Marketing May 13, 2020 Last updated May 13th, 2020 1,475 Reads share

Maximizing the Impact of Your Content: Why Content Marketing Is Vital for a Website’s Success

Image Credit: DepositPhotos

If you’re new to the SEO scene, you might be wondering why so many SEO professionals swear by content marketing. For most laypeople, link building is at the heart of all SEO strategies. And while the importance of link building services will never wane, SEO professionals know that content marketing and link building services go hand-in-hand.

There are multiple ways to get to your desired organic reach—and the best way to go about them is by incorporating an all-of-the-above SEO strategy.

In recent times, this has translated to marketers turning toward content marketing. Recent algorithmic shifts on SERPs (especially Google) have changed how they crawl and index web pages, and as a result, there is now an altered approach to SEO strategies as well—one that relies on focusing on content in addition to prioritizing link building.

Know Your KPIs

For any business, big or small, progress begins with the definition of KPIs. KPIs—or Key Performance Indicators—are a useful demonstrator of a business’s journey toward achieving its key targets. Established businesses use their KPIs to ensure that their success is consistent with their long-term plans.

And how does Content Marketing SEO services tie in to this? Since your content marketing strategy is going to be a part of your larger link building and SEO strategies, you need to think about them in terms of KPIs. You need to determine, for example, at the beginning of your content marketing journey:

  • What you’re aiming to achieve with content marketing—such as, how much organic traffic is enough?
  • How will you ensure that you’re keeping up with the authority link requirements so you can continue maintaining top rank on SERPs?
  • What is the volume of linking domains that you own at the moment, or that you are certain of retaining?
  • Do you have social media pages ready? How many shares, likes and/or tweets are you aiming for with each post?
  • How many brochure downloads are you hoping for?
  • Are you keeping tabs on the engagement metrics, bounce rate, etc. before and after implementing your content marketing plan?

Understanding the Audience

Content Marketing 3

Not too long ago, the BERT update on Google changed things considerably for businesses. BERT—or Bidirectional Encoder Representations from Transformers—is Google’s algorithm using NLP—Neuro Linguistic Programming—to determine customer intent.

This includes scrutiny of colloquial phrases, FAQs, language used, etc. Based on its machine learning, the algorithm then produces customized results for users—this was a revolutionary step in a long history of Google updating its algorithm in order to serve users better.

In the aftermath, you ought to be focusing on the same things. Creating content that your prospective clients can relate to and can resonate with is highly important. Your understanding of customer intent and consumer behavior is important with regard to:

  • Understanding how your audience thinks and what their needs are
  • Defining what you’re aiming to achieve with your content
  • Attracting the attention of new customers and tapping into new target markets, thereby expanding your reach and your target audience

In general, your content should be:

  • Informative
  • Entertaining
  • Educational
  • Helpful
  • Solution-oriented
  • Original, new, and refreshing

One of the simplest ways to determine if your content is all of these—or none of these—things is to read your blog post or watch the video you’re hoping to promote, and ask yourself: does this tell me something I didn’t know? Is this content helpful to me in any way? Does this look like something I have read before? Place yourself in the position of the customer, and you might just strike gold.

Using Social Media to Your Advantage

Other tactics that could help you include SEO audits and observing the bounce rate for your pages. A growing bounce rate indicates that people aren’t reading your content past the first few lines and that the content needs to be re-worked.

Furthermore, you can also observe the comments, likes, retweets, and shares on your social media posts to determine if your content is popular with prospective users.

In terms of identifying whether or not your content is killing it, social media is a great tool. We’d highly recommend making social media pages and being active on these pages. A cursory look at people’s comments can tell you what they’re looking for, whether they liked your content, or if they hated it.

Identifying Your Target Audience through OESP

OESP—Owned, Earned, Shared, Paid. This approach helps you determine some of the most important questions (and provides answers too) about your audience, them being:

  • Who is your target audience?
  • Where is your target audience?
  • When is the best time to reach out to them?
  • What should you say to them?

Not only does this greatly help with figuring out all you need to know about your target audience—it also tells you whether or not to repurpose your content, and if yes, then how exactly to repurpose it. What you’re doing is:

1. Piquing your audience’s interest and keeping the content entertaining
2. Boosting your authoritativeness and increasing the audience’s trust in you
3. Keeping the content informational and relevant, result and solution-oriented, and helpful

None of this is an isolated approach—this is, in fact, a campaign. All of this, in amalgamation, adds value to your content. This will, in turn, tie in with the KPIs that we initially talked about, and will help you formulated secondary and further objectives.

If you have separate teams working on all three, and perhaps a social media management team to go with them, ensure that they are working in collaboration.

Do Not Clutter

This might seem crazy at first, but the trick to maximizing content is by minimizing clutter. Why is it, that despite them nailing long-tail keyword placement and acing link building, despite optimizing all media and creating clean website interfaces, consumers are still disgruntled with so many brands and websites?

If you had difficulty reading that paragraph, therein lies the rub—and the answer. Clutter is destructive and detrimental to your content marketing plans. You’ll observe this easily enough if you have your KPIs and SEO audits done. Less is always more. So Marie Kondo all that clutter out of your website, and we’re certain it will bring you joy (and business!)

content marketing target concept -DepositPhotos

Joseph Dyson

Joseph Dyson

Read Full Bio