Optimization Potential for Your Content Marketing to Serve Different Goals
Any business that has a website needs content. Content marketing is the easiest and cheapest method to acquire visitors and ultimately, customers. However content can be optimized for different goals a business might have.
Meet Your Goals with Content Marketing
After identifying your target audience, describing your unique value proposition and your metrics for success, it’s time to create high impact content. In order for the content to be seen, it needs to be optimized. Often people immediately think of SEO when they hear optimization, but it’s not the only target to be optimized for.
Search Engine Optimization (SEO)
Search engine optimization plays a big role in distributing your content. The important thing is to know what your audience is searching for when looking for products in your industry. Keyword research is highly relevant and a useful tool to consider is Google’s Keyword Planner. As such, you can form a clear picture of what is being searched online and how you should structure your titles, metadata and content.
Optimizing for Sales Conversion
Visitors might come from all corners of the internet and will usually end up on different pages on your website. No matter where they land, there should always be a clear path for them to a sales conversion. This could come in the form of a contact form at the bottom of the page or a highlighted button in the header.
Optimizing for Social Sharing
In the case that social sharing is one of the key success metrics, optimizing for social media is vital. Place social share buttons strategically around your content, to make it easy and intuitive for readers to share. Be mindful of colors used and size of the social buttons, so that it seamlessly integrates with the overall design of the website.
Optimizing for Email Sign-ups
Products and services that have a longer sales funnel might find email sign-ups an appealing metric to measure the potential for leads. Having clear call-outs and buttons inviting visitors to join your email list can be very effective. This can be in the form of offering special offers, deals or giveaways.
Optimizing for Website Interaction
Getting users to spend as much time as possible on your website is also a great method to optimize your content. Offering pointers to related content is an effective way to increase the time visitors spend on your site and increases the number of page views. This also has a beneficial influence on your rating with search engines.
Effective content that drives traffic and leads to sales is not easy to create, but has a high reward in the long term. Once you establish a working content marketing strategy it will have an exponential effect on generating traffic to your website.
