No matter what type of brand you’re trying to promote, high-quality web content can be a boon to your efforts. Well-crafted blog posts, feature articles and social media updates can make scores of prospective patrons aware of your enterprise in a relatively short span of time. Of course, not all web content is created equal. While some content is able to instantly draw audiences in and attract positive attention from search engines, weaker content often goes largely unnoticed. In your efforts to build brand awareness through web content creation, put the following tips into practice.
Post New Content on a Regular Basis
If you only post new web content once in a great while, your odds of connecting with your target audience are slim to none. Not only do most modern-day consumers thrive on consistency, certain search engines even reward it. When tallying up relevant results, update frequency is among the factors said engines take into account. This isn’t to say you’ll need to produce new content on a daily basis – although doing so certainly couldn’t hurt – but you should grace your website with at least one new piece of content each week.
If this strikes you as too much of a commitment, consider having various team members alternate content creation duties. This will ensure that no single individual within your enterprise feels overburdened with regard to producing new content. If this type of arrangement doesn’t seem feasible, freelance writers may hold the solution…
Enlist the Aid of Freelance Writers
Not everyone possesses an affinity for the written word. If neither you nor any of your employees have much experience crafting web content, consider enlisting the aid of freelance writers. Provided the individuals you hire know a fair amount about the products and/or services you wish to promote – or are willing to learn – farming out writing duties can lift a tremendous weight off your shoulders. Of course, you’ll still have final say over the finished product. So, if there are any useful tidbits you’d like to see added or inaccurate information you wish to see removed, you’ll be able to have the desired changes made before the content goes live.
When seeking out the right freelance writers, look for people who are well-versed in the type of content you wish to create. While previous experience needn’t be the determinant factor in your hiring decisions, a robust history of content creation should certainly be regarded as a plus. One of the pluses of working with freelance writers – and freelancers in general – is being able to amicably part ways with them if you discover that they aren’t a good fit. So, even if you wind up giving some work to a writer who doesn’t quite make the grade, you won’t have to worry about this being a long-term commitment.
On the flipside, if a writer you regularly work with consistently performs above expectations, you may want to consider extending a full-time opportunity to them – especially if your content creation efforts are generating great success. As a bonus, seeing another writer get brought on full-time will give other freelancers something to strive toward and inspire them to put forth extra effort.
In addition to hiring freelance writers, you can benefit from consulting with companies that have experience promoting similar brands. If your brand is focused on cannabis and/or CBD products, consider reaching out to a company that’s well-versed in CBD advertising.
Promote Your Content on Social Media
Maintaining a solid social media presence can do your brand a world of good. However, as is the case with web content creation, consistency is among the keys to success on the social media front. Even if your brand has accounts on all of the web’s most popular social platforms, this won’t mean much unless you regularly update them. For maximum effectiveness, you’ll need to update each of your social media accounts on a daily basis, although the ideal number of daily updates varies from platform to platform. Additionally, since it’s easy to reuse posts across multiple platforms, you needn’t necessarily worry about crafting fresh content for every site.
Integrate Relevant Keywords
Keyword integration can be a boon to your content creations, particularly if your focus is hyperlocal. Keywords and phrases that make reference to what your brand does and where it’s based can prove tremendously helpful at attracting local search traffic. For example, a pet supply store based out of Madison, WI should plug such word combinations as “discount pet supply in Madison, WI” and Madison, WI pet supply” into their web content.
Of course, this isn’t to say that all keyword integration will have the desired results. For instance, if you engage in keyword stuffing – i.e., littering your content with inorganic keyword usage – you stand to lose the trust of both search engines and your target audience. While keyword stuffing can boost your search ranking in the short term, said ranking is liable to plummet if search engines grow wise to what you’re doing.
Solid, well-produced web content can be a boon to virtually any brand. No matter how large – or how small – an audience you’re hoping to reach, the right web content can help you generate the desired results. Granted, this isn’t to say that all content is equally effective. In the absence of proper research and/or promotion, your business’s web content efforts may fail to connect with the target audience or attract the attention of prospective patrons. With this in mind, take care to utilize the pointers discussed above to your brand’s fullest advantage.