What Is Content Marketing For SEO: Follow Our Article Below To Find Out How To Drive Social Traffic To Your Blog
If you're creating content or you want to create content, you need a good strategy. In this article I'm gonna show you exactly what you need to do to start.
Content. More specifically, content marketing. You've heard of it before. We talk about it all the time. It is what's most relevant and important to give brand awareness, sales revenue, increase your pipeline and everything around it and everything around that.
If you don't have a strategy though, you're gonna produce a piece of content, you're gonna put it out there, it's not gonna get the views, it's not gonna do what you expect it to do with your revenue and brand awareness, and then you're gonna be not as likely to push forward with anymore content and just throw that strategy in the garbage.
What is SEO traffic and content marketing? We're gonna go through the first three steps of it in this article and lay out the best strategy so you can get the success faster and struggle less with your content creation.
Step 1: The first thing you're gonna start with is the why.
Why are you creating content? Why are you gonna put the effort, the money into doing it?
You've got to have a strategy behind the why otherwise you're not gonna want to do it. So looking at the why, we're gonna break it down into three main categories.
It's either gonna be for SEO, it's gonna be for brand awareness, or it's gonna be for some sort of advertising.
Looking at it from an SEO standpoint, the why would you want to create content for SEO is that's the way that you're gonna get new traffic to your site with new keywords, new trends, new themes that you're gonna want to go after.
Whatever your site is currently set up as for optimization for your on page and off page SEO, it's going after these themes and phrases that you've set up from the beginning based on your business at that point.
But if you want to go long tail keywords, if you want to go to something with a new trend, if you want to dive deeper into a specific service or a product or anything like that, then you're gonna want to create content, a lot of content around it because that's gonna be the support at the foundation of your overall SEO plan.
If you look at your SEO like a pyramid with your main keyword theme and phrase at the top, then the supporting foundation is gonna be all of those blog posts and all of that content. From an SEO standpoint, it's extremely important to create content.
You're showing Google that you're creating content. You're showing Google you're a subject matter expert. Now you have tens of thousands of words or videos, tens of hundreds of minutes of videos of content talking about specific subjects, which from a Google standpoint, is gonna be like, "This guy or this girl, this business, they know what they're doing. Let's keep boosting them up," and it's just gonna keep increasing your rankings.
Now if you have your SEO set up properly in the beginning before you go heavy into content, then it's gonna make it that much faster and better for your main themes and keyword phrases to increase. That's the why behind the SEO. People have been talking about this for years.
You have to do it strictly from an SEO standpoint, even if you do the basic things like what is this or how does this work. It's not anything that's gonna provide a ton of value, but it's gonna show Google that you know things and those are gonna be high searched phrases to push you up the rankings.
The next one's gonna be brand awareness. You want to be viewed as a subject matter expert to your target demographic just like you do to Google, so it's the same type of mindset, it's the same type of strategy that you're gonna have. It's gonna be brand awareness.
You need to pump out content. There's so much noise on all the platforms, in all the social networks, emails and the internet in general, there's so much noise there, the person that's producing the most content is gonna get the most attention and you're fighting for those positions against everybody else.
From a brand awareness standpoint, you want to be a subject matter expert and you're trying to beat out the noise. So you have to pump out as much content as possible.
From an advertising standpoint, why would you want to create content for advertising? That is the only way that you're gonna be able to put an advertisement piece in front of somebody regardless of what the platform is and you need a piece of content to put in front of them to entice them to click into whatever you're trying to do, whether it's going to a landing page, whether it's going to your website, whether it's to watch a video, do some sort of squeeze page or read a white paper, whatever it is, you need something to put out there in front of them and that's gonna be a piece of content.
You're not just gonna say, "Hey, we're cool and this is why." You need some piece of content for that advertising campaign and it has to be relevant.
Step 2: So now you've got the why down, we've got to look at the what.
What are you actually going to create and what is gonna be the most effective for your target demographic and what you guys do?
Breaking these down, you've got the written word which is gonna be blogs and articles, you've got audio with podcasts, you've got video to put out there on advertisements and things like that, and then you've got the branded graphics or some sort of graphic image.
Looking at the blogs first, whether you call them a blog, an article, a white paper, put them in your news section, regardless of what you're calling it, you're talking about written words. The importance and the reason why you want to do this is that some people out there, and it's a ton of them, still like to read content. If that's what you're good at, then you need to write content for it.
