Have you started a website to establish an online presence for your business?
If you’re dead serious about getting a flood of traffic, massive engagement, and a great return on investment, you need content.
Content dominates the world wide web, which is why brands cannot afford to take it for granted. Just try to imagine a site without words and visuals. How can a business possibly communicate with its audience without a message?
This is why you need to include content marketing in your overall strategy.
Master the art and science of content marketing and you will attract more people who will rely on you and do business with you for years to come.
This blog post is all about content marketing for the newbie business owner.
Specifically, we’ll discuss what content marketing means, its benefits, and how you can get started the simplest and most effective way possible.
What is Content Marketing?
Simply put, content marketing involves a strategic approach where you create and share any piece of content to your target audience.
Do remember that the kind of content that you share should be crafted with your audience in mind. Meaning, that content must answer to their needs and resolve their pain points.
At the same time, create your content in a way that closely relates to the products and services that you offer.
Content doesn’t only refer to blog posts. It takes many forms which are the following:
- Press releases
- Landing pages
- White papers
- Case studies
Copyblogger simplifies content marketing by converging it into 3 spheres. These are your:
- Audience’s personal interests, needs, and preferences.
- Unique perspective on a piece of content.
- Own brand story.
How Important is Content Marketing?
Is content marketing right for your business? Does it have the potential to create loyal customers for the long term? Yes and yes.
Whether you own a mom and pop brick-and-mortar store or run an e-commerce website, content marketing will fuel your success.
Even if search engine algorithms change, content will always be here to stay. Its power cannot be stressed enough. Content is king.
Before you start implementing content marketing practices into your current campaign, you need to clearly understand how this strategy benefits you.
1. Positions you as an authority in your industry.
Successful business owners have one thing in common: They have a unique brand voice.
Think about the most popular brands that people love and trust. Coca-Cola, McDonald’s, and Apple. Each of these companies has a unique proposition. They address a specific need and are best known for that.
Content allows you to tell share your ideas and unique values through different means. Some site owners prefer more visuals over plain text while the majority combines both.
That entirely depends on what works best for your audience to get your message without ambiguity.
2. Increases your search engine visibility.
One overwhelming advantage of producing high-quality and engaging content is higher visibility in Google search results.
However, content that ranks requires essential SEO elements. Keywords are perhaps the most important aspect of any piece of content.
Here’s how it works. People type in search terms or phrases into Google’s search box. Google returns the most relevant results – specifically a list of websites that contain these keywords.
If you optimize your content for these terms with a high search volume or are profitable, you position yourself at the top of search. You get the idea.
3. Influences conversions.
How does content marketing actually influence people’s decision to join your email list, sign-up for a free trial of your product, or buy from you?
Consider how-to blog posts, product descriptions, benefit-driven headlines, and so on… Notice that they are designed to show people that a business has what they need.
These forms of content educate, facilitate transparency, and build trust so that prospects can take action.
Tips to Create and Amplify Your Content
Before you make your very first content and hit publish, carefully follow the content marketing strategies below.
These step-by-step success strategies will ensure that you build trust, gain more authority, and most of all drive your audience down your conversion funnel.
Let’s get started.
1. Know your audience inside and out.
Great content starts with knowing who you write for. Regardless of the niche you specialize in, you must decode your readers first.
Paint a clear picture of your market and you’ll be able to easily design your content marketing to meet their very needs. Ask these 6 essential questions to help you craft an audience persona:
- What is their personal demographics?
- Do they have hobbies? Skills?
- Describe a typical day in the life of your ideal customer.
- Are they dealing with a pressing problem that your product or service alone can solve?
- What might be their common objections with your offers?
- Who else is involved in their decision-making process?
These are only a few things to consider. We recommend the following strategies to help you dig deeper:
A. Keyword Research
Words that online searchers use to look for information in search engines reveal a lot about their intentions. Google Keyword Planner is the go-to keyword research tool to discover the things that most of your target customers are interested in.
Answer The Public is another great tool that uncovers people’s interests. Newbie bloggers also use it to get blog content topics to write about.
Let’s say I own a gardening website. In the example above, I used Answer The Public to learn more about my readers by entering the search term “gardening” into the tool.
The tool returned ideas such as:
- Can gardening save money
- How gardening helps us
- Can gardening be a workout
- Who likes gardening
- Gardening gloves
I can use the suggestions above to write or create visual content around these topics that people care about.
If you’re wondering where the tool gets its massive collection of keywords, it sources them from Google and Bing’s autocomplete data.
B. Blog Comments
Head over to a popular competitor’s website. Make sure that the website has readers actively commenting on every blog post. Comment sections are a treasure chest of valuable audience data.
Sentiments, personal goals, challenges, and interests are the things you’ll commonly find in these comments. Take note of these comments. Often, you will be able to identify common “themes.”
These pieces of information will be your guide to create blog posts, offer a new service, or perhaps improve on a previous one.
C. Amazon Customer Reviews
What better place to do market research than Amazon? As a massive e-commerce company, it provides a wealth of information.
