You've realized the value of using content to attract new leads and retain loyal customers. And, like most of us, you've probably built your content strategy around the guiding principles of search engine optimization (SEO).
However, in today's hyper-competitive content marketing environment, perfecting your content purely from an SEO standpoint is no longer enough to reach your target audience and generate profitable leads. value. If you want to draw attention to your brand, it's essential to re-evaluate your content strategy to deliver value beyond keywords and social media snippets.
In this article, you'll learn why savvy marketers need to avoid focusing solely on SEO. You'll also discover ways to jumpstart your content marketing strategy so that it caters to your customers' real content preferences.
Keep reading to learn how to develop a data-driven content strategy that will keep you ahead of your competition.
Key lessons learned:
- A successful marketing strategy combines the power of SEO and content.
- Content marketing uses data to engage, engage, and convert more of your target audience.
- To drive more impact, your content needs to be easily shareable and searchable.
According to recent data, 68% of trackable website traffic starts with a search . SEO is a strategy that focuses on optimizing the content published on your website so that it ranks higher on the organic search engine results pages (SERPs) and helps to build a your brand domain authority.
In theory, the higher your content ranks on the SERP, the more likely it is that new potential customers will click on the links that lead to your website, where they can convert into customers. But as search algorithms keep evolving, you're forced to constantly update your SEO strategy to ensure it meets Google's latest criteria. This means that building your content strategy around SEO considerations alone will never be the most realistic or cost-effective long-term solution.
Content marketing, on the other hand, focuses on developing quality content that engages your target audience and provides them with valuable information about your brand, products or services, and topics. other related interests they are interested in. With a successful content strategy, you can establish trust and build a trusted reputation in your industry. Of course, if potential customers can't find your content when they're searching, your creative development efforts will be wasted.
To ensure content marketing strategy and SEO and what you're building will complement each other, here are some steps you need to take:
- Understand your audience: Researching your ideal prospect's challenges, needs, and preferences ensures that your content will appear to the right people when they do a search.
- Conduct keyword research: Finding the right keywords to use in your content will help you rank higher in search results and reach more people you're targeting.
- Develop more informative content: Creating relevant content for your customers will improve your overall engagement, rankings, and authority. More importantly, it can help you stand out from your competitors.
Remember – it's not about choosing content marketing over SEO. Instead of viewing tactics as separate, it's important to take a holistic approach where SEO and content can work side-by-side, thus driving more engagement and conversions.
Well, SEO has an important role in the success of content. But when it comes to your overall marketing strategy, the old saying, “content is king” still holds true. Industry research supports this. Eg, 82% of marketers In HubSpot's 2021 industry reports say they actively use content marketing. However, simply creating content is not enough to guarantee that you will achieve a high return on your content investment.
One key to becoming more successful with your content development strategy is to use data to understand your audience's preferences – both within your industry and across the larger content landscape.
Today, there are many cutting-edge platforms and tools that use AI and machine learning to analyze data beyond SEO results. Example: Contrend is a SaaS content marketing platform Look at more than 20 different data sources to learn and recommend the best tone, style, visuals, and content format your target audience would like to use.
With these deeper, centralized data insights, you can develop a content strategy that helps you create content that converts more reliably and delivers the best ROI possible. For example, videos, blogs, and e-books continue to gain popularity due to their easily digestible nature. But your target audience may actually be interested in interacting with a different form of content – something you will only know if you have the right data on hand.
Some types of content may be more popular, but will they perform better than others? (Via HubSpot)
Now, this doesn't mean you should start your SEO strategy and just focus on creating content. You need to focus on content marketing that works alongside SEO. Here are a few reasons why:
Valuable content that answers questions and solves problems
First of all, technical SEO aspects like title, alt attributes and URL structure are essential to maintaining an optimized and crawlable website. However, whether you rank number one or number 21 in search results, technical SEO won't keep someone after they land on your site. In fact, it can lead to a higher bounce rate if your content doesn't live up to your visitors' expectations.
Whether you rank number one or rank 21 in search results, #SEO techniques won't keep someone engaged when they visit your site says Eric Walter @ Contrend1 #content Click to Tweet In your content, use a list of targeted keywords and naturally related similar search terms to signal to search engines that your site is a good fit. initial search destination.
While “quality” content is not a new concept to marketers, it has gone beyond keywords when it comes to customer needs:
- Content should be completely original and provided information only that only your brand can share, this is a great opportunity to leverage thought leadership.
- Usually, users visit your content because they are looking for answers to their questions. Make sure you include helpful tips and insights throughout your content to help them solve their initial question.
- For your content to achieve “royal status,” it needs to stand alone as an evergreen resource.
The more you develop customer-centric content and build credibility, the more backlinks and authority you'll earn in the industry. It's a win-win outcome and good for all!
For your #content to reach royal status, it needs to stand on its own as an evergreen resource Eric Walter @ Contrend1 said. #seo Click to Tweet Social media shareable content helps your brand rank
Your audience uses the internet and social media to find answers, build relationships, and share content. Even if SEO helps you get in front of an audience, it doesn't guarantee that they'll like you or want to share your content with others in their digital social circles. While social shares don't directly affect your Google ranking, social profiles often appear high in search results, allowing search engines and customers to Potential knows that you provide engaging content worthy of a click.
Blog development is our top priority 53% of marketers , possibly because this content is highly shareable and optimized. To create more shareable content and make your social profiles rank higher in search results, your content must:
- Evoke emotions from readers
- Let potential customers see themselves in your documents
- Relate to trending topics in your industry to stay relevant
- Provide helpful advice, solutions and answers
- Present information in visually appealing formats, like infographics
Some types of content are more shareable than others. (Via OptinMonster )
Structure your content to drive engagement and conversions
With the right SEO strategy, you have the potential to drive virtually limitless traffic to your website. However, all those website visitors don't contribute to your bottom line if they don't convert into customers.
It is essential to consider how SEO and content marketing will impact your sales funnel. To fill your pipeline with qualified leads, structure your content with these three components:
- Use on- and off-page SEO to enable your target audience to find you in search results.
- Build trust among your potential customers through high-quality, high-value content that positions your brand as a clear-minded leader.
- Drive conversions by helping potential customers feel more engaged with your brand.
While SEO helps you take the first step, you also need impactful content marketing that will engage your audience and drive them deeper into your funnel towards conversions.
Instead of relying on traditional content marketing metrics like SEO and social listening, your content strategy should be built from data that gives a big picture of your audience's content preferences. Applying the right data in the right way to attract, engage, and convert your target audience not only complements your SEO strategy and goals, but also increases your ROI.
While you will never be in control of search engine ranking factors, Contrend will help you build a content marketing strategy that will allow you to build meaningful relationships with your target audience and increase your sales. reputation in your industry.
Contrend is an affordable, scalable SaaS solution that harnesses the power of artificial intelligence and machine learning to recommend themes, styles, formats, tones, and images that will transform udience.
How? Contrend collects data from multiple content sources, not just from SEO and social listening metrics. In addition to the top search engines, our data partners include YouTube, Alexa, Semrush, Meltwater, podcast platforms, etc.
Tested and trusted by businesses around the world, including KPMG, Hilton and Standard Chartered, Contrend can operate in any industry and market, requires limited integration and can be deployed fast to help you revolutionize your content strategy, production, and reporting today.
Leverage deep data insights and predictive content recommendations to remove noise and create content your audience really wants.
Ready to revolutionize your content strategy? Starts with !
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