It starts here: content marketing’s 5 essential elements

Content marketing is quality content production utilised to attract leads and drive conversions. Given that the digital sphere has numerous content mediums, it’s important for businesses to be distributing content through at least a few of them.

Website content, blogs, emails, social media, video, and now augmented reality (AR) and virtual reality (VR) are all a part of the content marketing game, and so your business should be incorporating most of them into your digital marketing strategy.

And, if you’re going to produce the best content marketing Australia has to offer, your strategy should include these essential five elements:

1. Regular publishing

Search engines, social media channels and consumers have no time for businesses that don’t publish on the regular. Why? Because it makes it look like your business

A: Isn’t relevant and;

B: Maybe doesn’t exist at all?

That may sound far fetched, but think about it: if you came across a website that hasn’t been updated in five years, would you assume that the brand still exists?

Search engines and social media channels feel the same, and will penalise an outdated site or page accordingly.

2. Create new content

Whilst you’re going to work on producing regular content, always ensure that said content is brand new. Search engines can tell if you’re swiping your competitor’s content and they aren’t about that in the slightest.

Not only will search engines penalise you for copyright infringement, but creating copied content only makes you look bad in your audience’s eyes. They want something that is fresh and exciting, something that they can tell you’ve put a little effort into creating. This will boost up your page visits and view counts which is always good for driving conversions.

3. Make your content worthwhile

There is nothing worse than following a brand that produces empty, vapid content - make your content worthwhile!

What is it about your content that offers something valuable to your viewer? Do you provide awesome industry insights that consumers can take with them? Is your content so entertaining that it’s worth people telling their friends to check out? Is it always useful and can provide valuable information regarding your products?

There is no point creating useless, irrelevant content - make it stand out through value.

4. Get your content seen

Content promotion can be tricky. After all, how can you get people to see that content without paying social media channels bucket loads in the process? Well, it doesn’t actually have to be that expensive, as chances are you already have access to a list of people to whom you can promote your content.

For example, you’ve written this entirely new, trending and insightful blog, and one that truly deserves a good 10,000 reads. Well, you don’t have to just leave it sitting on your website’s blog page - you can promote it via your email marketing list, Facebook page, Instagram feed - wherever it can go that people who may not otherwise see it actually can see it.

5. Be the content authority

There are many brands out there with owners who don’t take the time to stamp their claim on the industry. Whether you want to run the local game or take your brand to the international stage, it’s vital for your brand to be the one who knows all there is to know about your product or service.

This is done through the creation of in-depth, valuable content, covering a range of topics regarding your product or service. After all, if you’re passionate about your product then you should have no problems talking about it until everyone knows you really love your product - their conversions will follow suit.

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