Content marketing has become the key to a successful digital marketing strategy. By creating regular, timely, and engaging content, you will not only move up the search engine rankings, but, most importantly, your customers will see you as an expert in your space. This will allow your business to grow organically in the future.
The following are two ways to use and effectively succeed when creating and executing your content marketing strategy at a high level.
Create On-site Content to Drive Traffic and Trust
On-site content involves any content that lives on your website, including your landing pages and blog posts.
Landing pages can be any standalone page on your site, such as your homepage, about, and contact pages. These pages, in particular, are foundational and, as such, should have highly relevant and unique content about your business and its purpose. Once you have these foundational pages set up with unique content, you may not need to update them often; this allows you to focus on the pages that will play a more significant role in delivering results from your content marketing efforts.
Other pages that are just as important and may require the periodic content generation and auditing may include service and location pages. Category and product pages for eCommerce businesses are also essential pages that need constant reviewing and updating.
To generate meaningful and authoritative content for these pages, you should first focus on what you already have in place by conducting a content audit that you can achieve with Google Analytics. Pages that get no traffic or have low engagement metrics may need updating.
Another essential factor to consider when you are ready to generate content for new on-site pages, such as blog posts, is keyword research. Conducting keyword research allows you to know what people are searching for on search engines so you can address their problems with the right content.
Create Off-Site Content to Drive Brand Awareness
Off-site content is any content you generate or get others to generate for you outside your website. Off-site content can include social media content, email marketing, and guest posts.
When you create highly relevant and valuable content and share it on your social media accounts like Facebook and Twitter, you allow others to like, comment, and share this content and increase brand awareness and authority.
You may also consider other initiatives to create content for you on these same platforms, including creating content contests and giveaways. A content contest may involve your followers generating content that can include a link to your website or a #hashtag of your brand to win a giveaway you may be offering.
Conclusion
Content marketing is vital for online businesses and, as such, should be a top priority. Having a solid content marketing strategy and understanding how it affects your long-term business goals will help you succeed in your industry. Content marketing can also allow your business to stand out more against the current competition and the high threat of new entrants in some industries.
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