With over 3.5 billion searches per day passing through Google, SEO (Search Engine Optimization) is an increasingly important part of today’s marketing strategies.
Sure, I could have given an honorable mention to other search engines like Bing or Yahoo. But Google and its subsidiaries make up 90.5% of all search traffic, making it the unanimous king of search engines.
In addition to adding HTML tags and meta descriptions, measuring keyword density, and making other tweaks to keep Googlebot happy, posting plenty of high-quality content is the key to making your website rank higher in Google’s SERP (Search Engine Results Page).
For this reason, effective Content Marketing is extremely important for your success in the digital marketplace. Great content not only drives traffic to your website but also gives you the opportunity to engage with visitors.
Content Marketing doesn’t just involve ranking high in SERPs on Google, but also reaching maximum exposure on social media networks, blogs, and whichever platform you can find to publish your content.
So, how do you make your content marketing efforts more effective?
You may have heard the infamous quote, “the modern human has a shorter attention span than a goldfish.” While this may seem hard to believe, it has actually been proven scientifically.
According to researchers, the average human attention span has dropped to 8 seconds, making it lower than the average goldfish’s attention span of 9 seconds.
One of the main causes for our short attention spans is our constant exposure to media and our non-stop use of mobile devices. Undoubtedly, this number is getting shorter by the day as people are becoming overwhelmed by more and more content and advertisements.
Unfortunately, Google doesn’t struggle with ADD like you and I (and goldfish) do. On the contrary, Google evaluates longer content as higher quality than shorter content, meaning that you have to walk the tightrope of writing for humans and search engines.
Therefore, make your content easily skimmable with a quick summary at the end in order to keep your content lengthy, yet easily consumable by readers.
Both an art and a science, posting frequency is one of the key aspects of a successful content marketing campaign. Post too often and you’ll be ignored or get marked as spam. Post too little and you won’t make an impact.
There is no magic number for the frequency of your posts. Instead, that will depend on both the platform and the medium (blogs, videos, posts, etc.). In addition to choosing the right posting frequency, finding a good posting schedule takes research and trial and error.
For your content to make the maximum impact on your target market, you’ll need to research peak usage times for various platforms and schedule accordingly. Depending on the audience, peak times can vary widely throughout the day.
For example, Instagram users tend to be active later at night than LinkedIn users who are more active during the early morning, lunchtime, and right after work.
This is because the younger audience of Instagram is active after school hours and the middle-aged, working audience of LinkedIn is browsing their feed before and after work or at lunch.
This great article details the optimal posting times for various social networks.
Google doesn’t promote content that is a mere carbon copy of what everyone else is saying; you have to say something unique and provide a fresh perspective. However, saying something that seems completely disconnected from what the majority is saying will make your content appear irrelevant.
The tricky part is finding the balance between the two and making your content relevant, yet distinct. With SEO, this is done by using a good mixture of both positive and negative keywords. A positive keyword is what helps your content match the search query. Use too many positive keywords, however, and your content will be marked as a copy/paste of other content on the web.
This is where negative keywords come in. Combining positive keywords with keywords that no one else is using into your content shows search engines that you are creating a synthesis of ideas. In reality, there are no new ideas—just new combinations of existing ones.
After you’ve passed the search engine test, you’ll have to say something that adds value and maintains the reader’s interest. Many content marketing campaigns fail because they are too focused on pleasing Google and not their audience.
Automate your posting and use A/B Testing to gauge the effectiveness of your content. Certain content marketing programs use A/B Testing and gather information from interactions to make better decisions. The program then adds the information into algorithms that learn to weed out the weak content.
This takes the guesswork out of A/B Testing and lets natural selection take its course.
By using these 5 tips, you’ll have an edge over the competition and stand out amongst the crowd of content creators out there. Search engines like Google and social networks like Facebook and Twitter show no signs of slowing down anytime soon, meaning that we’ll have to play by their rules for the foreseeable future.
The good news is that once you’ve found a winning formula and a good source of leads, you can expect to stay at the top along with the industry giants.
To learn about how Sales Buddy generates guaranteed leads for your B2B marketing efforts, schedule a quick chat with Corey, today.
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