By Ryan Delane,
Interfanatic Digital Marketing with Web Site Maintenance & Design
So you got your new website up. It’s a beaut! All of your pages are carefully crafted, all of your images represent your brand well. You check your analytics daily and… crickets. A carefully crafted Content Marketing program can fix that.
You have built it. When will they come?
The Internet used to be a blue ocean where you could be among the first, and users had no choice but to find your business.
Not so in 2019. It’s just not that easy anymore. The water is deep and intimidating, with many big fish, sharks and whales hunting your prey. Finding and guiding prospective customers to your wares is necessarily a complex process. But we’ve done this before. We’re here to help.
You have many ways open to drive traffic to your site. There are a few pieces of low-hanging fruit:
- You can do some content marketing,
- you can post links from your social media,
- you can pay for advertising – both in search engines and in social media,
- you can pay an SEO service to help you climb the ranks,
- you can learn and do SEO yourself, or
- you can pray.
#1, #2, #3, and #4 are all great choices.
Posting from social media helps – you should definitely do that. And if you’re in a rush, and have a substantial budget, ads are a great way to drive traffic while learning more about your target market and their digital interactions.
#5, learning SEO is a complicated and difficult process. One you should do! But most people are busy running their new business, to commit the time to learning SEO properly.
Almost all new business owners opt for #6 at one point or another. Seeing as the other options are complicated and difficult, this is not a bad strategy. Praying is, in my experience at least, a very normal part of business, whether new or old.
But today I’m going to talk to you about #1: Content Marketing.
We’re authorities on the subject. We’ve been learning from data, perfecting the craft of digital marketing for years for clients large and small, all over the world. We do exactly the content marketing we describe below, and it’s work. And, it works. Content Marketing helps our customers improve their performance in Internet search results.
Successful Content Marketing has three main pieces:
- Technical Aspects, and
1) Content for Content Marketing
First, you need to choose a topic. Ideas come from all over. Look at your analytics to see what people are searching for on your site. Talk to your colleagues to see what they feel is missing from your company’s messaging. Give us you or your business’ unique perspective on the topic. The good news is, you’re an expert in your field. Write what you know.
Content Marketing for SEO is a volume game that requires high volume of high quality. So be consistent: come up with a content calendar and stick with it. In 2019, both long and short form content are important. The content should be rich and engaging, it should be pleasing to the eye, and it must be easy to read.
Keep your readers interested with both long-form and short-form content. It takes time. It takes care. It takes practice. Produce excellent content.
2) Technical Aspects
of Content Marketing in 2019
Set out some target keywords to plan your campaign around and make sure they get used in your content.
Use those keywords and key phrases in headings and subheadings to break up long content. Keep it organized and easy to read.
And when you’re finished writing your fantastic article, make sure those search engines know how to find your new great content! You put a lot of work into it, so make sure it’s easy to find. Update your meta information and optimize your content for snippets.
3) Content Promotion in 2019
You’ve produced some beautiful content, now it’s time to promote the heck out of it. Make sure it’s easy to find on your site. Don’t bury it – I can’t tell you how many times companies claimed to be focused on SEO, but then they buried their blog or articles.
If you already have social media followers who trust you as an expert in your field of content, leverage that. If you’re just starting out, Content Marketing can be a great way to show the Internet what you know.
Get links from your emails into your new content. Not only do you get strong links in, you also keep your email marketing fresh and engaging.
as Part of a Larger
Digital Marketing Strategy
And these points segue into the broader conversation of Digital Marketing Strategy. Understand how Content Marketing fits in and how to use it to tell your story. Don’t think “business post,” think feature film, with plots intertwining and you at the center. Don’t just have one great piece of content. Craft a complete strategy. Give each piece of content purpose to aid your search rankings, to tell your story, and to help you promote your business.
Always keep your users finding value in some fresh piece of content you create for them. And as your followers read your writing and click your links, your site will flourish and rise up in Search results.