Content Marketing Make High Quality Content Designed To Engage New Buyers With The Right Message At The Right Time
- Work with the only SEMrush certified Content Agency in London
- A Marketing Agency based approach to using content in order to reach your marketing goals and grow your business
- (Point three)
reading time: 5 minutes
Why Content Marketing matters
The first paragraphs explaining the content marketing process should explain that in a high data world, even the performance of blog posts, individual website pages, and any other form of informative content that your business creates should be measured to understand how effective it is at achieving the marketing goals of your business.
Today’s world provides us with both more information than ever before (and growing), and also more and more people who seek out useful information to solve their problems. A good content strategy thereby helps you to organically generate more relevant visits to your website, from people who would be your ideal customers, although at this stage they may not be considering buying what you provide just yet.
Building goodwill with an audience like this is a long term strategy to create new business. Because at first, when someone comes to your site with a relevant question or problem that you can solve simply and easily via your website, that person then leaves with a good experience from interacting with your business.
But, this form of marketing should form one part of a wider marketing strategy in order to see efficient returns on your marketing budget.
Whilst content marketing builds an audience for your business of your ideal customers and clients, a good SEO strategy whilst creating content for marketing purposes is paramount, or else you will be talking to the wind through your content.
On top of this, following an SEO strategy to target people with more ‘buying intent’ (they were already wanting to buy from you or a business like yours, as shown by the words they searched) first makes sense if you are seeking to make sales from your content.
To add to this point, implementing an advertising campaign to bring more immediate returns is highly recommended if you are thinking about implementing a content strategy.
These different types of campaigns can be highly complementary to each other. As an example, after having someone come to your site through your content marketing, we can now advertise to them in other areas through a retargeting campaign, or ask them to join our mailing list so that we can contact them again with more useful information and offers in the future, without having to pay advertising costs to reach them.
Your SEO also improves as a result of good content marketing. By ranking higher in Google for other keywords and building more trust with the search engine, it makes it easier for your site to rank for harder keywords, which your competitors may also be focusing on. In other words, it makes you more competitive.
Whilst we work closely with all of our clients engaged in this content marketing process, because it is something more geared around creative content rather than numbers and optimisation, we often advise clients to instead take their content creation in house, as they would benefit more in terms of the voice of any articles if it was written by someone already hired by their business internally.
We are happy to advise on this in any consultation with you – please refer to our ‘hire us’ page if you wish for us to give advice on how you should specifically implement a content marketing strategy in your business.
Here is the content marketing strategy by which you can consistently create high quality content for your ideal customers and clients to find out about your business and increase your brand awareness with them, as they consume useful and helpful information from your business.
The Content Marketing Process: (this part could be a table of contents:)
- Define Target Audience
- Content Research
- Keyword Research
- Topic Research
- Content Creation
- Content Distribution
- Content Performance Tracking
Define Target Audience
Not all traffic is created equal. At Social Revenue, we believe that content marketing for the sake of solely increasing traffic is misinformed. This means that just because people are searching for a term online, and you could potentially rank your website for it, does not mean that this is a good idea.
This is because it may be wholly unrelated to what your business provides as a product or service. Having an audience who are not interested at all in what your business provides does not result in any meaningful business growth. To do so would turn traffic into a vanity metric – you couldn’t look at the traffic of your site and be able to conclude anything reasonable if you took such an approach.
(With that said, ranking your site for terms unrelated to what your business provided used to be a tactic used to increase traffic. But, Google have recently updated their algorithm to combat this – meaning we now advise you even stronger to avoid it completely – because Google penalises it!)
So, to begin with, it is paramount that we clearly define who are target audience is for the products and services we wish to sell in the long run using content marketing. This helps everyone involved in the process to ensure that all content created speaks directly to the defined target audience.
If you want help to define your target audience, we have a free worksheet which you can download here and use to clearly pinpoint who your content marketing will be targeting – a gift from us to you.
With the target audience clearly defined, the next step becomes understanding what questions that audience has. If you were to try and do this without any data to inform your decision on what topics to discover, your content marketing will merely become guesswork.
