Content marketing provides traffic growth through two mechanisms:
Search engines love fresh content. Content marketing addresses the need to have topic relevant and optimised content within your website for the search engines. This allows their algorithms to “match” your content to keyword searches (one of the key requirements that affect whether your content will even appear in the search engine results page (or “SERP”) for a given query). Regularly adding content to your website also triggers search algorithms notions of “freshness”, and if new pages are created to hold this content, then your websites internal “link authority” will also increase.
Secondly, content marketing is designed to create interest, engagement and trust. If you’re looking at it from a completely “mechanical” algorithmic perspective – this engagement is designed to create “link bait” so your website organically develops “back links” to increase your link authority (link citations from other websites). However, great content has a social distribution and activation dimension too. A great article or video may be shared and distributed off-site but will create indirect growth through brand awareness and exposure.
Both mechanisms here rely on quality content as a trigger that makes them possible.
Content marketing is not merely a mechanical numbers game – to be effective, it needs people to engage and buy into what you’re publishing. Your content must be honed, and try to be entertaining, informative and insightful. We lean towards quality over quantity as this has the best long-term commercial benefits, often winning in both algorithmic signals and user engagement.
What’s more, highly engaging and thought provoking content has a net positive effect for your brand, setting it apart from the regular “content churn” of LinkedIn, Facebook and other channels. A post with strong engagement is able to make your brand stand out as a thought leader in your field, bringing with it authority and influence that’s often otherwise difficult to gain.
Writing great content is difficult, requiring research, redraft after redraft and often the input of multiple people to make it happen.
We offer copywriting service for both short-form and long-form. These articles are planned in conjunction with your communications and sales calendar and based on insights gleaned from keyword research and your marketing and sales objectives. Some example of the type of article content we produce are:
Video is the king of content right now, regularly over-indexing other content formats. The video format provides the potential for higher engagement through richer experiences. People are more naturally attuned to visual communication. In fact, we process images 60,000 times faster than we do copytext and prose. So, video with audio-visual messaging has much more impact and greater engagement than other types of content. Consequently, video is much better media in which to generate link-bait – a key aim of any content marketing SEO strategy. Video also allows you to get your message and content onto the web’s most used platforms – YouTube, Facebook, Instagram, Pinterest, Twitter and Vimeo. Common video content topics are:
Search engines are in the businesses of providing relevant results for queries. So, at the algorithmic level, content marketing is about making sure you have optimised content that matches the likely search queries that could drive relevant traffic to your website. It is about making sure that the right data is presented in the right way, in the right places.
SEO affects many data points – from HTML titles and meta data, through to visible HTML mark-up and hidden code (image alt tags or structured data). It also touches structural elements such as URL nomenclature and image naming conventions. Whilst most websites will have some of the content and code optimised, the list of elements that can improved is extensive. With product inventories, blogs, videos and other content being constantly produced, the need for SEO specialists to go-in and tweak this content for best algorithmic performance is often an on-going process.
Speak to the team for guidance on how an effective content marketing strategy could fuel growth in your business.