1 month ago on
What Content Marketers can do differently in 2018
Content marketing has emerged as the top marketing activity today. Every business is bullish on content marketing and is investing even more into it this year.
Here is the result of survey conducted by Smart Insights asking 850 marketers to pick the most important marketing activity.
As you can see all marketers are aggressive on content marketing. This has increased the competition marketers face despite great content.
In this blog we will discuss what you can do differently this year to stand out and pull more traffic through your content.
• Long form in-depth Content
There was a time when a decent quality 650 word blog post had a chance to rank on page one on Google. This is not the case now. Ranking high on Google requires quality backlinks, domain authority, time and so much more.
When it comes to blogs, think of long form anchor posts of 1500 to 2500 words. These should be like a helpful guide covering A to Z of your industry or topic.
Anchor posts are blog posts that are the pillar of your site and pull in tons of traffic consistently. Do not expect to get traffic within a month.
It is typical to see your traffic rising after 6 months of posting. Do everything to make your content really helpful for your audience. Use infographics and videos to explain concepts.
Any content which does not make your reader say ‘ Wow! That was helpful’ has little chance to rank in top three searches. This is how you can differentiate your content and rank higher on Google in 2018
• Go niche
Differentiating your content in an already overcrowded web can be challenging. In any industry there will be in- depth blog posts that have been on the web for five years or more.
How can you possibly compete with those pieces? The answer lies in narrowing the focus of your content.
Write about nutrition for dancers instead of writing on general nutrition. Focus on long tail-keywords that will have less competition.
For example, instead of writing on ‘ladies shoes’, focus on ‘office shoes for working moms’. This way you will not only rank higher on search engines but will also attract highly targeted visitors that are easier to convert.
• Semantic Search
Google no more relies on just keywords to rank results. It uses something known as semantic search.
Semantic search takes into account the intent of the searcher.
This means weighing in the context, location, searcher history, language style and device.
That means Google now understands that a user typing in ‘green dress online’ is more likely to purchase the dress online than if she had typed ‘green dresses’.
For marketers this means that they have to be more aware of the context of searchers and conditions under which they are searching. Content should now match situations instead of just keywords.
• Target Google Featured Snippets
There is something better than position one on Google search. It’s position 0 .
You may have noticed that Google also gives the answer to your queries in a highlighted search box above all search results.
This gives the searchers the answers at a glance without having to go to another page.
Ranking in featured snippets increases your traffic and decreases bounce rates. The great news is that you don’t even have to rank number one on Google to be able to feature in rich snippet.
To increase your chances to be featured in a rich snippet make sure your content:
- Has a structured format with sub-headings
- Keep your answers to the point, short and snappy
- Mark up your article with structured data
- Answer popular questions asked
• Explore other formats of Content
Audio podcasts have made a big comeback last year. There are more than 42 million people who listen to podcasts weekly in the US alone.
‘How to’ searches on YouTube have gone up by 70% in 2017. YouTube is also the second most popular search engine after Google.
The trend is clear. Users prefer video and audio form of content and marketers must produce this if they want to reach their audience.
Bringing it all together
Content marketing is here to stay as the most profitable channel to get leads. However, digital marketing landscape is changing continuously and marketers must concentrate on long-form quality content and niche topics to stay at the top.
Understanding Google’s semantic search and featured snippets will help to reach more audience. Lastly, experimenting with fresher format of content such as podcasts and videos will differentiate you from the other content.
Above all, it is important to keep experimenting in digital marketing. New trends emerge quickly and demand agility from content marketers.
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8 months ago on
How to Create a Content Marketing Strategy that Works Best for SEO
High quality content is still the king in online marketing. Most businesses are now focusing on creating more content than ever before. The major thing to note is that the content is used everywhere and influences every other type of marketing strategy; let that be emails, blogs, articles, press releases or even social media comments. A smart content marketing strategy helps to drive more organic traffic to your website.
Pushing out fresh content that keeps your audience engaged is the requirement that helps you score better in SEO. Professional SEO companies use advanced strategies to promote your brand and business.
Let us discuss some points that help you create a content marketing strategy that best describes your business goals.
Know your goals – Before you begin planning, define your goals. Think about how your content marketing should help you meet your objectives such as
- Organic traffic
- Developing brand awareness
- Generating sales leads, and more
Your audience is your asset
Determine your target audience and get to know them. Before you start suggesting topics and creating titles, you need to know exactly what your target audience is looking for.
Knowing your target audience needs will help you to produce more relevant and valuable content. Understand your audience clearly either using Google Analytics traffic report or with surveys. Learning to provide the right content for the right reader makes your job much easier.
There are few more tools that provide insight on your audience’s interests and requirements. Tools include
Answer the Public
The auto-suggest results provided by search engines provide insight for content marketers. When users start typing a word, Answer the Public allows them to link the keyword that relates to their product or service, the people’s queries about the concerned service, and it comes up with a number of search phrases drawn from Google, Bing and other search engines.
Twitter Audience Insights
This latest analytics tool from Twitter will provide marketers with relevant information about what kinds of people are interacting with their brand. The tool offers access to information such as key demographics, interests, lifestyle, purchasing behavior, and mobile footprint, which helps marketers know exactly what kind of people follow their brand and what sort of content attracts them to their website.
Competitor analysis, a great way to reach the right path
Grab a list of competitors, analyze them and understand what makes them different. Realizing your competitors’ strengths and weaknesses, and the opportunities and threats helps to find what exactly your customers are searching for in your industry. This analysis also can discover the most useful keywords your clients may be using to search you.
Quality, a priority
High quality, engaging posts with useful details are likely to get more shares on social media platforms. With top quality blogs and articles, even you can get attention from your competitors or even from other industry who take your company as an expert. Also make sure to choose trending topics that are relevant for your business and include a back link to the source, which helps them to know about your article.
Get familiar with content types
Once you establish goals and your target audience, try to provide content that includes informative data that is of use for your audience.
Useful content types include
- Video tutorials
- Case Studies
- Social media ads
- Email newsletters
Don’t just create content, track them too
Set a goal to publish one piece of content daily, weekly or in alternate days. Don’t just leave the content after publishing. Promote them and track the progress of your content. For instance, if you have posted a blog in Facebook, check how many people liked it, respond to the comments, provide answers if any questions were asked and write a follow-up blog with more updated information. This helps to keep your audience in track.
Editorial Calendar helps
Once you have an idea as to how great content can be created, then it’s the right time to go for an editorial calendar. This calendar, which includes social media posts, audit rates and more, helps to keep track of your content. They are extremely helpful to organize our workflow without any error.
Editorial calendar –
- Provides chance to carefully plan content creation beforehand
- Helps writers to overcome writer’s block
- Allows to keep track of every single post in social media
- Maintain the right track for publishing a well-balanced and diverse content on website
Social media is your friend
Engaging with your audiences in real conversations will bring better results and add more value to your social streams. Know your audience’s priorities as you plan. Focus on what they want to know and not what you want to tell them. Also stay up to date with latest social media changes.
Learn ways to distribute your content
Ways you choose to promote your content is also important. A detailed plan will help. Few suggested ways include
- Using paid ads on social media platforms like Facebook
- Preparing a list of sites and bloggers whom you need to contact, which helps in getting a steady traffic and fresh leads
- Sending Emails and following up them using tools such as Yesware and Mixmax.
Creating a content marketing strategy may be time-consuming, but provide fruitful results for SEO. If you are not that familiar with SEO or content, consider choosing an experienced SEO firm that can work as an extension to your company.