Let's say your business wants to invest more time and money in online marketing in order to bring in more clients or customers.
Most times, this process entails:
- Optimizing your website so it appears higher in search engine rankings through SEO and in local search optimization (LSO).
- Creating social media accounts and plans for making posts and interacting with potential client.
- Investing in paid advertising platforms you can use, such as Google AdWords, Bing Ads, and Facebook Ads.
One online marketing strategy that can have incredible results is content marketing — planning, creating, and promoting high-quality content specifically designed to attract people who are looking for the sort of help that your business can provide. Studies show that content marketing can produce as much as three times as many leads as paid ads.
Here's how you can reach more clients and generate more business with effective content marketing.
Step 1: Plan Your Content
The first step of your content marketing strategy is to research what content you plan to create. You shouldn't just take an idea that you think people will want to read; you want to back it up with research and data.
Start by brainstorming and researching topics for content. Write down all the types of products or services you offer and anything related to them.
Then, research your competitors' content using tools such as SEM Rush's Content Gap Analysis tool to find what topics, keywords, and content they rank for that your company doesn't. Add those topics and keywords to your list if they are relevant to your business.
Use content analytics and measurement tools such as BuzzSumo to see what content and titles have the most social shares online to determine the sort of content people tend to engage with.
Next, determine if those topics and keywords have significant search traffic. Use keyword research tools available, such as Moz's Keyword Explorer, SEMRush's Keyword Research tool, Ubersuggest, and others. When you're just getting started, however, we recommend you use Google Trends.
As a basic example, let's say you're in the business of selling luggage. Google Trends helps you find out what terms about this topic are searched for the most in a given country or state.
In the example below, "luggage" is the most-searched term for that type of product, which you can compare over time and by state to make sure you use the term with the most searches in your market area.
This is important because in Moz's 2018 study of ranking factors for SEO, the highest-ranked factor was "page-level keyword and content-based metrics."
You can figure out the exact type of content that has the best chance of success by researching topics, keywords, and content ideas that have a high volume of searches or that get the most social media sharing and likes
With this information, you can create content you know your potential clients and customers want when you create and promote it using this research.
This helps your content rank higher and get more clicks.
Step 2: Create the Content
Next, you need to actually create the content based on the topic and keyword research you've done.
Although it is important to create topics that are as specific as possible, it is a good idea to organize similar topics together to write much longer articles and posts for your content. A study from Neil Patel showed that posts that are 3,000 words or longer tend to get more traffic. The reason why is that you are likely catching many more people with the wide variety of keywords related to the topic(s) of the post.
Organize the structure of your content around your keywords and topics. Take your keyword with the highest amount of search traffic, and form your main heading, headline, or title around it.
Pick several other related keywords — that also get a lot of search traffic — that can form an organized structure, and make them your subheadings. Having keywords in your page title, H1 heading, and H2 subheadings is great SEO and will help your content rank higher in searches that include those keywords.
For each subheading or section, fill it with relevant and useful content that gives helpful tips, answers common questions, and generally helps people who search for the topics and keywords in your content.
When it makes sense, support your written content with visuals: a short video, an image, a graphic, or some kind of chart or graph that helps explain or illustrate the point your content is trying to make. A Quick Sprout study found that content gets 94% more views when it includes relevant images than content that has no visuals.
Creating quality content with a variety of keywords, a structure that is split up with subheadings, and visuals can better the chances of a successful post.
Step 3: Promote the Content
Once you publish your content, you can begin to promote it to generate more traffic and attract potential clients and customers.
Make sure that each of your posts links to other content on your site that is relevant to what people might want to read next, as effective internal linking can increase your organic traffic by 40%.
For example, if you write an article about the different types of roofing material to use for a house; if you have other articles about installing, maintaining, or repairing roofing, you should add links in the article where it makes sense. That way, people who are looking into the topic can easily find more of your content and increase the amount of page views each article gets.
With your internal linking set up, you can work on promoting the content to help generate more awareness for what you write about and to help establish your business and your website as an authority on the topic.
Create a strategy of sharing your content on your social media platforms.
Randomly posting the content to your accounts when you publish it isn't enough — you should share it at a frequency that makes sense, whether that is once a week, once a month, or once a year.
Test different headlines, post text, featured images, and the time (hour of the day, day of the week, etc.) that you publish the posts to determine the circumstances that earn the most engagement.
Facebook, for example, will show you the days of the week when the people who view and interact with your content are the most active, in addition to the hours of the day and what posts have the most engagement.
You'll soon figure out the most successful strategies for sharing content. To see how successful a post is, check your account's “Insights” features to show you what posts got the most clicks, likes, shares, and comments.
Finally, you can use proven link-building tactics to help the chances of your content receiving links from other people and websites.
If your content is of a good enough quality, you might be lucky enough for people to find and link to it themselves, which helps signal to search engines that your content is authoritative.
To get started, you can research relevant websites that are not competitors and try reaching out to them to see if they will link to your content. When you find a site, just make sure that it is relevant to your content and a high-quality and authoritative site.
Your rankings may actually decrease if you get backlinks from low-quality and spammy websites.
Successfully promoting your content helps it rank in search engines, collect more links to other reputable sources, and receive more views.
Great Content Marketing Is Evergreen
When your content marketing strategy is mature enough and when you have planned, created, and promoted your content for long enough, you will start to notice that it becomes a self-sustaining machine. The term we use is "evergreen" because it is always relevant, always ranks well, and always generates traffic to draw interested customers to your business.
You may have to occasionally update your content to make sure the facts and information are up-to-date.
It's important to know ahead of time that it can take a while to get to this point, but you shouldn't be discouraged if it seems like your content is not generating much traffic nor attracting clients within even the first few months.
Within 6 months or one year, you should start to see a steady or even sharp increase month-to-month. Until it gets to that point, however, the promotional tips above help generate traffic to get the ball rolling.
About the Author
Adam Steele is a builder of things, including agency and link building solution, Loganix, internet marketing agency The Magistrate, and among others, a Referral Spam Cleanup tool. He is always looking for a new hustle and eager to help others with their marketing and business-related questions.