Content Marketing: Boost your SEO by implementing these basic tips
Content Marketing is one of the most used techniques today to improve organic SEO. It consists of creating content on websites or blogs to draw the attention of the target audiences of brands so that the content turn them into followers and customers. This a quite useful way for boosting the positioning of your brand on search engines, as well as for working on e-commerce, among other things.
It is important to keep in mind that content marketing is not synonymous with content strategy. Apparently, both concepts are related, but they have a substantial difference. Content Marketing is about creating content that triggers conversations between users; it calls to action (and not only consuming, by the way,) while content strategies are the processes to structure, organize, manage and create any content, including the one produced by this technique (and not only this one.)
Read also: 5 basic rules for building your digital marketing plan, by ReputationDefender
The advantages of content marketing are plenty. It is not only about gaining more visibility on the Internet: The content produced in this way provides consistent and valuable information for users across a broad spectrum of pieces of information, such as newsletters, eBooks, blog posts, webinars, and videos on YouTube that can be easily shared by the users in the social media.
In the same way, content marketing allows companies to reach their niches before the competition does, in addition, with a distinctive and segmented personal style.
When it comes to users, it is a more convenient way to receive advertising since content marketing is not an invasive way of offering products and services, because users do not feel pressured, communication between them and brands becomes more natural. After all, both parties share a common interest and look for something that the other has. This particular trust is produced when the published contents are aimed to trigger experiences among users, who believe that the information is valuable in some way and they decide to share it with their friends (because it is funny, useful, or just ‘cool.’)
The truth is that the current commercial mentality is more like the old commercial mentality: The pre-industrialization one. Today, the only possible relationship between sellers and buyers is not a transaction. Actually, creating links and experiences beyond sales is a key issue for customer loyalty.
Let’s mention some content marketing tips you can implement.
First, it is very important to understand your niche. This gives a direction to your content. There is no other way to create content that echoes and builds a connection with your target audience. So, start by understanding your target audience through realistic characters. Think of yourself as a consumer.
Define whether the purpose of the content is to engage with the actual audience or to attract new customers. Once you define that, create your content. Not before.
Second, go beyond Facebook. The communication channel is extremely important and knowing in which channel your target interacts is fundamental. Remember that each social network has a specific purpose, and, for this reason, each social network requires a different plan and content. Again: You also use social networks, and you don’t publish on Pinterest what you publish on LinkedIn. In addition to knowing your audience, you must know the virtual terrain where your audience operates.
Third, create a team. This is not a one-man job. Think of a team which is focused exclusively on developing content for your brand (or for brands!) Choose well your staff, who not only must be qualified to write well, both creatively and grammatically: Your staff should be able to take responsibilities and work efficiently, without the need for vigilance and boss pressure. Most companies hire their staff content creation staff online and coordinate all operations over the Internet (telework.) Your team of designers, programmers, writers and editors can work perfectly from their own homes. So, take the time to choose them well, keep the communication constant with your team, and do not forget that, even though you do not meet them personally, you all are still a company.
Finally, you should stay updated on the latest digital marketing and SEO trends. Strategies change, depending on Google’s evolution and how users behave over time. Today, it is useful to include powerful keywords, internal and external links, keeping a textual content below eight hundred words, monitoring your online reputation and SEO rankings, including images and audiovisual content in general, as well as regularly publishing and sharing such content in social media. However, the game rules may change tomorrow. Voice Search, App Store Optimization, and User Search Intent are actually changing the way SEO works today, indeed. It is impossible to predict the future, but you can (and you need) to study constantly.
Content Marketing is not only useful to improve your search engine positioning, but also to bring your customers closer to your brand. Thanks to this technique, you no longer offer products or services, but experiences, and this is precisely what they are looking for.
Recommended: 5 Things NOT To Do in Content Marketing