In online content marketing strategy, the word strategy is very important. You may write and publish the best of your articles, without actions to make it known to search engines and the public, it will bring you neither traffic on your website, nor visibility and notoriety among Internet users. This is why SEO and content marketing are inseparable.
This is also why an article optimized for natural referencing must be promoted on different communication channels to reach a wider audience. Most companies investing in content marketing simply publish their content on their blog, then share it once on social networks. A mistake, when we know that the lifespan of a post on FB or a Tweet does not exceed 24 hours. Hence the need to promote its old content over the long term.
Finally, the website itself is essential for SEO and the success of a content marketing strategy. The best articles on a technically mediocre site will have a hard time ranking well on Google.
Using content marketing is one way to capture readers' attention, traffic, and conversions.
How to combine SEO and content marketing to turn an anonymous blog post into an article that is truly successful online? This is what we will see together with these tips.
SEO: the essentials to get traffic to your site
The natural referencing of a site is carried by 3 pillars to be first on Google :
- website development
- internal and external links
- the contents
The SEO performance of a page depends on a good harmony between these 3 elements. One, not going without the other.
The need for a technically efficient site
The first of the 3 pillars of SEO is therefore technique. The structure of the site is the basis that will allow the content to position itself well in the search results . Clean code and a well-thought-out site structure will make it easier for search engines to work and especially Google.
For the Bots to be able to analyze and index the pages of the site, it is necessary to facilitate their access to them. Ideally, a web page, especially if it is important for the business, should not be more than 3 clicks from the home page.
This is quite complicated for sites with many pages. In this case, it is advisable to create a site map to facilitate the navigation of google robots on the site.
Other elements are also taken into account, among them:
- page load speed
- a responsive website
- the validity of 301 redirect links and 404 errors…
Internal links and external links, instructions for use
Whether inbound or outbound, links have a strong impact on SEO . Google gives a lot of weight in its algorithm to the number, but also to the quality of the links pointing to a site. This is why they are considered to be the second pillar.
Incoming:
The incoming link is a link from another site that points to one of your pages . If this site is in “Do Follow”, the link redirects to the page and is counted for your SEO. If this link is "No Follow", it redirects to the page, but has no impact on the natural referencing of your site.
The more “Do follow” links pointing to your site, the more credibility Google gives it. It will therefore be more likely to position your pages well in its search results, ahead of your competitors.
Outgoing:
An outbound link is a link that you place in your content that points to another site . You can also set them to do follow or no follow. Be careful, however, that a site that has many “no follow” links risks being badly perceived. Strangely, the purchase of link being an abusive practice in the eyes of the search engine, this one requires to put the sponsored links in “No Follow”.
A headache for SEO experts who need Do Follow links to properly reference the sites they deal with.
Internal:
Another important point in a link strategy is the management of internal links. These must facilitate the work of robots when indexing content . It allows to improve the page rank of a page, in particular by creating a link towards a strong page towards a less strong page.
In the case of a blog, it is advisable to create relevant internal links between the articles. These links can be inserted naturally into the text or placed at the bottom of the page in the form of a menu: "to read on the same theme".
Content marketing: focus on content writing
The 3rd pillar of SEO is therefore the writing of blog articles and texts for your site. Google attaches great importance to the quality of content .
But what is good content?
A text written for the web is considered “good” when it combines relevance of the comments for the target consumers and SEO optimization. Google , which positions itself as an answer engine , has one main goal, which is to inform the Internet user. To do this, it tries to find the pages with the most relevant answers to a query on the web. For it to find these pages, it is necessary that their content is well optimized for its algorithm.
How to optimize content?
Optimizing content for natural referencing goes through 3 steps:
- The choice of keywords: Whether long-tail or short-tail, keywords are what will help Google determine what your page is about . If your text is well optimized for this keyword, each time a user types this query into the search engine, chances are that your page will appear quickly in the search results.
- On-site optimization : these are texts not visible to the reader when he is on your web page. The title is the title of the page , it must imperatively contain the main keyword. Metadescripton has a more marketing vocation . It serves as an “advertisement” for your page in search results. A metadescription that contains the keyword typed by the Internet user has a better chance of being spotted by him. So remember to write an attractive meta by integrating the keyword.
- On-page optimization : it is about optimizing the text of the page or the blog article by creating a readable structure: H1, H2, H3, bulleted lists... Then, it is important to work on the word -key by inserting it naturally in the content , but also in the H1 and in at least one subtitle. Finally, you have to work on the lexical field around the keyword. It then remains to manage the internal and external links to perfect the optimization of the text.
How long does it take to promote a site?
