7 Reasons It Kills to Have Awesome Content

What Makes a Good Infographic chart by DashburstIn the music world, a one-hit wonder is a group that hits it big with one song that rises quickly in the Top 40, but then that group is never heard from again. Think Pseudo Echo’s “Funkytown,” Calloway’s “I Want to Be Rich” or Billie Meyers’ “Kiss the Rain.” Being a one-hit wonder is great in the moment — you get tons of attention and make a little money — but most singers would rather have a career like the Beatles or Madonna, who produce consistent hits that stand the test of time.

So it is for content marketing. It’s easy to become a one-hit wonder with a fluke infographic or video that goes viral. But it’s much more rewarding to offer consistently impressive content that remains relevant a week, a month or even a year from now. Among the many arguments for high-quality content, the most convincing is the many long-term benefits of using this strategy. Investing in content can pay off in a plethora of ways, not the least of which is more sales. In fact, 90 percent of consumers say that custom content is useful to them.

Here’s a look at seven reasons why it’s worth offering awesome content and how that strategy can work for you.

1. Increase Your Search Engine Presence

It stands to reason that the more content you put out there, the greater your online presence. And the greater your online presence, the more chance there is that someone will come across your site on Google. When you’re publishing lots of high-quality content, that’s a lot of information for Google to crawl. Make sure you are optimizing it correctly, which will help you show up in results more often. On average, a site with a blog boosts indexed pages and indexed links by a whopping 434 percent.

Some high-quality content you may want to consider publishing:

  • Blog posts
  • Studies
  • Infographics
  • Videos
  • White papers
  • Podcasts

 2. Offer Link Bait

It only makes sense: The cooler the content you publish, the more people will want to link to it. Link bait is essentially anything that is so compelling, so unique and so interesting that it draws people in, and prompts them to link to it from their own sites. There are many forms of link bait. “How Tos” and “Ultimate Guides” are two approaches that tend to get a lot of link backs. Infographics are also a rich source for link bait.

3. Build Trust with Your Potential Customers

Advertising is a proven way to raise awareness of your business. But if you want to really connect with consumers and teach them what your company is all about, content marketing is the best approach. Seven in 10 consumers say they would rather learn about a company by reading articles than through an advertisement. Your content should convey not only your mission statement, but the essence of what’s important to you and your business.

For instance, CJ Pony Parts is in the business of selling Mustang parts to collectors. But its owners are also car enthusiasts who care about Mustangs, as reflected in their recent infographic The Reveal of the 2015 Mustang, which demonstrates the company’s giddy excitement about the new reveal.

 Mustang infographic

4. Grow Your Newsletter

Part of creating great content is training people to look to your company as a source for great information. When you consistently offer new information, unique perspectives and invaluable advice, you’ll have people clamoring to get your newsletter so that they never miss a post. As a business, this is valuable because you have a greater chance to reach out with them through newsletter posts, and thus also a better chance to close a sale.

5. Drive More Social Shares

Loose Threads infographicWhen you post something that is out of the ordinary or has popular appeal, you will get more shares on social media. People like to show others the things that make them laugh or make them think. When your content engages them, they will want to know what others think about it, too.

One smart way to do this is to piggyback on a topic that many people are interested in, such as a pop culture event. For instance, rehab center Clarity Way had great success with an infographic about “Breaking Bad,” the popular AMC drama. The Loose Ends that Could Unravel Walter White went viral in 2013, getting tons of traffic from Facebook and StumbleUpon shares. Plus, a pop-culture-focused topic like this is just fun to produce.

6. Increase Your Social Following

Not only will you earn more social shares with top-notch content, you’ll also build up an audience of loyal followers who want to hear from you. Think about your own social media accounts. You follow people who have interesting things to say and who share information that you want to pass on to others.

By sharing blog posts, studies and infographics, things your followers can’t find elsewhere, you’ll establish yourself as an expert in the field. And experts tend to have a huge social media presence. Just look at Moz. The search engine optimization site has established itself as one of the top-shelf experts in the field by publishing engaging and informative stories, and that’s reflected in its social media. Moz has 287,000 Twitter followers and almost 146,000 Facebook fans.

