Marketing has always been a fast-paced and ever-changing industry, requiring constant reviews of trends, but the Internet has sped this up dramatically. Content marketing and SEO trends move twice as quickly as print and media marketing. Here are seven tips to improve your current content marketing strategy for SEO.
The Necessity of Documentation
Although documentation seems like an obvious part of developing a content marketing strategy, for many businesses it exists as an operational gap, according to Forbes.
Many businesses find that when they go to analyze data and gauge efficacy at the end of a campaign, there is a lack of clarity on how it relates to the original core strategy since it was never written down. By making documentation a core fixture in your marketing strategy, you’ll gain new insights and clarity into how to tweak future campaigns.
Frequent Posting Isn’t Always Good
When it comes to assessing valuable content and its impact, focusing on quantity rather than quality won’t contribute toward a successful content marketing strategy. Search Engine Journal gives an example of a bad KPI (key performance indicators) as recklessly making excessive amounts of posts that provide no valuable content.
Typically the first penalty that comes to mind is a lowered ranking on Google or a negative impact in the context of algorithms if there’s keyword stuffing. Even if you see the numbers you’re striving toward for number of posts and traffic, it’s easy to miss the bigger picture of evaluating the tangible results.
Weighing Quality and Quantity
When it comes to weighing quality versus quantity content, ideally you won’t have to choose one over the other. However, marketing strategies must prioritize specific philosophies, so this question must be addressed.
According to Smart Insights, in a recent study conducted among content marketers, 76 percent of those polled prioritized quality content over quantity. It also pointed out that some marketers rely too heavily on analytics to inform their strategies and skip over the value of getting feedback directly from the customer.
How to Deal with Waning Backlink Usage
In traditional SEO, backlinks were considered an essential part of a successful campaign and a standard way to reference information. However, SEM Rush points out that backlinks are becoming a thing of the past as shared content is getting shout-outs and social media links, rather than links embedded into content.
This means that you as the original creator miss out on SEO traffic. In order to get around this quandary and encourage backlinks to your content, SEM Rush suggests using original research, eBooks with more in-depth analyses on the topic being addressed, and visual multimedia content such as infographics that need to be seen.
Evaluating Gated and Ungated Content
Business 2 Community cautions against scaring away site visitors by asking for too much information upfront, and emphasize the importance of providing ungated content. Ungated content means that the information is front and center and easily accessible, such as product descriptions and offers.
Blog entries, for example, usually aren’t gated content, whereas a white paper which someone might provide personal details to access. Focusing on gated content is a gamble since not everyone is willing to give up personal information. Therefore, it’s imperative to review how content is distributed and the complexity of access within your marketing strategy.
Keywords versus Search Intent
When an individual enters a search query into Google, it’s no longer a simple matter of pinging particular keywords that will deliver them to your site. Moz states that in 2017, search intent is more important than keyword usage, and variations in the structure of search terms can have a dramatic impact on the results that the person is given.
Marketing Land discusses how search engines have also gotten smarter about simple, old-fashioned SEO tactics like keyword stuffing or subpar content quality. This can be achieved through a combination of SEO keyword and content tweaking, though the latter is more important. Search intent can be broken down into four categories: informational, navigational, commercial, and transactional.
In order to use these different approaches, you should start by investigating how site traffic lands on your page and reflects search intent, and then optimize your preexisting the content. This can potentially draw more traffic by refocusing your strategy from keyword placement to search intent-driven hits.
Speak Your Customers’ Language
It’s more important than ever to stay engaged with your customers and maintain a deep, thorough understanding of what they’re looking for. Stream Creative recommends a good way to improve rankings is to review popular search terms and using these terms to craft content and inform blog posts.
In other words, instead of trying to draw people to your site by simply matching keywords, you should actually utilize the concepts and topics of the terms to craft future content.
In some ways, today’s SEO content marketing strategies still rely on a combination of analyzing hard numbers and the human touch. However, the key thing to focus on as you refine your content marketing and SEO strategies is how search engines have changed the way they interact with users.
Devising an updated and smarter content marketing strategy is all about adjusting to new trends and the way content is delivered to your customers.
Author Bio –
With over 13 years experience as a leader in digital marketing, Mansi Rana is Managing Director of EZ Rankings. Passionate about all things data; providing actionable business intelligence in digital, future tech; and venture bubbles categories for everyone, everywhere.