Content marketing and optimization are crucial parts of any digital marketing strategy.
Without content, how does your target audience know who you are and what products and services are you offering them? Without content optimization, how do you expect that audience to notice you at all?
Table of Contents
What is Content Marketing
Content marketing is the process of developing and distributing relevant, niche-related content in the form of blogs, newsletters, e-books, podcasts, social media posts, emails, and videos.
This content conveys expertise and makes it clear that a company values the people to whom it sells.
Importance of a Content Marketing Strategy
In simple terms, content marketing is important because it answers your audience’s questions and helps you build trust, develop relationships, improve conversions, and ultimately generate leads and sales.
Content is a great way to build trust with potential customers. When someone consumes your content, they gain an understanding of your business, your values as a company, and your brand.
As they read, listen, or watch, they will form opinions and, will align with your brand IF they like how you are presenting yourself.
The purpose of content is to convince, educate, entertain and inspire.
Content Marking and SEO
SEO content marketing is the practice of creating and distributing valuable, relevant, and consistent content to attract and engage a target audience, with the goal of increasing website traffic and improving search engine rankings.
The process of SEO content marketing involves:
- Conducting keyword research to identify the keywords and phrases that potential customers are searching for
- Creating high-quality, informative and engaging content that addresses the needs and concerns of the target audience and includes the identified keywords and phrases
- Optimizing the content for search engines by including meta tags, alt tags, and internal and external links
- Promoting the content through various channels such as social media, email, and online communities
- Measuring and analyzing the performance of the content to identify areas for improvement and to make data-driven decisions.
SEO content marketing aims to provide value to the audience, while also improving the visibility of the website in search engine results. By creating valuable and informative content, businesses can attract and retain customers, establish themselves as thought leaders in their industry and drive more targeted traffic to their websites.
It’s worth noting that SEO and content marketing are closely related and often intertwined. Good content is essential for SEO, and SEO is essential for content marketing. By combining the two, businesses can achieve their goal of increasing website traffic and improving search engine rankings.
The objective of any Search Engine Optimization (SEO) work is ultimately all the same: to increase leads and generate sales.
Here are some things we do when revamping content:
A content audit is a process of reviewing all the content on your website. This helps you identify pages with high SEO potential (rank in the top 10 on Google) and also see which pages should be removed – due to low performance and relevance.
Content Gap Analysis
Content gap analysis is the process of finding the missing content pieces and topics in the existing niche.
This can be done using tools like Moz Pro’s True Competitor, or you can manually search through competitor’s sites to find topic areas you don’t cover YET.
No indexing and deleting content
If your website already has content but not all of it is bringing in traffic, this is actually harming the site by exhausting crawl budget.
You can opt to no-index or delete a lot of these pages due to very low traffic and low rankings.
Go through every page to make sure there are appropriate H1s, H2s, and H3s.
Optimize page titles, meta descriptions, and alt text with relevant keywords.
Consider adding FAQ schema to service pages that answer frequently asked questions.
Content Audit Case Study
The client has a travel blog but no time to do keyword research, write blogs and focus on link-building.
His goal was to increase page views and sessions to qualify for Mediavine – an ad network company that pays bloggers to place ads on their websites. Initially, bloggers needed 20,000 monthly sessions for quality, but now Mediavine has changed this to 50,000.
We created a content strategy that consisted of monthly SEO-optimised blogs and WordPress stories for this client over a period of 12 months.
Our work with this travel blogger client goes to show that results can be achieved by focusing on creating the right content for the right audience. In this case, we saw:
- Domain Authority Increased
- Increased impressions
- Increase in Top 3 keywords
- Increased clicks
- Increase in ad revenue
- Increase in affiliate income