What kind of content should you publish online to be effective in content marketing? Firstly, it must be deliberate and polished – these are the first two of the five conditions.

First! – publish reliable articles on your websites and company blogs. Content marketing is by definition based on content, so there is no place here for catchy headlines that carry no interesting message after the reader clicks them. You can do this once, but the reader is going to feel deceived and will either never get back to you or won’t take you seriously. Make sure you only publish content that can defend itself, with verified information, containing a comment, examples, a summary, an infographic. It should be yours and unique. People are willing to quote such texts in their own publications, and thus they promote you. The audience is going to remember you as a professional who provides wise content and is worth going back to.

Did you know that websites with careless and useless content drop down in the search results, and many websites get punished for publishing duplicated content and… disappear from the Google index? This is one more reason for which it’s worth making the effort to publish high quality content.

Second! – provide your publications with quality visuals. Your content should be not only important, but also good looking. Do not turn reading articles on your website into a torment – the texts should also have neat orthography. We allow ourselves to be more careless on the Internet – I myself can act as an example: when I know I can make corrections any moment, I’m less focused than when I’m sending a text to print and I know I won’t be able to change anything, it motivates me to check the spelling, etc. But there’s so much trash content online that people miss traditional style quality. So don’t treat online publications lightly. Be careful when editing, remember about paragraphing, styles and everything that streamlines reading and makes the article more visually attractive. The eyes do not like large blocks of text, put in some illustrations, the more unique and personalized and the less stock the better.

When something looks nice people are more willing to share it on Facebook or to follow it on Instagram – we’re relying more and more on images so use it to draw attention to your content and get more popular.   

Third! – determine precisely who you write for. If you want to create attractive content which provides crucial information for the reader, you need to know who the readers are and what they expect. What problems do they have? What do they want to find out? What do they find useful at work? Analyze the visitor statistics. See which of the articles published so far were visited most often, which have the highest rate of links and shares in the social media. Understanding your audience is going to help you better respond to their needs.

The more detailed answer to the above questions you can get the better, as this allows you to write about topics that relate to the career/private life of your audience. And it’s very probable that in the future they will come back to you not as readers, but as new customers.

Be frank in estimating – and ask yourself that question again once in a while – whether you’re writing for the right target group. Did I really create that article/video for my audience? Many bloggers make the mistake of addressing their content to business colleagues, not to customers.

Fourth! – keep the attention. If you have decided to use your website, Facebook or a company blog – be consistent. Add new content regularly no matter what, come hell or high water – no excuses! You must keep the interest and create a habit of visiting your websites in your readers. Despite appearances, online audience is very demanding, so keeping them interested is a job that requires quite a lot of energy – this was covered on his blog by Marcin Chirowski, Global Head of Content Marketing at EF Englishtown. 

Fifth! – do not be dead serious, even when writing about serious matters. Good speakers start their presentations with a humorous story, an anecdote with a funny ending will be remembered better, a joke in the middle of a long text allows the reader to take a breath.
And if you add a funny drawing or picture, for sure some of the readers will pass it on. Users like to share such content, anything that entertains is wanted in the social media.

…and sixth – I know, we were supposed to have five ☺ Content marketing experts advise to motivate readers to act – if you’re writing about the services provided by your company, finish with the sentence: “If you wish to find out more, contact…”

So: if you’d like to find out how we can support your company with content marketing, write to us.