Improve Your Content Marketing Strategy


Having great content on your website is a must for any business looking to stay ahead of its competitors. Content that is fresh, informative and relevant to the target audience will attract people to your site, keep them coming back and is more likely to result in a sale. Here’s how to get your content marketing strategy on the road to success.

Be Original

Make sure that what you publish online is unique. There is so much information on the internet, that what you provide is less likely to be viewed if it isn’t original. Search engines also aren’t impressed by content that has been copied from other sources, so be original if you want to find your way at the top of search engine listings. According to The Guardian original content – whether it’s in the form of a blog, case studies, videos or infographics – will help you define the point of view you want to convey, and should set the tone for all of your content marketing efforts.

Easy to Search

There is no point providing first-rate content if nobody is going to find it, so always ensure that what you publish will be easy for people to find online. Before you get started creating your content, build it around relevant keywords related to your organisation. If you are not sure what those keywords might be, consider using keyword research tools to find the most appropriate words or phrases that people would search for related to your type of business.

Know Your Audience

If you want to improve your content marketing strategy, make sure that what you are putting out there is of relevance to your target audience. According to Entrepreneur delivering the right message to the right audience at the right time should be your mantra. In order to do this, it is imperative that you get to know exactly who your target audience is, including their demographic profile and buying behaviour. Invest in analytics to do this, or engage with your audience to find out more about them.

Measure Campaigns

It’s not enough these days just to churn out content, you need to be able to assess how effective it is in order to fine tune your time and resources to those methods that get the best results for your business. Using the services of an expert content marketing agency, such as mash-marketing.com, who offer content and digital marketing in Edinburgh and elsewhere, can improve your content marketing efforts and ensure you are exploiting the best opportunities for your site.

Build Links

If you want to get more people coming to your site and be seen more favourably by search engine giants such as Google, consider building links as part of your content marketing strategy. Link building involves establishing links to your content via other popular and reputable websites. Choose ones that are similar enough to your own site, without being considered a competitor. Crucially, the other websites should be ones where your target audience will visit.