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How Driving Content Discovery
Improves Your Content Marketing Efforts
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If you think content marketing is all about creating great content, then you are definitely on the wrong path. You must ensure that your content is served up to the right audience at the right time through right channels. This is where online content discovery comes in. SEO content development strategies that drive your audience to discover your content is important to succeed with your content marketing, gain higher levels of relevance and credibility with targeted customers, and increase visibility of your business. The relevance of online content discovery is increasing with the rise of social media. When people find interesting content, they immediately share it with those in their social and business circles. This works great for SEO as it promotes link building, attracts targeted traffic, and can eventually increase leads and conversions. Marketers need to establish the tactics that can make this referral process more predictable. ‘Content discovery’ is making this possible. Once visitors get to your site, good content is important to keep them there and lower bounce rates, which in turn will help your SEO campaign.
Significance of Content Discovery in Content Marketing Businesses are creating high-quality content to engage customers, push brand, and increase the sales with the result that users are experiencing content overload. This is challenging for content creators too as getting highly relevant and interesting content discovered by the targeted audience is becoming an urgent priority for them. Content must be created for people, not search engine crawlers. At the same time, the content created should be visible
to
the
targeted
audience.
Content
discovery
increases
user
engagement in two ways - internally within their sites, and by distributing the content to third party sites with the help of a content recommendation platform. This technique will help content marketers drive new people to their specific content and achieve advertiser targets. In short, content
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discovery is all about helping your customers to discover the content that is most interesting to them. Experts suggest the following tips to use content discovery to increase ROI from content marketing.
Don’t focus entirely on a Single Piece of Content Since different audiences look for different types of content, focus your effort on providing a lot of information rather than just creating an amazing piece of content. You can improve your content marketing ROI by providing content that each segment of your audience finds interesting and useful, instead of providing a single piece of content to appeal to a mass audience.
Stop Concentrating on Individual Channels Instead of investing your content marketing efforts on Twitter or Facebook marketing, concentrate on a single content engagement pool that comprises all these tactics. This will help you to determine how each tactic contributes
to
overall
content
engagement
success,
discover
best
practices, eliminate those do not work, and explore new possibilities.
End the Practice of Sharing Only Your Own Content In order to increase customer reach, you should share not only your own content, but also link to content from trusted third parties and get connected with them through social networking channels. If you share the content
from
other
content
marketers,
they
recommending your content.
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will
reciprocate
by
First Customer Engagement, then Lead Conversion A long-term content discovery strategy that relies on entertaining your audience with great content is the first thing you must have before diving into improving the lead
conversion.
You
can determine the user
engagement by analyzing bounce rates, time spent on each web page, the number of page views and other engagement metrics with analytics tools (for example, Google Analytics). Once you ensure that your content engages your audience well, you can take steps to optimize your content for conversion.
Don’t Just Focus on a Single Type of Content Sharing only a single type of content, say only articles or only videos, is not a good content discovery strategy. You should mix various types of content such as videos, articles, slideshows and more and provide them in your feed. Each of these content types performs differently to reach your targeted audience. You should make sure that audience can reach your content and keep them interested by continously providing more ‘good’ content.
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Different Content Discovery Tools
Content Recommendation Tools Outbrain and LinkWithin are the content recommendation platforms that use algorithms to recommend content for users according to their viewing histories.
Content
marketers
can
make
use
of
these
tools
for
recommending content online on their own content sites. Outbrain and certain services including nRelate use ‘recommendation content’ widgets for placing content on third-party sites. Widgets are powerful discovery engines for content marketers who try to expand the audiences. Taboola does the same thing for video content. Tools such as Zemanta, Content DJ, and Percolate allows the marketers to dynamically scan the web during the writing or publishing process and ensure whether the content is optimized, comprised of trending topics and can be easily discoverable via social networks.
Source: Screenshot taken from Official Zemanta Website
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Content Curation Tools Curata is an effective content curation tool that helps content marketers to find, organize and share content on specific topics and allow them to scale and organize their content marketing efforts. On February 6, 2014, Klout announced the launch of a new version of their service with tools that help Klout users to curate content and share them with their audience.
Source: Screenshot taken from Klout Official Blog
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Social Content Management Tools SproutSocial helps marketers to manage topics and create content according to the trending topics. There are online comment engines such as Disqus and Livefyre which can link conversations on your sites (blogs and other online communities) with similar topics on web. Facebook Recommendation bar is another tool launched recently. It is basically a social plug-in that shows up recommended articles according to the social activities of a user’s friends.
Source: Screenshot taken from Official Facebook Developers Website
Importance of Good Content Writers Though there are several content discovery tools available, the important thing is that customers choose your content over other content. The key to content discovery is relevance. This underlines the significance of good content writers who can create informative, relevant content to interest your audience. Content writer responsibilities include:
Before the campaign, they must contemplate on whether the targeted audience is genuinely going to think the content is worth shareable. For that, they should identify their audience and thoroughly understand what they want. This will help narrow down the specific topic and carve out finer points. Users are impressed with unique, informative content and they are more likely to share it.
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Generally, consumers look for actionable content that is useful to them (for example, how-to guides). Practical tips on relevant topics make better content.
The writers must focus on a content stream that is not obsolete so that the audience will find it useful and relevant. They should consider evergreen content that is relevant to the current state of the industry. News content is a good choice.
Add credibility to your content by adding quotes from industry experts, linking to authoritative blogs or sites, or mentioning the name of the authority.
Though larger corporate blogs stick to a professional business tone, it is better to use a conversational style as most readers are attracted by an informal tone. Writers must be careful with grammar and spelling.
A lot of effort and time is necessary to create high quality content and implement content discovery tactics for driving the attention of a specific audience. Businesses would do well to rely on a website content writing and development company that has a team of skilled content writers who know their job.
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