Publishing web content that’s well-written isn’t good enough. If you want to have a succeed on the ‘net, you’ve got to publish content that your buyers actually LIKE!

So, how do you take your content marketing strategy a step further and create stuff that your readers can’t get enough of?

1. Make it purely educational

The more people can learn from your web content, the easier it will be for them to trust you. The more they trust you, the more likely they’ll be to buy products and services that you endorse.

Just remember — being educational means keeping the sales pitch OUT. Web searchers want solid information so that they can make intelligent decisions about how and where to spend their hard-earned money. If you publish web content that’s nothing more than a loosely-veiled sales pitch for your latest product, people aren’t going to like it.


2. Make it easy to access

There’s absolutely nothing wrong with asking for someone’s email address in exchange for valuable tips or interesting analysis. (In fact, that’s what you SHOULD be doing if you want to build an audience of potential buyers!) Just make sure that the sign-up process is easy. The more information you ask for, the less likely people are going to be to hand it over.

But you shouldn’t expect people to hand over their email addresses right off the bat. You’re going to have to prove you’re worthy of their contact information first. So, make sure you have some content that people can read with no strings attached — like a blog, an article section on your website, or a link to all of your various guest posts.

3. Make it targeted

Take a moment to picture a single member of your target audience. What does the person look like? Is it a businessman in a suit who’s frazzled by all of his responsibilities? Is it a well-dressed middle-aged woman who’s looking for ways to look younger? No matter who makes up your target audience, imagine the kinds of questions they have. Then, come up with the answers. Those answers will be perfect topics for your blog posts, articles, video series, or newsletters!

Need some help figuring out what it is that your target audience actually wants? Look for forums where your potential customers hang out — but instead of jumping in and joining the conversation, spend some time first reading the questions, concerns, and issues that people are posting about. After just a few minutes of reading, you can wind up with more content ideas than you know what to do with!

4. Make it funny

OK, this one is tricky, because not every topic lends itself to humor. However, if yours does, inject some funny lines. You don’t need to write a stand-up routine, though. A few humorous bits will be enough to get your readers’ attention and make yourself seem more “human— both of which will go a long way!

Just be careful. You REALLY have to know your audience to come across as funny (which takes us back to tip #2). For example, a pop culture reference may go over everyone’s heads if your readers are older. The last thing you want to do is confuse people!

5. Make it ongoing

Remember, the goal of every content marketing strategy is to build a relationship with your target audience. You simply can’t do that with a single article or a couple of blog posts. Instead, you need to keep producing quality content on a regular basis. Aside from the big SEO benefits fresh content brings, it will also show people that they can depend on you for your knowledge and your insight. If you don’t commit to publishing web content on a regular basis, you’ll be seen as a one-hit wonder!