide consistency once they’ve been trained and settled in. Surrounded by company environment, an in-house writer has direct contact with your business which facilitates his/her writing. But you have to consider your resources. In-house writers require a lot of training as they need to first gain a deep understanding of your company’s values, the industry, and your target audience. All this means time and energy. Plus, you’re going to want to retain him/her to make the training efforts worthwhile.

Also consider the extra finances needed to hire and retain an in-house writer. These include but are not limited to taxes, health benefits, etc. Putting all this together, you’re looking at quite a substantial amount.

Some companies prefer hiring freelance writers due to the lower level of commitment. A seasoned and professional freelance writer can easily write as well as a trained in-house writer. With freelance writers, you’ll want to find a trustworthy one who turns in quality work.

A third option to consider is hiring the services of an agency. Agencies offer all-included content marketing services from research and analysis to writing, management, and distribution. By outsourcing your content marketing efforts to an agency, you know you’re in safe hands. Plus, you get the benefits of an in-house writer and a freelance writer by being publishing professional content while enjoying a low commitment level.

What should I look for in a content writer?

These days, simply having the essential good writing skills isn’t enough if you’re looking for a competent content writer for your content marketing strategy. If you don’t already know it, digital content competition is fierce, and you’re going to want to complement good content writing with a few more fundamental qualities:

      • Knowledge of SEO: Good content writers keep up with the latest SEO trends so that they know how to craft effective messages with proper keyword placement and usage.
      • Good research skills: It’s easy to write about a topic you’re familiar with. And unless you believe in conspiracy theories, you’ll know that we don’t actually live in The Matrix and knowledge takes years to acquire. This means that knowing how to conduct research to gain a good understanding of the topic is key to producing quality content.
      • Adaptability: The tone for content published for a pet shop is likely to differ from a company involved in logistics. A good content writer should know how to adapt not only to the industry but also to the company’s style.
      • Keeps up with the news: Content is now. Trends are now. The news is now. There’s no point writing about a topic that was hot last month as your audience will have already moved on from it. It’s important for a content writer to stay up to date with the latest industry trends to produce relevant content as these have way more potential to engage.

       
       

Should I invest in digital media relations and/or content marketing?

Digital media relations and content marketing may seem similar but are in fact very different in terms of focus and purpose. Most companies that are just starting out may prefer choosing one over the other. At Dear Content, we believe in integrating both options. By combining the two, you can generate publicity through content, use the press as a way of endorsing your content. In short, your PR efforts can leverage your content strategy and vice versa. Such a powerful combination can bring about very attractive results for organic results, engagement, and brand awareness.

Should you prefer to prioritise one over another, there’s no one clear option to choose. Which you should decide will depend on and what stage your business is at and your marketing goals.

How do I get a free proposal?

If you’re interested in our content marketing services and/or would like to talk to us about your needs, simply fill in this form with as many details as possible. We’ll conduct an analysis of your website based on your marketing goals and we’ll get in touch with you with a free proposal.

Do remember to be as detailed as possible so that we have sufficient information to provide you with a proposal specially catered to your needs.

How can I evaluate the results of my content strategy?

After having invested in content marketing, you’ll want to find out if your content strategy is paying off or if you need to modify it. Here’s where content marketing ROIs come into play.

Content marketing ROIs show you the revenue you gained from investing in content marketing compared to what you spent. And in order to calculate that, you’ll need to set some metrics. There are no set metrics you must have, but they should be directly related to sales and leads. Some popular metrics include web traffic, leads, sales, onsite engagement, search engine ranking, press mentions (if you’ve invested in digital media relations), etc.

The metrics you establish will depend on the type of business you run and your marketing objectives. It’s recommended to constantly review your metrics and strategy so you know if and what fine-tunes are needed. Do keep in mind, however, that content marketing strategies do not produce immediate results so do not expect a next-day soar in leads and sales. Content needs to be cultivated and nurtured, and this requires time.

Can’t find what you’re looking for? Drop us a note at hello@dearcontent.com.