Building topical authority
Content marketing helps you establish yourself as an expert, increase your inbound traffic, build customer trust through education, and lead generation. Uploading random content on your website and hoping for it to get picked up doesn’t work anymore.
You can’t win the internet with only keyword research. In 2021, you will need your content to showcase your authority in the market to ensure your prospective audience directly come to you when they need advice or have a question about your industry’s products or services.
If you want to rank higher on search engines, focus on building topical authority in your industry.
Creating value-driven, concise content
Writing a “listicle” is easy. Writing a piece of content that drives sales can be easy too. But writing a well-thought-out piece of content that does both takes a lot of time, and is hard work.
Most businesses find it difficult to generate leads, improve conversions, and scale using content. They forget that content should be an asset. If your content is valuable enough, it can be an excellent way to engage your audience, strengthen your brand’s reputation, and build trust with your prospects.
Content marketing takes time, especially if you are doing it right. But the payoff can be extremely long-lasting – it will keep people coming back for more.
As Skillshare’s Chief Marketing Officer, Liana Douillet Guzmán says, “Investing in ways that add value to someone’s life might dip into the bottom line in the short term but will likely drive shareholder growth in the long run.”
Writing original research articles
Research is one of the most important and valuable tools in a content marketer’s toolkit. It helps connect with vast audiences and drive large amounts of traffic as well as giving you huge leverage for years to come.
As Ascend explains it, “Original research makes you the authority, and as a result, people will link to you.” Yet many marketers are reluctant to write reports or conduct original research for a variety of reasons – either because they don’t know how or they don’t have the time.
In 2021, original research articles will allow you to attract prospective consumers and fellow marketers looking for information on industry-relevant topics. Spending time creating such articles can give you a major competitive edge and help you rank higher in search engine results.