Make Sure Your Email Marketing Content is Ready Too!

If your business is getting ready to reopen as coronavirus restrictions lift, you’ve got a lot of things to consider. Being proactive can save you some steps and protect your brand’s image under the new normal. As you’re buying more sanitizer and cleaning supplies, getting inventory ready and confirming details to reopen your onsite business, make sure to check your digital marketing status. Emails that aren’t sensitive to customers or provide tone-deaf communications can embarrass your business and reduce your response rate. Your audience is being bombarded with emails about COVID-19. Keep your message from being deleted in an over-crowded inbox by getting your digital marketing strategy in order before you reopen.

If it's Too Long to Read, it's Too Easy to Ignore!

The Neilson Norman Group, a company that studies user-experience, estimates that most users, on an average web page, only read a maximum 28% of the words. According to NNG, “more realistically, users will read about 20% of the text on the average page.” New users tend to read less, while an established audience may read more. Longer content isn’t always consumed by the reader. The TLDR syndrome, otherwise known as “too long; didn’t read,” is real. The solution is finding ways to keep the user engaged, rather than just posting shorter articles.

Does Your Content Help Them?

During any crisis, where do people turn to get answers? Whether you’re looking for dried beans during the COVID-19 pandemic or wondering how to find your insurer after a devastating thunderstorm, you’re going to ask a search engine. When you change your content to meet the needs of your customer, you maintain your online presence and help customers find answers to their questions. An SEO strategy is a marathon, which means what you do today will have lasting results. Even if you’ve had to close your doors currently, you don’t want to lose the momentum you had with search. It’s time to rethink your content plan.

Old Blog Posts Might Be Gold!

If you’re like most people who are staying safe at home during the pandemic, you’re going through your cupboards and checking out what you have in your pantry and freezer because you don’t want to go to the grocery store every day. Using up the supplies you might have forgotten saves you money and prevents items from going into the trash. Similarly, old content on your blog might be the ticket to generating new blog posts that fit into your SEO strategy. Instead of starting from scratch and creating new content, take a look at what you already have online. Freshen up the information and repost it.

Public Statements, Emails, Employee Newsletters, Social Posts, and More…

Even as the Coronavirus COVID-19 pandemic continues to challenge our lives all around, our team here at MintCopy, like our peers, customers and associates, remains positive. We want to assure you that whether you are an existing customer sourcing content regularly through our content agency, or a new customer seeking our assistance with your content strategy and content marketing plan, we are here to serve you. Our team is busier than ever, working on company statements, customer and staff emails, employee newsletters, social media updates, and more, for a variety of clients. Work from home is not our “new normal”; it is our “normal”. Our SEO writers have been creating high quality content working from their virtual offices for the past 12 years…and counting.

Public Memory is Short; and Long-form Content Isn't the Magic Bullet!

Long-form content has been promoted by many as a solution to getting SEO rankings. One study showed that longer content, which is often defined as more than 2,000 words, led to higher search engine rankings. Yes, it’s true, (quality) content that is longer tends to be more in-depth, which often demonstrates authority on a subject. However, long-form content is much harder to produce. It doesn’t fit every topic. Longer articles aren’t necessarily always high quality. Neither search engines nor human audiences respond well to fillers or fluff. There’s a misconception that shorter articles can’t be effective, but with over 200 elements that go into ranking content, long-form content isn’t the only answer to your SEO strategy.

Here's How to Perform a Content Audit

Search engine algorithms have continually adapted since the start of the internet. What worked on your website a few years ago may not have the same intensity today. Conversely, some pieces of content may be popular and revisited by customers. Many website owners get busy creating new content while forgetting about the past. Good SEO isn’t only about keywords and titles. It’s about the customer experience. That includes what is already on your site. An annual content audit gives you insights into what’s working and what’s not, in your content marketing strategy.

Optimize Team Effectiveness for Content Marketing Success

Conventionally, the 5 Ps of marketing were critical for the success of any business. In the digital era, not all 5 might apply, but the one that always will, is ‘Promotion’. And there’s no better way to fulfill this essential step than with content. As a marketer, your content strategy needs a dedicated approach, much like any other activity that is part of your business. Having a structured team with specific roles and functions will keep everyone on task with their own responsibilities. Even if you have to carry the heavy load, when you’re aware of the different roles involved, it can help you develop your content marketing strategy and plan accordingly.  

Welcome to Part 5 of “Reflections on Key Content Marketing Principles” - our final part in the series. It’s been great writing these posts for two reasons—Not only do we get to share these essential content marketing principles with you, but we also get to review our own content strategy and put this useful advice into practice.

So, your content marketing strategy isn’t going so well. Your posts are failing, your KPIs are not improving and your audience is silent - and not because they are in awe of your content marketing genius either!