The close relationship between content and SEO makes it mandatory for any marketing agency to ensure that they use content marketing alongside SEO in a collaborative manner for maximizing marketing gains.
That is known to all, but this does not mean that it will work for all and even may not work for you.
After all, if you do not get the expected return on investment from content marketing, it does not make any sense to spend time, effort, and money on it.
There are numerous case studies and experiences of successful organizations of all sizes that have reaped huge benefits from content marketing. Still, if you are unable to emulate their feats, then it can be quite frustrating.
To make content marketing work for you, you must avoid mistakes during its implementation. For implementing an error-free content marketing campaign, the following tips should help to tweak your content strategy that can improve your ROI.
Create High-Quality Evergreen Content
Direct your efforts, time, and money in creating evergreen content that conveys value to the target audience and stays relevant for a long time. Keep in mind that the content must be of the best quality. The timeless appeal of evergreen content helps to extract maximum value from it by using it many times with proper re-purposing. Maintaining the right quality will help the content to generate traffic and leads for months and years.
To ensure the quality of content, you must ensure that it is highly useful, relevant, and has strong E-A-T.
Highly Useful: when the content is useful, it serves some purpose for the reader by doing something for them. It can either provide some plain and simple information about something or provide a solution to some problem that readers face.
Highly Relevant: The content must be relevant to the searcher’s intent, or else no matter how good its quality might be, it will fail to appeal to the audience. Besides matching with searcher intent, the content or topic must revolve around the keyword you are targeting to rank, or else it will serve no SEO purpose.
Strong E-A-T: Google prefers to showcase content that has the backing of subject matter experts instead of content created by non-experts who have the single-minded approach of earning ranks only without caring about the value they convey to the audience. High-quality content that bears the stamp of your E-A-T (Expertise, Authority, and Trustworthiness) will be valuable SEO assets that will make you proud.
The Topic Must Be Useful and Relevant
After deciding to publish high quality, evergreen content, the next step will be to choose the topic of content. Spare some good thoughts about the subject of the content by being careful to avoid anything related to highly competitive and high-volume keywords. Ideally, you must focus on topics that are highly relevant and useful for the audience that meets their needs and generates interest. Choose topics that stay connected to low competition keywords so that you get an edge in the ranking.
To achieve the goal, you must move along the following line.
Topic Areas: Begin by brainstorming for selecting broad topic areas or keywords related to your products, services, or industry. For example, you can first decide the broad category like ‘SEO’ around which you want to create content.
Focus on Audience Needs: Try to understand what your audience wants and their needs to think about topics that can relate to it. Keep in mind that the information you provide should be useful to them for improving their lives in some way.
Keyword Competitiveness: Knowing how much competitive the keyword is will help to gauge the ranking possibilities. You can use some keyword research tools to find the competitiveness of the keywords you want to target for ranking.
While it is crucial to create high-quality, relevant content, you must bear in mind that it is not a one-time affair.
You must keep doing it till the time you run the campaign and maintain quality consistently.
Creating quality content consistently is a way to find your way in the good books of Google that professes content quality as much the readers do.
Avoid the lure of publishing mediocre content at close intervals and instead focus on publishing quality content one after another, even if it means extending the interval.
Producing high-quality content will not only improve ranking but also bring a host of other benefits like enhancing your E-A-T.
Improve User Experience for Your Website
As told earlier, content marketing must work in tandem with SEO, which means that besides creating robust content marketing strategies, you must also address issues that help to improve user experience on your website.
The website is the hub for content, and viewers must have a pleasing experience with it.
Easy website accessibility and smooth navigation across the site will help in keeping the audience engaged, and as they consume the content, they should derive some value from it.
The website must be speedy and ensure quick loading of web pages, which is the most crucial factor in generating a good user experience.
It must carry only a few ads, if at all, and have a user-friendly intuitive design that caters to mobile devices and desktops with equal ease. Making things easy for users to enjoy your website is the only way to ensure a better user experience that leads to increased trust in the business and brand.
Refurbish Internal and External Links
Using internal and external links strategically is one of the ways of improving your E-A-T.
Link your new content with some of your older content that is still relevant. At the same time, you must link with other external authoritative sources for providing additional information that enriches the knowledge of readers.
Linking to other quality websites helps to reinforce the information provided in the content and strengthen your argument that contributes to improving your E-A-T.
The strategies discussed here are interconnected with another in some way, and the better you can orchestrate the strategy, the better would be the results.