This website is useful especially if you sell e-commerce products. Nevertheless, you can still use it regardless of your niche.
Amazon helps you source data to address your customers’ pain points and provide better tips and strategies through your content.
Imagine you own a site on gardening. Go to Amazon. Select the appropriate department for your gardening website. That would be Home, Garden & Tools > Patio, Lawn & Garden.
Make sure that you search for products that received multiple customer reviews.
One of the reviews on a garden weasel edge chopper (shown below) already gives you an idea of the things that people value in a gardening product: Ease of use, ergonomics, and durability.
2. Aim for evergreen content.
You might think that expert topics and the hottest trends make you the go-to resource in your niche but in reality, they don’t. The majority of people looking for information are beginner learners who want to know more about a subject.
Why else would they bother to do a Google search if they’re already well-versed in a certain topic?
This is what evergreen content is all about.
When you hear the term “evergreen content,” think about evergreen trees. They stay fresh, relevant, and retain their shelf life for many years to come.
Content that is evergreen will always remain useful to your readers. Evergreen content is aimed at beginners and covers a certain topic in detail. It answers very specific questions that people ask.
Below are examples of evergreen content that perform well and produce long-lasting results:
A. Beginner’s Guides
As we have mentioned, content aimed at beginners work so well. Genuine learners look to start somewhere. Your guide can be the best solution to quench their thirst for information.
Through offering beginner’s guides, your audiences can capture new vocabulary and concepts from you. They won’t forget that you’ve played a vital part in their entry point to discovering a topic of interest.
Consider Moz.com’s guide to SEO for beginners as a great example of evergreen content.
B. Complete Tool List
Recommend a long list of tools that your target learners will crave for. Make this list the ultimate, complete resource that combines all the tools that other content marketers in your industry mention.
People love a massive tool list. They will continue to refer to it each time they need help. Your list attracts even more traffic and engagement especially if all the tools you mention are free.
Update your list when needed. Replace outdated tools or add new ones to make the list longer.
Brian Dean of Backlinko did a perfect job of compiling a “complete list” of SEO tools (see screenshot above). The post has actually garnered over 4,600 Facebook shares and 5,700 retweets.
C. Glossary of Terms
Give your loyal audiences a huge favor by creating a list of terms and their meanings in simple language. A glossary of terms would be extremely beneficial if you often discuss technical topics.
Definition of terms and terminologies are less likely to change. Cover everything from A to Z.
In fact, a good idea would be to end your post by stating a call-to-action that invites readers to suggest terms that are missing on your list. Doing this is also one way for you to generate engagement by sparking conversations.
3. Don’t forget SEO.
No content marketing campaign generates results without search engine optimization.
Business owners must inject an SEO perspective into their content marketing efforts if they want to dominate search results and benefit from conversions.
Aside from the very obvious and most essential SEO strategy which is keyword research, what are other ways to refine and perfect your content using SEO?
A. Title Tags
This is an HTML element that shows up on search engine results as the title of your page. Place your important keywords in your title tag but avoid stuffing.
Put in mind that title tags should be written for humans. When a person reads your title tag, he must know at a glance what the page is all about.
B. Meta Descriptions
While meta descriptions don’t have an influence on your search rankings, optimizing them helps you create a positive first impression on your audience.
On SERPs, a meta description refers to the few lines of text right beneath a title tag. Refer to the screenshot above. Treat your meta description as a “sales pitch” or advertisement that influences an online searcher to click on your page.
C. Page Speed
Imagine yourself as someone shopping using your mobile device. As you read customer reviews, you find out that the website takes forever to load. You’re frustrated and choose to leave instead.
Speed is critical to content marketing success. Online searchers want information and to complete a certain action and they want it now. Slow loading pages drive away traffic and increase bounce rates.
Make sure that you check your page speed using Google PageSpeed Insights. Enter the URL of your web page then click Analyze.
The tool will immediately reveal your website’s current speed performance. At the same time, it will suggest possible optimizations.
D. Internal and External Linking
You can’t do away with internal and external links. Internal links are links that connect pages on the same site. On the other hand, external links are links that reference to pages from other domains.
When you put internal links in a piece of content, you enhance your site’s navigability and potential to be crawled by search engine spiders.
Let’s say you’ve visited a site on productivity. Within an article, you see a link that leads to a relevant article that provides additional information on the current topic you’re reading. This provides a better experience for you.
External links, though pointing to other domains, also boost your SEO in a way that they help search engines decipher your entire content through the resources you link out to.
If these external resources are relevant and authoritative (they have a good domain score), then search engines will consider your content worth ranking.
There you go…
Our complete guide to content marketing for newbie learners. We hope that you have gained valuable information you can use to launch almighty content campaigns today.
Create content that stands out by following the strategies here. Lastly, work hard on amplification to get your content as far as possible.
Stay tuned for more content marketing tips here at RankYourPage. If you enjoyed this blog post, leave a comment below.