4 ways to kick your content up a gear

We talk a lot about content here at Eazi-Sites – which is not surprising when you consider just how big a role it plays in the digital marketing ecosystem. It’s what attracts visitors to your site. It’s what encourages people to talk about you. It’s what generates engagement, builds links and makes sales. It’s the fuel that powers your entire ecommerce web site design from concept to successful store.But, once you have the basics covered, how do you take it to the next level? Whether you’re targeting better search positions or more conversion, read on to discover four ways you can kick your content up a gear.

1. Go longer Longer form content is important and if you were thinking this was just a fad, think again. As far back as 2012, research (conducted by serpIQ) concluded that the average content length for the top 10 ranked pages for more than 20,000 keywords, was around 2000 words. The number one ranked page averaged 2416 words. Not all content warrants this much text of course – it’s unlikely you’d write, need or even want a 2000 word product description. However, some topics do warrant a deeper dive and identifying those niches and creating longer, more detailed and more useful content accordingly is a great way to earn links, show authority and be helpful to your audience. 2. Increase formats Over the years we’ve seen content marketing evolve to encompass more than just blog posts but, not all brands have kept pace with the times. Other forms of content, such as video are also valuable and can take your content marketing to another level. Don’t discount formats you haven’t tried before or are still emerging – podcasts are increasingly popular, especially amongst the millennial audience. Reuters research has found that 18% of the UK population and 33% of the US audience listen to a news podcast at least once per month.The way that people prefer to consume information differs so adding other formats gives you a better chance of reaching more of your audience. 3. Incorporate data Basing your content marketing campaigns on real, recent data is an efficient way to drive performance improvements. It means that you make decisions regarding topics, promotion, formats and channels more effectively. You can gather data to help with your content marketing efforts from a range of sources. The obvious first port of call is Google Analytics but competitor research, content topic research using a tool such as BuzzSumo and even reader polls can all inform your approach and help you get that much closer to delivering content your audience is eager to receive. 4. Use content personalisation Personalisation pervades digital marketing but it’s really important when it comes to content. This is something that consumers expect from brands - the Shopper Experience Index 2019 report found 44% of consumers feel that brands fail on the personalisation front which is bad news when the majority crave tailored experiences. Taking steps to personalise your content will immediately elevate your efforts and create stronger, closer relationships with your audience.