The natural referencing of a site is a rather long process, it takes time to be referenced on Google , so it is important, especially for sites with little seniority, to promote its content on social networks to obtain visits . on his site. With regular work, count at least 6 months to make your site known . Everything also depends on the presence and pressure of competitors.
Sharing and networking: everything to make your site known
Now that the technique of your site is developed and that you have written quality content, it remains to make your company known with this content. This is where the term "content marketing" takes on its full meaning. You will have to “sell” your content and make readers want to consult them.
What is quality content?
Quality content is an article, a white paper, a video that has real added value. It is in tune with the needs and interests of your website's target consumers . By providing them with an answer to their problem, it helps to enhance your expertise.
But great content can also be engaging, human-focused content meant to connect with your readers. Even if they do not deal specifically with your theme, this content helps to retain your audience and attract new readers, to stimulate engagement and conversion.
Evergreen content, with no time limit of relevance, is effective and spans the years, gaining power in the eyes of Google and accumulating external links following sharing from other sites.
The art of breaking down content into different versions
A good blog post can be broken down into multiple content. The ideal is to adapt its content to the communication channel for which it is intended.
First, it is important to choose the channels where your target customers are and to focus your efforts on these communication channels while ensuring a minimal presence on other social networks.
If you are targeting a B2B clientele, Linkedin will be a social network where you will have to be active. It will therefore be necessary to integrate it into your content strategy. This therefore involves sharing your articles on your profile or your company's profile, but also by publishing articles on Linkedin.
Before sharing your content, be sure to write a short introductory text that makes you want to see it. Each social network has its trends:
- Linkedin: a professional tone and a focus on success and personal development.
- Facebook: ideal for SMEs and B2C, you will have to opt for a tone close to your followers
- Twitter: ideal for relaying news from your sector while sharing some of your content. Here, the news takes precedence and it is fashionable to comment on it.
- Instagram: the social network that is rising and on which the visual is very important. Invest in good graphics in the image of your company's graphic charter and post mainly about the life of your company.
What content to promote?
A good content marketing strategy is based on promoting content that relates to the business. Be sure to sponsor content that will at least bring you something: an email address for an emailing list, a phone number, registration for a software or service trial, etc.
How do I create content that will be shared?
First of all by being interested in your target. Who are you talking to? This question, you must ask yourself before you start writing. It is not uncommon for a company to have multiple targets. This is particularly the case for companies that provide services to individuals and companies;
In this case, you will have to create content that sometimes only addresses one of your targets. If you write general content to please everyone, the risk is precisely, to please no one. You risk losing part of your audience and therefore generating less traffic on your site.
This strategy can be integrated into the creation of a semantic cocoon in order to achieve a semantic universe and a favorable internal mesh around your main targeted request.
Did you know ?: according to a study, the number of shares on social networks fell by 50% between 2015 and 2019. Hence the importance of creating an effective content marketing strategy and regularly offering content to your readers to increase notoriety and visits.
The most shared content
- Infographics : Visual content and infographics in particular have a much higher share rate than other content.
- Posts with a photo : On Facebook, a post with a photo gets 50% more likes than a post without a photo. On Twitter, you will get 3X more retweets if you create a visual tweet. Think about it in your content strategy.
- Blog articles based on emotions : humor, fear, indignation, humanism… so many emotions or values which, introduced into an article, make it more shared.
- The lists : 15 tips for… the X reasons why… the 100 things… do these headlines ring a bell? It's normal, they flood the web! Why ? Simply because a number in a title and articles in list form attracts. They have the advantage of being read quickly and their structure is pleasant for the reader. So they share!
How do I know if my content marketing strategy is working?
The first step in a content marketing strategy is to define measurable ROI objectives:
- Number of new leads generated (conversion)
- X% increase in SEO traffic to your website
- Increase the number of subscribers to your newsletter by X%
- Acquisition of X new customers, including a large account
- Engagement with content
These acquisition objectives for which you will have given yourself a deadline to achieve them are easily measurable.
By monitoring the evolution of your results regularly, you will be able to quickly determine whether or not your content marketing strategy is effective . Are the results pending? The number of visits to your website is not increasing? Your sales are not improving? Your contact list is stagnating? Maybe you should consider changing your approach.
The leads generated can then be brought to conversion via a complementary lead nurturing strategy.
Ask yourself the right questions :
- Is my content adapted to my target?
- Is my website performing well? : clean code, sufficient links, optimized content
- Am I using the right channels to promote my content?
Once the SEO and content marketing adjustments are made, you will quickly see the traffic on your website increase. Content marketing is used by nearly 80% of companies today, but only a fraction of them are fully committed to achieving their goals. However, companies publishing more than 16 articles per month generate 3.5 times more traffic on their website than companies publishing once a week. To meditate.
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