Content marketing is a skill that every blog and business owner must know. It is the technical name given to the process that includes marketing, creating, and publishing content on a website or blog.
With search engines and their algorithms becoming more difficult to understand by the day, it is often a problem for blog owners to continue to create and market content that performs well in audience ratings and search engine rankings. The goal is to increase reader base, reader interaction, and link generation from other reputed blogs within the same niche. For such business owners who struggle with these goals, here are a few tips and tricks from Healthy Links & VM Interactive, both companies specializing in back linking services, that can make existing and future content a lot more suited to content marketing strategies across the globe:
1. Long form vs short form content
Short form content may appeal to most business owners in the beginning because it seems more suited to readers that wish to go through information quickly, but studies of blog posts have shown that long-form content is likely to get almost 70% more shares and links. For backlink acquisition, long-form content is a much better strategy.
However, this does not mean having extremely long blog posts that read more like essays than blogs. A good idea would be to make a blog that is 1000-1500 words and is formatted in a way that makes it appear less content heavy and more picturesque and interactive.
2. Headline length and type
The headline of the blog post has a significant impact on its share-ability. Studies of blogs have shown that headlines longer than 14 and less than 18 words have about 75% more social shares as compared to blog posts with shorter headlines. It has also been found that headlines that are in the form of questions are often shared much more than other headline types.
The headline content will matter of course, but its length and phrasing may end up impacting the way it is shared and the frequency with which it is shared.
3. Formatting of blog posts
Longer paragraph-based blog posts can pack in a lot of information and also read a lot better in terms of the flow, but listicles perform a lot better in terms of social shares as compared to other blog formats. In fact, compared to infographics or ‘how to’ posts, listicles have been noted to have over double the frequency of social shares across social platforms. This is because listicles are a lot more reader-friendly, and are able to disseminate more information a lot quicker.
Another example that showcases the importance of formatting is one linked to the content objectives as well. ‘What’ posts, ‘Why’ posts and infographics are a lot more shareable as compared to ‘How to’ or video based posts.
4. Website type
Business to business (B2B) sites are often the places where blog posts may be published in the hopes of selling products and encouraging shares. However, in the age of social media, the blog format proves to be almost 10 times as efficient as B2B websites.
The blog format has a lot of features that encourage shares on social platforms, which helps and increase shares and, consequently, search engine rankings as well.
5. Staying clear of the myths
There are a lot of content marketing myths that can be found all over the internet, but most of them are untrue and incredibly farfetched. One of these is the myth of finding the best day to publish content and to do so regularly on that day. While in theory, this may sound good, there has been no correlation found between the ‘right’ day for posting, and an increase in readers, views, or shares of the content.
Another myth surrounding content marketing is that backlinks will come if you continue to post good content and establish a good readership base. While this is an excellent thing to aim for, it is not necessarily this simple. Studies show that nearly all content on the internet has no backlinks or external links and that viral content that gets a lot of shares is also scarce.
Content marketing may seem a little daunting at first but is an effortless way to get your content to perform better on social media and in search engine rankings. The tips and tricks mentioned above can help any blog or website owner increase their readership and search rankings with just a little bit of determination and practice.