This is how I feel when someone tells me content marketing doesn’t work.
That’s not how content marketing works — but it does work.
Content marketing is the cornerstone of digital marketing
Since 2012, content marketing is the cornerstone of your digital marketing strategy.
That’s when Google introduced Panda. Penguin, Hummingbird, and Pirate and a bunch of other updates soon followed. These algorithm updates determine where you show up when users search for keywords you want to rank for. Google is determined to foil any efforts to rank on keywords artificially and requires sites provide value to consumers. Period.
So, all those “blackhat” tactics, keyword stuffing, backlink buying, code tweaking, and other SEO tricks won’t help your SERPs (how close to the top you show up in search) and could seriously damage them.
That doesn’t mean you should just put up content and do nothing to help bring your target market to your site. Geez, that’s like joining a gym then never walking in the front door.
What can you do to promote your content, bring the right kind of visitors to your site, and manage the customer journey to deliver paying customers?
Making content marketing strategies that work
I’ve said this many times on this site — post content consistently. At least once a week.
Don’t believe me? Check this out from HubSpot.
Posting weekly or more frequently generates customers (with 70+% of blog owners saying they gained customers from their blog), but the number of customers you gain drops pretty dramatically once you drop below 1 post a week.
Don’t feel the need to just post crap, either. Post something visitors will find valuable — valuable enough to share.