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About 82% of marketers report actively using content marketing in 2021, according to the State of Marketing 2021 Report by HubSpot, Wistia + Litmus.
Content marketing is one of the MAJOR players in the marketing world. It is the #1 way to attract new readers to your blog + then convert these visitors into money for your blog.
What is content marketing?
Content marketing is sharing information with the audience of people that you are trying to attract. When you share information, think of it like talking with your best gal or guy pal over a cup of coffee. When you give readers the info they seek, they start to build a relationship with you + your blog.
As you build trust + credibility with them, you increase your chances that they end up hiring you instead of Susie Q, who didn’t share her expertise — didn’t build a relationship — with them…at all.
If you’re not providing a product or service through your blog, but instead are using ads or affiliate marketing, this still holds true. Content marketing, sharing information with readers through content is the #1 way to get them to click on your links + ads.
8 Reasons to Use Content Marketing
Here are at least 8 reasons you should be using content marketing for your blog.
#1 Content Marketing Has a Conversion Rate 6x Higher
Blogs, businesses + websites using content marketing convert six times more visitors than businesses that do not use content.
#2 Content Marketing Has a Higher Closing Rate
Organic search leads (those that come from conducting online searches) that bring people a blog post have a higher closing rate than other types of marketing.
Think back to the mom frantically searching for everything she needs to know about returning to work as a pumping mom. Your blog — content marketing — provided her with all the answers to her burning questions.
Content marketing closing rates are 14.6%, while outbound leads (like sales calls or cold emails) only close in the neighborhood of 1.7%.
Moral of the Story: When you use content marketing, search engines, like Google, pick it up. The people searching for the information you’re providing find it in their searches. When they read your content, they hire you, buy from you, click on your affiliate links + ads. The best part is that content marketing doesn’t cost you a dime but it does mean that you have to have your SEO on point.
#3 Content Marketing Delivers More Leads
Content marketing brings 54% more leads than outbound marketing efforts. That’s more than double the leads, my friend. That’s more than double the chance to convert visitors to your blog into money!
#4 Your Peeps Love Content
Ninety percent (that’s almost 100%) of consumers say that they find custom content USEFUL. If your peeps find that you are providing useful content, information, tips + advice, it is reasonable to conclude that they are going to see you an expert, as a source of information + maybe even hire you, buy from you, or start clicking on affiliate links + ads that make you money.
#5 It Shows Peeps You Care
Seventy-eight percent of online searchers say that bloggers sharing custom content (content that is USEFUL + relevant to them) want to build good relationships with them.
#6 Your Peeps are Looking for Content
Online searchers admit to spending half of their time online (53%) searching for content—searching for information. When you give them the content they seek, you’re putting your company in a position to do blog/business with them. Think about that!
#7 Content Marketing Drives Sales
More than half, 60%, of consumers that read content about a specific product or service make a purchase or hire the service provider. This is HUGE.
More than half of the people that are reading content use this as a jumping-off point for hiring a service provider or for buying a product that relates to the content topic.
#8 Desire Info over Advertising
People crave information. Content that you write + share with them provides people with information. The stats prove this because 70% say they would rather get to know a blogger/business/professional by reading their content than by reading their advertisements. People are not dumb. They know when they are being marketed to with an ad.
Content that contains links to useful + relevant products or services is viewed as helpful + useful rather than sleezy sales tactics. (Of course, it is the law to tell readers that it is an affiliate link they are about to click on but since you’ve built a relationship with them by providing them information, they don’t mind making that click.)
These facts + figures can quickly reveal why content should be part of your marketing plan. Use marketing content to attract more visitors + make more money.
Here is Content Marketing at Work
Let’s say you have a blog about pumping. You share information on everything a mom needs to know about pumping.
A mom who is getting ready to go back to work after maternity leave is frantically searching online about everything she needs to know about returning to work as a pumping mom.
She’s looking for the best pump bags, how to store her pumped milk, a pumping schedule, ways to convince her baby to take a bottle (+ the list just goes on + on).
She comes across your site + starts to browse your blog posts — your content. During the browsing process, she comes across your blog that shares a sample pumping schedule for working moms + tips + advice about pumping while working.
She devours this article, subscribes to + downloads the printable pumping schedule + then clicks on your article about the 10 Best Pump Bags for Working Mothers. She falls in love with one of these bags, adds it to her cart + places the order. It’s going to arrive just before she heads back to her job.
