You’ve been working at your content marketing for a while, posting regular blogs and producing video content, even throwing in an infographic here and there. But it’s not producing the results you anticipated, and you’re wondering why. Here are four steps you can take to update your content marketing strategy:
Change Your Voice: In this case, it’s not about the tone or the personality of your brand. This is talking about the “person” you are writing in. If you’ve been writing in first person, this is an important change you can make. Switch to second person and see if responses to your content improve. Second person focuses on you as the main subject of the content.
You can liken this to a conversation with a person who talks all about themselves versus a friend that asks you questions, wants to know how you are doing and seems to be completely focused on you and what you need. It’s even more important when it comes to content. Your content needs to be focused on the value you are bringing to your audience.
Ask a Question: Are you writing in such a way that the audience feels like they are part of the conversation? This is an important step, but it’s also a technique best used in moderation. If you begin your blog or video with a series of questions, your reader can get overwhelmed.
Instead, try just one or two within a piece of content, or try an implied question. It doesn’t ask a straightforward question, but rather introduces the topic in a way that leads you to consider how your content marketing is going.
Feed Curiosity: You hope that your content is stoking interest and that your piece will only lead audiences to want to know more. It’s a great idea to include a link or two in your content so that they know where they can go next for more on the topic.
Don’t Forget Invisible Text: You read somewhere about alt text, but you never really understood the purpose so you haven’t prioritized it. The alt text is critical for a couple of reasons: it allows text-to-speech writers to “see” the image and it also improves your search engine rankings.
When you’re creating alt text for your image, think in terms of writing a description of the picture and how it relates to your content. For example, the feature image of this blog includes the alt text, “A great content marketing strategy finds ways to engage audiences through value-added pieces” which helps the audience gain the benefits of the image, even if they can’t see it.
Content marketing remains a great way to build your reputation for expertise, engage your potential customers and provide helpful information and tips. Need help getting started? Contact us at SJC Marketing!