A content marketing strategy is no longer an option for businesses looking to stay ahead of the competition – it's a necessary part of any well-rounded SEO plan.
As easy as it would be, you can't just upload a blog post and then, maybe a YouTube video, and consider your marketing efforts done. There's so much more to creating a solid content foundation.
Fortunately, when you do, this content can do more than attract attention.
A solid foundation is key to giving your website the boost it needs to rank higher in search engine results pages. This means more eyes. More authority in your niche. More organic search traffic.
More conversions, sign-ups, and sales.
Understanding the logic and concepts is essential if you want to succeed. Through understanding and clarity, you can approach your content strategy with the right mindset of what you're trying to achieve and why.
With this in mind, here's everything you need to know when using a content marketing strategy that can help improve your website's SEO.
What Is a Content Marketing Strategy?
Let's start with the basics.
A content marketing strategy is planning how to use content effectively to engage customers, build relationships and promote products or services.
It's the process of planning what content you're focusing on, how you're going to create it, and how you'll distribute it to the masses.
All to achieve the goals you've set for yourself and your business.
If the content is a football game, your strategy is the coaching meetings leading up to the match, where you put all the players in their position while scribbling arrows on the whiteboard about what you're doing and when.
Your content strategy is your plan of action.
Why Do You Need a Content Marketing Strategy?
Content marketing effectively draws customers to you and your business by creating meaningful and informative content that keeps them interested.
With the right content, businesses can drive traffic to their website, increase their credibility and visibility, boost SEO rankings and enhance customer loyalty.
A good strategy should include a solid understanding of target audiences, objectives for each piece of content created, and a careful selection of channels in which it's distributed.
Ultimately, the goal is to turn potential leads into long-term customers through interesting pieces of valuable conversation starters that encourage engagement.
With this in mind, your content strategy helps a business create content relevant to its target audience, which can lead to more visitors, higher click-through rates, and improved rankings.
It's all well and good trying to shoot in the dark, churning out posts that you think will be a good idea, then posting while hoping for the best.
You might get a hit and a good ranking this way.
You might not.
The truth is, you're walking blind and don't know where you're going.
By organizing your strategy, you have a process in place and a direction to head.
You know what your business and content are focusing on. You know who your audience is, what your keywords are, and what angle you're taking. You're aware of your competition and understand what's been done and how you can improve.
Having a strategy keeps you ahead of the curve. A strategy ensures you're being proactive with your ventures and not just reactive to what everyone else is doing.
This is how you stand out from the crowd and get ahead.
Learn more about how your content marketing plan can help build upon your SEO success.
How Does a Content Marketing Strategy Boost SEO Rankings?
Okay, you know what a content strategy is and why it's important. But tying it into the main purpose of this post, how does having a documented content marketing strategy affect your SEO ranking?
After all, you already know how the content itself plays a role.
Isn't that all there is to it?
Here are some ways a good content marketing strategy can positively influence your SEO rankings.
Related Content: Google SEO Guidelines Change E.A.T. to E.E.A.T.
#1 – Enhances Keyword Targeting
Your content gives your business a platform to showcase its expertise by targeting keywords related to the products or services and including them in content pieces. This helps optimize the website and boost its rankings when potential customers search for those specific keywords.
However, how you identify your keyword opportunities matters. Without a plan in place, you'll have no idea what you're aiming for, what the trends for your keywords are at any given time, or what direction you're heading.
Having a strategy helps you plan and narrow your focus, reducing the risk of your website being too broad or too hyper-focused. This will then reflect in your optimally targeted content, ultimately raising your SEO ranking.
#2 – You Understand Your Audience Better
When you create a content strategy, you take the time to figure out what your audience wants and needs and then come up with ideas to address these thoughts, feelings, and pain points.
Sure, as a business, you may already have some ideas of what they want, but do you know exactly what they want and the best way to give it to them?
For example, you may have a ton of blog content, but maybe your audience is more into podcasts or watching videos.
With this understanding, you can start to gear your content more in the direction of the people you want to connect with rather than spending time, money, and other resources creating any old content you think will work and then hoping for the best.
Once again, this focused, highly optimized content gives your audience what they want, bringing real value to them, thus boosting your SEO rankings.
#3 – You'll Identify Your Top Content
Understanding what content of yours is performing best is an essential part of any successful content strategy. Figure out what's working best, and you can see what people love about your business and what content you need to double down on.
After all, why do you spend time creating content that doesn't work when you have a clear example of something you're capable of doing and working wonders?
Identify your highest-performing content with a content audit, pump out more content that's already shown success, and you're more likely to find more.
#4 – You'll Highlight Your Competitor's Strategies
It doesn't matter what industry you're in; you're fighting fiercely against other businesses and enterprises. Through research and analysis, you'll discover what other websites are doing.
These days, you can find anything on a competitor, including the keywords they're ranking for, their backlinks, and the traffic they're receiving. Combine all this, and you'll have everything you need to find unique and exciting opportunities to rank and grow.
#5 – You'll Enhance Your User Experience
When you combine all these tips, you'll find yourself producing content that ticks all the boxes in terms of SEO and audience value. This is essential in the modern world because it ultimately means you're creating a better user experience across the board.
People know they can come to you and get what they're looking for, and Google loves this.
Search engine algorithms are designed to reward websites that offer an enjoyable user experience, which boosts rankings and helps you grow.
#6 – You'll Establish Authority
Finally, bringing all this together, there's no doubt that quality content that speaks to the target audience can help establish a brand as an authority in its field. This is a crucial factor used by search engines when ranking websites.
At the end of the day, if you can become the authority in your niche, new customers looking for products and services will come to you first, and that's precisely what you want.
Become the authority. Become number one. This is the ultimate goal.
