Delivering the best content, which is going to serve the requirements of both the present as well as potential customers, is one of the most important considerations of most professional SEO marketers, especially with all the new algorithms that have been released. However, it can sound easy in theory but while practicing, it can be rather challenging. Most of the SEO professionals believe that they have the best content strategy just because they are using ideal keywords. However, the issue associated with using keywords for driving content strategy is that all the requirements of the customers are not captured. According to www.forbes.com, having content marketing strategies are essential for a perfect site.
Apart from that, keyword research has been tempting most of the businesses to create content, which has no connection with their brand. It can help in increasing your organic traffic but they are not going to be converting customers. Therefore, you need to concentrate on various other important strategies as well. Firstly, you have to consider the following:
- Who your audience is?
- What are the requirements and pain points?
- What are the kinds of content that your customers are looking for?
- What is the unique expertise that your brand offers?
- How can the expertise be matched with the requirements of the audience?
Next, you need to consider all the strategies that have been listed below to boost search engine optimization.
Set the goals
You need to ensure that you are starting from the end. This means that you have to consider everything that you are interested in accomplishing, understand whether you are interested in increasing your sales, etc. Make sure that you are documenting all these goals. This will help in understanding the kind of content that you are interested in creating and what calls-to-action you should have.
Identify the primary audience
The next and most important step that you have to do is identify the customers that you are going to target with the help of your content. There are different kinds of people who will help you with this process within your organization itself. You need to ensure that you are having a conversation with the following teams:
- Customer service
- Technical support
- Product management
- Product marketing
- Social media marketing
These people are responsible for interacting with your customers. Therefore, it is your responsibility to unfold what the customers are constantly struggling with and what is the type of content that you should be creating for solving their issues. You can also research by going through social media and searching forums. You are going to identify your primary audience along with the grievances that they have if you are doing it properly.
Determining the unique expertise of your brand
You need to make sure that you are digging deeper and finding out everything responsible for making your brand unique and helping it to stand out from the competitors. It is not going to be only the service or product that you are offering. You need to think regarding your subject matter experts and how they are responsible for contributing to your organization. You can also consider how the products are being developed.
This process can indeed seem boring but it is a valuable process. Once you understand the expertise of your brand, it will be easy for you to impress your customers and also help the search engines to move you up the ranks.
Develop ideal content topics
Once you are done with the steps that have been mentioned above, you have to consider brainstorming the topics. Since you already understand your audience and the issues that need addressing, it is not going to be a difficult job for you to create content. You will ultimately end up with topics that your customers are going to care about. Make sure that you are involving people from your organization to be a part of this so that you get only the best possible topics that will help you to gain a higher rank in the search engines without any hassle.
Conduct keyword research
As soon as the list of topics is ready, you have to consider diving into keyword research and find out the ideal keyword targets around all the content topics. Several good tools can help you with keyword research. Some important tools include:
- Moz Keyword Explorer
Create an editorial calendar
Based on the findings of your keyword research, you have to develop an appropriate editorial calendar for the content. Ensure that you are including the keyword targets especially if you have hired someone else for developing the content. Doing it perfectly will also help you to gain motivated seller leads, which will be beneficial for your business!
Determine how you can measure success
As soon as you have an idea about the type of content that you will be creating, you have to figure out how you are going to measure your success. You need to ensure that you are focusing on lead generation. You can focus on the leads that you are getting on your gated content along with the conversions that your business is making. If you find any problem, you need to understand why your content is not performing as it should be and make the necessary amendments and tweaks for fixing the problem.
As soon as all the pieces are ready, you have to concentrate on creating the content beautifully and strategically. This can seem extremely fun, which it is, but you also have to understand that this process can be extremely daunting. You need to be extra careful when you are creating content. When you have the content tilt on your mind along with the proper keyword research, the creation of content is not going to be much of a tedious task. Ensure that the content that you are creating is capable of attracting the attention of readers as well as potential customers, which will help you to gain a high rank in the search engines.
Content strategy is extremely important if you want to gain a high rank in the search engines with the help of the content that you are creating. Ensure that you are following all the tips that have been mentioned above so that you can do it perfectly.