What a niche!

An article published in the New Zealand Herald titled “The effectiveness of content marketing” provides an example of someone named Lori Nash Byron obtaining the #1 spot in the Google Search Engine Result Page with a single piece of content.

It was a 1,200-word education piece about what are called Diverging Diamond Interchanges. An image of one is provided with this post.

While this is an example of a successful content marketing effort, it is more of an example of a successful content marketing effort by dominating a niche.

One 1,200 word article, the #1 spot on Google for the phrase “diverging diamond interchange”, 12 leads, and $300,000 in business.

I in no means wish to denigrate the achievement of Ms. Byron, but I do want to put this into a proper perspective.

When you’re selling high-cost specialty products or services, into a very specialized market, where one order makes the effort successful, you may be able to duplicate her success (I don’t actually know how much a freeway exchange costs but I’m guessing $300,000 is for one).

However, that is not true for most of us.

Most of us sell less expensive items into larger markets with more competition.

And while a few of our articles will get more traction than the others, we tend not to know which ones until the traction occurs.

I’ll use something I’m doing as a specific example. I’ve started making short (1 to 3 minute) explainer videos where I talk to the viewers (the camera really) and answer one question or explain one major concept.

I’ve made about 30 such videos to date. Two of them are now starting to show up on other websites (as in not mine and not YouTube), but if I had laid out a production schedule, created my topics, and starting producing and publishing videos, in no way could I have predicted which video or videos would be popular.

I learned that by publishing, and publishing, and publishing more. And monitoring and measuring.

My point is you should not think that a little bit of content will get the job done for you. That is the exception, not the rule.

The rest of us keep cranking out quality content at frequent and regular intervals and see what the audiences respond to and what they don’t.

The #1 thing in Content Marketing is to keep on keeping on.

If you’re lucky enough to a hit a home run (or bat a century if you’re in New Zealand) with a single piece of content, great!

If not, keep on publishing.

You also need to learn about link building…

SEO Needs Link Building

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