As marketers we should provide our customers with quality experiences. One way is by implementing a customer focused content marketing programme.
Content marketing includes blog posts, infographics, email, podcasts, and many other content types. Every online channel provides a unique way for us to reach our personas. So, we need to optimise every piece of content to make it easier for people to find.
Competition for your audience’s attention has never been higher and it’s challenging to get your content in front of your personas. This challenge continues to become more difficult as over 91% of B2B marketers claim they already use content marketing. Although that number is high, many can better optimise their existing content.
Here, we’ll cover basic SEO tactics you can deploy to make your content easier to be found by search engines.
The first step for writing online content is choosing the right keywords to target. Conducting keyword research is an important optimisation process. First identify a group of selective keywords that are semantically related, i.e., share similar interest to your personas. By choosing a semantic group of keywords to target, you broaden your reach by ranking for multiple keywords instead of just one main keyword as search engines are getting cleverer at determining what keywords are related.
To help explain semantic keywords, a keyword glossary would include the following terms for “marketing book reviews:”
- Marketing book comparison
- Marketing strategy book
- Reviews for marketing books
- Best marketing book
- Marketing books to read
Your semantic keyword group should contain some long-tail keywords that are less competitive. Long-tail keywords are much easier to rank for and brings most of your organic search traffic.
Another advantage of using a semantic group of keywords is the ability to sprinkle keywords naturally throughout your content. You will build relevance for the overall topic by doing this.
Content Marketing Structure
When creating your content, ensure you plan the structure. Content should be presented in a way that provides a solution for the issue your personas are searching for - answering a question, finding a product or anything else. Writing good content that solves a problem gains audience interest and potential visibility via social shares and links. Your engagement rate will be better, which sends positive signals to search engines.
Creating structure for your content is challenging. To create structure, fashion an outline of how you want the content to be viewed, with the most important information near the top of the page.
If your post gets long, use anchor links to push people to the content. Use heading tags (<h1>, <h2>, etc.) to break content up to allow users to skim and scan the content. Avoid using long blocks of content, and if content is becoming long, visually break it up by:
- Bulleted list
Creating a fluid structure for your content will help improve your audience engagement metrics by making the user experience friendly.
The structure of the content should be considered at the beginning of the optimisation process.
Build a Map to your Content
After writing optimised content, the next step is to build backlinks to it. Backlinks help people and search engines crawl and find your content more efficiently. They can be related to three areas - internal, external, and social links.
Building backlinks can be like a map. For example, you have the most amazing beach and you would like to charge admission. You’ve put in a lot of work to make your beach the best in the area and you know people would love to visit. The first problem is that no one knows how to find it. So, you build paths to make it easier for people to get to the beach (internal links). Next you place signs near your beach for local visibility (social shares). Now people start coming to your beach and they love it so much they go and tell their friends (external links). Soon, your beach is filled with happy and paying customers.
The moral of this scenario is to optimise your content by building links to your content. Links are still important to receive organic and overall traffic. The easiest way to get some links to your asset is to build internal links strategically with correct anchor text. Use keyword variations and long-tail keywords as your anchor text to not over optimise the content, which sends better relevance signals to the search engines.
Share your post on social media with a promotion plan to gain more visibility via referrals. Increasing social shares for your content sends more positive signals to search engines about how popular it is.
Lastly, focus of earning backlinks from credible sources on other websites. Reach out to influencers that might be interested in your content, so they can either share socially, or even better, on their website. Also, reach out to websites that are linking to the pages that are ranking for the keyword topic to see if they will link to your content. Hopefully, your amazing piece of content goes viral, which helps earn backlinks naturally and easily.
Writing more Optimised Content
This can be challenging. We can optimise content, so our personas can find it easily over our competitors. Optimised content will lead to more organic traffic and ultimately potentially higher conversions/ROI. We don’t need more content in general, but we need more optimised content that helps solve the audience’s problem.
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