Quality content marketing is what will put you ahead of your competition.
I’ll show you why I said it.
First, let’s break down the terms:
- Search Engine Optimization is the (somewhat complex) process of improving the quality of your organic traffic and increasing its volume.
- Content Marketing
- This is the process of educating your market in order to drive your audience from reading your content to purchasing your products or services.
Technically, you can’t have one without the other.
There’s no use in increasing your traffic if you don’t capitalize on the opportunity. Similarly, you could be writing the most impressive pieces of content available online, but if there’s nobody to read them, what’s the use?
Obviously, to a certain extent, SEO is built around content.
You can’t have a functional website without content. But that’s just where this relationship begins.
Content And Inbound Marketing Sittin’ in a Tree…
I’m sure you’re familiar with inbound marketing. It’s the method of attracting people to your business, organically (i.e. not via paid for ads). You can do this through various means, including content marketing and social media marketing.
Naturally, SEO plays a crucial role in this.
You’d never want to produce a piece of content and then hope people see it.
Why invest your time and resources otherwise?
No – you’ll want to be sure it’s optimized.
Set up for success to impact the largest amount of targeted people.
Inbound marketing is a method which, if applied correctly, can create a valuable experience for your customers.
And ultimately, that’s what you want, don’t you?
To attract your customers in a meaningful way that won’t just drive them to make a purchase once, but will impress them, so much so that they tell their friends about you and even return for future purchases.
For far too long, companies have used many flash-in-the-pan marketing tactics to attract customers into buying a certain product and nothing else.
But this one hit wonder approach to business, does not nurture, organic, sustainable success. And further more, it’s a ceaseless effort.
We can change that.
If you focus your attention on the customer (provide them value, value, value).. they will grow your business for you.
By creating content.
You don’t need fancy tools to write about your industry.
You’re the expert, aren’t you? You know what you’re talking about. You just gotta share your experience.
You can publish your thoughts in various ways:
- case studies, and so on.
I’m sure you have enough experience to fill hundreds of pages of content.
Once you have the content and learn how to effectively share it – potential customers will start arriving.
When this happens, be prepared to engage with them, provide them with something they can take away so that you can gather their email addresses, and then continue to provide valuable content to them.
With inbound marketing, you’re not fighting for the attention of potential customers. You’re attracting the right ones from the start. Inbound marketing is what builds your brand’s trustworthiness, authority, and tribe.
Long Term Ranking Strategy
Content marketing is a strategy for the long game.
You’ll see the best results in time. However, this doesn’t mean that you can’t plan for shorter term wins, such as publishing a series of related blog posts, press releases etc.
But in most cases, you’ll have to plan ahead.
That doesn’t mean sit down today and write out every blog you’ll publish over the next 12 months. But, establishing guidelines to follow is a good place to start.
The first thing you need to have is a goal.
In fact – You can have multiple goals, as long as they are not mutually exclusive.
Ensuring this right from the start means that you won’t have to cut into the time of achieving one goal in order to pursue the second.
Let’s say that you’ve just launched an app.
- Your main goals right now are:
- Get as many people to subscribe to it and
- Keep on improving its features.
- However, by improving the features, you’re also going to bring in more customers. See? Not mutually exclusive.
So how does this help you with content marketing?
Knowing your goal allows you to develop a strategy.
A successful strategy looks at what you want to create and how you plan on influencing your potential customers.
Going back to the app example, through your content, you should help teach people what you’re doing, how you’re doing it, and why it matters to them. Everything and every way of being in the world can be commented upon and in most cases improved.
Look for the opportunities, tap into your expertise to outline a solution, and write about it.
Content Is Complementary To On-Page Optimisation
In SEO, a lot of emphases is put on “on-page optimization”.
And for good reason.
Without it, you won’t be sending the right message to search engine crawlers and you won’t be attracting the right visitors.
Every on-page ranking factor has a tremendous impact on the ability of that page to rank properly.
The biggest influencer?
The content of a particular page is what drives crawlers and customers to it.
- The better the content, the higher the ranking and the higher the number of visitors.
In terms of SEO, writing decent content means two things:
- You offer what the user is looking for
- You’re supplying the solution as a linkable asset
What does this mean?
The need for information is constantly affected by supply and demand.
The best type of content is that which offers the solutions to the largest demand. If there is a demand for making triangular pizza and you’re the only one offering a solution, you are successfully offering people a solution to their problem. They demand. You supply. That’s good content.
You should be doing more than that.
But just please remember to always write with your user’s experience in mind.
- Don’t stuff keywords
- Don’t plague your content with hundreds of links.
- Don’t write 500-word articles that just run on about anything. Write as many words as you need to express the subject you chose and only link out to content that is also relevant to the subject.
In the words of Gary Vee: “If quality is King, then context is God.”
And keep in mind this does not solely refer to text.
- You can post videos, images, and audio recordings as well. Don’t commit to a single form. Diversify!
What about the linkable asset part?
If another website, influencer, or customer can’t link to your content, you’re effectively writing for yourself.
Don’t do that.
Remember! We’re talking about search engine optimization here.
A page that doesn’t have links is highly unlikely to be indexed. You could have posted a breakthrough solution and nobody would hear about it.
User Experience & Keywords Optimisation… K-I-S-S-I-N-G…
I mentioned this briefly above.
Regardless of your plan and strategy, one thing remains true: researching your keywords is essential. Each keyword you rank for is the fuel that drives your business forward.
As a marketer, researching keywords is where you get your information from. The search volume of a keyword is a direct metric as to how many people search for something in particular. Unfortunately, it’s also a metric of how hard it will be to rank for that keyword.
The most widely searched for keywords in your niche will also be the hardest to rank for.
These might have a lower search volume but they excel in conversion rates. Ranking for single-term keywords is often cumbersome and not necessary. Yes, you’ll get more traffic but it won’t lead to more conversions.
User experience continues to play an important role in the overall content marketing process. After all, you’re marketing for users. Making them feel supported is more important than what you’re actually selling. To do this properly, you have to offer them a lot of value for their time.
The best example here is giving them something in exchange for subscribing to your newsletter.
- Don’t opt for bland, impersonal stuff – give them much more!
- Empower them, enlighten them, educate them!
- There are plenty of things you can do to make them feel like a valued customer.
Spin Your Content For Guest Posting
Every piece of content that you write for your business can be spun around and transformed into a guest post. This is an incredibly powerful way to generate highly qualified backlinks to your site.
I’m not saying that you should rewrite every single article and send it out to influencers.
I’m saying that content is highly dynamic and you can do a lot with it.
Let’s say you wrote an amazing piece of content on how to make a triangular pizza.
You have your subtitles, your bullet points, and a great conclusion…
- What if you would transform it into an infographic? Or a video?
This option goes both ways. Besides changing its form, you can also change your approach. Or maybe you want to provide a more in-depth explanation. Or you can shorten an article to the basics. You’re the creator…
Create! Test! Record! And create some more!
As you can see, content marketing and SEO go hand in hand for most of the journey.
A successful content marketing campaign is dependant on good optimization.
At the same time, you can’t measure the performance of optimization without content to distribute.
To learn exactly how to optimize your content for massive link building and SEO success join our FREE DIY Link Building Course.
- It’s a comprehensive 7 step guide, clearly outlined and sent directly to your inbox.
- It includes everything you will need to be a kick-ass content creator and white hat link builder.
- Your sites success in search will skyrocket and your business will thank you.