Why content marketing and SEO is the key to success
Up your content strategy game with these top tips
So you’ve just launched your shiny new mobile responsive site, it includes keyword-friendly content about your services, some awesome new pictures of the team, a great new corporate video and easy ways to get in-touch…job done, right?
Well, not quite.
89% of B2B researchers use the Internet during the research process, so being discoverable through search engines is fundamental if you're looking to boost new business opportunities for your business. Unfortunately, serving up a well-developed new site doesn’t mean you’ll float to the top of search results.
When it comes to SEO, content really is king
Content is one of the most important factors in search engine algorithms and the basis for numerous other factors that affect search visibility and site traffic. Content is the foundation of the user experience, and search engines have placed a premium on its value as a ranking factor.
Give your visitors the information they’re looking for.
Don’t know what they’re looking for? Conduct some keyword research or ask them through focus groups or surveys. Understanding the information your customers value is always the starting point for many of the conversations with have with our clients. We conduct this research to find out which topics we should write about and what language and phrases should be used while writing.
Give a little, get a lot…
We still get asked “but will people actually read it?” The answer is – if it’s compelling and interesting, absolutely! 95% of B2B buyers are willing to consider vendor-related content as trustworthy. Just last week a whitepaper we produced for a client contributed to new revenue of 250,000% higher than the original investment in producing the whitepaper.
Keeping it fresh
The frequency of your page updates and how often your site is updated is important and can have a significant impact on your rankings. Remember though that doesn’t mean you need to produce new content all the time, Hubspot generate 70% of their traffic by reposting old content.
Editing or re-promoting old posts can be just as valuable as creating new content. It’s important to find a schedule that works for you. Whether that be one post per week or five, depending on your resources and service industry.
Our advice to you? Create a content plan which aligns with your marketing strategy. Start with a frequency which is manageable for you and track which content is successful and why. Bring those learnings into new content you produce and don’t be afraid to recycle the old.
And finally, our 3 top tips to creating successful content for your website
- Create unique content which you have genuine authority to talk about and give each piece a single topic of focus, ideally centred around a topic you know your customers search for.
- Don’t underestimate the importance of titles and headings. By organizing your content with descriptive titles and headings, you’re clearly indicating to search engines what the page is about. Check out this handy headline analyser from CoSchedule we love it!
- The average length for content ranking in the top 10 results of Google is at least 2000 words, so write enough content to cover your topic well. We usually suggest a minimum of 300 words – if you can’t manage this it doesn’t actually deserve its own page.