7. Close More Sales

Ultimately, closing sales is what your business is aiming for, and you can achieve that goal by employing smart content marketing strategies. This approach helps turn visitors into customers, especially when you employ sales-driven content, such as:

  • Product pages
  • Product content blogs
  • Product awareness surveys
  • Sales training presentations
  • Product digest emails

The Smart Approach to Marketing

There are many benefits to offering high-quality content to your customers. In addition to establishing your company as a thought leader in your field, it can also pay off with greater sales, increased social media reach and a boom in newsletter subscribers. Just make sure that the content you’re producing is actually high quality. Pumping out oodles of low-quality blog posts and mediocre infographics is not going to have nearly as great an impact as smart, well-researched content.

Infographic Marketing 101: Embed This Codes

As editor at Infographic Journal, I’m obviously quite fond of infographics. Not only are they a great way for me as an consumer of these forms of visual data to get information quickly, as a marketer, infographics are an outstanding way to drive traffic, create brand awareness, obtain natural inbound links and increase social signals.

Let’s Talk About Inbound Links

In a post Google Penguin world, quality inbound links – the kind Google is going to smile upon – are becoming more difficult to come by all the time. Forced link building schemes that once worked like a gem no longer do as Google has become more intelligent in detecting and discounting them. Don’t get me wrong – inbound links are still essential however, but how does one go about link building without upsetting the Google powers that be?

This is where infographics come in. In fact, any good piece of content, whether that be an infographic, a white paper , video or even a well written blog post, has the potential to attract natural inbound links. The thing that makes infographic such a powerful marketing tool is the fact that they are so easy to socially share. In fact, any image that is interesting or somehow informative, has great potential for sharing. Just look at how quickly Pinterest has grown!

Embed Codes

Hopefully I have generated your interest in infographics and even image sharing. I want to provide you one simple step that can greatly help you control the sharing of these forms of media. It is the “embed code” which is a snippet of html code that allows someone to copy and paste the code into their own web pages and when they do, display the infographic or image.

One issue with many infographics that are currently online is that they DO NOT have any kind of an “embed this” code and if they do, the code itself has errors that when copied and pasted into another page, do not allow the image to render correctly. In fact, if an embed code is not formatted correctly, these types of quotations (“…”) may appear when they need to look like these (““). This small error often causes images to not display correctly if at all, hyperlinks to be broken and alt attributes to not be defined correctly.

The good news, at least for those running WordPress blogs (who isn’t running WordPress), is that there is a WordPress plug-in called “Embed Code Generator” that will allow you to generate an embed code right within the “Add/Edit Post” section of your WordPress installation. Simply download, install and you are on your way to having properly formatted embed code html which will help you acquire those Penguin-friendly inbound links!

The Embed Code Generator plug-in allows you to define the following fields:

  • Source (URL) – The full URL to the image.
  • Link Image To – This is where the image will link to when placed on another site.
  • Title (optional) – When populated, adds in the “title” attribute of the img tag.
  • Alt Attribute (optional) – When populated, adds in the “alt” attribute of the img tag.
  • Width (optional) – Designate the width of the image.
  • Height (optional) – Designate the height of the image.
  • Courtesy of [Your Site Name] (optional) – When populated, will display a courtesy link after the image crediting the source of the image.
  • Courtesy of [Your Site URL] (optional) – If this and the “Courtesy of [Your Site Name]” are populated, a link will be provided to the source of the image.

Some of the fields are “optional” but when utilized, allow you more control over how your image will be displayed. For example, you can define the anchor-text to be used in the title and image alt attributes, designate a specific width and height for the image and even add a “Courtesy of” link after the image.

Once the plug-in is installed, the editable fields will appear in the “Add/Edit Post” section of your WordPress installation and look like this:

Embed Code Generator Screenshot

If you often focus posts around infographics, images and/or photos and would like to be able to have more control over how people will re-post and even link to your valuable content, the Embed Code Generator Plug-In for WordPress is one of the best ways to generate error-free embed codes.

Whether you have a WordPress blog or not, consider using an Embed This Code for infographics, images and even video as a strategy to earn natural inbound links. Your SEO efforts will thank you many times over.