How-to advice is one of the most dominant strategies used in marketing. While most marketers have good intentions when writing how-tos, they don’t always hit the mark on creating useful content.
Granted, the writers and content topics aren’t the only culprits; SERPs deserve some blame. Constant search index changes make it tough to keep content optimized and leave a lot to speculation… leading us back to content like how-to advice.
We’ve extensively researched marketing’s “advice problem” and have discovered the sweet spot. Let’s talk about practical advice.
Measuring Content Success
Based on our research, there are four main stages to content success, which we’ve called the content maturity model:
1. Crawl: Here, marketers start to build their content strategy. The focus is primarily on building and engaging their target audience and creating an SEO strategy.
2. Walk: Brands get more strategic, lean into lead generation and engagement, and carve out their share of voice in the market.
3. Run: Brands fine-tune their content’s SEO value, attribute success to lead values, and use single-touch attribution. Most brands are in this stage today.
4. Fly: The ideal stage. It’s all about multi-touch attribution and knowing each piece of content makes the most impact at every stage of the buyer’s journey.
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By: Sharla Moody
Publication Date: 2022-12-16