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15 Helpful Suggestions to Leverage your Content Marketing Strategy Even Without Traffic in a Cost Efficient Way

A lot of businesses have been sprouting in recent years. Unlike the old days, starting up a business is easier now through a working laptop and a good internet connection or just with a smartphone. Undeniably, the internet world opened a lot of opportunities not just for companies. Be it small or medium business, entrepreneurs are aware of the advantages of their required digital presence in the market. With the evolving digital innovations and the increasing entrepreneurial activities, organisations must be at a pace to reach their target market and sales and inevitably, should always be on the lookout with their competitors. This is one significant aspect of your business worth to emphasis on. Due to lack of time and resources despite the intention of leveraging their content strategy, many companies would hire a devoted marketer just to manage their website and social media accounts to establish higher engagements. Others even hire third party marketing agencies to tap all possible marketing efforts. But this article is free. Now let us begin. How do we leverage content marketing? Should this particularly be a challenge for start-ups or those without any traffic? Check out below ways on how to leverage your website’s content marketing strategy:

  1. Purpose: When one establishes their own business, that is mainly because of the existence of a purpose. Content should be relevant to your business’s intention to inform or educate showing passion and mastery to your field or craft. For example, a construction company website posting Do-it-Yourself short videos whose main audience are household people or sharing out trivia related to architecture and engineering intended for those working in the construction industry.
  2. Goal: Secondary to purpose is your goal which should be identified early on for proper planning. It is no question that for businesses to sustain and grow, raising their revenue is the ultimate goal and that is just one out of many potential goals. It may also be to increase brand awareness or become the most trusted and number one brand in their field.  Well-designed web content should aim to achieve this goal by publishing something that would increase the number of visitors and followers leading to potential clients.
  3. Content Ideas from Q & A Websites: Good platforms to know what people are talking about or most curious about are Quora and Reddit. From these questions, pick interesting topics relevant to your website’s product and create a good argument out of it. Moreover, tackling intriguing issues and presenting an interesting argument with a good standpoint is a brave move and may appear strikingly powerful.
  4. Infographics: Besides posting a detailed, long, technical content, using infographics appears to be more interesting, easy to understand and eventually generates social media shares and backlinks. People nowadays easily get bored and do not have much time reading lengthy articles. Using pictures, graphs and short clips/videos would make content naturally appealing. If you intend to use a curated text-based article not originally made by yourself, make sure to communicate with the author for copyright purposes thereby also allowing your infographic content to be linked to their article which is to your advantage – and tag them inside as owner for that piece.
  5. Tools: Many available SEO tools can be used to improve content but not all techniques are published. Through Google Adwords or Ubersuggest, get suitable keywords and make a summed-up list from popular blogs relevant to your content idea. This is one technique to get links and shares through these high-ranking blogs as long as, again, communicating with the author for copyright purposes.
  6. Quality: Scheduled posting of content for the sake of consistency is not enough as quality should always prevail over quantity. Quality content marketing is direct to the point, based on research, with reliable references and links and practically relatable to experiences of professionals  of the same industry. The whole content must show focus and clarity to be engaging. This would make your content a must-read and worth sharing.
  7. Multiple Sources: When reading an article that is supported by studies and statistics from multiple sources, the article itself becomes credible to believe in and creates a good reputation for the website in publishing reliable content. Many readers would tend to share such an article to either their newsfeed or the ones they think is need of the information. Related references or sources must be properly cited.
  8. Readability: Together with your graphic designer, the content layout shall also be meticulously checked particularly, spacing, font type and size, background and font colour and images so the text is pleasant to the eyes to follow. Even though the composition of blogs is less formal, the heading, section and organisation of thoughts must be reviewed so readers would digest the message thoroughly.
  9. Utility: Like what this article is all about, content shall be useful and must serve its function. It needs to be capable of solving a problem and satisfying its end-users. More so when it is often referred back for its content or a valuable skill set has been learned.
  10. Reputation: A good reputation of the source counts. Be the expert. Some readers tend to check the professional background of a resource authority’s professional profile and its company. Being in the business or field for a significant number of years, having acquired a range of skill set with a proven track record and continuously receiving recognitions, if any, matter in as much as these create confidence among the readers to trust their publications. Whatever then is published would always appear to be interesting and relatable because a good reputation has been established.
  11. Engagement and Retention: This is possible when your product or service meets the expectations of your consumers or clients. Over time, it is building trust and loyalty out of consistent output and it shall speak for itself. Receiving positive comments and taking time acknowledging them is a way to strengthen the connection with your regular clients. Sharing stories of delighted customers’ undertakings (with their consent) is a great way to build trust and confidence to your audience. You may also opt to share stories of your company’s undertakings that would bring inspiration to others.
  12. Post Mortem Analysis: A post mortem analysis of every published content is a strategy to become better and better. It is important to make a deeper review on how effective or ineffective the posted contents were. A substantial number of comments, likes and shares will bring more followers and figures do not lie. That way, it would greatly help should tweaking need be on the composition of your lined up contents.
  13. Competition Research: Checking your competitors content strategy and comparing why their’s tend to be more effective is a practically normal thing for any company to do. This in a way will address unnecessary things done in your website which you are not even aware of or maybe this will serve as a wakeup call to action for a great deal of improvement in levelling up such as adding more substance to your content and being more creative in your publications.
  14. Increase Page Speed: The faster your site loads the more navigation readers can do to your site. A news report by the BBC says that shoppers will not wait beyond three seconds to load when looking at a retail product; that is a natural human tendency, we easily get irritated and prefer not to wait. So you may want to double-check what causes your site to slow down.
  15. Complementing Social Media Channels: In a world dominated by social media, it is not enough that a company only maintains a website for its content. Social media presence could bring much more compared to a website since its major purpose is to connect and share. Readers get curious about a company’s social media presence and what they are into in an ordinary day. Statistically, 42% of marketers say that Facebook is critical or important to their business while there are 1.59 billion people active daily users. LinkedIn, by the way, is responsible for 80% of B2B leads from social media. 97% of B2B marketers use LinkedIn as a content distribution channel. Using social media is fun with the use of captions, images, videos, stories, live stories, hashtags, chats, video conferences, etc. It also gives you the freedom to be creative. Imagine how vast social media could reach and the opportunities it could offer. Website blogs can be simultaneously published to social media accounts.
Conclusion After reading these pointers, take time dissecting your website’s current status and compare once you apply those points. They  are simple and addressed to be analysed by Company Owners, their SEO Manager, Content Writer, Graphic Artist and Marketing Strategist.  Below is a bulleted list to recap:
  • Purpose
  • Goal
  • Tools
  • Content Ideas from Q&A Sites
  • Infographics
  • Tools
  • Quality
  • Multiple Sources
  • Readability
  • Utility
  • Reputation
  • Engagement and Retention
  • Post Mortem Analysis
  • Competition Research
  • Increase Page Speed
  • Complementing Social Media Sites
These are practical suggestions that would only require time and effort without a need to spend. You may already have a grasp of some and would not harm considering all others. There may still be underlying techniques yet to be unravelled to leverage your content marketing strategy but this list offers complete and reliable techniques. If you find this article a good read, you are welcome to share.


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