Imagine this: You create a killer piece of content and publish it on your organization’s website. But once it’s published, you realize you don’t know how to draw people in. What’s the point of publishing killer content if no one’s going to read it?
Sure, inbound marketing is all about creating quality content, but in order for that content to be effective, there are a few do’s and don’ts to keep in mind:
Don’t be all things to all people
Don’t miss the mark by trying to create content that appeals to everyone. Focus on creating content that appeals specifically to your member personas. Remember, personas are semi-fictional representations of your ideal members based on market research and real data about your existing members. If you know what your personas are trying to achieve, you can create content to help them reach their goals.
Do include high-ranking keywords
When developing content for inbound marketing, be sure to include high-ranking keywords. By adding high-ranking keywords to your organization’s content, you’re optimizing your content pieces for search and making it easier for people to find you online.
That being said…
Don’t just stuff your pages with keywords
Google is smart enough to know whether the content you’re producing is actually valuable or just sprinkled with high-ranking keywords. If you want your organization to be found online, you need to produce a lot of real and regular content so that Google will promote it for you.
Do share your content online
Once you have content built out, it’s important to share it. Social media is a great way to make that happen. Sixty seven percent of adults use social media to share information, so you can’t afford to neglect those popular platforms. Online forums and social communities are also great places to share your organization’s content. Think of it this way: wherever your members and potential members are, you should be sharing your content.
For more information about how the inbound marketing methodology can help grow your organization’s membership, download our free guide below!