As an affiliate for the pump bag company, you’ve just made a commission.
Next up, your article on the easiest ways to convince a nursing baby to drink breast milk from a bottle. She weeps with joy.
You’ve just become this mom’s SHE-ro! She bookmarks your blog + subscribes to get blog updates. She is never going to forget your name or the name of your blog + the next time she needs information, tips, or advice, guess whose blog she’s going to hit up first?
This is all content marketing at work. In this particular example, it is one type of content marketing at work — blog posts. I’ll talk more later about other types of content marketing + how to do content marketing.
Types of Content Marketing
As a blogger, you’re probably already using at least one form of content marketing on your blog — blog posts. Content isn’t just text. Content goes beyond blog posts.
Content you can share online these days is all about:
- Blog posts
- Teaser graphics/text (for Pinterest, Instagram, FB, etc.)
- Case studies
- Audio files
- Email marketing
- Social media posts
(To name but a few.)
Red Website Design created this infographic of social media content types.
Today, I’m going to share with you some resources to create all types of content marketing for your blog.
How to Create Graphics Content for Content Marketing
Adding photos to your blog content is like adding milk to your cereal. (Technically, photos are content too, so this might be an obvious one.)
Your posts are OK without visuals, but they are yummier with photos! Sooooooooooo many free + low-cost photo sites exist that you truly have no excuse for not adding at least one visually appealing photo to every post on your blog.
Here are a few of my faves:
SC Stockshop offers beautifully styled stock photos with all different color options, layouts + topics. I use these styled stock photos all the time to add to my blog posts, create Pinterest pins + more. You can get 20 FREE styled stock images right now.
Oh Tilly: Gorgeous stock photos are so hard to find! I Oh Tilly is a great resource, with fab photos + it’s free. Register on the site + she delivers FREE + FAB stock photos to you on a pretty regular basis. Sock away those photos + when you need one for something, start looking at the pics you have on hand.
Download the ones you need, when you need them. She also has a paid plan. Grab 15 FREE photos today!
You can also use these photos to create graphics for social media such as Instagram + Pinterest with a tool like Canva (also free or low-cost options).
Canva has some free pro layouts for various types of promos. Some are blog posts, Instagram posts, PDF docs, FB cover photos, Twitter profile backgrounds + more. It offers some free layouts + some are paid (I think they are like $1 for each one you use). Awesome way to create professional-looking content of all types for content marketing.
PicMonkey is another option. I love this monkey! (Maybe I just like monkeys in general because I’m a MailChimp fan too.) I use PicMonkey to create my own “teaser” photos, banners, blog post graphics + more.
You can edit a photo online, add text + add other embellishments. Again, you don’t have to be a design genius to figure this stuff out, but it can help you look like a genius when it comes to content marketing your mom blog.
How to Promote A Blog Using Content Marketing
Here are five ways that you can use content marketing.
#1 Make Memorable Videos
Video marketing is supposed to be ALL. THE. RAGE. Using videos as part of your content marketing strategy is not just about producing videos, though.
It’s about producing memorable videos—videos that are going to attract, engage + entertain.
Check out this example from the Dollar Shave Club.
#2 Pin it to Win it to Use Content Marketing
Pinterest is all the rage. Essentially, it’s an electronic bulletin board (or a series of boards) but, hey, it’s addictive (+ moms are addicted to it). In reality, though, Pinterest is a BIG ‘OLE search engine so you should use it as such.
ModCloth tapped into the addiction + SO CAN YOU!
The nitty-gritty of the contest doesn’t matter because you can run any kind of contest that requires brides + grooms to pin their ideas from Pinterest.
Brides + grooms planning their weddings are soooooooo using Pinterest already. ModCloth’s campaign is genius because they are using the content on Pinterest to attract BRIDES + GROOMS that are already using the site anyway.
But…that’s not all.
ModCloth is an evil genius because contestants also had to “tag” their pins with the hashtags #weddings and #modcloth. This makes them evil geniuses because these hashtags help the entries to get in front of other BRIDES + GROOMS who are planning their wedding.
#3 How You Use Our Product/Service Submissions
Invite the users of your product/service, just like Sharpie did, to submit blog posts (with pics) on how they use your product or service.
