9 Content Marketing Tips that Will Immediately Improve Your Content Strategy by Strategist – The Content Strategist [Marketing]


Editor's note: This article was originally published by The Content Strategist and curated by Closer Spot. Please subscribe to get actionable news and advice delivered to your inbox each week.

Content marketing is a crucial piece of any online business. And we are living in a world where a massive amount of content is created and shared every single day.

Yes, it is getting harder to stand out in all the noise, but there’s one thing that hasn’t changed: good content can be an incredible tool to build your reputation, generate more leads, and create loyal customers who keeping coming back for more.

Here are nine interesting content marketing tips and techniques that will immediately improve your blog content strategy:

9 ​Actionable Content Marketing Tips

1. Stand Out with Original Research and Authentic Content

Is the Skyscraper Technique still an effective tactic in content marketing? Brian Dean of Backlinko claims his link-baiting system works by “finding the ‘tallest’ skyscraper in your space… and slapping 20 stories to the top of it.”

He created this system in 2013 as a ways to turn blog content into high quality backlinks. In three “easy” steps you’ll have the content that everyone is talking about and linking to, all you have to do is:
  • ​Find link-worthy content
  • ​Make something better
  • ​Reach out to people
That was five years ago, and while it’s a blog content strategy that still works to some degree, you don’t have to look too close to see audiences are growing tired, reading the same piece of content over and over again.
Interesting enough, Brian Dean’s article on his Skyscraper Technique was an original and authentic case study. The post was last updated in 2016 and boasts an impressive 2,200 social shares and more than 13,000 backlinks…
skyscraper technique
Screenshot from BuzzSumo showing the thousands of shares from Dean's original research on link-building.
brian dean backlinko
Screenshot from AHrefs showing the 13,000+ backlinks on Dean's Skyscraper Technique Article.

2. Learn and Use LSI (Latent Semantic Indexing) Keywords

LSI (Latent Semantic Indexing) keywords are one of the most under-utilized techniques for content marketing.

LSI keywords are simply related keywords and phrases that you would naturally use in your content. The more of these related keywords Google sees, the more it indicates your relevance to the specific topic.
Using these keywords ​is great for your digital content strategy and will increase your organic website traffic, if you know how to correctly research them. You can search for these keywords in Google and click around through the suggested searches, but there’s an easier way to research for LSI keywords.
Though there are plenty of free content marketing tools to help ease your search for LSI keywords, our favorite is the simple LSIGraph. All you have to do is type your focus keyword in, press generate, and the generator gives you up to 50+ of the newest LSI keywords to target.

​3. ​Encourage Content Promotion ​in ​Your Posts​​​

One of the best content marketing tips you can start using right away, is building blog posts that entice readers to share. Like we mentioned earlier, original research, fun GIFs, influencer quotes, and social sharing button are all sure-fire ways to encourage content promotion in your post. 
When we create blog posts at Performance Marketer,  we ensure that social sharing buttons on clearly placed near or around ‘shareable’ content- like quotes, stats, and Tweetable links.
Place as many as these components in there, the more the better. Creating these components will allow you and your company to create unique, and shareable, content that is incredibly valuable as the reader is unable to get this information anywhere else.  

​​4. Segment Your Audience to Engage on a Personal Level

We should all be familiar by now with the effectiveness of segmenting our email lists. Marketers surveyed by Ascend2, shared that segmentation is their second most effective email marketing strategy.  
If you’re not familiar with segmenting, it’s taking your email list and assigning subscribers to specific groups that tell you about their preferences and behavior. Some segments will be big, or small, and some of your audience will be in multiple segments.
There are some truly creative ways out there to segment your list. So don’t be scared to experiment with new ideas or further customization to fit your brand’s need.
  • ​Time on List
  • ​Form ​or Cart Abandonment
  • ​Geographical Location
  • ​Customer Avatars
  • ​Membership Status
  • ​Webinar Attendees

​​​5. Plan and Track Your Content Strategy with a Editorial Calendar

A great content marketing strategy will increase website visitors, but it’s a tricky challenge when you’re looking to attract new readers while retaining your existing audience. Keeping track of old and new content with the help of an editorial calendar is a good way to tackle both sides of your content strategy goals.

Whether you have a content marketing team of one, or a team of twenty content marketers, an editorial calendar is critical. You can track the performance of old blog posts, while planning future topics in advance.
At Performance Marketer, we’re a small team that’s not always working in the same office, so our editorial calendar is key to keeping our blog content strategy intact. There are a few content marketing tools or PDFs that help you, but we like to go with Google Sheets.

How you use your editorial calendar is up to you and what matters in your content marketing strategy. In our content calendar, we have several tabs to plan future posts, track old posts, manage our content silos, and even edit the social media copy.

​6. Your Customer's Own Words Can Be a Powerful Component of Your Content Marketing Strategy

Some of the most successful brands on social media networks source the majority of content from their fans. Sourcing content from your fans can be a great tactic to use in your social media marketing strategy.
Younger audiences love generating content for their favorite brands! In fact, 84% of millennials say that user-generated content on business’ pages influences what they buy, according to Bazaarvoice.
Even if you don’t have a young audience, there are many brands out there you can learn from. One of the best companies doing generating content from their customers is GoPro, maker of the high-quality, easy-to-use handheld video camera.

Their social media content strategy gives their audience the power to enthusiastically promote GoPro products. They've been relying on content from their fans for years, and it's paid off big time.

​7. Group Your Content Into Valuable Resource Pages

Organizing your content into a cluster of similar articles is a great way to organize your blog’s content so it stands out and ranks better. Content topic clusters are a series of related-content organized with the intention to build authority and influence in the eyes of both visitors and search engines alike.

Content clusters consists of three main parts:

Pillar Content:
Pillar content is ungated, website content that goes into detail (at least several thousand words) on a broad and evergreen topic.

Cluster-Subtopic Content:
Subtopic content is a specific piece of content based on a long-tail keyword or niche question and links back to the pillar content

Internal Links:
Link your pillar content to each piece of subtopic content, with each subtopic content linking back to the pillar.
content clusters
An example of our Email Marketing content cluster.

​8. Repurpose Your Old Content for Different Platforms (and Audiences)

It’s 2018!! There’s so many different content formats out there these days, have fun and experiment with as many as you can. Use analytic content marketing tools to see what makes your audience engage.
Part of diversifying your content strategy will include repurposing your old content. Some people prefer to listen to a video, while some might prefer a long form Facebook post sprinkled with emojis. 

Some formats to repurpose your content in 2018 include:

  • Transcribing old videos into new blog posts
  • Creating an infographic from a recent case study
  • Turning a long form blog post into an easy to digest SlideShare
  • Sharing a short blog post as a Facebook post
​By understanding what content works for your unique business, you’ll be able to create a more diverse digital content strategy that is custom-built for your audience.
From video marketing to new mediums, like...well, Medium, there are tons of options to engage and satisfy current customers while also promoting your content to new audiences.

​9. Continually Optimize Your Content Marketing Strategy

Finally, we couldn’t wrap up a post about content marketing and content strategy, without driving home the importance of continually optimizing your content strategy.
Content that has been optimized for performance will bring in the most traffic and new leads. To do so, content marketers should use content marketing tools to continually evolve, test, and optimize their content ​strategy.

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