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How to Improve Your Content Marketing

How to improve your content marketing

Content marketing is the backbone of any good marketing strategy, helping your brand stand out from the crowd. And yet many of us still don’t seem to have quite figured it out.

Content marketing in the modern era should be treated as a necessity. As the online world has developed, we’ve never had better opportunities to engage with such large audiences. Content marketing at its core is designed to influence the behaviour of consumers, in most cases, towards making a purchase, and it also has valuable SEO capabilities. While content marketing can sometimes be time consuming, when used correctly it has the potential to propel a business forward by increasing and engaging with its audience.

Given its value, we have decided to gather a few tips that we believe will vastly improve your content marketing.

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The most important element of successful content is its ability to engage with the audience. An engaged reader is someone who is more likely to buy into your call-to-action, whether that is signing up to future emails, downloading an e-book, or making a purchase.

Create content that will appeal to your audience: something they will want to discuss, share, or read more about. Write about interesting current events, use up-to-date and useful information, use images, use videos, and if possible make use of market influencers in quotes or even guest posts. These are people who are known to those in the industry as experts or thought leaders, capable of influencing the opinions of anyone taking an interest in the sort of products or services that you provide.

The more invested readers become in your content, the greater the number of brand advocates you will create. These are individuals who, due to their fondness of the brand, will actively recommend it over others in the market, and who can essentially act as a form of ‘free promotion’.

Social media is one of the greatest places to get consumers talking about the brand. This is done by developing content which not only informs the audience, but which encourages them to voice their own opinions and thoughts via social media. Ask questions, promote new discussions, and add to existing ones. This gives you the opportunity to engage directly with your audience.

Search Engine Optimisation

Content is a huge part of SEO. There are several elements to your content that, if worked upon, can create a huge boost for your SERP (search engine results page) rankings: –

  • Quality of content: If the content you are producing is of a high quality and interesting, it will ultimately boost your ranking. This type of content will engage the visitor, increasing the likelihood of further interactions with the site, which Google recognises and rewards. Well written content (no spelling mistakes, short sentence structure etc.) will not only help visitors connect with what you’re saying, it will again be recognised by Google.
  • Keyword use: Before creating any content, do your research. Use systems such as Google AdWords Keyword Planner to discover relevant keyword ideas that are likely to perform well. Try to base your content around these keywords, using them directly where possible. Think about what your target audience will be typing in the search bar and work with that.

For example: you may be writing about a new video game that has been released. If people are unaware of this video game, they are unlikely to search for it by name. A much more likely search term will be something along the lines of ‘latest video game releases’.

Also, don’t forget to include your keywords in the alt. text behind your images. Without alt. text, Google has no idea what your image is about!

  • Up-to-date content: Not only will old content be seen as less valuable in the eyes of the reader, it will also hold less value in the eyes of Google. Regularly post new content to earn those points with Google. And remember, there’s nothing wrong with recycling old content every now and then if it is relevant, as long as you don’t just copy it word for word.

Keep it Consistent

Regular updates tell both Google and your audience that you are still relevant. This helps you keep your audience hooked, as well as aiding you in improving your SEO ranking. The best tool for maintaining this level of consistency is marketing automation.

In short, marketing automation software allows you to automate the release of your marketing communications, ensuring that you maintain their consistency. However, the control and personalisation options it has on offer can give your content a much more professional and human feel, likely increasing the response rate you’ll see coming in.

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Take Your Content Marketing to the Next Level

We realise that developing content can take a serious chunk out of your time, particularly if you don’t have a dedicated employee for the job. At Impact Digital Marketing we can help manage, create, and deliver your content for you. If you would like to hear more about how to improve your content marketing, or if you have any other marketing related queries, please don’t hesitate to contact us.


Ryan Sedgwick
Managing Director & Marketing Consultant at Impact Digital Markeitng
A Chartered Marketer, Ryan has gained extensive B2B and B2C marketing experience working across a broad spectrum of industries. Having graduated with a Masters in Marketing Communications from the University of Huddersfield, Ryan successfully utilises his skills and knowledge to effectively support businesses in getting the most from their marketing investments.