As the saying goes, content is king, and to improve your business’ online visibility, it’s important to have a proper content marketing strategy in place to ensure your brand gets seen online.
If you’re new to the content marketing game or just need a few tips to take your strategy to the next level, this article will give actionable advice on ways you can improve your strategy to continue to build your brands awareness and drive quality traffic to your site.
Optimize Your Content
If your content is not properly optimized, you miss out on the key element that gets your site seen on search engines. Keywords are going to be your focus here.
You will need to start by researching what keywords people are searching for around your given topic. Once you have your target keywords in place, you can start working them into your content.
You want to pick a primary and secondary keyword, and one to two additional long-tail keywords.
Some of the places you want to try to fit your keywords into include:
- Your content’s title
- The first paragraph of your content
- In the meta description
- In the URL structure
- In your image’s alt tags
Links are also an important ranking signal when it comes to search engines. Internal and external links are important in providing link equity to certain pages.
Internal and external links can help boost your overall rankings and they also aid in the user’s journey. When users are on your site, links can help them navigate their way through your page while also providing them with additional, useful information.
Focus on Your Audience
For your content to be seen by the right people, you need to understand who your target audience is. Understanding what kind of content your customers like to engage with and what kind of topics they are searching for you will help you become be better equipped with the right knowledge to push your marketing efforts forward.
If the content you’re creating doesn’t have any sort of value to your target market, you’ll have a hard time getting your content seen. No matter what kind of content you are producing, the consumer should always leave with some sort of takeaway.
Hausera, an online kitchen and bath faucet supplier, produces content catered to their targeted audience. By doing this, they can use their blog to attract target consumers to their site, increasing their chances of making a sale.
Diversify Your Content
Content comes in many different forms and the more you diversify your content the better. The content you put out doesn’t just have to be long-form articles. Bringing new, fresh ideas to your pieces helps to keep your content original.
When producing content, try coming up with ideas that will set you apart from your competitors. There are so many versions of the same type of content online, so try to put your own unique spin on things.
Some of the different kinds of content you can implement into your marketing strategy can include:
- Blog posts
- Ultimate Guides
- How- to articles
- Case Studies
Update Your Existing Content
Updating your current content is one of the easiest methods to improve your strategy and doesn’t require much effort on your part. There may be old or outdated pieces that could use a little TLC.
Refurbishing pieces of content can also help boost SEO. You may discover new target keywords to add into your content or maybe there are time sensitive elements that need to be refreshed.
If you have blog posts that are outdated, consider making them evergreen. If you’re unfamiliar with evergreen content, it is the type of content that continues to remain relevant long after it’s published. Including evergreen pieces in your content strategy can help your pieces stand the test of time and continue to drive traffic to your site.
Consistency is key. If you want to see lasting results, you need to be consistent in your efforts. This means producing content frequently and refreshing existing content when necessary.
When you put out fresh, high-quality content, it gives Google more reason to index your page. It also gives new and existing customers more reason to visit your site.
Consistency doesn’t always mean posting frequently. You always want to be consistent in the way you convey your brand’s image. Use the same tone of voice and stick to a consistent visual aesthetic throughout all your content.
In this example from TransUnion ShareAble for Hires, we can see how they stick to a cohesive theme, using the same colors, style of images, and fonts, helping them distinguish their brand image.
Developing a consistent image will help you establish yourself as a recognizable brand that stands out from competitors.
Monitor Your Performance
Once you created the content and put it out there, don’t just post it and forget it. Tracking and monitoring your content’s performance are equally as important as creating it.
You can track your overall traffic, leads generated, engagement and keyword rankings. Keeping track of your different metrics can help you understand what kind of content is working and what isn’t. This will help you build your strategy over time because you will be able to see what content performs best for your site.
Track and document your progress so you can see just how much your strategy efforts are paying off.
Content is a key element in developing a well-rounded marketing strategy. Create high-quality content that your customers and search engines love, and watch your online traffic continue to reap the benefits for years to come.
About the author: Corey Doane is a contributing editor for 365 business tips. She has a B.S in Public Relations from San Jose State University and has experience in PR, marketing and communications.