Most business owners are finding it hard to survive on the online platform. The competition is stiff and there is always the search engine result pages (SERPs) ranking to worry about. If you are struggling to leverage the internet in your marketing strategy, it is highly likely you have not invested in search engine optimization (SEO). If your business is not available on search engines results, you will not see any ROI.
One of the most prominent SEO strategies to promote your website is content marketing. Consider this; people don’t just visit to your website to buy but also to learn. While conversion is the first objective in online marketing, you need to consider customer retention and better engagement through fresh content. With quality content, you are able to inspire readers to make a purchase.
The importance of content marketing cannot be overemphasized and your SEO expert must include it in your search engine optimization process. Here are some key ideas to drive your content management strategy:
- Quality Content
A few years back, it was possible to earn better ranking through any type of content. However, Google has now tightened its algorithms and your site will suffer greatly if you are not publishing quality content. Readers are looking for relevant content and if you are experiencing high bounce rates, it is likely you don’t have what users are looking for. Google will also notice this and push your pages down the ranking on SERPs. Invest in research and work with your SEO expert to ensure the content you publish is relevant to your target audience.
- Leverage Video Content
When it comes to website content, video reigns supreme. According to the HubSpot, including video in an email increases click-through by 200 to 300%. Such content also boost engagement by 22%. If you include video on your landing page, it increases conversion by 80%. According to Forrester Research, 62% of shoppers buy a product online after watching a promotional video. In essence, you must include videos in your content to improve conversion and create better engagement with your target audience.
- Personalize your Content
You need to take time to understand your audience. Who is your target client? What is their age? Such questions will help you come up with content that suits your target audience. Personalize your content to ensure it reaches the type of shopper you want on your site. It is important to ensure the content has an emotional aspect; avoid generic content that seems to be purposely meant for marketing purposes.
- Call to Action
This is the most ignored aspect of content marketing, yet it is the most important. Whether you are publishing text or video content on your website, there must be a clear call to action (CTA) that helps you to convert. There must be a direct action after a reader is done with your content; it can be a call to share the information, fill a contact form, shop, call for further consultations or any other action that will increase the chances of conversion.
- Web Responsive Pages
Most people today are using smartphones to access the internet. Your website must be web responsive, which means the content is automatically adjusted to fit all types of screens. Your SEO professional will help redesign the site if it is not responsive to ensure all users can read the content you publish seamlessly.
- Long Form Content
There is a misconception that internet users have a short attention span and hence the need for short posts to pass the message. Well, studies have shown more engagement with long form content. Readers who convert take time to research and they are not just after a few words about the product you are selling. Google’s algorithms also seem to favor long form content and this is the way to go for your site.
If you are struggling to improve your site’s ranking, it is time to consult an SEO strategist about content marketing. These experts have the skills to write high quality content. It is important to agree on what type of content your business website needs before implementing the same. Always make sure the content you publish is fresh, relevant and high quality to boost your site’s ranking on SERPs.