Phew, it sounds intense, but if you want to succeed, this is what you're aiming for!
What are the Key Components of an Effective Content Marketing Strategy?
At this point, you know everything you need to know regarding the importance of developing your strategy. Again, it's so easy to fall into the trap of only posting content on a whim, hoping it will work. It's too hit or miss and is usually a waste of resources.
Instead, being planned, organized, and forward-thinking can help propel you forward like never before.
So, diving into what makes a good content strategy, here are some key components you need to consider.
#1 – Understanding Your Audience
The first step in developing a content creation strategy is understanding your target audience and what kind of content they're looking for. Knowing this can help you build content that speaks directly to them, making customers more likely to engage.
#2 – Selecting Appropriate Channels
Once you've identified your target audience, the next step is choosing which channels are best suited for promoting content. Different platforms can offer more effective reach than others depending on the type of content and the industry in which it sits.
Then you need to bear your audience in mind. Who are you connecting with, and what content are they interested in? What's the best way to send your message out into the world?
#3 – Creating Engaging Content
The staple of a successful content marketing strategy – is the content itself.
When creating content, focus on providing valuable information your audience finds helpful. This can include blog posts, infographics, videos, and other forms of content that grab attention.
There are also tons of content marketing assets you can use to create great content and plenty of content marketing examples to be inspired by. Just be sure to develop your own strategy to align with your buyer's journey and their expectations.
Remember, give your audience what they're looking for. This is the number one goal.
#4 – Optimizing Content for SEO
Make sure to optimize all content with keywords and phrases related to the industry, so it's easier for search engines to index them. Additionally, use meta tags and descriptions to improve the visibility of the content.
Then focus on every other aspect of SEO that you can. This includes;
- Improving your website speed
- Adding alt text to images
- Optimizing loading times
- Reducing your bounce rate
- Growing your social media profiles
- Increasing backlinks from authority websites
Always remember that SEO is never a final destination but rather an ongoing process.
Google's rules and trends will ebb and flow as the world and the internet change, so be sure your marketing tactics do the same. Keep everything updated and continuously work to tweak your content and online presence so it's the best.
#5 – Analyzing Results
The final step is to analyze the performance and content marketing ROI and make changes to your content marketing plan as needed. With analytical data from a content audit, you can determine which content works well, identify areas for improvement, and adjust strategies to reach more people with better results.
That's all there is to it!
And don't forget; a strategy doesn't have to be complicated. As the Content Marketing Institute suggests, you can define your approach under a page. It's just a case of sitting down and laying everything out.
That's how you get direction.
5 Content Types & Their SEO Value
Content is a broad concept.
It can take many forms, including blog posts, infographics, videos, etc. When developing your strategy, think of content as a tool to rank and stabilize yourself as the authority.
Therefore, each medium of content is a tool that can be wielded to produce various results. Here are five popular content types that have been proven to provide value in terms of SEO to show you precisely what we mean.
#1 – Blog Posts
The bread and butter of your own content marketing strategy. This is the go-to type of content for most content marketers.
Blog posts are an effective way to create high-quality content that can be easily shared and linked to. They also help to establish a business' voice and expertise in its industry, which can lead to higher rankings.
These are also a great way to quickly bring value to your audience, ensuring people can find you organically. You need to use blog posts to answer questions, inform your audience, and help them understand your niche more.
When developing a blog post, optimize it with relevant keywords and phrases, ensuring it has a chance to enhance your SEO ranking.
Build a better blog post with 10 Essentials For the Ultimate Blog Post Outline (Blog Brief) to guide the writing.
#2 – Social Media Content
Social media channels have become one of the most powerful marketing tools.
They can be used to promote content and engage with potential customers meaningfully. Therefore, your social media posts should be optimized with hashtags, keywords, and visuals that will stand out to users scrolling through their feeds.
However, what having a social media strategy is best for is connecting with your audience on a personal level.
People spend a lot of time on social media (two and a half hours a day on average!), and they love to be connected with others. As a business, if people are commenting, Tweeting, or liking your stuff, engage with them and welcome them in.
The more engagement you have, the more authority you'll become.
Pro Tip: Choose which social media platforms your target audience uses most. You need to be able to manage content creation across channels with unique messaging per channel. You will get mired in content production if you don't select a few top platforms for distributing content.
#3 – Email Marketing Content
Email marketing can be a powerful way to get your content in front of current and potential customers. It's still the number one rated way to connect with your audience and is quoted as being 40x as effective as social media marketing!
Developing engaging email campaigns tailored to individual users will help them feel more connected to the brand and result in more conversions. Again, this boosts both your authority and your ability to rank.
Most email marketing software will let you send emails based on the customer journey, and some will even allow you to nurture them based on buyer personas and the sales cycle.
#4 – Video Content
Video marketing is becoming increasingly essential for SEO.
Not only does video content offer a unique way to engage with customers, but it also has the potential to rank higher on search engine result pages. When creating video content, ensure it's optimized with relevant titles, descriptions, and tags.
#5 – Podcasts
Podcasts are an excellent way to create audio-based content that can be shared with potential customers. Developing podcasts relevant to the industry and optimized with keywords and phrases can help improve SEO efforts and increase click-through rates.
Content Marketing Strategy & SEO Wrap-up
And that brings us to the end of our extensive guide on content marketing strategies and their influence on your SEO rankings.
There's no doubt that content marketing is an essential part of any SEO strategy. Still, if you have this level of understanding, you can be far more focused and efficient with your efforts, delivering far better short- and long-term results.
Having a strategy helps you reach your target audience, engage with potential customers, and improve your search engine rankings, all the things you want to do to grow.
By understanding the different types of content and optimizing them for SEO, businesses can create compelling content marketing campaigns that will drive traffic and conversions.