Just because you want to do video because it offers more engagement doesn't mean that you should. It's not meant for everybody. It's the same thing with people that are making videos, they don't like to write nor are they good at it, they should not then go and write blog articles and white papers and case studies. Looking at the blog, it's extremely important, it's something that somebody can read passively. You want to create that so that way they can take it with them on the go, they can read it in between things, it's not something they have to pay attention to live, real time, and just view it, they can come back to it, pick it up where they left off. The next one's gonna be on the podcast. Podcasts have been around forever and increasing their level of activity and engagement from the community in something where it's more of a passive listening experience to where you can turn on the vlog, lock your phone, cut the grass, do the dishes, do whatever you want, go about your day, go for a run, in your car, and you don't have to pay attention to it like you do a blog or watch something like you do a video.
Podcasts are great if you have the setup, if you have topics, if you have people that you could bring into it, if there's another personality you could bring, podcasts are great for that. They're gonna continue to increase their popularity. They've kind of gone up and down over the last few years whilst video's increase, but you want to take a look at that if you are comfortable doing that type of podcast. The video side, you can get into it cheap with just your phone. Video is the most engaging format in 2019. It was at the end of 2018, it's gonna continue to fight in my opinion with audio and the podcast side as YouTube keeps pushing out and gets bigger and bigger. It is the number two search engine, so video, you can start off cheap or you can go fancy with it, but video is gonna get the most engagement.
The last one is gonna be branded graphics. Branded graphics or graphics in general is just gonna be a static image with words on it. This is something that you still need to do, however, and it is the least effective at times depending on the platform. This is something that you wouldn't be able to do the best if you don't have a creative department or an agency doing it for you. These are things that you can throw out for advertising, not so much for SEO but you can put behind them, but this is something for brand awareness, you can throw these out easily, you can do a ton of them and get that information out there about your brand.
Now that we've gone over why you're making content, what you're gonna be making, let's talk about who are you making this content for? I look at this as one of two categories. Either this is somebody that you're eventually either now or in the future trying to sell to, or this is somebody that you're not necessarily trying to sell to, you're just trying to get brand awareness or company exposure to.
From a prospect standpoint, sales standpoint, you've got to look at the target demographic of what are their titles, their functions, what's the persona, the buyer persona behind it and go through that process to really understand this who it is you're going after. They're gonna want a specific type of content. There's gonna be things that work better than others which go into the creative, but you have to identify that first. It's a lot different if you're making this for a Fortune 500 company versus a Fortune 1000 company or Fortune 100 company in different types of personas of departments.
You need to fit your creative behind that, so going through the process and mapping it out and being mindful of who is this gonna be basically driven towards? And thinking also one step ahead, what do I want them to do at the end of this? Do I want them to go someplace and get into more of a transactional sales role?
Do I want them just to consume the content and just know about the brand because I'm gonna keep hitting them with more and more content? You have to think about that first. From a non-sales standpoint, from a non-prospect, just looking at brand awareness and building that company brand out there, this is where you can look into it from a media standpoint? Is it producing content for employees to like and share and feel proud of?
That side of it is gonna be less focused on ... you want them to do something specifically that's gonna be transactional that can affect your bottom line. But if you're producing content for people that could eventually come back around because they know somebody that knows somebody and they've got some outlet and then they can push it out through that avenue, or if they're gonna bring you into a speaking event or bring you in to a trade show or think that you're a subject matter expert and they're a publishing company and they do the magazine for your local trade or your industry, producing content that's driven towards them is gonna make them more likely to come to you and say, "Hey, can you produce some content on this platform? I'm gonna push it out there," which then goes back to sales because it will see your target demographic.
So it's all full circle with the exception of the employees aspect, but looking at those two main categories of who you're going after with this content, looking at the demographic and the persona behind it, is gonna make it a lot more easier when you get into the creative and the how's, which we'll cover later - how exactly are you gonna do this and when are you gonna do it - and that will make it a lot easier and more efficient if you cover these areas first.
So, we have covered why you're going to be making content, what you're actually going to be making and who should you be targeting and making it for.
Step 3: So now, we're going to go into the where you're going to be making this content for.
There's a different strategy and a different tactic which should be used depending on where this content is going to be produced. If you look at it from the standpoint of two main categories, one of them's going to be your website whilst the other one's going to be primarily for social.
Now, social can be used as a distribution source from your website, as can email marketing, but you're going to want to create more native content to those platforms that's going to fit with the mindset that people are in and the platform themselves.
So from a website standpoint, any articles you have, case studies, any sort of blog-type topics, you're going to want to post those into either a news drop-down, a resource drop-down, a content drop-down, and then you're going to also want to make any of the videos that you make ...
You want to put those on your site in a blog-type format for SCO reasons. Now on the social side of it, you can just link out and once you post it to the site, share that out through social, but you have to pay attention to the aspect ratio of the video, how things are linked, is it pulling in an image, what's it going to look like, because Facebook, Instagram, Twitter, LinkedIn all show those things differently.
