The SEO Guide To Content Marketing
Every SEO agency will tell you that content marketing is key to establishing a meaningful digital presence that brings new customers to your business, increases brand awareness, and drives website traffic. Incredibly, nearly half of buyers view three to five pieces of content before purchasing.
However, content marketing is a broad term that covers many types of content, channels, strategies, and distribution methods. You'd probably get a slightly different answer if you asked ten people to define content marketing. This article will give you our guide to content marketing strategies to help you understand what they are, their purpose, and how you can implement them effectively.
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What Is Content Marketing?
Content marketing is the production and distribution of all types of content – on-site and off-site, including written, voice, video, images, and more. Every piece of content you create is considered content marketing. Blog posts on your website, social media posts, YouTube videos, external press releases – you name it, it's content marketing.
However, not every business is thoughtful enough to create a content marketing strategy. As mentioned, this is a broad area covering many channels. Additionally, it factors in every type of lead and customer. Nevertheless, sitting at the top of our content marketing tips creates a strategy, and you’re about to learn why.
Who Should Have An SEO Content Marketing Strategy?
According to our content marketing guide, every business with an online presence should have a content marketing strategy. No matter the industry you operate in, it’s guaranteed your customers need some form of content. Even if all they require is updated information about your products or services, it’s still content.
Every person in your sales cycle, from leads to existing customers, will benefit from your business creating content. Of course, their needs will differ, and the types of content they want to consume will too, but for them to build a relationship with your brand, they need content.
The Benefits of Content Marketing Strategies
1. Increased Brand Awareness
How does a business create customers without first generating brand awareness? It can’t. Content marketing is your ticket to putting your brand in front of people who have never heard of you, establishing your name in your industry, and making your company recognizable. Whether you opt for SEO-optimized content, press releases in significant publications, viral videos, or educational articles, the aim is to create shareable content that people want to consume.
2. More Website Traffic – Search Engine Optimization
Another of our content marketing tips, and most commonly talked about, is creating SEO content for your website. Here, you can target everyone, from existing customers to new users: All it takes is clever keyword research and considering search intent.
Firstly, most new users find your website searching for a question on Google. So it’s doubtful they’ll be looking to purchase a product or service at this stage. However, existing customers might be returning to check out your latest product releases and service updates, and the content you produce to cater to them will be completely different.
3. Improved Lead Generation & Conversions
When you begin creating targeted content for everyone in your sales funnel, you unlock the power of strategically guiding them to convert and become a customer. Firstly, your newly enhanced brand awareness approach encourages users to sign up to receive more content from you. Next, your refined, well-thought-out, and subtle lead nurturing cycle introduces what your business does, shows you're an expert, and encourages people to buy from you or convert.
4. Enhanced Customer Loyalty
Many businesses think the role of marketing ends when the sale is complete, and they forget about the power of repeat business and customer loyalty in favor of finding more new customers. However, a content marketing strategy enables you to create informative content for them to remain in contact and engaged with your brand. They don’t need convincing that you're worth buying from – they’ve already done it. The key here is to inform them of new advancements, product launches, and exciting developments – keep them entertained and in the loop.
Content Marketing Strategy Tips
1. Research Your Audience
Any top SEO agency will tell you that understanding your audience is the most critical element of a content marketing strategy. Firstly, it informs you about the content they engage the most. Secondly, no matter how good your content is, it will not have the desired impact if you don't launch in the right place at the right time.
2. Choose Your Channels
So, your audience loves video content – where will you post it? To get the most exposure, impressions, and high-quality viewers, you need to assess the different channels available to you. Your website, YouTube, Instagram, and TikTok are just a few places your video could work. You will likely require a balance of these platforms, but to get results, you should refer to your audience research and find out which they prefer.
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3. Create A Content Plan
You know your audience, you've decided your channels, and now it’s time to create a thoughtful content plan. Here, it would be best to consider every level of your marketing funnel. Creating a mix of content that caters to everyone, from new leads to existing customers, is essential. If you do, you’ll naturally start a journey for these leads to follow.
4. Distribute Content Effectively
As mentioned at the beginning of this article, content marketing is a mixture of on-site and off-site content – you need to factor that into distribution too. Of course, distributing via your channels is excellent, but harnessing the power of other people’s networks is where you’ll find much success. Industry publications, influencers, guest bloggers, and PR networks are just a few external distribution channels you can use.
Content marketing is complex. Unlike its common perception, it’s much more than words and factors in every media type. Remember, your business needs a content marketing strategy. In fact, according to HubSpot, 22% of brands intend to recruit content creators in 2022. That’s more than any other role. No matter your industry or niche, all your users, leads, and customers will benefit from content tailored to them.
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