Which is why it is incredibly important to use a tool such as SEMrush (of whom we are certified agency partners) to be able to use current search data to find out exactly what your target audience are searching for, and in what kind of numbers.
This starts the process of ensuring that we are clearly informed as to what problems our target audience turns to search engines to solve, and thereby where we can position ourselves to have them come to our website and have a good experience of having their problem solved.
This in turn, breaks down into two subsections of content research:
- Keyword Research
For initial research, we use a tool called Keywords Everywhere to quickly and efficiently find what keywords are receiving worthwhile amounts of search traffic in order for us to pursue it. But, this on it’s own would not be enough data to then start writing the content. We still must make sure that the keywords we initially find past the stress tests from the next tools we use.
So then, we take this data and put it into the Keyword Magic Tool, as found in SEMrush. There, we get a list of top keywords related to the search. This helps us to know if there are other related keywords that have words to the same effect of the ones we first found, and then put them in a list, grouped by each topic for a potential article or other piece of content.
With the Keyword Magic Tool, we can also find question-based keywords that are related to our original keyword. This way, we can know exactly what our target audience is asking, and in turn boost the amount of relevant traffic that comes to your website. On top of this,
- Topic Research
Now that we know what keywords are relevant to our content marketing strategy thanks to the research we have undertaken, the next step in the process we follow is to find out how to make the content more appealing by finding specific topics, subtopics, and headlines that will resonate with the target audience.
Once more, we turn to SEMrush when we research this – the data from the Topic Research tool is extremely valuable when it comes to finding out what kind of topics work best to get the content noticed, what topics may be missing from existing research, and what has already been done by competitors in the same space.
This helps us to find headlines and content ideas that are fully informed by data – because we can see how well other pieces of content are performing from other websites, and use that information to ensure that yours both satisfies the user who is making the search, and also is created to better standards than that of competitors.
Now that we know who we are writing to, what we should be writing about, and what kinds of headlines and topics should be covered in order to keep the person we are writing to happy with the result, it is now time to start writing.
We follow a process here by which all content is graded for containing the target keywords and other recommended keywords to get better SEO results with the content, alongside being graded on readability, originality, and tone of voice, to ensure that the content created both reads well and is suitable for search engines.
After the content has been written and fits all guidelines, we then show the content to you, so that you can be safe in the knowledge that what is going to be published in your name fits your brand image.
With the high quality content now created and approved, it is time to release it to the public. At this stage in the process, it is not enough to just release the new content with no other fanfare or announcements.
It takes time for SEO to take hold and start showing desirable results – when your content is first released, it is highly unlikely to get any organic search traffic right away. What you have created with this process is long term assets that are designed to conservatively provide returns (in terms of relevant traffic) over the next months and years.
So, once the content is first published, a proper distribution approach includes promotion on social media platforms, posting on external media channels, and acquiring backlinks. The backlinks are the most important of the three – whether you include social media or not in your distribution is entirely up to you.
The reason that backlinks are so key is because it signals to search engines that the content created and published is of high quality, and is relevant to what people want to see when they search the terms that we have optimised for. Backlinks are widely regarded to be the most important factor when it comes to having your content rank highly in search engines.
Content Performance Tracking
As all good digital marketing in the current age is data driven, this content marketing process would not be complete without measuring the performance of our content campaigns.
This allows both you and us to be able to identify the content that is performing best, as well as which pieces of content need to be improved in the future.
Once the content has been published, we then track the keyword ranking of that specific content, the number of backlinks that are linking to your content, and the number of times that content has been shared across all relevant channels. We also track the number of people who have come to your content from third party websites by using Google Analytics.
With that all done, we now have content that is designed to answer the most burning questions of your ideal customers, thereby building goodwill with them, positioning your brand favourably for future marketing and advertising campaigns. By measuring the results of such a process, you can know for certain how effective each piece of content is for your business specifically.
If you want to speak with us about implementing this process in your business for you, press the ‘contact us’ button, or go to ‘hire us’ in the top right corner.
Thanks for reading, and we hope you found this informative and useful.