A combination of content writing and marketing skills is required to produce quality content for websites and successful online campaigns. But the right content marketing strategy is the foundation for success.
A right content marketing strategy is the key to a successful SEO campaign. Getting your website to rank on Google is not about stuffing your pages with one or two keywords. Google’s algorithms focus on quality content that engages, builds trust, and establishes authority.
The Concept of Right Content Marketing Strategy
The most successful content marketing strategies are built around these concepts.
75% of all clicks on search engine results pages go to organic results. Organic search engine optimization drives traffic, boosts rankings, and content is what drives SEO.
Google uses Latent Semantic Indexing (LSI) to determine whether to rank a page for a keyword or not. LSI allows Google to associate related words to a specific topic instead of simply relying on the appearance of specific keywords or phrases.
Simply putting, the spread of keywords and key phrases in the content, heading, subheading, description, and image alt tags is not enough to get that top rank in search engine result pages. And the reason is very simple, Google takes the keyword theme into consideration instead of considering only the targeted keywords and key phrases. It is called semantic search.
You can read more about Semantic Search in detail in another dedicated post to Semantic Search.
For example, Google can associate the phrases “school bags” and “books” with the main keyword, “back to school”. Inserting these related keywords in your content will make your website more relevant to users and in turn, Google will see your website as an authoritative website and index you appropriately, at the top of the SERP’s.
Writing for LSI requires more than just basic keyword research and writing. That’s why you need to have a combination of creative writing skills with proven marketing strategies to develop content that impresses audiences and search engines alike.
The Right Blend for the Right Content Marketing Strategy
Being a good writer is not enough to survive in the digital world, and similarly being a good content marketer won’t serve the purpose. A right mix of writing and marketing skills is required to produce quality content for the website and online campaigns to make your mark and excel in content marketing. How to get that right?
Let’s see how you can master both.
Right Content Marketing Strategy – Setting up the Foundation
Obviously, everything begins with developing good writing skills, which paves your path to becoming an effective content marketer. If you don’t know how to write well and engage your audience through your writing, readers won’t buy into your ideas no matter how much effort you put into marketing them.
So, first, do your research and decide which audience you want to target. Then research what are their likes, dislikes, what sort of content they would engage with. Then research on the topics you want to write about, make a list of the keywords being used online already for those topics.
Think about how can you write it in a better way, which supplies more information for the readers in an engaging way. Now find out the variations of those keywords to make a keyword theme, and then start writing your content using those keywords.
Do not try to stuff the keywords unnecessarily, because it won’t make your content appear on top of the search engine. Rather write your content in the right way with the right blend of keywords that are relevant. These are all part of content writing and content marketing strategy.
Focus on Context Marketing
Search engine algorithms now mimic user experience better than ever. Creating keyword-based content alone won’t give your website the online visibility it needs. But, if you focus on context marketing, it would certainly help you get the attention of your audience.
The best idea is to understand the requirements of your audience. If they want to read case studies then include case studies and reference sources in your content to make it better and reliable.
There are basically six key steps for developing the right content marketing strategy. These six steps would lead to successful content marketing and distribution.
Prioritize Your Objectives
Determine what your long-term goals are for creating content. Do you want to make a sale, inform and educate, or start conversations? Defining your goals helps you develop the right content marketing strategy that is apt to your specific goals.
Learn More about Your Audience
Learning more about your audience helps you refine your approach to the right content marketing strategy. Determine what they want to find, how you can reach out to them effectively. And most importantly how you can convince them to take action. Always try to create content for people instead of search engines. The right content will help you nurture long-lasting relationships with your target audience.
Choose the Right Medium
Choosing the right medium to share your content is very important. Research well and then decide when, where, and how to publish your content. Determine what type of content will communicate your message and attract more readers effectively. Publish those messages on a channel your target market can access easily.
Hone Your Content Using Topic Modeling
Use topic modeling concepts to keyword selection and content creation processes. This will help you create outlines for focused, relevant pieces of content that meet Google’s LSI (Latent Semantic Indexing) requirements. While at the same time it engages your target audience.
Establish Your Authority
You can establish your authority in any industry by winning the trust of your audience. Producing valuable content and developing relationships with your readers will help you establish your authority.
Monitor Your ROI
Your investments and what you want to gain through your content marketing strategy depends on your initial goals. Monitor your website’s traffic and other web analytics, including the number of times your content is shared. This will help you re-align your marketing strategies as required, and helps you determine what kind of returns to expect.
Conclusion
The key to success in content marketing is to first develop the right content marketing strategy. Then make sure you produce only the best, informative, engaging, and shareable content. Develop relevant topics, create great content, and distribute that content to the right audience through the most effective channels. With the implementation of a good content strategy, you will see an increase in organic traffic to your website. It takes dedication and focus, and obviously, there are no shortcuts.
