Here at Insights HQ at Boston.com, we're often talking to clients about how to better their click-through rates and engagement rates when it comes to their blogs. We talk a lot about improving blog post titles, using strategic keywords, targeting prospective audience with appropriate content, and developing content that will engage readers. All of these tips stem from our golden rule (based on data, of course): it's all about quality over quantity when it comes to content marketing.
Through much analysis of the components of the Insights program, we've found that success with content marketing, or native advertising, is dependent on the quality of the content produced as opposed to the frequency of posts created. Like any of your marketing efforts, you must put the time and effort into content to see the ROI you strive for. If you're posting content every hour, or even every day, that lacks purpose, direction, or a goal, you won't see the results you're hoping for and content marketing won't be the powerful tool it could be for your business.
Before you post, ask yourself these questions:
1. What is my goal with this post?
2. Will this content help me to accomplish that goal?
3. Is this content going to resonate well with my established audience and prospective audience alike?
4. Am I just posting something meaningless because I fell behind on my blog schedule? If so, can I delay posting as is and put more time into this post to make it worth my while?
5. Is the content I'm producing in line with my content marketing strategy? Do I need to make some adjustments to meet my goals as well as retain and secure new customers?
So what's the takeaway here? Put the time and effort into content creation and you'll see the ROI you want. If you're just posting careless content frequently, you won't get anything out of a content marketing strategy. Be productive with content marketing, by investing the time and resources needed to create thoughtful and engaging content, and you'll retain your established audience and gain new audience!