October 18, 2021
Content marketing is an efficient method for businesses to engage new prospects, nurture leads, and upsell clients.
To create effective content, your business must speak directly to a buyer's needs and pain points and include SEO best practices to increase the likelihood the content will rank well in search engines and get in front of potential customers. When you create SEO-optimized content, you'll begin to see higher quality traffic, increased conversion rates, and drive more revenue.
Your business must write content for both readers and search engines. Relying too heavily on one aspect could detract from the other and reduce the overall effectiveness of your content marketing efforts.
For example, if you create a pillar page where improving SEO is the primary goal, that content should still offer significant value to the user. The page should answer the reader's question and satisfy their reason for coming to your site in the first place. Doing so will ideally drive them further down the marketing funnel and progress through the sales process.
When it comes to satisfying a reader's demands, it's essential to speak to their challenges and explain how your solution will help. Instead of speaking autobiographically about your business or products, create buyer-centric messaging that translates features into benefits and highlights how these will directly impact the reader.
While creating SEO-focused content is imperative, companies sometimes rush to rank highly and may attempt to "trick" Google to win favor. You should NEVER use methods like keyword stuffing, blog spamming, link wheels, mass paid linking, and article marketing.
Google scrutinizes elements such as low-quality links, overly optimized anchor text, content farms, duplicate content, and high bounce rates now more than ever.
While Google's SEO algorithms may be challenging to master, marketers need to think about the basics of human engagement when creating content. Website content should be useful, relevant, and maybe even funny or entertaining. While this list certainly isn't exhaustive, here are a few SEO best practices to keep in mind for your website:
While there isn't a magic formula for effective content marketing, following some of these SEO-best practices and understanding your customer's needs are two vital components for effective content marketing.
Image by Gerd Altmann from Pixabay.
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