For most marketers, content marketing asset creation is a major part of their overall workday.
In fact, 53% of marketers cite blog and article writing as their number one inbound marketing technique. That’s because these online written assets increase brand awareness, drive web traffic, and establish authority in the market.
It’s important for brands to produce content each and every day. This content comes in many forms, the most traditional being a blog. But these content marketing creation strategies also include writing up marketing assets, creating case studies, building multimedia campaigns, and more.
Online articles, however, are often the biggest challenge for digital marketers. Because of their frequency and direct impact, it’s hard to maintain consistency and carve out time for them.
Blogs drive organic traffic. They inform through valuable insights that align brands as leaders in their field. They make complex concepts more approachable and intriguing. And they work as a platform that bridges that technical gap. Yet while blog creation is a major aspect of a successful content marketing strategy, creating this quality content isn’t as easy as you might think.
That’s a lot of time spent on a single piece of content. And if you’re part of a small digital marketing team, you might not have that much time each and every day to brainstorm, outline, write, edit, format, review, and publish a blog.
So how can you streamline your article writing process to ensure you’re creating valuable, quality content without sacrificing vital time and resources?
It’s an age-old question, it seems. Writers have been asking themselves this question for centuries. But for the modern marketer, time is really of the essence. And with the hundreds of untrustworthy sources out there, you want to make sure that your brand isn’t wasting your reader’s time with lackluster blogs and articles.
Before you set out on your blog writing journey, make sure you and your digital marketing team keep these helpful tips in mind. They’ll help you develop quality content without dominating your entire life.
1. Be original.
78% of CMOs believe custom content is the future of content marketing. That’s because this original, engaging content drives more unique traffic. By writing about evergreen topics, you keeps the relevant, engaging traffic rolling in.
But when you take the next step and think outside the box to create more original content, you separate yourself from the competition.
Ask questions your audience might be asking, and make sure you answer them in ways that they may not be expecting. Provide them with new insights, new research, and new information. This will keep them coming to your website over others because you have something different to offer than the competition.
The first step in creating original content is to create content that other brands haven’t thought of yet.
Of course, this isn’t the easiest process. And it definitely takes some time to get started. But once you do, you’ll be one step closer to securing more conversions.
2. Do thorough research.
Another aspect of a successful, quality content marketing strategy is research.
Of course, when writing about technical topics, you want to do research and show that you’re a thought leader. But this research is equally important whether you’re talking about blockchain evolutions or paint colors.
Make sure you take the time to research. Researching will ensure your solutions are relevant, your statistics are up-to-date, and your sources continue to be strong and true.
Research is the backbone of a successful content marketing strategy. And it’s another piece of the puzzle that definitely takes time and care. But it’s also one of those avenues that ensures brand success in the long run because it provides your audience with valuable information that they actually want to share with their audience. And the more shares you have, the more traffic you see to your website.
3. Stay on top of evolving content marketing trends with Google alerts.
Google is a valuable resource for content marketers thanks to tools like Google Trends and Google News. These sources allow marketers to set up alerts when there are certain keywords and topics being talked about.
These tools are perfect for finding new topics to write about and new conversations to jump in on.
Coming up with blog ideas can be a challenging process. After writing hundreds of blogs, it might seem impossible to come up with a new idea. And scrolling through your newsfeed and media sites might take up too much time with no results. But that’s the beauty of these digital alerts. They’re always bringing you new and exciting topics your brand may be interested in.
So if you’re looking for exciting, innovative content to tackle, setting up these types of alerts is a great start. It could help you become the first source of a breaking news story. And if you’re first on the scene, your audience will take note.
4. Make your content actionable.
Another helpful tip for creating quality content is in the messaging.
Your blog is meant to be informative. It’s not necessarily meant to be promotional, touting your brand’s success with every article. But, it’s important that you incorporate valuable CTAs throughout the piece so that the reader knows where to look for more helpful information.
These CTAs can be embedded naturally throughout the content, or they can be layered in CTA boxes that stand out from the rest of the text. Whatever that may be, make sure you create a sense of urgency that gives your audience something else to do when they’re finished reading.
We do this with our blog posts as you can see below.
As you can see, we have a bolded CTA at the bottom of our blog posts as well as a feature that leads readers along their informative journey. We want them to keep reading and keep learning. And your brand should, too.
5. Create content with social and other initiatives in mind.
Of course, it’s important that you’re creating content with your audience and your industry in mind. But something a lot of content marketers forget is that these blogs can’t just live on the blogging platform itself. In order for these blogs to make an impact, they have to be shareable across a number of platforms, including social media accounts, email campaigns, and more.
Businesses with blogs generate two times more traffic from their email marketing initiatives over brands without blogs. That’s why it’s important to write articles that are relevant and engaging. They need to be able to drive traffic from all points of origin. Otherwise, why are you even creating these assets in the first place?
If you’re looking to create quality content, make sure it’s built to survive across your platforms and digital campaigns.
6. Consider outsourcing your content marketing initiatives.
66% of content marketers outsource at least part of their content marketing creation process.
Outsourcing your blog writing isn’t a bad thing. It doesn’t mean your brand doesn’t care. It doesn’t mean your team is lazy. And it certainly doesn’t mean that you don’t have the ability to create quality content yourselves. Sometimes, it’s just more efficient to work with outside agencies and freelancers to create these content pieces.
Your blog is a valuable resource for your brand and your audience. It requires constant upkeep. You need to make sure that your team is constantly uploading new content and providing your audience with valuable insights. That being said, you might not have time each and every day to sit down and write a blog.
But taking time to vet your freelancer team and edit blog posts is a substantially smaller burder than writing these articles yourself. So give this process a little bit of time up front thoroughly evaluate your team of freelance writers or your content marketing agency, then you can rest a bit more on autopilot thereafter.
And even if your freelancers are great, you are still the expert on your brand. A little care needs to be given to making sure your freelanced content is on-brand, credible, well-researched, and engaging. But again—this will take you much less time than actually writing each post yourself.
If you’re going to outsource, you need to be smart about it. Take the time to vet potential candidates. Ensure they understand your brand and the tasks at hand. These writers should be experts—if not about your brand, at least about the content they’re creating.
The results, if done correctly, can easily spell content success for your brand.
As a digital marketer, it’s important to focus on your content marketing strategy. One extremely valuable area you should keep in mind is blogging. Blogs drive traffic to your website and give your consumers constant content engage in.
Make sure you’re creating quality content without sacrificing valuable resources. Your digital marketing team needs to be original and create well-researched, relevant, and actionable content that keeps your other marketing strategies in mind.
That being said, article writing takes time—time not all content marketers have. If this is the case for you and your team, outsourcing is a great solution.
Learning how to create more valuable content doesn’t stop after these six tips. Find out what else you can apply to your skills through these other content and email marketing guides!
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