The ultimate goal of SEO is to rank higher in search engines so that your website is visible and in a position where you increase conversions. And to do that you need a content marketing strategy.
Which can be complicated – especially if you have a limited budget.
The thing is this; new technologies have made the need for content to be delivered in different formats. Not to mention Google guidelines and readers demanding high quality content.
Content marketing involves writing blogs, articles for third party sites, making videos, eBooks, newsletters, podcasts, case studies, FAQ’s, images, infographs, email campaigns and landing pages.
And here’s the kicker. They all have to offer value to the reader and make it easy for them to make a decision.
Which means creating each piece of content to perform a specific goal, targeted to a specific audience and designed for a specific device. Mobile handset have thrown a spanner into the digital works whereby content that looks great on a desktop computer is difficult to navigate on a mobile phone.
Where do you start your content marketing?
Blogs are a vital cog in the digital wheel. They allow you to use your website to publish various types of content that will attract the right audience. Adding content alone will help improve your page rank.
But that does not mean by keeping a blog you will improve your conversions. The content has to offer value to readers so they keep coming back and exploring more of your site.
And most of all, your blog has to position you as an expert in your field – especially if you provide professional services. You can also do this by contributing to third party websites.
When you prove to readers that you have specialist knowledge and talk to them in a voice they trust, you increase your chances of improving online sales.
Your blog should work hand in hand with your social media networks. Social platforms are the vehicles that drive your content to your audience. But you have to find the right audience before the content takes any effect.
You can do this by following other companies in your industry, and most of all joining groups that include people taking a genuine interest in the subject you are writing about.
Other types of content
Once you have identified an audience and have built a following, you can move on to the next stage of your content strategy – producing other types of content.
Videos are a powerful advertising tool and with a glut of platform hosting video footage free of charge, there is a good opportunity for companies to reach a wider audience and improve conversions.
If you have a strong following, newsletters are another means of promoting your brand and products with customers. Mobile technologies also give brands the opportunity to produce personalised content featuring special offers for a targeted audience.
Content marketing is not just a passing phase. It is highly important aspect of SEO that will get stronger overtime. Consumers always need information and content is the best method of delivery.
If you do not have a content marketing strategy in your digital plan, you are wasting money and time running an online business. And the decision whether or not to run a content marketing scheme is as simple as that.