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Google Small Business Advisor

The Right Way to do Content Marketing

It’s becoming more and more challenging to win over customers with traditional marketing. In-your-face advertising is easy to tune out, skip, or ignore. Enter: content marketing. Just because audience members aren’t interested in consuming ads, doesn’t mean they aren’t interested in constantly ingesting online content. Today, one of the best ways to win customers over is with content that comes from your brand, but is still interesting to your customers.

 

Here are two concepts to focus on for a successful content marketing strategy: 

 

Remember quality over quantity.

A successful content marketing strategy does include posting frequent content. About the minimum you can get away with is a post a week. According to HubSpot, a business’s editorial calendar is most effective when posting upwards of 16 times a month. That’s four blog posts a week, which is very doable, but not all by yourself -- especially when you have a business to run. You have a lot on your plate to be writing four pieces a week.

 

If you want to dive into content marketing, it may be beneficial for you to hire a writer or two. Getting content out is important, but getting quality content out is more important. If you have too much on your plate to get content out period, you definitely have too much on your plate to write quality content.Your audience wants to read interesting, informative, or even funny content. You may be able to crank out 50 articles a month, but if they’re not good, people won’t read them. Your audience will start to expect bad content from you and you’ll end up losing them all together. Instead, consider hiring a couple writers who understand your brand, and, more importantly, understand your audience and what they want to read.

 

Don’t force SEO.

SEO is important, there’s no way around it. Steve Olenski, Forbes contributor, goes so far to say, “Your business definitely needs to have an SEO strategy in place if you are interested in succeeding in terms of online marketing; it remains one of the single most important components of any organization’s branding efforts and online presence.” It would definitely benefit your business to do the research and have an SEO strategy in place.

 

However, you need to marry SEO and interesting content. Just as interesting content beats frequent content at the end of the day, it beats SEO-driven content as well (though by less). You should pay attention to your industry buzzwords, absolutely, but don’t write articles that don’t really say anything just to pack an article full of SEO terms. Really take the time to sit down every month with your writers and talk about which topics/terms to hit, and how you can make those articles relevant and interesting to your readers. All it takes is a little extra strategizing.

Comments
Molly Y Badged Google Partner
September 2016
Agree 100% @Deborah S, Quality over Quantity
David F
September 2016

Thank you for your article about "content marketing". VERY NICE!

Although I read with interest the mention of, "According to HubSpot, a business’s editorial calendar is most effective when posting upwards of 16 times a month."

 

This is a fair bit lower than our current monthly goals and I do plan to review...

Ivan B
January

Good advice, I would agree with all points, especially the quality > quantity with regards to "spammy" & "spun" content.

 

While hiring writers is not possible for every small business I'd recommend searching online or locally. 

 

Keep up the good work.

M I S
January

Great content..

BrandonSchaefer Google Small Business Advisor
January

@Deborah S love your two points! I never force SEO - I just look to create highly specific content for our target market - and everything seems to work out just fine. 

Zach P
January

"If you have too much on your plate to get content out period, you definitely have too much on your plate to write quality content."

 

Great post!!