Content Optimization and Marketing – Be Useful!

Creating relevant and valuable content is an essential aspect of digital marketing. This useful content can help connect with the target audience and build trust, driving your other marketing methods. You can use it as a base to promote your brand and business. 

But remember, your content should ideally inform the audience and help them make educated buying decisions. Vital content pieces can improve your visibility on social media and search engines. They will get you backlinks from across the web, boosting your site traffic and making search engines consider you an authority on the niche. 

How to create good content on your site?

Junto shows that a search initiates 93% of online user experiences. To attract your target audience to your site, you can use the following tips to create great content:

1. Perform a site audit 

Before producing new content, assess your existing content and identify gaps that can be filled. What pieces are doing well, and which ones need re-work? Document all your existing content and decide what can be removed, improved, and retained. Thus, you’ll get an idea of the quantity and quality of content that needs to be created. 

2. Identify the value you provide 

Your site should give information about your company’s how and why and explain the processes and services that deliver value to your customers. It’d help if your firm’s value proposition is unique and differentiated from competitors. Utilize this base to create your website’s content. Weave your value proposition in your content and make it prominent on the website. Ensure your content is relevant and targeted at the right audience. 

3. Target each persona

You’re likely to have multiple audiences, and your content should cater to each type. Therefore, you should prepare content that caters to different audiences visiting your site. With your content, you can educate them about industry subjects and resolve their issues. So, determine the important buyer personas to produce, target, and personalize content accordingly.  

4. Include the mandatory content

Each content piece on your site should have a target audience and specific purpose. Internet users research to get information on a range of subjects. Use your site content to inform prospects about the common questions and trends in your industry.

The following types of content are essential for most business websites:  

• eBooks & Whitepapers
• Blogs on thought leadership 
• Services information
• Client Testimonials and Case Studies 
• About Us page 
• Portfolio
• Employee Spotlights 
• Career Opportunities
• FAQs

5. Create content for different sale funnel stages 

Your content should ideally guide prospects and visitors down the selling funnel. Craft the content such that it addresses the prospects’ concerns at each stage of the sales funnel. For instance, you can publish blogs to build brand awareness and educate users about your industry or services. But for prospects who are looking to hire your firm, you need to publish testimonials and case studies that show the successful projects you’ve completed for your customers. 

6. Use simple-to-understand language

Avoid using jargon and difficult terms. Stick to simple and understandable language that easily conveys your message. Keep your writing style conversational and not completely formal (well, there are exceptions for some writing forms). Write like you’re conversing with a client or prospect. This will make your copy more engaging and interesting for readers. 

7. Make your web copy compelling 

Share relevant and interesting information like quotes, research facts, and statistics to add value to your website content. Put in high-quality graphics and images to retain users’ interests. Ensure that the copy is free from any grammar, spelling, or punctuation errors. Moreover, your copy must be SEO-friendly. 

8. Track and measure performance 

To keep your content relevant and updated for your audiences, you need to track and evaluate its performance constantly. Analyze metrics like the number of views, shares, and average reading time of each post. This can help you understand which pieces are effective and popular among readers. Keep your site relevant and fresh by using the insights to create impactful new content. 

What is good content?

Typically, content is of good quality if it answers a query and is original and actionable. It is appropriately structured and is grammatically correct, concise, unique, and appropriately sourced. 

Your content optimization strategies and practices will be more successful if your copy is: 

• Findable
• Shareable
• Usable
• Readable
• Memorable
• Quotable
• Reportable

Aim for your users, Google will follow

Your content should aim to deliver value to your audience instead of being stuffed with elements that improve search results. Though SEO is essential, the quality and value of the content are more vital. 

Highlight the features and benefits of your products and services, provide information about offers, and explain how these can help users. Keep your copy clear and concise using short phrases and sentences. If you’re creative, you can veer away from strict grammar rules to make your content more original and exciting. 

Beware of content over-optimization

Do not write for keyword optimization but maintain a natural and grammatically correct style and voice. Overstuffing keywords and other content optimization methods can affect the content quality. 

So, do not build your content around keywords but aim to make it useful to readers. Google will automatically understand that your content is relevant and valuable for the keywords and will make your site rank high in its search results. 

Wrapping Up 

Content lays the foundation of digital marketing strategies. Without quality content, you’ll struggle to get visitors and leads to your website. Don’t forget; content optimization goes hand in hand with marketing. Therefore, create great content pieces to make your online marketing efforts pay you.