Content marketing is a crucial element of promoting businesses, driving traffic to websites and increasing conversion rates. While most businesses know that creating unique, useful and well-written content is one of the keys to successful marketing, many businesses are failing to get the most out of their content. Here are three essential tips to maximize your content marketing.

Create Targeted Landing Pages

The landing page is the first thing a visitor sees when they click through to your website. If your landing page fails to capture the reader’s attention quickly, they are likely to close the page and go somewhere else. Each marketing campaign, promotion and pay-per-click (PPC) advertisement should have a separate landing page. Visitors arriving at your website through PPC advertisements will be looking for a particular product or specific information, while those clicking through from social media platforms, such as Facebook and Twitter, may want a more general overview of your business.

Mix Your Content Up

As with landing pages, your content should be targeted at specific groups and traffic sources. Article length is also an important factor when planning your content. The majority of businesses stick to one length for most of their content (typically between 400 and 800 words), but it’s a good idea to mix some shorter and longer articles with your regular content. Brief posts can be useful for visitors looking for quick answers to questions, while longer posts can be used to provide in-depth information, facts and figures.

Add Visual Content

Visual content makes your website more attractive, encourages social media users to click on your links and helps to break up large blocks of text. Images, videos and infographics are all effective ways to grab the attention of your target audience and convince them to click through to your site. Infographics and images are particularly effective when used on social media websites, as they are among the most widely-shared of all messages. Infographics can also be used to link to other content, helping to boost your website traffic.

Content marketing is an essential part of marketing any business, particularly if you want to increase your search engine rankings. Posting regular content that is unique and useful to your readers should be the first part of your marketing strategy, but there are other ways to maximize your efforts. In addition to creating great content, you can boost your marketing efforts by creating targeted landing pages, mixing your content up and using visual content.