Today, the concept of digital marketing is no surprise to anyone. Almost every business is operating online through social media forums and digital storefronts. But unfortunately, not every brand has been able to capture audiences’ attention.
Some companies end up overloading people with information, while others annoy users with sponsored ads. Instead of wasting your efforts on such campaigns, explore content marketing.
Believe it or not, content has always been the king. It educates audiences, spreads the brand message across different channels, and attracts digital customers. In addition, content rules over search engine rankings, putting your brand on the top results.
All you have to do is craft engaging and informative blog posts, eBooks, videos and upload them on your website. The more quality content your webpage has, the higher it would rank on the search engine.
If you are unsure about using content in the best possible way, let us show you the ropes.
1. Write eBooks
Although creating eBooks for marketing isn’t a new concept, it is still a great way to improve visibility. You can look for trending topics in the market and cover them in detail by crafting an eBook. It would give pretty much the same benefits as a published book except that it will capitalize on the popularity of digital mediums. Despite having countless benefits, marketers hesitate when it comes to writing an eBook.
That is because they think eBooks are time-consuming to produce and exhaust resources. Well, that won’t be a problem if you generate eBooks through an ebook tool instead of hiring writers. Nowadays, AI-enabled tools can create eBooks in two minutes.
It collects information from different web pages, saving hours of writing and time. Once your eBook is ready, you can publish it on the website and see your rankings increase swiftly.
2. Pick Trendy Topics for Blog Posts
Does your marketing campaign include blog posts? If not, you are missing out on one of the powerful ways to improve a website’s ranking. Blog posts and articles position your brand as an authority within the industry, generating organic web traffic.
You have to pick trendy and captivating topics that capture the audience’s attention. Likewise, you have to strategize content. Perhaps, you can conduct product research or thorough competitive analysis to understand your target market.
Moreover, organize your blog topics in pillars and create a comprehensive post on a broad topic. Otherwise, you can opt for the cluster method and create small blogs on specific topics. You have to build topics that spark interest and include keywords so that audiences interact and engage.
It would help you create a community around your business and build brand loyalty among users.
3. Engage Users with Videos
Many entrepreneurs don’t know, but videos have become a significant ranking factor today. Websites that have at least one or more videos get higher rankings on the search engine. So, do you have a video marketing campaign up and running? If not, consider creating a couple of videos to inform, educate, or entertain audiences. For instance, you can upload ‘behind scenes’ videos to deliver a message of transparency.
In addition to securing higher rankings, videos can be the perfect way to put the brand message across. When people see a brand inside out, they can connect better, increasing loyalty. Besides this, viewers tend to retain 95% of a message when obtained via video. Therefore, explore different video formats and use the power of visuals to improve visibility.
4. Produce Podcasts
With the rising popularity of podcasts, every brand has started to integrate them into their marketing strategies. People enjoy informative audio content, an opportunity for businesses to spread the word. Hence, you can also pick compelling topics, invite industry experts, and start your podcast. You must ensure the topic and podcast subject align with your market niche; otherwise, the brand message will sound promotional.
After this, optimize your podcast for Apple Podcasts and Spotify. These two are the most significant search engines for podcasts that influence content’s visibility. In addition, you have to own the home of your podcast content.
For that, create a separate page on site for podcast episodes and target long-tail keywords. It would provide a new subdomain, creating a branded homepage for podcast content.
5. Craft Captivating Headlines
Unsurprisingly, the headline is the first thing everyone notices when skimming through the search engine results page (SERP). The decision of whether to open a webpage or not solely depends on the headline.
It means you have to develop a title that is related, appealing, simple, and relevant to the target audience. The trick is to balance informativeness and length because visitors don’t like reading long headers.
Simultaneously, you have to ensure the headline is search-engine friendly. First, you have to include keywords that have a high search volume. It will ensure your blog post appears on the top results. Second, you have to make sure the topic isn’t monotonous or repetitive.
A headline has to be unique and appealing so that people can’t resist clicking on it. If you are unsure about the topic, feel free to run a quick headline analysis on any online analyzers.
6. Repurpose Old Content
Search engines always prioritize new and unique content when it comes to SERP visibility. Even though brands keep generating new content, they don’t know what to do with the dated content. After spending a lot of effort creating blog posts and eBooks, deleting them doesn’t seem right.
Therefore, consider repurposing your content and drive SEO rankings. You can begin by analyzing the existing content and identify which market it targets. Maybe, you can use Google Console or Analytics to find relevant data and add it to the editorial calendar.
On the other hand, find content formats that capture the most organic keywords and traffic. For instance, if the engagement for infographics is highest, you can repurpose blogs into infographics. You have to pick relevant stats and figures from the blog and combine them with visuals to create an infographic.
These simple repurposing techniques would keep your webpage on the top, increasing search engine rankings.
Believe it or not, content has always been an integral part of every marketing strategy. It provides value and relevance to the target audience while improving its visibility on the search engine. Alongside paid campaigns, every marketer should invest in content marketing.
You can create attractive topics, blogs, or eBooks for users who want in-depth information. High-quality and unique content will increase SEO rankings, generate leads, and boost conversions, making the brand thrive.