Content marketing the right way is an efficient and cost-effective method of building brand awareness, establishing trust with the target audience, and acquiring new customers. When developed and executed appropriately, content marketing boosts web traffic to a business site, increases social following, and improves organic search rankings. Even the best content can lose its meaning without a proper execution plan from professional content marketing services.
Content marketing is all about using valuable and relevant content to gain and retain visitors, finally turning them into buying customers. It must have an overview plan for every content piece regarding the business. Here are the five simple steps to scale content marketing to drive web traffic and improve organic search rankings.
- Setting Goals Strategically
Setting goals is the most crucial step in turning an invisible site into a top-ranking one. To know which strategy works for a brand, a content marketing company maps out an overview of the current strategy, establishes ROI targets, and outlines a direction for business growth. Common goals include increasing web traffic, attracting new customers, converting leads to buyers, gaining authority and influence, and increasing visibility on search engines.
Measuring these goals confirms the long-term effectiveness of the content marketing strategy. Tools like Google Analytics help measure critical metrics, including top viewed web pages and web traffic. With this valuable data, a company will know which content marketing strategy works best for them. Accordingly, they can revise their approach to progress.
- Understanding the Audience
Once the goals are set, the next step is to understand the target audience. After all, a customer makes a purchasing decision based on whether the marketing content is helpful and valuable or not. Therefore, the best SEO services keep their target customers in mind while creating content. Otherwise, they may fail at making the content accessible to the target customers. If the content resonates with the customers, they will likely buy from the company.
Social media sites and web analytics are reliable data sources that help a marketing agency understand audience interests, income, education, demographics, etc. Accordingly, they can collect data and plan topics suitable to their interests. Understanding the audience helps craft the right content that hits them directly.
- Streamlining the Content Process
The content marketing process can be divided into three stages: the awareness stage, the evaluation stage, and the purchase stage. People find information about the product in the first stage, make their buying decision in the second stage, and finalise the purchase in the third stage. The best experts offering content marketing services keep these stages in mind while creating content. They create blogs, product guides, social posts, research studies, and other relevant content designed for customers in these stages. They have key team members to write and edit content accordingly.
- Distributing the Content Effectively
Content marketing is not limited to creating high-quality content pieces for the target audience. The marketing agency also distributes and promotes it through the proper channels. If they do not distribute the content effectively, it will never reach the target audience, leading to ROI target failure.
Creating an email list to reach out to the audience via email is an effective method of acquiring customers. The content should include CTA buttons, pop-up images, and sliders on the website landing pages. Sending out pop-up surveys and adding email captures in blog posts are efficient methods of re-engaging inactive subscribers. The content distribution also includes creating subscription models for premium content, sending out weekly newsletters, and offering special discounts and coupons. Posting content on social media establishes a brand presence and attracts a bigger audience pool.
- Optimising Content for SEO
Search engine optimisation and content marketing services often stay intertwined to generate results and drive organic traffic. Once the content is ready for distribution, SEO helps increase its visibility in search engines. It helps a site rank higher on SERPs and engages the target audience looking for it. As more audiences share the content with their network, it drives traffic to the site and creates more engagement. With more engagement on the site, search engines recognise it as valuable and relevant to the users.
It may take some time before the content marketing plan takes effect. Nevertheless, it helps build brand identity and win the confidence of the target audience. However, it’s crucial to review the strategy constantly to keep it up-to-date, engaging, and innovative. Make sure to use this 5-steps guide to develop a content marketing strategy and drive business growth with organic traffic.