2017 is behind us, and now business owners have a fresh start when it comes to marketing strategies for the new year. Out with the old, in with the new – however, be aware that content marketing remains one of the MOST vital components of a robust overall marketing strategy! In fact, on average more than 86% of all marketers (B2B and B2C) rely on content marketing as an effective way to increase leads and revenue, according to a recent report from the Content Marketing Institute.
Ultimately, the goal is to ensure your content marketing works to attract leads, drive traffic, and increase sales. No piece of content should be a wasted effort! What do you do?
You can get some great insights into the content that’s working for you, and which isn’t, by using some simple tools such as Google Analytics, SEMrush, and others. These tools make it possible to actually see how certain content pages are performing in terms of positioning in search engine results page, number of clicks or impressions, conversions, and more.
SEMrush and other tools give you data that’s more precise than what you get with Google Analytics – and you can also export the same data you see using Google, while filtering pages and working with the information in a spreadsheet, rather than checking every page manually, as is the case with Google Analytics.
Once you see the overall picture and understand how your past content has performed, you can bring value to other content you’ve created by improving or editing. For instance, if you have pages that seem to be getting clicks and conversions in the search results, but are listed deeper (say perhaps the second or third page of SERPs) than your best performing content, all it may take is a little tweaking to bring those pages up where they’re far more visible in Google.
Before you start editing or improving these content pages, you’ll want to check a few things:
Is the title and meta description well-written? This can have a direct impact on CTR and ultimately, traffic.
Does the page have sufficient external links? These are links coming from another website (not your own). If the page has no external links, you can remedy this by linking to your article in guest posts on other companies’ blogs, via social media, etc.
What about internal links? These are links to your page/article from other pages within your own site. For those pages you want to improve/edit for a higher ranking, the higher the article referring to the content ranks in search engines, the better. You also want to make sure users can easily find your page not only via internal links in your content, but blog post feeds.
Does the content your considering improving compel users to remain on the page? If not, get a little creative by adding a slide presentation of a new product, an engaging video, GIF, or even infographic. Capture their interest!
Select Metrics That Align with the Unique Needs of Your Business to Track Progress
Businesses are all unique when it comes to the goals they want to achieve and the barriers they face. Conversions are different things to different types of businesses. For some, it’s about money; for others, it may be about registrations. You want to discover how users are behaving when it comes to your content; how they’re interacting with it. This is a critical component of content marketing – creating and managing. You can measure specific metrics, such as whether users are reading your entire article or clicking on CTA buttons using Google Tag Manager, a tool that makes easy work of tracking and analyzing metrics, so you can see what pages are converting well.
Some pages attract a wild amount of traffic, but fail to convert. In most cases, it’s simply a case of the page goal doesn’t equal the web visitor’s goal. Your content’s purpose is to convert traffic, so think about adding lead magnets to these high traffic but low converting pages.
Yes, SEO is STILL Alive!
Search engine optimization is still an important component of content marketing; without keywords, search engines couldn’t find what users are searching for. What’s important is finding related keywords, checking out how difficult those keywords will be to rank for in terms of competition, and doing a little “spying” on your competitors to see how many domains have linked to their pages.
Some of the tools effective for SEO purposes include Google’s Autocomplete and Keywordtool.io, which find related keywords and even provide search volume. SEMrush’s Keyword Magic tool provides tons of info about keywords, including broad and exact keyword matches, competition level and difficulty, and more.
Once you’ve discovered related keywords and understand how competitive they are, you’ll want to gather data on those sites that rank high for those keywords in SERPs. You can do this by collecting the domains that rank highly in Google for the keywords you’ve collected. There are tools that make exporting domains/pages quicker. Once you’ve compiled your domains and URLs, you can check the number of links or referring domains for those sites using tools such as Majestic Bulk Backlink Checker. This will give you a good idea of how many links from referring domains you’ll need for your content pages to achieve higher ranking in the SERPs.
It sounds like a lot of work and effort; however, once you master the process, you’ll enjoy knowing that every piece of content you write is working hard for you. Content marketing is here to stay, so if you want your business to perform and succeed in 2018, it’s time to buckle down and dig in!
At EBB Web Design, our Atlanta digital marketing team knows all about the importance of great content – content readers want to consume and content that brings more leads, traffic, conversions, and sales. Give us a call today for help with your content marketing strategy.Google+