| 4 min
July 16th, 2021
Have you ever heard of the phrase “Content is king”? If you’re a digital marketer or have worked in digital marketing then you would have. The thing is, even today, it still rings true. The Internet has grown into a powerful marketing tool, your site could provide much more than the bare minimum. Creating a successful content strategy is the key to optimising your website’s full potential.
There are a lot of changes coming to how websites will be viewed and ranked on Google over the next few years. Firstly there is Google’s removal of third-party cookies threatening to impact how we improve UX and target ads at the right audiences. Then, on top of that, there was the Google Page Experience update that was released earlier this year. Tackle these changes and reach new customers with a strong content marketing strategy. Here, we’ll outline some of the key areas in online content that any E-Commerce site should know.
If you think that content is based on a collection of blogs, Tweets and web pages that works in conjunction with a businesses’ goals, you’re right; but only partly. While branding and quality content are important elements of content, in total, there’s much more to it.
If you’re involved in any aspect of digital marketing or want to be, you’ll want to develop a clear understanding of what’s involved in developing a successful content marketing strategy.
Tips for a Successful Content Marketing Strategy
In the marketing world, the prospect of quick and easy returns can be a real temptation. The idea of running a campaign that immediately brings in leads and gives the company’s bottom line a huge boost on the first try is the dream. However, the reality is that successful content marketing requires skill, strategy and patience if you want to see results.
1) Understand the Businesses Sales Funnel
The sales funnel is a term that describes or details your buyer’s decision-making journey. If you are involved in sales and marketing, you need to pay close attention to this process in order to gain a better understanding of what influences buyers to move through the funnel. Gaining an understanding of your funnel will help you plan your content, strategically place links and calls to action.
“Latest studies have shown that 87% of shoppers now begin their search on digital channels. Getting the content right on the first stage of the funnel is key to gaining their attention.” (source: https://www.singlegrain.com/blog-posts/content-marketing/content-marketing-funnel-using-different-types-content/)
2) Know your audience
Before you can create your website content marketing strategy, you need to know your audience. Content marketing, compared to more traditional methods, require you to know more than who your target demographic is.
If you have a solid understanding of your audience, your content marketing efforts will be much more successful. As content marketing involves writing articles, blog posts, and graphics that engage your audience, you’ll need to know who you are targeting. What are your buyers interested in? What questions do they ask? What words and phrases do they use to find answers online?
3) Repurpose and Refresh
So, you have an established website that has been running for a long time. Over time you have published a large number of blogs, news articles, and informational pages. These have been useful for many customers in the past. But, after a while, there is a good chance that some of these pages aren’t as useful as they once were. It’s efficient to develop a strategy based on chunks of content that can easily be optimised and repurposed through different channels and for different purposes.
The easiest way to deal with outdated content is to not have to do anything in the first place. Writing content to be evergreen is a great way to ensure it can last the test of time with minimal upkeep. We understand that this isn’t always an option, so here are some of the ways that content can be easily repurposed/refreshed:
- Create PDF guides out of old blogs
- Optimise old blogs with new keywords or fresh links
- Create an infographic out of a slide show (or vice versa) out of sections of your FAQ’s
- Create content with the intention of a mixed-use strategy. Make them easily shareable on social media. Anything that provides an easy way for you and your audience to broaden the distribution of a given post is beneficial.
What Are the SEO Benefits of Content Marketing?
One of the primary goals of any content marketing program should be to gain an SEO advantage. As we all know, having a high rank on Google means a lot of exposure for your company. This means the opportunity for a high volume of lead generation.
Implementing a content plan into your marketing strategy allows you to go beyond the small paragraphs of homepage copy. Utilising the power of articles, blog posts, guides, and other written content, you can use more keywords relevant to what your website and business is about.
The key SEO benefits of content marketing are:
- Higher relevance. The more pieces of content you upload, the more opportunities you have to rank for specific keywords. When your content is optimised for high-value keywords, your site’s relevance and quality will skyrocket.
- Higher authority. Having consistent, high-quality content will eventually result in an increase in your website’s domain authority. Google will give your site preference over your competitors.
- Higher traffic share. Arguably the main SEO benefit is that a strong content marketing program will drive more traffic to your site. Of course, more visitors to your site mean more leads and those leads can be turned into customers.
How can Brave help?
If you are looking to boost your website’s Conversion Rate and user experience and optimise the content on your website then our team of E-Commerce marketing experts can help.
Our Cambridgeshire based team have successfully optimised the conversion rate and online content of many sites in a range of industries. If you’re ready to optimise your conversion rate to generate more sales or leads, then why not get in touch, we’re always happy to talk about how best we can support you.