Get the Most out of Your Content Marketing

Content marketing is expensive business. There’s no two ways about it. Creating and publishing quality content is effective, but hard on the schedule and the pocket book. For businesses, content marketing firms in places like Utah can be the key to success. But to maximize return on investment, it’s important to first know the tricks of the trade.

When they first begin looking into content marketing, many aspiring businesses and content creators assume that value equals production. They ramp up their efforts to pump out as many pieces of content as possible and fire them at the web. 

Unfortunately, more content doesn’t necessarily mean more results. In fact, companies in Utah and elsewhere often find that over-producing leads to serious long-term problems. In the world of content marketing, quality always trumps quantity.   

Good content is well written. It’s carefully researched and presented in a friendly, but informative way. The ultimate test is whether or not the piece can stand on its own without promotion. People actively seek out and share great content because it’s interesting. Not because it’s promotional. 

Once a business is confident that they’re producing great material, it’s time to compare publishing outlets. Experts estimate that nearly 70 percent of all marketing content goes unused. Calling that a waste of money is a gross understatement. Why do businesses spend so much on content that never produces any sort of profit? Because they don’t have a great publishing strategy.

“The key question from a content marketing perspective is not how fast, how easily, or how much marketers are able to disseminate,” says Carlos Hidalgo of the Content Marketing Institute. “Instead, you must ask what kind of content will best connect your brand with your buyers and customers.”

It’s crucial for brands to be aware of their consumers. In this industry, the demographic information gathered by most businesses in Utah simply isn’t enough. More than how old people are or where they live, marketers need to know what tastes they have. What sort of content do they like? Where do they read their news? How do they spend their time on the Internet?

Brands that understand their consumers’ habits are able to write and publish content tailored specifically for them. The marketing value of each piece improves dramatically when it resonates with consumers’ tastes.

Content marketing isn’t difficult. Businesses in Utah that regularly produce high-quality content and then publish it where their consumers will read it will see dramatic sales improvements. 

Tanner Wadsworth writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well. Follow on Twitter