Yes, page one ranking is still important, but the beauty of search now lies in the content of the searcher. Recent research by Content Marketing Institute and Marketing Profs finds 91% of B2B marketers use content marketing to effectively engage with their audience. The reason? Consumers trust content over advertising. But, they have to find you first. So what can you do to set yourself up for success?
Content Marketing How To: 5 Actionable Tactics to Improve Your SEO
1. A Web Content Strategy Matters
You wouldn’t build a house without first creating a blueprint, would you? So why create a blog without first developing a content strategy for the web? Start with the basics- identify the types of content that resonate with your audience, and provide actionable positioning of your brand. Timing, frequency, tone, relevancy, roles, responsibilities and structure all need to be given careful consideration and planning when you are developing out a web content strategy.
If you need help getting started, check out R2integrated's content strategy and development team.
2. Write More, but Don’t Write Crap
Yup, I said it. Don’t-write-crap. Consumers don't care about your latest balance sheet. They want you to solve a problem or answer a question with thoughtful content. At the end of the day, that is what it is all about. This will allow you to engage with your audience- operative word being “engage.” Don’t talk at. Talk to, and engage with them. Influence them with your content at every stage of the decision-making process and buying cycle.
3. Be Social, Yes Even on Google+
Unless you are living under a rock, you know the importance of Google+ from a SEO perspective. And while you know my feelings on Google+ in the social realm, I can’t deny the value it provides brands from an SEO perspective. It is a powerful content discovery engine- get your content out there.
4. Refresh or Revive Old Content
I don’t agree with some recent conversations around stale blog content. Yes Google will penalize you for old content on your site. And, while there is no value in having outdated industry content on your site, I don’t agree with completely removing it from your website. Part of your web content strategy should focus on reviving older content that still provides value. Dust it off, refresh it and provide some additional insights.
5. Guest Blogging: Tap Your Influencers & Advocates
I get it. Everyone is busy, and sitting down to write a thoughtful blog post peppered with strategic keywords takes time. You have loyal followers, brand advocates and partners. Why not tap them to share a moving or compelling story, share their product knowledge or experience, and help to promote your brand? As a marketer, this will also help you in solving the resource/bandwidth issue we all face and provide some extra SEO juice. We do it. Check out: 5 Opportunities to Increase Internal Links to Improve SEO, from our awesome partner Optify. Think about it.
Questions? Let's start the conversation below.