Content Marketing Institute defines content marketing as a “strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Besides, it can help your business generate new leads, increase brand awareness, as well as traffic to your site. Of course, this is all under the condition that content marketing is executed properly.
Therefore, follow these proven, actionable steps to help you create marketing that performs well and doubles your site traffic.
1. Create high-quality content
It all starts with quality content. An evergreen content that is a go-to place for everybody who is searching that kind of information. A content that provides more insights on the subject than the competition. A content that adds value to the readers’ life or business.
Find inspiration by researching your competitors, different forums and social media groups. Once you figure out what your audience needs, craft some how-to-articles, eBooks, case studies, infographics, reviews or other types of content.
Don’t forget to enrich it with original visuals that enhance the memorability and shareability of your content.
2. Target long tail keywords
Keywords are specific words or phrases that you include in your copy so that search engines can recommend your piece of content to the people who are looking for particular information.
Long tail keywords are precise phrases that may contain geographic information like “Latex mattress New York” or specific terms like “Cheap king size mattress.” These keywords are easy to rank for, and more importantly, customers that narrow their search with specific terms are more likely to buy your product.
3. Take advantage of internal links
Links are a great way to provide additional information to your readers and extend the time they spend on your website. For example, when a visitor reads a blog post about the benefits of double sided mattresses, it would be good to add a link with your contact information to simplify the purchase process.
However, don’t use too many internal links. Use them only to provide additional value and make the navigation easier.
4. Broken link approach
Broken links are the links on a site that no longer work, but they are also an excellent opportunity to promote your content and increase traffic. Practically, you need to find the web pages with broken links, reach out to the authors to inform them about that inconvenience and suggest replacing the content which isn’t available anymore with the one you’ve created.
Look for broken links with advanced search: your keyword + intitle:links or your keyword + inurl:links. Once you’ve found relevant prospects write an email to pitch your idea and contact the webmaster.
5. Use social media
When you’ve created original, useful content with valuable resources, it’s time to promote it on social media channels. However, don’t rush with this promotion if you don’t have these assets. Make sure you regularly blog to keep your visitors constantly engaged and have steady traffic increases.
Your social media fans have already shown interest in your business, therefore don’t miss this opportunity to stay in contact with your potential clients.
Educate them with your blog posts, share news about your product or services, and entertain them with funny pictures or memes. Just don’t forget to put your logo on this content to increase your brand awareness.
6. Analyse and enhance
Lisa Gordon, a content manager, suggests: “It’s crucial to analyse the performance of your content. A/B testing is an efficient tool to discover what type of content drives the most traffic. Test various elements of your content, such as a call to action buttons, headlines, photos, landing pages, and the list goes on. After finding out the most effective elements of your copy, you’ll get a secret formula for your winning content strategy.”
Constant analysis and testing allow you to keep track of your content efforts and take advantage of the room for improvement.
Now it’s time to start creating. Write useful content, enrich it with images and long tail keywords. Make sure you promote it and analyse your content marketing efforts to enhance your performance.