Leverage your company’s content marketing strategy with evergreen articles to drive more traffic to your blog

Your company’s blog is a powerful tool that is not correctly being utilized if it lacks evergreen content. Most people are unaware that the majority of blog posts fall under two main categories, evergreen content being one of them. With that said, your current company articles do fall under either of the two, you just do not know it. When unaware of the purpose of the content you create, it is impossible to know how to use it to your benefit. [si_guide_block id="85104" title="Download our Free Resource – Top 10 common content marketing mistakes" description="Our free content marketing mistakes guide reveals the most common mistakes, but more importantly, what to do about them. It highlights auditing tools, strategy recommendations and examples."/] Learning how to write evergreen blog content that will rank on Google is essential to leveraging your digital…

Make sure your content connects when you’re working in niche industries

Content is king – even in niche markets. But when it comes to those industries where technical terminology, tight regulations, limited audiences and often uninspiring details are the realities of a marketer’s routine, creating that content can often seem an insurmountable challenge. Whilst the digital marketing conferences showcase outlandishly creative case studies from exciting FMCG brands, there you are, trying to sell that much less exciting thing that you are selling. So how do we, as marketers in niche environments and complicated product areas, create the content that stands out from the crowd to engage our target audiences and, above all else, delivers that return on investment? What shape does our strategy need to take in order to prove the value of content marketing in niches where, in many cases, the freedom to create that content, the demand to receive it…

Webinars are great for generating quality leads, building trust with an audience, reaching more people, and converting more leads into customers

In an increasingly competitive market where consumers get hit with content from all sides, webinars allow you to offer them more value than other, more traditional forms of online content (blog posts, infographics, etc.). According to research from the Content Marketing Institute, 43% of B2B marketers use webinar platforms and 55% use webinars as a key content distribution vehicle. Ascend2, meanwhile, has found that webinars are the second most effective type of gated content resource for lead capture purposes, trumped only by download offers and Demand Gen Report has found that along with research reports and emails, webinars are the most effective tactics for lead nurture.

[si_quick_block id="111353" title="How to plan and promote a high-converting webinar" description="This…

Content hubs help you solve the problem of related content being disconnected across your site and can help grow your organic rankings for target keywords

You may not be familiar with the term “content hub,” but you’ve likely heard of the concept by some other name. You may have heard it referred to as a “topic pillar” or perhaps a “content cluster,” but what you call it doesn’t really matter. [si_guide_block id="5651" title="Download our Individual Member Resource – Content marketing strategy guide" description="This guide shows you both how to develop a strategy to deploy content across all your online marketing and gives practical tips to make it happen."/] Content hubs help you solve the problem of related content being disconnected across your site and can help grow your organic rankings for target keywords. Beyond this, content hubs can help you increase your on-site conversions and goal completions.

What is a content hub?

Only 39% of marketers say they are somewhat successful at tracking the ROI of their content marketing, but there are ways to improve your proficiency

Content marketing is a highly effective form of marketing. Statistics show that per dollar, content marketing generates three times as many leads as traditional marketing. As a content marketer, you understand these benefits and statistics. But your boss needs to be convinced. What amount of revenue is content marketing adding to your company's bottom line? If you find it difficult to answer that question, you're not alone. In a survey of B2B marketers published on LinkedIn, only 39% considered themselves at least somewhat successful at tracking content marketing ROI. [si_guide_block id="34016" title="Download our Individual Member Resource – Evaluating content marketing ROI guide" description="This guide is aimed at helping you improve your confidence in the value of content marketing by stepping you…

By performing a content audit, you can find the content that’s working and the rogue content that’s holding you back

Does your blog need a bit of a dusting? Perhaps it needs a total spring clean. If so, it’s time for a content audit. In 2019, blogs really matter. The better your blog is and the better it performs, the more success your online business will have. For example, blogs improve your relationship with your customers, and they also boost your SEO efforts. [si_guide_block id="85104" title="Download our Free Resource – Top 10 common content marketing mistakes" description="Our free content marketing mistakes guide reveals the most common mistakes, but more importantly, what to do about them. It highlights auditing tools, strategy recommendations and examples."/] The problem is that there might be content that’s holding you back. By performing a content audit, you can find the content that’s working and the rogue…

One of the best ways to keep people on your website longer and build up trust and conversions is through great content

Getting people to trust and ultimately buy from your business is a long process. It starts by getting people to visit your website, but traffic is not enough. You also need to give people a reason to stick around for longer so they can ultimately convert. One of the best ways to keep people on your website longer and build up trust and conversions is through great content. [si_guide_block id="85104" title="Download our Free Resource – Top 10 common content marketing mistakes" description="This guide gives recommendations for marketers responsible for managing and improving content marketing who want to develop a more strategic approach."/] In this blog post, I’m going to show you how to leverage content to keep people on your website longer.

Why it’s important to keep people on your website for…

Stand out, get noticed and engage your audience with the inverted triangle principle

To attract an audience’s attention, start with the end in mind. Brands embracing a content marketing strategy should study one of journalism’s key models: the inverted pyramid. This storytelling approach states that the most important elements of a story must come first, before tapering off into more detailed information later. The inverted triangle also helps content creators structure stories so that the most important information reaches the widest audience, whilst the least important information goes at the bottom. We see this all the time in newspaper articles. Consider this example: The headline is clear, succinct and immediately captures our attention. The opening paragraph summarizes the essence of the story. Anyone who abandons the article after three or four paragraphs can still come away with…

With every company keen to climb Google’s search rankings, it is easy to lose perspective by simply churning out fresh content that seizes on the zeitgeist or otherwise meets current demand

It is difficult to overstate the importance of evergreen content for modern content marketers. With every company keen to climb Google’s search rankings, it is easy to lose perspective by simply churning out fresh content that seizes on the zeitgeist or otherwise meets current demand. Evergreen content, though, doesn’t age the same way: it is, by nature, time-proof, as relevant if read in a year as it is today. While Google does like to answer searchers’ queries with up-to-date articles, it also rewards high-quality legacy content created many months or even years ago – particularly if you update it regularly. [si_guide_block id="5651" title="Download our Individual Member Resource – Content marketing strategy guide" description="This guide shows you both how to develop a strategy…

Human customers mean you should be writing content aimed at humans, not algorithms

Your customers are humans. You’re not trying to sell your products and services to Google’s web-crawler bots. This means you should be writing content aimed at humans, not algorithms. At the same time, the algorithms control search results and SEO can have huge effects on your bottom line. So as much as you might want to create beautiful content written for a human audience, it can seem that economics favours the robots. [si_guide_block id="34016" title="Download our Individual Member Resource – Evaluating content marketing ROI guide" description="This guide is aimed at helping you improve your confidence in the value of content marketing by stepping you through a range of techniques to help marketers evaluate and prove their content effectiveness."/] The truth is that you can - and must - write for both. But it’s easier than you might…

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