Content marketing tips

Some essential tips that you should consider if you want to boost your website conversion rates.

 Update

 

You need the right mix between content that educates & content that sells

No more Workaround or exploiting loopholes with keyword phrases saturation and low quality link-building.

The only thing left is to provide high-quality content that is relevant, engaging and important to the taget audience.

 

Most business owners are completely ignorant of the fact that there’s a huge between creating content that educates readers & selling (advertising) content that sells to customers. So, they end up mixing both in a wrong way which affects the overall content strategy and fails to serve any of the purposes.

Let’s say you are an ecommerce business (ABC online store) and you want to focus on writing content that strikes a chord with visitors in a way that it hits them emotionally and logically by being interesting & relevant. So, if you’re planning a blog, you can write something like how to choose a perfect outfit for a glamorous office party and within the content, you can include some links of semi-formal dresses your online store sells by keeping a short message like – ABC store has an amazing collection for such parties & presenting it as if it is syncing with the content and not necessarily stuffed by you to advertise your product.

THE ALGORITM

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Panda/ Penguin/ Hummingbird

 

Write quality content 

Eventually, consumers can simply ask questions aloud through their browser (it`s happening now with Google Crome) whitch the search engine will try to answer based on information gathered through the Knowledge Graph

 

Creating high quality content should be on the top of your list because that’s the only thing that you can do to hook viewers and please Google at the same time. By producing quality content, you’re expected to come up with something absolutely unique, valuable and interesting.

Panda (Google’s latest changes to its search algorithm), loves “High quality Pages” and sweeps off “Low Quality” content.

To rank amongst the High quality pages and get rewarded by Google with a lots of organic traffic, hire domain specific experts to get fresh content for your website and focus on consistently posting relevant stuff that sparks interest amongst the potential customers.

50 Billion local searches using Mobile Devices

 

Do not repeat the same marketing expressions

Mobile Marketing is not an optional tool that you can include in your digital marketing campaign but rather an important  must-have in your arsenal.  

Do you know that an average customer is bombarded with hundreds of marketing pitches right from the start of the day till dawn? Nobody wants to hear the same marketing text again and again. You have to do something unique to “stand apart” and spark interest in your content while gradually monetizing without sounding like advertising.

The rise of security as a ranking signal

 

Create the type of content that attract customers

Google comfirmed that they consider to use HTTPS as a ranking factor, so the only way to go here is to implement https for your Website, not just for SEO but also for the security.

It is a must  for websites that deal with online payments and sensitive personal informasjon from their customenrs to integrate website security.

 

 

Selecting the content wisely can be a daunting task but it is the most important thing to consider if you’re looking to attract customers through content marketing and improve your sales funnel. Choose trending topics concerning your industry that are relevant enough to bring value to the target audience and your business.

 Here are some tactics

 

  • Do thorough Keyword research by including relevant search terms that can bring traffic relevant to the business domain you’re in. Observe the landing pages for the keywords you select, see the metrics and figure out what is likely to work out for you.
  • Research the type of content that your competitors are posting and analyze the engagement ratio. Then, formulate your own plan by comparing SEO metrics like DA, PA, external links etc.
  • Seek customer feedback through online surveys from both B2B and B2C clients.

 

Publish a wide range of content types in distinct forms

You should plan your content strategy and implement it in such a way that it turns out to be successful in covering a wide range of different content types and in different forms.

 

Here are some ideas: 

Social Signals will become even more important for SEO

 

 

Searh Engines sees this as a signal that a website or a piece of content is "what people want" and will more likely push it up in the search engines so even more people gets to see what this content is all about.

Changes to search algoritms not only placed grater importance to content, but they also elevated social signals up the ladder in search ranking importance.

 

  Infographics

When we present data in a visually appealing form along with the text, the end result is an infographic. It is a powerful medium to present information. To have one, you can either ask a professional graphic designer to make it for you or you can also use some free or premium tools or services like Visual.ly, Piktochart, Infogr.am and easel.ly etc.

