Content performance, SEO standards, and brand marketing are three themes at the centre of what it takes for a website to be successful in today’s online marketplace.
These 14 ways to maximize success in SEO and content marketing build on basic tenants of online website development, optimizing them for the current landscape of consumers.
Remember to employ these as you build your content base, optimizing constantly for maximum ROI.
Understand your Target Market
Most entrepreneurs and companies think that they ‘know their audience’. The ability to know one’s audience however should be an ongoing exercise. Every company should be evaluating regularly key information on who their customers are, such as identifying where they browse online, what their intent is when performing searches, and how they engage your brand on social media.
Perform relevant Topical Research
You need to truly scope out your competition within your industry. When placed versus another brand, blogger, influencer etc you are competing for clicks and customers. Identifying the gaps that are not being covered in the marketplace by your competitors and studying similar companies’ marketing can help identify opportunities to craft engaging content.
Optimize your Content Format
Choose wisely how you build content. Any type of content you publish should incorporate social media-friendly images, YouTube video clips, and embedded media – depending on what your audience’s interests are and who you are targeting. How you publish content on Twitter is also going to be different than how you approach it for Instagram. Know what content works.
Choose the Right Metrics
KPIs display a business’s success and failures but to do that, you need to be reading the right KPIs. Traffic to a website, quality of leads, social media shares, time spent on a given site, and conversion rate are among the top metrics used by marketing experts to determine how successful a piece of content will be.
SEO needs To Be at the Centre
Building content should be driven by search engine optimization – that is, the need to improve visibility on search engines and to heighten consumer engagement, time spent on site, sharing, and conversion rates. Readability standards need to be considered, and meta descriptions, sub-headings, title tags, photos, and texts all need to be in accordance with ongoing SEO standards.
Automation is a Must
A system for the automation of your content should include reports to identify how the content you publish (every single post) is performing. Then, you’ll be able to know what you should focus on
Through automation, routine tasks can be made far easier to manage, allowing you to invest attention in more high-impact responsibilities and large-scale business goals.
Empower Content Creators
Content creation always needs to be balanced with some SEO support. In order for any piece of content to do its best, that content needs to be technically crafted and optimized for online deployment.
Technical SEO factors that affect a content’s ability to rank includes site structure and hierarchy, meta data, mobile readiness, internal linking, site speed, and coding errors.
Be ready to Activate across Many Networks
Content needs to be ready to be used across multiple channels, including search engines and social media. Twitter, Facebook, LinkedIn, Pinterest, YouTube, Google+ and Instagram all have unique ways of highlighting and delivering content. Gain a thorough understanding of which platforms appeal to your audience and which are attracted to and value your content the most.
Experiment with Social Media Advertising
Run low-cost minimums on social media channels like Facebook, targeting different types of audience. See where your content does best and which types of audiences are converting. Change your content promotion budget accordingly based on your results.
Paid Promotion to Connect with Outside Audiences
Syndicate content and invest in paid promotion outside of your usual network circle. Syndication takes content already published and re-publishes it elsewhere. Among the opportunities to browse, take a look at Outbrain, Taboola, Zemanta, and other sites that might be able to help.
According to a 2015 study, 86 percent of consumers wish to receive monthly emails (at the minimum) from companies they interact with. Collecting emails and optimizing content delivery through this method combined with a clear, precise call to action can assist in bringing consumers back to your site.
Turn a Profit with your Content
Define what action you’d like your readers to carry out after consuming your content. Identify which conversion pages are working best. Note where the high quality leads are coming from.
Incorporate components supporting numerous Business Functions
Multi-dimensional content should include elements that are the mark of an authoritative brand, provide info about a product/service, promote consumer engagement, and that fixates on other targets accordingly. Some companies incorporate testimonials, author personas, and share employee and executive bios to garner further interest from consumers seeking to engage with your brand.
Regular Management and the Optimization of your Content
Improving ROI requires you to know how content is performing. Each post is a chance to heighten regular traffic and to generate more and better leads. SEO standards change and your content should be modified accordingly. When Google comes out with a new update, evaluate your catalogue of content to ensure it is optimized for today’s standards of search engine optimization.