Content marketing is a very big part of what my team and I do at Leadspanda. While there are a lot of ways you can approach content marketing, I have to say the best and most effective methods really depend on what your objectives are and who you’re trying to reach.

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That being said, through the years we’ve tested and confirmed some actionable best practices that you can follow with your own content marketing efforts.

1. Make an Effort to Be Consistent

I mean this in both quantity and quality. It’s not enough to simply publish as many blogs as you possibly can; and neither is it effective to write well-researched, high-quality posts once in a blue moon.

That beautifully written piece you published several months back will likely be forgotten, and you will have failed to maximize its content marketing potential simply because you weren’t able to publish a follow-up. On the other hand, publishing content just for the sake of having something to post when it offers no value or relevance to your audience is just as detrimental to your credibility as a brand.

You have to strike the right balance between frequency and quality. If you don’t publish content often enough, you won’t grow as an authority in your industry.

2. Research Relevant Keywords and Keyphrases to Boost Visibility

In an ideal world, marketers wouldn’t have to worry about SEO. We could publish well-researched, thought-provoking posts that offer unique insights and are relevant to our industry That alone would guarantee a captive audience eager to learn more about perspective.

Unfortunately, the competition in our industry is enough to make capturing the attention of a small audience a big challenge. That’s why we have to pay attention to SEO. Although the quality and originality of a piece is arguably the most important thing, the right keyword strategy can definitely help you rank well in search engines and ensure you’re coming up in relevant searches.

3. Make Sure Your Content Reflects Your Business Values and Brand Voice

Many businesses often neglect this. In their effort to share information, answer audience questions, and address customer pain points through content marketing, they forget that any content they publish is reflective of their brand as a whole.

Continuity across all brand platforms where you publish content is key to helping your audience recognize you as an authority in your field. This means paying attention to your company values and making sure any material you write or repost reflects them. Be sure to communicate with sincerity as well. The goal is to provide a cohesive content experience aligned with your brand’s image. I suggest mapping out a plan that details your objectives, target audience, and branding strategy. This will help ensure your content is more specific and targeted moving forward.

Hope my answer helps! If you want to discuss these points further or have any questions, feel free to email me at Leadspanda and I’ll get back to you as soon as I can.