Sharpie took submissions (+ FILLED THEIR BLOG) with all of the different ways people use Sharpie pens.
Everything from wall art to clothing, decorated coolers + more popped up on the blog.
This is genius because they filled their blog with content they did NOT even have to create.
#4 Instagram It to Use Content Marketing
Take a pic. Post it. Caption it. That’s what Instagram is all about.
You’re a mommy blogger. You’re writing a sponsored post for a brand of toddler snacks. You snap a shot of your toddler sitting in her booster seat munching on the snacks.
You post it on Instagram with a caption that reads, “It’s not just another toddler snack — even though it’s her 100th snack today :).” Check out my thoughts on some of the best toddler snacks up on the blog today. Link in profile.”
Link to the blog post in your profile.
A plug for the sponsor + a way to drive traffic to the content on your blog. That’s CONTENT MARKETING, my friend.
You can do the same with a page from your notebook or a page from your calendar. Blur it out a bit so people cannot read the EXACT details. Caption it with “All of the things on my grocery so that my toddler has healthy snack options. Find out what I think about the healthy snacks that XYZ Company offers up on the blog today. Link in profile.”
#5 Irresistible Free Offer
If you’re looking to build your mailing list, IFOs (irresistible free offers) are the WAY. TO. GO. You can promote it in soooooooo many ways to drive traffic to your blog + get them to sign up for your list.
A free offer can be as simple as a checklist or a bit more complex, such as “7 Ways to Pump at Work.”
The point of content marketing is to share your knowledge with those most likely to buy your services or products or click on the affiliate links + ads that make you money from your blog.
While your own blog is an ideal spot for your content, you also have to spread the word that your useful + relevant content exists.
Social Media for Content Marketing
One of the biggest ways to get the word out that your blog post exists is to share it on social media. While Pinterest is not really social media (remember, it works like a search engine), one of the best ways to pin on Pinterest is to use the scheduler Tailwind.
I use it + love it. If you use my link, you get your first month of Tailwind for FREE. As a blogger, if you’re not using Pinterest, start using it now. Moms are all over Pinterest + Pinterest is the second largest search engine (second only to Google).
For other social media platforms, such as Facebook, Twitter + Instagram, I am in L-O-V-E with Recurpost. It is a social media management tool like no other.
Not only can you schedule your social media updates, but it puts your social media updates on autopilot (autopilot on steroids). You see, Recurpost stores your content in categories that create.
You can create a schedule of your categories. Recurpost chooses content from your content library to share from the appropriate category (So you upload content one time + Recurpost re-posts it over + over again).
You can also schedule updates for one-time use. Recurpost is my crush.
Hootsuite is another option for automating your social media posts. When you want to send out an update, you can type it one time + it updates all of the social media accounts you have connected to Hootsuite.
Buffer is another social media scheduling tool. You can add your social media accounts, create an update one time + send it out into the social media universe.
The main difference between Buffer + Hootsuite is that Buffer does not allow you to monitor other people’s updates from your social media accounts (Hootsuite does).
(HINT: If you’re solely looking for a tool to push updates out, then I like Buffer better. If you’re looking for something to schedule updates + monitor your social media accounts simultaneously, then Hootsuite is the better option.)
Loomly is a social media scheduler that helps you put your posting on autopilot. It also provides advanced analytics so you can measure how your posts are performing. You can try Loomly for 15 days FREE, no credit card, no obligation.
Email Content Marketing
The very first thing I do with new content (after posting it to my blog) is to turn it into an email campaign to the appropriate list. I don’t always email it out right away. Instead, I schedule it to go out.
(HINT: This often allows me to have my email content marketing done + my email campaigns scheduled well into the future, so I’m not creating these things by the seat of my pants.)
Email campaigns get your content in front of the people you know who want to hear what you have to say. Include share options (forward to a friend + social media icons in your email campaigns) to make it easy for them to share the content, so you can grow your list.
Share the love (the content) with your list. These are your raving fans so make sure they have an insider’s view of the content. At the very least, be courteous enough to let them know when you have something new to say. When you write a new blog post, send out a notice to your email list or include the post in the next edition of your e-news.
I use + highly recommend Mailerlite. It’s a free (or low-cost option) + easy service that allows you to manage your email list AND build + send e-newsletters + email blasts that look like a pro did it.
