Content marketing: less and better – instead of more current and more

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William Bachmann

Many companies seem to confuse content marketing with a news ticker and produce way too much content. Our guest author shows how it can be done better.

Always more. Always up to date. Many companies today run newsrooms and do content marketing as if they were a newsroom. Do you have to do that? Not when you have data.

The data says this:

1. Whoever comes to a website is usually there for the first time. Only a small minority comes twice or more. Do these users need new content more often? No.

It’s similar on social channels. The only ones who follow brands closely and see every post are employees and agency representatives. On the one hand this is due to the delivery algorithms of the social media platforms, on the other hand it is also due to the fact that you don’t work through your Facebook or Instagram account as well as an email inbox.

2. The users have little time. You’ll be on the page for between a minute and two and two or three clicks. Do you need a lot of content? No.

However, many brands can use their energy better: By concentrating on a small content portfolio that they can manage well and regularly optimize based on data.But those who now have a high urge to publish and sufficient editorial resources should not feel held back by these arguments. More content makes perfect sense if you want to reach new people: For example, if you previously only addressed people who are looking for product information for insulating glass windows and now also want to address people who are interested in saving heating costs. On the other hand, being up-to-date can help if you have the basics – the right content in the right amount – completely under control and want to tease out a little more success.

Find the right content portfolio

But often it fails because of the necessary know-how. The following practical tips show how a brand defines and continuously optimizes a content portfolio.

First of all, the “hits” must be found under the content. They are characterized by their higher target group relevance – for example, they generate more search engine traffic. You can find out what content this is in the web analytics system. Or the content generates higher free reach on social media because it is shared more often. You can find this out in the evaluation tools of the social networks – for example with Facebook Insights.

But it’s not just about the relevance of the content for the target group. The content must also be relevant for the client and do its job. Specifically: ensure deals in the online shop, generate leads, interest job applicants – or whatever the goal of the content project is.

This doubly relevant content – for both the target group and the client – form the content portfolio, which you then optimize on a regular basis. Data from various sources can also help here:

  • Web analytics tools : It is worth taking a look at the website bounce rates here – i.e. whether visitors leave the page immediately without making another click. Are there sites that “onboard” visitors particularly well? What can you learn from these pages for the content of the portfolio, which have an above-average bounce rate?
  • Brand managers can do the same with conversion rates. If some sites are doing better conversion, ask yourself the following questions: Do they offer different information? Other pictures? Cheaper prices? Better ratings? What can you learn from them for the weaker sides?
  • Search engine tools : Search engine tools like Search Metrics or Sistrix can be used to find out which terms are used to find content in search engines. With these tools you can quickly find “quick wins” for optimization. If, for example, Google does not find content that bad and therefore places it on page two, this usually means that the content can be highly optimized on page one with little effort – and generates a lot more reach there. Furthermore, with Sistrix and Co. you can analyze the search engine rankings of the competitors and thus come up with new ideas for improving your own content.
  • Social media tools : what is the most relevant content for the target audience? What does she share, comment on and like about the competition? This can be found out with the analytics tools of social channels such as Facebook. Ideas for content and the preparation of your own content can also be found for this.

If you map such data-based optimization approaches in a regular process, you can work your way forward very quickly. Because: Instead of concentrating on offering a lot of current content, you set yourself the goal of producing the best content – against which the competition newsroom has no chance. So if you focus on a few, important content and do it really well, you will have a content offering quickly and with little effort that really inspires the target group.

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