Content marketing in a nutshell: Create content that converts

To quote a classic - "content is king". Anyone who has tried to skip this element in their online activities knows this. Paid advertising is one thing, but without valuable content you won't get far. Good content is a guarantee of long-term relationships with users, building trust and loyalty. What activities pays to implement in your content marketing strategy to ensure tangible benefits? Check out the rest of the article.

Storytelling in content marketing: How do you tell stories that sell?

Storytelling allows you to create effective content. On top of that, it is gaining more and more popularity. Nothing encourages listening like a good story. There is no more compelling and emotional type of content than a story. Dry facts are overdue, so you should consider how to present your company in the form of an interesting and engaging story. Before you start creating a one-of-a-kind story, learn the 7 keys to fascination, as described in her book "Fascinate Them" by Sally Hoghshead. They will help you write a text that will catch the reader's engagement for a long time. And they include:

• Desire - reflects the anticipation of pleasure, something that makes the reader feel excitement at the very thought of an upcoming event and can't wait for it to happen. It is like the anticipation of something wonderful, which makes someone feel excited and ready to get involved.
• Alert - This is a warning signal that suggests that if we don't respond now, we may lose something. It is a simple way of attracting interest that works on an instinctive level, stimulating our attention and motivating us to act, such as using phrases like "Fire!" or "Call now to get an extra set of knives!".
• Prestige - People want to be more, someone better or more influential. By showing the way to achieve prestige, we can attract the attention of others and gain their support or interest. By pointing out the possibility of gaining prestige, we can motivate people to follow us.
• Power - we are often fascinated by that which is beyond our control or that which promises us greater control over our own lives. The promise of receiving control over something can make us listen, to follow a person or an idea.
• Performance - the forbidden fruit that tastes best - is a metaphor for what is forbidden but tempting at the same time. People like to watch others make mistakes or break the rules, so controversial topics always attract attention. Gossip sites such as Pudelek are popular because they allow people to observe the lives of others and their eventual downfalls.
• Trust - people often filter information, rejecting those that are inconsistent with their beliefs and choosing those that confirm their views. This is why there are newspapers with different political orientations that attract readers with certain beliefs. Indicating trust or conformity to someone's worldview can therefore be an effective way to attract attention and interest.
• Secrecy - we hate not knowing. By promising the reader at the beginning of the text that he or she will learn an important thing during the meeting, but not saying what kind of thing, you will guarantee your focus from beginning to end.

Using keys, you can publish content that will have that "something." However, when discussing storytelling, we can't ignore what makes good stories - that is, a specific sequence of events. Each protagonist of a story should go through a certain path in order to resolve a conflict - which is your product or service. Using the structure of storytelling, you have unlimited possibilities. Each product solves a different problem, so you can write many amazing stories.

SEO for content: How to optimize articles for search engines?

Effective content marketing has been an indispensable part of websites since the beginning. It's not enough to have a writer's workshop to create search engine friendly text. When writing for SEO, there are several things to keep in mind.

• Competitor analysis
  Conduct a thorough competitive analysis. This will allow you to understand what strategies others in the industry are using. Studying the key phrases your competitors are positioning themselves on, and analyzing search results from Google's TOP10, allows you to adjust your own strategy to current trends and user preferences.
• Define the target group
  Carefully define your target audience before you start writing. This allows you to tailor your content to the preferences and needs of potential readers. Demographic and behavioral analysis helps you better understand your audience and tailor the language and tone of your article to their needs.
• Research
  Creating SEO content requires solid research to gain an in-depth understanding of the topic and the needs of the content audience. Relying on reliable sources of information builds the authenticity of the text and the trust of users.
• Search and use of keywords
  Keywords are terms or phrases that users type into a search engine to find information on a topic. Well-chosen keywords increase an article's visibility in search results and allow it to reach the right audience.
• Optimization of headings and subheadings
  H1, H2 headings are important for both users and search engines. Their optimization for keywords increases the readability of the text and positively affects the page's position in search results.
• Using meta descriptions and alt tags for multimedia
  Meta descriptions and alt tags for multimedia are important for Google's robots to understand your content and increase your appeal to users. Their use improves users' interaction with the site and positively affects its position.
• Simplicity and comprehensibility of content
  Content should be written in simple and understandable language, free of unnecessary terms or abbreviations. Simplicity of form facilitates the assimilation of information by different groups of readers and increases the attractiveness of the text. Clarity of language translates into effective communication of relevant information, which promotes a positive user experience on the site.
• Appropriate text length
  Matching the length of the text is extremely important. Optimal text length makes the content attractive and readable, while providing valuable information.
• Cannibalization of content
  Avoid as much as possible copying or duplicating existing content, as originality of material is preferred by Google's robots, and duplicates can effectively harm you.
• Call to action
  Don't forget about calls to action (CTAs), which are essential for converting readers' interest into concrete steps, such as subscription or purchase. Clear CTAs direct users toward desired actions, building customer relationships.
  An experienced copywriter can help you create content tailored for SEO, complementing the expertise in your company with their expertise and helping you create optimized content.

Video marketing: why is it worth it and how to start creating?

Video marketing is all about taking customer communication to a whole other level. Until recently, only the largest companies with huge advertising budgets could afford video content marketing. Now all you need is a phone that records video. On the Internet you can find a mass of tutorials and courses that will teach you step by step how to create fascinating videos. Why bet on this content method in 2024?

1. Increased sales: statistics show that the use of video ads contributes to increased sales. In addition, most marketing professionals report that video marketing has a positive impact on sales and conversion rates.
2. Consumer preferences: consumers are increasingly more comfortable absorbing information through video than reading text. A large number of people prefer to learn about new products and services by watching video, making this form of marketing an essential tool in reaching potential customers.
3. Generating leads: 88% of marketers agree that video marketing is an effective tool for generating leads. And statistics confirm that video is effective in attracting consumers and helping to build relationships with them.

To have your social media flooded with a wave of video content, you need to prepare properly. Before you get to implementation

• Define the goal: Determine why you want to create a marketing video. Do you want to increase brand awareness, increase user engagement, generate leads or perhaps sell a product or service?
• Identify your target audience: Identify who your target audience is. What are their needs, interests and preferences? Your video must be tailored to the audience to be effective.
• Look at the competition: Conduct competitive research to see what others in your industry are doing. This will help you understand what works and what doesn't, and ensure that your video is unique.
• Define the message: Decide what message you want to convey in your material. Make sure it is clear, compelling and tailored to your target audience.
• Create a script: Based on your specific message, create a script for your video. Determine what scenes you will need and how they will connect to convey your message.
• Choose the right form of video: There are many different types of video, such as animations, vlogs, instructional videos, product reviews, etc. Choose the one that best suits your goals and the preferences of your target audience.
• Gather the necessary equipment and resources: Make sure you have the proper recording equipment (if necessary), including lighting, microphones, etc.
• Record and edit the video: When everything is ready, record the video according to the script. Then edit the footage, adding text, sound effects and other elements to enhance the message.
• Optimize and promote video: Optimized content will make it easier to find on search engines. Then promote the material on your social channels, website and other platforms to reach your target audience.
• Analyze results: Track content metrics such as number of views, engagement rate, conversions to understand the effectiveness of your video. Adjust your strategies for the future based on this data.

Content Marketing B2B vs B2C: Key differences and strategies

A good content marketing strategy also takes into account what kind of customer you want to reach. Are you serving the B2C market, or perhaps B2B? This will make a huge difference when tailoring your message. Learn the most important differences between creating content for a business customer and for an end customer.