Creating content is a very big part of what we do at Leadspanda. Through my many years in the business, I’ve managed to figure out what works and what doesn’t when it comes to content marketing. So, to answer your question, I’m offering some tips and guidelines below that have helped me improve my content performance and audience engagement.

1. Be Consistent

A lot of marketers think that publishing content just for the sake of getting something published is enough to attract and hold their audience’s attention. You have to give your readers more credit—they follow your blog because you offer something valuable and relevant to their needs. When you are unable to meet that need or are only able to do so inconsistently, you’ll notice your followers dwindling and their engagement going down.

There’s a lot of content being produced online, which makes it even more important for you to stand out by producing great content consistently.

2. Put Effort Into Your SEO

In an ideal world, we can write and produce content without worrying about optimizing our posts for search engines. We would be able to publish insightful articles about topics that were important to us and it would easily find a massive online audience eager to hear what we have to say. Unfortunately, this isn’t our current reality and if we want our content to be discovered, we will have to pay close attention to the keywords and phrases we use. Do your research and incorporate your targeted keywords and phrases into your post seamlessly. Avoid simply stuffing them in your post.

3. Use Your Content To Reflect Brand Voice

Content marketing is one of the most effective ways to develop and amplify your brand voice. So, when you’re creating content for your blog, be sure that it actually consistently reflects your company’s values, that it highlights your brand’s mission and vision. Ensure consistency of tone and try to offer a cohesive brand experience through your content. For example, if you want to communicate that you’re a brand that’s relatable and friendly, be sure to produce material that reflects that. Write as if you’re talking to a friend over coffee versus creating a long-winded white paper. It also helps if your content provides unique and insightful answers to questions that showcase your own views on certain topics.

4. Syndicate Third-Party Content On Your Blog

If you find content that’s helpful, that’s aligned with your brand voice and values, it might be a great idea to feature their content on your website. Reach out to these websites and ask if you can feature their material on your blog. Similarly, if you are able to contribute guest blog posts to third-party sites, be sure to republish these posts on your blog.

There you have it. Hope my answer helps! If you have any more tips to add, join the conversation on our Twitter or LinkedIn or simply leave a comment below.