There are two fundamentals of digital marketing that simply cannot work without each other. Do you know what these are? Well, judging by the fact that you’ve come on to this article, it’s safe to say you have a rough idea.
SEO and content go hand in hand in order to create a strong content marketing strategy, and if you lack one of the aspects, then you’ll be missing out on a lot of potentials.
If you’re wondering why these two elements are so important to one another, then you’ll be pleased to know that the answer is pretty simple. Google needs to know exactly what you are trying to rank for, and complications in your content are going to have a negative impact on the success of your marketing campaign.
With plenty of experience working in a digital marketing agency, my team and I have put together some top tips that’ll ensure you reap all the benefits of a strong content marketing strategy.
Know the Ins and Outs of Your Target Audience
The most important thing to do before you even begin a strategy is research. Take as much time as you need with this, as the research you carry out will have a huge impact on how the rest of your campaign shapes up.
All content marketing strategies start with your target audience in mind. At the end of the day, your content is there to achieve a goal, and without engaging your audience, you aren’t going to achieve said goal.
Learning the ins and outs of your target audience means understanding their behaviour, their likes, dislikes, motivators and preferences. All of these traits will help you to build a tone for your campaign, as well as helping you understand how/when to deliver the content.
Your reader needs to feel engaged with your content; they need to feel like they are the only reader in the world.
Simply put, building a relationship with your audience through content is key, so you need to know what’ll tick all the right boxes for them.
Realistic Goals Are Great Motivators
So, you’ve got an audience in mind, great! Your next step will be to create a clear plan of the goals you want to achieve with your content marketing strategy. These goals are going to be completely tailored to your campaign, however, some obvious examples could be ‘to increase the number of sales over the next 6 months’ or ‘increase traffic levels by 300%’.
Whatever your goals may be, they’ll have the same level of importance. Goals are clear motivators that will keep your team on track and heading in the right direction – the last thing you want is to go off on a tangent, forgetting why you started the content campaign in the first place. Not only this, but clear goals act as a perfect starting point for the creation stage of your campaign.
As marketers, it can be very easy to focus strongly on the keywords you want to implement when creating a piece of content. Although an important factor, it should not be the only thing to consider, as this soon creates content which makes absolutely no sense and will be an instant red flag with Google.
This is why topic creation is so important, and luckily, it’s very straightforward if you’ve already taken the first two steps into account. Whenever a topic comes to mind, note it down. You’ll gradually begin to make a list of worthy topics that will generate high levels of engagement.
One tip to keep in mind is to make sure your topic ideas are short and snappy – and implement one of your keywords in it! This’ll help Google place your content and, as a result, help users find it.
Finding ideas can be tricky, and you shouldn’t see using a tool as ‘cheating’. There are so many excellent tools used by content marketers all around the globe, Buzzsumo being a favourite.
Analysing what topics work well will help you understand what is needed to reach the largest audience. I’ve left an example below. With trending topics and stats right at my fingertips from simply searching ‘content marketing’, I’m ready for my next campaign based on that topic!
Don’t worry; I was getting to this bit! Keyword research, the part us marketers all know and (sometimes) love. Keyword research is a crucial part of literally any SEO campaign, so it needs to be thought about carefully when implementing into your content. If you’re working on E-commerce SEO, then you’ll have to concentrate even harder on this.
Once you’re happy with your topic ideas, the next step is to find well-suited long-tail keywords that relate to your content. You’ve already mastered the quality of your content (a converting factor), but your keyword research will help it to rank. A popular tool used for keyword research is SEMrush, but there are plenty of other tools like KWFinder that do a great job, too.
I’ve used SEMrush as an example below to show you how many keyword variations I can get in an instant from simply typing in ‘content marketing’. Simple, right?
With these 4 golden rules, creating a content marketing strategy with SEO in mind will be a piece of cake. Now you’ll be able to keep up with Google’s demand for fresh content (keep organised with this) and have an extraordinary campaign time and time again!