For a long time, SEO gurus and peers have often fantasized about the consistent top rankings in search engines achieved by bufferapp. However, Buffer revealed the success mantra and painted the picture of behind the scenes for the world. Those days have long gone, when people regarded SEO on the traffic parameters, revenues, and conversions. Buffer laid emphasis on content planning and content promotion, which took them to the success paramount.
In layman, Buffer combined SEO with content strategy and dominated in the niche category. Over the years, they turned out to be a powerful brand and now enjoy healthy traffic on a daily basis.
SEO is More than Driving Traffic to the Website
Following are some of the elements of SEO, developed around the content strategy for better results.
• Give what your customers want. They like the pampering. Do it in a modest way.
• Retarget them even if they have bounced away from the website. Communication is the key.
• Offer special discounts to them.
• Evolve and build a smart content marketing plan that adheres to the industry standards, and drives targeted traffic to the website for sales conversion.
If you monitor the above content, there’s no focus on ‘click/traffic’ notion. When the SEO elements are integrated with the content for bigger plans, the results are beneficial for the company as a whole.
Even though many marketers completely understand the need to engage the audiences for desired search engine ranking – and to an extent – they do it, but still fail in doing it. Why?
What Should You Know About Content Marketing?
Content Marketing is a great tool or simply say, it’s a boon to connect with the targeted audiences, engage them, influence them, and finally; convert them into sales for an overwhelming ROI at the end of the day.
A well-executed content strategy builds trust and authenticity among the targeted customers and cements the position of the company in its domain.
The basic foundation of the content strategy or marketing is to tell stories that readers find interesting. However, if customers perceive the content as a marketable of selling content, they probably will drive away from the business. Hence, you should sell yourself by not selling. That sounds bizarre, but, when you try to resonate with customers and figure out their problem, and offer them the solution; they connect with the brand because who wants to live with problems?
If you tap into the problems or catch their nerves, your content will make a bigger impact then you can image, and you will reach far and wide through your content marketing techniques that will construct a bridge to connect you with your niche audience.
Content Marketing helps you in creating your dominance and leading the Niche Market
The rule is clear; if you want to rule on the niche market, you must create your dominance that sparks your greatness all around and glorifies your brand as the solutions to the problems.
A simple way is to take services of an SEO expert, hire or collaborate who can search high ranking keyboards within the domain and can help you in creating top-ranking articles through SEO techniques because Google regards to content that is SEO-friendly and is written by keeping SEO parameters in mind.
Moreover, thorough research never hurts; it only adds relevancy to the content because you can actually prepare what you have to write to drive niche traffic to the website, and can push them further to CTA (call-to-action). Following are some of the ideas that you can incorporate into your content if you focus on what your customers are going through.
Putting The Cart Before The Horse
You will hear a lot of times clients saying, “Why content marketing isn’t working for us”? And you know what? It’s their right because they are trusting you with their money and expect huge ROI in return or whatever you promised during sealing the contract.
Following are some of the common reasons that marketers often miss – and yet they wonder why they are not reaping the desired results.
1. Weak Content Planning
To be honest; there’s nothing new about content marketing. SEO experts have coined the term years ago – in a different way though, but they brought this to us. However, the term has got a lot of buzz in an every growing digital space, and the need to cement a place in a cut-throat competition. No matter what we call it; planning is highly important.
2. Failing to Blend Content Marketing into Current Digital Trends
Often organizations fail miserably in content planning. Their focus should be on developing those stories that people are actually interested in buying. If you are not doing this; then, no amount of content can save our sinking boat.
3. Failing to understand the difference between Advertising and Marketing Content
Often organizations fail to understand the difference between the two and think of content as;
• To showcase your services
• Sending it to the people to see
• Build orders through write-ups
However, content marketing is different than it;
• Connecting with the audience
• Building trust
• Creating timeless Image in customer’s mind
• Gaining mindshare
That being said; if your content marketing is revolving about flattering yourself or advertising, then you have to change the course, and start connecting with the people, resonate with their problems, understand and engage with them.
As soon as your campaign ends, your advertising content dies, so does the traffic it drives to the website. Hence, creating long-term content that can stick with the business is something, you should focus on.
4. Lacking Digital Marketing Knowledge
A digital agency should be an epitome of knowledge, and since, it deals in digital marketing domain, it should have enough knowledge about the ongoing trends without needing to hear from the client to search for a better ranking keyword to generate desired results.
It’s not that digital agencies fool their clients to bag the project. Sometimes, they don’t even know what they are doing and shift all their focus on driving traffic to the website. As the saying goes, “Little knowledge is a dangerous thing”. Knowing how Google works is a must thing for every digital marketer. Undeniably, a lot of self-proclaimed marketing gurus are outdated about digital marketing and fails miserably when it drives traffic to the website.
To avoid the mediocrity, you must avoid following things;
• Do thorough research and plan accordingly.
• Hire SEO expert to understand on-going market trends.
• Start accessing valuable historical data for better planning.
• Take refuge in a thoroughly researched content.
5. Churning Content Without Defined Goals
Often, digital agencies or content marketing firms lay emphasis on churning out as much as the content they can to gain Google’s attention and page one Google ranking. Hence, they forget what their customers want, and keep producing content that serves no value, or actually, brings a little positive effect.
Google has a lot of data stores in its vault about the searched items, which content got viral at what time for which purpose. All the research that you in your content brings fruitful results. No matter, how much time it will take to reach the desired goals; you will reach there with ease if you produce content like the way you should.
In layman, content marketing is not teaching people about your product; it’s about people’s needs and wants – and being a marketer, you have to tap into the existing opportunities to welcome success at your doorstep.
6. Campaign Thinking
The content Marketing campaign is completely different than a usual marketing campaign. You can’t order the content from content writing firms or hire writers to do it in bulk before marketing campaign. It will often bring little effect, wasting your resources because as soon the campaign will end, the content will be forgotten. Moreover, the content will be often regarded as advertising, not solutions to the problems.
Hence, content planning is relevant as it keeps things on track for the company, and writers can grab opportunities to produce lucrative content for effective marketing solutions.