Content marketing doesn't look like it's going anywhere anytime soon. There are a number of reasons that point to the durability of content marketing; it's inexpensive, it builds your company's credibility, and with just a little effort, you can build up a formidable library of resources that your current and potential customers can reference for years to come.
It's to your advantage to create consistent and useful content that you can refer clients to when they approach you with questions about your business. Let's discuss the why as well as the how behind establishing a well-crafted content library.
The Value of a Content Library
When you create content that can be referred to by prospects and clients at any time, you're making it easier than ever to reach a huge number of people.
After all, your sales team might be amazing, but they're only human. They can't be everywhere at once, and they don't work 24 hours a day. However, content is always available, so you can still reach potential customers during your off hours.
Having a substantial content library is also a fantastic way to get search engines to take notice of your website. Search Engine Optimization (SEO) is a natural partner for content marketing. You'll get better results when you harness them both together than when you try to use them separately.
Utilizing keywords organically throughout your content will lead more people to your site than ever before; once they get there, they'll be impressed by the quality and volume of your content.
Building Your Content Library
Now that you understand why a content library is an important part of your marketing plan, let's explore how you can beef it up.
While you can plug away at writing blog post after blog post until you eventually have a library that others will envy, you'll quickly find that it's time consuming and exhausting. There are better ways that you can enrich your library quickly without overworking your content writers.
When you create evergreen content, you'll find that it's useful for years to come. Simply remove any references that might date your material, such as pop culture or news-related tidbits, and you'll have content that's good as new.
You should also be sure that the material is top-notch. Evergreen content is of the highest quality, making it easily shareable and increasing its overall lifespan.
Great evergreen content can also improve your SEO. When Google sees that this particular page is visited consistently over a long period of time, it will boost the page's rankings, making your website more visible. This increase in traffic will drive qualified leads your way, thus improving your rate of conversion. That means you'll get the business without generating additional content; it's a win/win!
If you feel that you're in a bit of a rut creating your own content, reach out to leaders in your field or adjacent industries and invite them to contribute to your blog. This will not only increase the amount of content on your site, but it will also bring a new voice and perspective to your blog. Ideally, it will bring readers from the author's site, too.
You could then reciprocate, creating original content for them to share on their website, too. And if you link back to your site, you'll give readers the opportunity to check out what you have to offer.
Do keep in mind that it's important to choose your partner carefully; be sure that your values and style are compatible before inviting anyone to contribute content to your site.
Go Beyond the Blog
Content doesn't necessarily mean only blogging. Blog posts are short and digestible, but if you really want to dig into a topic, try experimenting with longer-form content. You could create in-depth ebooks, white papers, and guides filled with helpful information for your customers. This will allow you to showcase the depth of your knowledge on topics that are of interest to your customers.
Long form content can also be an enticement to potential customers who have only scratched the surface of what your company has to offer. You could offer site visitors free downloadable content when they sign up for your email list, whereupon you can woo them with your well-crafted emails.
Overwhelmed by the prospect of building up your content library? We'd love to help. Get in touch for a free marketing strategy session.