In the last few years, content marketing has developed into an essential digital marketing technique that every online marketing team should perfect. If your company website doesn’t have a blog, then you’re probably losing out on the good stuff you can reap from this channel.
Most B2B marketers are on the same page, with 91% using content marketing to reach customers and grow their leads. However, using content marketing in your strategy doesn’t automatically mean that you’re doing a great job at it.
Most people don’t know how to optimize their content, write for SEO, or make goals when creating their content. Not long ago, webmasters would often write content so that they can say they were producing articles for content marketing. That’s not surprising since many are led to believe that churning out 500-word articles regularly gives you some sort of edge against your competitors.
This is not necessarily wrong, nor is it correct either. Fresh content matters, but only if you have a direction or purpose with the material that you’re making.
The 3 Different Marketing Goals You Can Create for Content
Every website out there aims to help their audience with their content—and that’s good. That’s one goal, and you should continue to think of your audience in the heart of every article you plan on publishing.
However, there are also specific content goals that you should hit to support your marketing quota. There are three common goals you can use to achieve this:
- Content for building links (SEO)
- Content for maximizing engagement
- Content to increase conversions
A well-rounded content plan must satisfy all three goals to reach customers more effectively. But, before you dive deep into including these on your next content production, you should first understand what each is and why they’re critical for your website’s success.
Content for links or SEO
When you say content for links, it means creating content to get a backlink from another website in similar industries. If you’re referenced often in the articles of other businesses, Google will view your content as a resource—meaning, you must be putting reliable content out there for different websites to link out to you so much.
Not all of your posts will be worthy of being linked to. The most popular ones would probably be resource articles that talk lengthy about a topic or infographics that are shareable or include updated stats that can be referenced to support other arguments.
An increase in backlinks also means that your website’s ranking will rise in Google. This will help you gain more organic traffic so that users can see your blog post first.
Content for engagement
You also want to have posts that your audience will be able to relate to. This can be in the form of shares, likes or reactions, and comments on your social media posts or on the article itself. A high engagement rate will give you an idea if you’re touching your readers the way you mean to.
Not all of your posts need to be educational—some of them can poke fun at issues, too. This makes your brand appear to have more personality. The more users share your post around social media, the more people will get familiar with it, as well. It’s a win for your brand recognition efforts.
Content for conversions
Last but not least, you also want to convert your audience to buy the product or service that you’re selling. You want to be able to create convincing and helpful posts that will lead to a link to specific products or your service pages.
If you’re not creating content to build links or engage your audience, ideally, everything else should be able to trigger a conversion. Your goal for producing content is not just to educate, but to make your audience realize why your services are better than the competition out there. Remember to make it as convincing as possible, but don’t go too hard to sell.
How to Create Content for Links, Engagements, and Conversions
Now that you’re up to speed with the different content goals you should have, you can no proceed to draft your content. Below is an illustrated guide on how you can achieve this, including the metrics you need to track for each. Plus, learn about the best practices and content types that can help you in achieving each goal, so your content plan always supports your marketing goals.
The more you study how your content can hit specific targets, the more it will become effective.
Jo-anne is an Online PR Specialist for Spiralytics. She loves digital media so much she aspires to have a career in it. Jo-anne likes to spend her free time watching films about history, indie, and romantic comedy – or just re-watching her favorite series, friends.
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