  Content Videos

Getting a beautifully animated short video (2-3 minutes) that spreads awareness about your products/ services or simply “take a tour” type is a great way to communicate your message to your audience and persuade them to take actions. You can also share your video on Youtube and Vimeo.

  Content Blogs

Blogs are a great way to express and voice your own opinions on the web and earn a lot of high quality traffic. Read this blog post on top 10 strategies for increasing visitors time on blog to get slight idea on writing an effective blog. You can use Google`s Blogger or WordPress. These are the most common blogs in use to day.

  Content Press releases/news

Releasing press releases from time to time about the latest contracts you’ve signed up, is a great way to keep your customers informed about what’s happening in your business & popularise yourself in the process. While writing a press release, be very specific and stick only to providing content in the form of news.

 

   

Identify problems and solve them through your content

Though it all boils down to gain actionable industry insights, you shouldn’t just stop there itself. There’s no use to create endless content and perceive that it will bring you business online. You have to voice your opinions and earn a position of authority within your industry if you want to monetize your content. Try to identify which problems are concerning customers in the industry you’re in and how you can solve these problems with your content.

Use also social channels for your business

Even the most popular businesses put-in efforts to get their content right in front of their readers. But when it comes to distributing and sharing content on social media, reaching out to people through a right social channel is very important. However, this involves doing a lot of research and gaining enough industry insights while also considering the limits of each channel.

If you have a wide customer base, select multiple social media channels to promote your content. In case you’re considering paid advertising campaigns, you have to be very specific about what you want to do and what channel will bring the maximum returns on your investment.

Have strict editorial guidelines

Creating strict editorial guidelines around your content in terms of grammatical rules, tone, style, topic and pitching messages is extremely important if you want to please search engines. The new Panda 4.1 algorithm update by Google will take this into account while weeding out poor quality content from the search results.

Your target niche should also be keen to interact with you. In other words, you need to carve out a viable content strategy in such a way that it sparks two-way conversations. The content that you publish should be shareable, capable of triggering discussions, encourage your customers to comment and must add value to both your target audience as well as search engines.

Create a content strategy for each social network

Planning a separate content strategy for each social channel will reduce the risk of losing out on conversions. This is because each social media platform may it be Facebook, Twitter, Instagram, LinkedIn, Google+ or Pinterest has unique characteristics, posting rules and targets different demography in a different way. Understanding the need to create and implement a distinct content strategy for each channel is as important as it is to promote content on social media.

Optimize your content for search.

 It`s important to ensure that the content you’re going to publish is search engine optimized before going live. To please search engines, you should not stuff too many keywords in your content. Also, present your content in a manner that it is readable by crawlers and bots. For inbound traffic, link previous posts that are relevant to the topic and position your content at the right place.

Improve engagement

Allowing customers to post comments, share valuable insights and vote for interesting news or stories about your brand will improve engagement to a great extent. Leverage the craze of people being connected all the time & cash their habit to your benefits. The more likes, shares or comments you get through your content, the more it is likely to pull-in big bucks for you. Make sure your messages revolve and affect a big chunk of people everytime you publish your content. Also, acknowledge the comments that you receive by replying and appreciating with a short “thankyou” message.

Track success via content audits

Performing a content audit on your website to monitor your efforts is important after you implement different strategies to create and promote your content. This is because while posting lots of content, you often don’t realize that traffic is bouncing back off your website. Schedule a content audit at least monthly to know whether your campaign is succeeding in grabbing readers’ attention and earning you profits by converting into leads. It is very important to know whether the content you’re posting is consumable enough to keep people hooked and engaged. Based on the statistics, evolve your strategy and improve your content marketing model as per your growing needs.

Some points you should watch

  • Analytics Metrics: Evaluate everything from bounce rate to average time spent on the overall site and individual webpages. Also track pageviews, pages per visit, engagement and the time and frequency of visits to identify new opportunities.
  • SEO Metrics: Analyze where you stack up when it comes it Page Authority, Page Ranking and linking root domains.
  • Sales: Calculate the degree upto which you were able to monetize on your content.
  • Loyalty: See if your customers are coming back and your content is retaining your clients.