A common mistake we see with a lot of businesses is that they're just using them as distribution sources, and when you look at their feed, you can see that the image or the video is this big, when they've got borders on the side because it's not optimized for that.
So you have to really think about where you're going to be posting this, and what the native platform is that it's going to be on before you even create it, because that's going to change your creative strategy. It might even change the type of video that you're going to do.
But going through that process and determining ... Okay, we know who we're creating it for. We know why we're creating it, and we know what we're going to actually create, but then when you get down to the part where you're talking about where you're going to post it, that may change though what you're going to create, depending on where it's going to be posted to.
So think about that process before you get into the creative and lock that in, and it's going to be a much more effective strategy. So when you're looking at it from a social standpoint, the type of content and the type of things you're going to post on Facebook are going to be more geared to that demographic, and it's going to be more cultural-based ... you know, for employees, for them to share that content. Possibly some advertising, depending on what you're doing with your product or service.
From an Instagram standpoint, you're looking at images. Things that are cool. Things that are trendy. That's what lives on that platform. It's going to be less about articles. It's more about imagery and videos, and then also the format of that aspect ratio's going to be different. Whereas LinkedIn, you can get a little bit more focused around business. You can post any article, any video. Just make sure that it fills up the screen.
That's the most important aspect of the LinkedIn side, but think about what is the mindset of the people on those platforms, and think about what gets the most trend on each one, and then do your creative based on that.
Now let's look at the when. When should you start doing this? You should have already been doing this. This content marketing has been around for a while, but really picked up the pace over the last 12 to 18 months. If you haven't started yet, then start today.
This does not have to be something that you plan out over months and months and months, and wait for all this, whether it's resources, equipment, anything like that. You can start today. You should have started yesterday, and you really need to accept that this is an important aspect and just jump right into it. At the end of the day, it's not about the quality of the content that you create. You're looking at it from a brand awareness standpoint.
Not everybody's going to read every word you write. Not everybody's going to watch every minute of your video or look at every single post that you make, but it's all about taking the noise of the market and the industry, whether it's through search or through social. It's so noisy out there. You're trying to standout amongst that, so you have to be consistent and repeatable with the quantity of content that you're going to produce, which is then going to show the algorithm that you're doing it on a consistent basis, which then plays in your favor. So focus on the quantity, not the quality.
If you're a perfectionist, this will be your hamstring. This will be your achilles heel. You will not produce as much content because you're going to be worried about how good is the quality. So forget that for a moment. Just focus on quantity and start pumping it out as fast as possible. The only bad content is no content. So when you're looking at it from a timeframe standpoint, especially on distribution and when you're going to put this out, each social platform has their timeframes that are most optimized and best for that environment.
You have to think about it from a social standpoint, when people are on LinkedIn versus Facebook, Instagram, you have to look at their day and understand what is the mindset that they're in from AM until later at night. More than likely, from a B2B standpoint and just business in general, they're going to be more focused on LinkedIn in the morning commute, then lunch, and then the evening commute, and then also sporadically throughout the day.
Whereas Facebook and Instagram has their highest users at night, because people are more readily available with spot check-ins throughout the day. You can use social platforms like Hootsuite or Sprout Social where they can recommend times based on what they see globally with users. That's going to be the best way to do it. But just think about that mindset when you're posting this content.
As long as yout start posting. Maybe you post like, 7 AM, 8 AM every single day, and that's the time that you're going to do it ... That's better than not doing it at all. So look at it from a two-step standpoint. Start posting it, but then you want to try to optimize it by looking at the timeframe that is most optimized for how you're going to post that content.
So now we're going to look at the last part which is the how. How are you going to create this content? You've got the strategy. You know you want to do something, but how are you going to actually pull together all the resources or the time to do it? You have to look at it from two standpoints.
Either you have the time to do it, or you have the money to pay somebody else to do it. Either you have the resources available from a platform standpoint with your website, or you don't. If you don't have a website, as an individual, you can post it on LinkedIn and just basically use their platform as a website for all your articles. You have to think of it from a resources standpoint.
The other option open for you is to hire an agency to do it for you. There's tons of agencies out there that can do this for you, create the content, manage your posting, do the video, and all that. It comes down to the budget. If you've got the money to hire somebody, then go down that path. If you don't have the money, then you have to have the resources internally.
But either way, don't let either one of those two things roadblock you from getting started and producing and distributing your content. You just have to go into it knowing that it's going to be one of those two things.
So hopefully this article has helped you out, either by improving your existing content marketing strategy, or starting one from scratch. If it did, and you got some value out of this, hit that like button. If you have questions, leave them in the comments below.