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How Steady Effort and SEO Optimization Drive Long-Term Results by
Robert Trahan
Partner, Mass Productive
Think of content marketing as learning to play an instrument or building strength at the gym. When you first start, your efforts feel awkward, and the results might not be impressive. The initial blog posts, social media updates, or videos you create may seem crude, but they’re a necessary step in the process. Just like learning scales on the guitar or perfecting your form at the gym, every piece of content you produce helps you get better. Over time, with practice and effort, you’ll develop content that resonates, delivers value, and positions you as an expert. Content marketing, like any skill, improves with consistency and effort.
One of the biggest mistakes in content marketing is misunderstanding who your audience is. Often, we think our audience is just like us—developers want to write for developers, designers for designers—but that’s not the group you want to reach. You are the expert, and there’s a whole audience out there that doesn't know what you know. These are the people you want to talk to, educate, and ultimately convert into customers.
Define Your Audience Beyond Your Expertise
If you’re a photographer, for instance, your audience likely isn’t other photographers. Your audience is people who need photography services but don’t know much about the craft. They are the ones looking for solutions, not technical details. Speak to their problems and show how your expertise can help them. If you’re in marketing, write content that helps people who want to learn how to market or are looking for solutions, not just marketing peers.
Example: A Construction Company’s Approach
Let’s take a construction company as an example. Instead of creating content about advanced construction techniques meant for industry professionals, focus on the clients who may need your services—homeowners, property developers, or businesses. Write content that answers their questions, such as "How to Plan a Home Renovation" or "5 Things to Look for When Hiring a Contractor." You’re educating your potential customers, establishing authority, and starting a relationship.
Produce Content Consistently
Like learning an instrument or exercising regularly, producing content consistently is key. Set a realistic schedule and stick to it. Whether it’s one blog post a week or a monthly podcast, consistency builds momentum and shows your audience they can rely on you for valuable insights.
Creating great content is important, but it won’t help your business if no one can find it. To ensure your content is visible, you need to build SEO into your site’s structure and content.
Go Beyond Keywords
SEO isn’t just about finding the right keywords and stuffing them into your content. You need to optimize meta descriptions, headers, and titles to make your content easily discoverable by search engines. Think of SEO as a foundation for visibility—it’s the structural framework that helps search engines understand and promote your content.
Tailor Social Media for Your Audience
When promoting your content on social media, don’t just post the same thing everywhere. Tailor your message to fit the audience on each platform. For example:
LinkedIn: Focus on professional, business-oriented content.
Instagram: Use visuals and stories that appeal to more personal, lifestyle-based narratives.
X (formerly Twitter): Highlight quick wins or accomplishments.
TikTok: Make your content fun, engaging, and authentic.
Repurpose Your Content for Multiple Platforms
Think of your most comprehensive piece of content (e.g., a blog post) as the backbone or "spine" of your content strategy. From this, create smaller, tailored versions for different platforms. For instance, a blog post can be broken down into a Twitter thread, a LinkedIn article, a short Instagram post, or even a TikTok video. The key is to adjust each piece of content to suit the style and expectations of the platform, while maintaining consistency with your overall message.
The work doesn’t stop once your content is live. Just like developing any skill, the key to success is continuous improvement. Here’s how you can make sure your content gets better over time.
Track Key Metrics
Use analytics tools like Google Analytics, social media insights, or email marketing stats to track the performance of your content. Are certain blog posts getting more traffic than others? Do some social media platforms perform better for your brand? The data will guide you on what’s working and what needs improvement.
Iterate and Improve with Each Piece of Content
After analyzing performance, aim to improve one aspect of your content each time. It could be your writing style, the way you design images for social posts, or even how you structure a video. Don't feel discouraged if some content doesn’t hit the mark—each attempt is a step toward refining your approach.
Test New Formats and Styles
Experiment with new types of content. Try video instead of just writing blogs, or infographics in place of long-form text. Pay attention to how your audience responds and use that feedback to improve. Just like any skill, you’ll discover new techniques that work best for your audience as you keep testing and learning.
Building a strong content marketing strategy is like developing any other skill—it requires time, effort, and a commitment to continuous improvement. Start by identifying who your audience really is, consistently produce content that speaks to them, and optimize that content so it’s easy to find. Along the way, measure your results, learn from what works, and don’t be afraid to experiment.
Content marketing is a journey, and every step forward brings you closer to mastery. With time and consistency, your efforts will pay off by building strong relationships with your audience and growing your brand.
Need help with your content strategy? Our Replace service is here to guide you—helping you refine your content and reach your audience. Get in touch today!