Content Marketing Opportunities that Influence Search Performance


When asking about content marketing, there are some in the actual business who have sketchy ideas of what exactly that is, or how to define it. But that’s OK. If you’re in that category, you’re not alone. You may just be the only one brave enough to admit it, but you’re not alone.

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.” It is a strategy that makes traditional marketing tactics that much more antiquated.

But again, it’s OK if you’re unaware.

Now’s the time to learn.

Good marketers know you must adjust and adapt with the times, and when learning content marketing, the smarter business will understand that by providing relevant content to your current customers and potential consumers — rather than actually pitching the product in old-school fashion — you can help build your brand nationally and even globally.

How you are presenting your product can result in great search performance if you’re doing the right thing. The first step, obviously, is to present useful content to your target audience. After that, it becomes a task of finding the right the avenues via search performance to take advantage of successful content marketing.

First things first: Update what you’ve got!

Before anything, having the proper content is important. That’s an elementary to-do item.

From there, you want to make sure that the content on your existing page remains up to date. Instill in your mind that frequent updates must be made to all of the information on your pages.

This goes far beyond changing an inconspicuous fact or two. Review all sections and replace outdated content with accurate content. Rewrite paragraphs that may no longer be the “in” thing, whether that involves new marketing strategies or a new business strategy.

Treat an updated page as if it’s a brand new one. Make sure all of your old links are current — and then, don’t be afraid to add new links. Add research and important, factual information to your current content. And in these days of visual marketing and communication, the better the images and videos are, the better you’ll have a chance at keeping old customers interested and making new customers intrigued.

Have the proper tools ready to go

Now that you’ve made the proper adjustments, and after identifying what needs to be updated, it’s time to identify your top pages with the proper software. You must analyze your current rankings to know where you are and build toward where you can go.

In finding unique content marketing opportunities, a goal is to not only zero in on your most successful content but also have your content rank well via search engine optimization. Marketing Land talks about using Google Search Console (GSC), which will aid in the analysis of keywords associated with your individual pages. With GSC, you can check your clicks and impressions earned browsing Google.

Some other solid SEO tools that can assist, per Marketing Land, include Ahrefs, Moz and SEMrush. Ahrefs allows marketers to understand why competitors are highly ranked, and it assists in ways to outrank the competition. Moz provides marketing software as a service (SaaS) that will aid in keyword research, link building and page optimization. SEMrush sells online visibility software that can help with web traffic information, lead generation and other intelligence data.

Hold niche marketing as a priority

We’ll keep this final step short: As with any marketing project, it’s most important to know your audience. From traditional marketing to content marketing, that will never change.

Understanding niche marketing – which Alexa defines as “an advertising strategy that focuses on a unique target market” – brings together the old-school methods with the new-school methods. Researching how a target audience searches online and what they are searching is key in content marketing.

The best marketers will do a couple of things to be successful here. First, they must understand how audiences search for topics related in regards to their actual businesses. Second, they must know the jargon your company uses, as well as the jargon competitors use. It’s not uncommon for word usage to be that much of a difference-maker in search volume. Content optimization is critical here, and you must know the words your consumers are using.

Follow these three steps, and you should begin to see your content marketing numbers ascend. Good luck!

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