It’s a free way to send out marketing emails that look like a pro designed it. It has all sorts of templates so if you can cut + paste copy into a template + you’re good to go. It has ALL of the features you need — including autoresponders!
You have to start paying once you reach 1,001 subscribers, but plans start at $10 per month, so it’s a great program for bloggers with lists of less than 5,000 names (although Mailer Lite does offer programs for lists that exceed 50,000 subscribers too)!
Another free + low-cost option is MailChimp.
Sumo is a suite of tools that help automate your business’s growth. What I love about this tool is it is something that is used by some of the biggest sites on the Internet but is also easy to use + affordable for people like me + you.
Content Marketing with Reddit
This is hands down one of the biggest sources of traffic when I promote wedding content. From one blog post that I shared on Reddit, it generated 143 visits to ONE post in ONE DAY.
It is totally free to set up a Reddit account + you can make it easy to share by adding a Reddit button to your blog post pages. After I post to my blog, I click on the Reddit button on my post + it allows me to add it to my Reddit account to share with the universe. (It’s soooooo simple I’m convinced my three-year-old can do it.)
Snip.ly is another content marketing option that allows you to piggyback on the content marketing that big businesses/websites/companies/publications are already distributing. I was able to piggyback on an Entrepreneur article with a similar topic that brought the most comments to date to my blog posts.
- Head on over to your fave search engine.
- Conduct a search on the topic of your article.
- Copy the link to the article you choose. (HINT: If it’s at the top of Google, for example, then it probably is there because it has a lot of views, shares + comments.)
- Once you’re in your snip.ly account, paste the link to the article you found + click the snip button.
- Fill in the popup box info + hit create.
Does Size Matter in Blog Content Marketing
When you sit down to write a blog post, you’re likely wondering if a short post is better or if a longer blog post is the way to go with content marketing.
There are two main schools of thought on whether a blog post should be short or long.
1. Blog Posts Should be Short
Some think, my readers are busy. They have short attention spans, so they don’t pay attention for longer than about 20 seconds (maybe even less).
I have to shove this information down their throat..do it quick…+ get them to do what I want them to do.
It’s not a wrong thought process + one the advertising world has been using for DECADES.
2. Blog Posts Should be Long
Maybe you’re thinking, “Define long.”
Long is typically copy with 1,000 to 2,500+ words. This school of thought has a valid point. When someone is looking for information on a topic, they want to come to one place, get all the info they need.
Truth be told, search engines like Google LOVE long content too.
Studies show that the best results for rankings with Google in 2019 are blog posts or pages that have at least 1,705 words. (That’s at least 1,705 words, which means more words can mean even better rankings.)
When you think about it, it’s pretty hard to cram a lot of quality content into the average 500-word blog post. It generally takes quite a bit more words (more detail) to truly provide the quality content that moms + Google are looking for.
So, which is the right choice?
What does it depend on?
I am so glad you asked.
#1 Audience: Who You Want to Attract
It depends on the peeps you are trying to attract. Some are information hounds. They crave info. They seek it out. They devour it when they discover it.
Others are time-starved + don’t have time to belabor every, little word you put in your blog post. So, first, you have to know who you’re dealing with on the other end of your words.
The best way to figure this out is to ask them + to test out the length of your blog posts to see which performs better. You can view your site stats to see which of your blog posts get more traffic.
It’s easy to see if these are ones that are shorter or longer in length.
Tim Brown, the owner of The Hook Agency, goes into detail about how to determine which length of blog posts is your best performer in his article, “How long should a blog post be in 2019 for SEO purposes?”
#2 The Info: What Information You’re Sharing
Another factor is the type of information you’re sharing. Some information requires details — a ton of information. Some don’t.
My school of thought + the one it seems search engine optimization is leaning toward is to write so that it covers the subject at hand + forget about how many words it is.
If it takes you 495 words to share, great! If it takes you 2,014 words, then that’s great too! Maybe even better since the minimum length for SEO this year is 1,705 words.
#3 What Your Competition is Doing
Spy on your competition. Google the keyword you’re trying to rank for with your blog post. Find out what your competitors (other bloggers, not huge authority sites) are saying + how many words it’s taking them to say it.
Your goal is to make your content better + longer than your competition so that your blog post has a chance to rank higher than your competition.