What is good content?

Good content is formulated to answer a question using properly sourced, informative, and actionable content. Good content is written to a high standard and proofread before being published in order to ensure smooth audience engagement.

Bad content does not solve a problem and does engage its reader. For example: badly written content, copied or duplicate content, unoptimized content, unrelatable content, content without a call-to-action, content without rhetoric, content without a purpose, or content in the wrong place.

What is thin content?

Thin content lacks depth, authority, and utility. It is often less than 300 words on a page.

What is curated content?

Curated content is written copy from an external source. For example: as a hotel, you may have a website with a blog that re-posts and credits content from global advisory websites like TripAdvisor because it houses relevant information to your own audiences.

What is trendjack content?

The act of ‘trendjacking’ is a technique to leverage a breaking and popular topic by associating your brand with it, fro example by commenting on it or criticizing it.

What is content for content’s sake?

Developing content for content’s sake is simply churning out words, blogs, and social media posts just in the hopes of reaching one or two new followers, also know as spam. This content marketing strategy works to a degree but would work better with better, more thoughtful content. A content campaign needs to target audiences, keywords, events, times, platforms, and a specific goal.

What is the pillar or content cluster technique for SEO?

This technique works to enhance your user’s experience by providing internal links and an interesting customer journey for lead hopefuls. A pillar post (or content cluster) will be a very long blog that targets many aspects that relate to each other. Then, each of these aspects will direct the reader into smaller blogs that place a focus on one aspect. This is a good way to establish authority on a topic without covering everything in a cluttered way in one piece, which can confuse the search bots.

How often should I publish my blog?

Looking at how often to publish is going to depend on your business and the current events. With the hotel analogy, a hotel needs to remain up to date with news, events, and upcoming holidays in order to target audiences and sales. Despite this, new content should be made available to your audiences around 2-4 times a week.

How often should I update site content?

According to HubSpot, 70% of their traffic derives from older content rather than content published that month, so it’s important to have content rolling-in at a consistent rate while updating old content, too. Yet, this will entirely depend on current events and the nature of your site content. Ensure the content remains relevant and accurate over the months and quarters.

What role does rich media play?

Go beyond text with engaging, original photos, graphics, and videos. The role of rich media is to enable audiences to engage and interact on a higher level than standard media. The point is to go from a standard JPEG to a high-resolution photo, graphic, video, or interactive feature (think: poll, send to a friend, countdown, donation request, questions, quiz, and so on). The use of rich media helps you to stand-out from the competition and humanize your content. It also create additional visibility in the search engine results pages.

What is user generated content?

UGC is content made by supporters, followers, consumers, and users of a brand. It can be anything from comments, reviews, blog posts, hashtag media, videos, or even shares. This content is often unpaid as it derives from fans, but it promotes your brand.

Does UGC help with SEO?

Yes. Research shows 88% of consumers will buy into a product through the trust of reviews. From the perspective of your buyers, seeing content by other consumers ‘just like me’ shows social proof thus increasing traffic, convergence, and brand recognition. UGC works to promote your SEO as search engine algorithms see you as a relevant source.

What is inbound marketing, and is it the same as content marketing?

Inbound marketing is the act of taking a customer all the way from the first catch through the journey to conversion. No, it is not the same as content marketing. However, content marketing is usually the first step within an inbound marketing strategy. As we draw a close to this guide to content marketing, it’s important to consider how each segment has sparked inspiration for leading you to content marketing success. Which segment has been of the most value to you as a business and which segment has been the most insightful or ‘new’? Whether you’re a B2B or a B2C marketer, having a competent content marketing strategy is key to achieving goals in a 2021 online media environment. The best way to do this is to ensure you’re using the best platform for creating and monitoring your content. So, explore to find out how your business can thrive with content marketing from Milestone.

» Gaurav Varma

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