Optimize the reach of your content with these four top suggestions.
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Content marketing is the only kind of marketing that doesn't cost anything. What is more? A marketing strategy is just as profitable as paid search advertising or paid social marketing. Here are some pointers to help you decide whether to invest your resources in content marketing and to help you build a successful content marketing campaign that will get you results.
What is the purpose of your content?
You have probably heard the importance of blogging and creating social content many times. Assessing the need for it is the first step in a good content marketing campaign. Does it match your business model? Do you have the resources to maintain a blog site? Content marketing is a lot of work. If you're not seeing how content marketing can serve you, or if you don't have the resources to keep the blog updated regularly, now is not the time to start content marketing.
If content marketing is your business model and you have the resources to run the blog, next ask yourself: what is your goal? In other words, what do you want to achieve with a content marketing campaign?
For an ecommerce website, the obvious goal is to increase the conversion rate by creating highly convertible content. Ecommerce conversion rate refers to the percentage of website visitors who make a purchase on the website.
The conversion rate in a broader sense refers to the percentage of users who make a calculated move. It could be based on a number of indicators such as: For example, the percentage of people who completed and submitted the contact form, or the percentage of people who signed up for the series of webinars.
Know your keywords
Identify keywords and dive deep with tools like Google Keyword Planner, Ahrefs, and Moz. What do you know about customer demographics and what does that tell you about the type of content you should be producing? Put yourself in the shoes of your customers. What keywords and phrases would they put into a search engine to find a service like yours?
Once you've identified the keywords, scratch your customers ’itch. What do you want to know about your products before you buy? Do a thorough review of your products and share glowing reviews from influencers and bloggers.
Related: 3 Keys To A Highly Effective Content Marketing Strategy
Optimize search to rank at the top
When a customer searches for your product or service, you want to be visible on the search engine results page (SERP). Ideally, you want to rank on the first page and at the very top of the page. The first two to three links at the top of the ad signs are links advertised through paid search marketing. The aim is to get in the top five of the ad links on the SERP.
Consider aiming for long-tail keywords for effective search engine optimization (SEO). With so much content available on the web, it is almost impossible to rate a single keyword. Producing content with long-tail keywords has the added benefit of strengthening the main keyword of your blog site. For example, let's say you run a business that sells bathrobes. Instead of targeting just the keyword "bathrobes", create multiple articles targeting long-tail keywords such as "100 percent Egyptian cotton bathrobes," "hotel-quality bathrobes," "best-selling bathrobes on Amazon," and so on.
The Entrepreneur Store is currently offering a $ 50 Google Ads & SEO Certification to help you grow your business.
Related Topics: 3 Easy Tactics To Generate Consistent And Predictable Sales With Your Business Blog
Apply on social media
Your content must be findable in both social networks and search engines. Depending on your content type and topic, you may be more successful in one channel than the other. The truth is, some articles are spreading like wildfire on social media.
Choose the right type of social media for your content. Writing articles on topics that are considered sharable on social media is a great way to build social networks on networks like Facebook and Twitter. If you're producing high quality images, Instagram and Pinterest are great networks for building following and getting users to visit your website.
Related Topics: Is Your Social Media Content Attracting Leads? 4 ways to strengthen your strategy
Fine-tune for continued success
Google Analytics is a free tool that tracks and reports website traffic. It shows the most visited pages on your website so you know which page optimizations to prioritize.
With an ecommerce website, you can check the conversion rate for each of your articles. You can browse the articles in a specific range of data or list the articles on a specific topic to gauge the success of your strategies.
Working with data is about being consistent. Find an analytics tool that best suits your needs and keep it recording your data weekly.