While it’s one thing generating content for your online business, it’s another creating text that’s informative, engaging and compelling too. In fact, good content marketing is all about quality. The higher the quality of your content, the better the outcome will be. If you can develop great content for your site while following the latest SEO guidelines, then you’re far more likely to get results.
It’s quite clear that Google remain focused on giving their end user laser targeted and relevant information and as a result will continue to bring in updates to continually enforce this. Therefore, the importance of having relevant and informative content on your website isn’t likely to change in the foreseeable future. Although return on investment (ROI) for any marketing initiatives are crucial, old practices such as keyword stuffing, excessive linking and a plethora of paid ads are no longer valid, and the emphasis is now more on the content itself.
So now we can begin to see why creating valuable content is vital, let’s take a look at some of the essentials of content marketing…
Fresh content is key
It’s great having relevant content but if no new content is being added, or the site is no longer updated, the search engines won’t bother to trawl it. Instead if you continually add new content that’s informative and engaging, then your site will be trawled by the search engines giving you the opportunity to climb the rankings. However one word of warning about adding more content…it has to be done in a timely fashion. If you add hundreds of pages in one hit, then Google will see this as suspicious and may even block your site. Therefore, add it in a timely manner (say one page a day) or if it’s a blog, update weekly/bi-weekly or even monthly.
Good use of keywords in Content Marketing
We’ve already mentioned keyword stuffing earlier as a sure fire way to get your site pulled by the search engines. Instead content marketing is about taking a small handful of relevant keywords and weaving them naturally into the text. Ideally, you always want content that’s aimed at the end user and not for the search engines, so it needs to flow. As a rough guide, in a 400 word post you’re probably looking at a culmination of 3-5 keywords or related keywords spread throughout the text. Content Marketing success comes from regularly writing fresh content based on keyword phrases that your clients are asking about.
As important as your content has to be towards relevancy, then so too have your outbound/inbound links. For example, if you had a business that sold equipment for dental care, then there is no point linking out to a site that sells fishing tackle, just because it’s a high ranking site. Google is looking for relevant links so your links need to be related to your specific subject matter.
Although some of the techniques used to market online are regularly changing, it really pays to be ahead of the curve at all times. It is important take a holistic approach to online marketing and understand that each company’s marketing needs are different. There is a significant value over time in deploying cost effective sustainable marketing methods such as content marketing – implemented effectively the benefits grow and continue over time.
For more information on Content Marketing, please feel free to contact us to discuss how we can help your business today.
Donal O’Sullivan is a commercially focused Digital Marketer with 10+ years experience helping B2C & B2B clients. Donal has worked with many small to large enterprises locally and internationally and has a proven track record of driving revenue gains and brand awareness through integrated campaigns both Online & ATL.
In his previous role Donal worked for AXA Insurance, Ireland’s leading Insurance company. He was responsible for the strategic and day-to-day management of the AXA brand for business generation in their online channels.
Donal lives and breathes digital and will help you identify real opportunities by concentrating on data driven analysis to guide commercially focused marketing and optimisation decisions across: Acquisition, Conversion & Retention