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July 2018

Mohammad Anas Wahaj | 19 jul 2019

Good content is essential for every content marketing strategy. But, getting requisite return on investment (ROI) defines it's business success. Steven van Vessum, co-founder & VP of Community at ContentKing, suggests ways to maximize the chances of success of content marketng strategy - (1) Best Content Is Not Equal To Most Successful Content: Be selective and start small; Assess competitor's weaknesses and know your strengths and leverage that; Put together a content promotion strategy that works for you. (2) Create Multi-Purpose Content: As lot of research and resources are used to create content, leverage it to create other types of content to get better ROI; An evergreen content piece can be partically repurposed as a conference talk, a support article, a podcast topic or a guest post. (3) Creating the Best Content Is Not That Hard, It's Just Hard Work: Focus on creating content that provides most value to the visitors and fulfils their search intent; Create a content piece that makes you think not to give it for free. (4) Core Content Is the Key to ROI: Core content is content that your target audience is interested in, and that's close to your products and/or services. Helps in transition to soft sale; Create core content, and build related content around that. (5) Control & Protect Your Investment: Social media and content platforms are easy to use and have large audience reach but they provide limited control. Moreover, they may shut down or modify their terms of service as per their convenience; External platforms often don't support adding Call-To-Action boxes or newsletter signup forms. This results in questionable or reduced ROI; Better option is to publish a summary or introduction on these platforms and link it back to the detailed or full content on your own website. Read on...

Search Engine Journal: Content Marketing: The 5 Most Important Things You Need to Know
Author: Steven van Vessum


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