If you’ve taken a look around the internet lately, it would be hard to miss the fact that search engine optimization today is all about the audience. Businesses and search engines alike want to provide a digital experience that meets the needs and expectations of every person that turns to the internet. Your content marketing strategy plays a massive role in whether you’ll experience successful digital marketing efforts.
How to Build a Content Marketing Strategy
When you’re looking to create a digital experience that’s focused on the audience, content is how it’s done. When that content is optimized to be highly ranked on search engines, and highly shareable on social media, you benefit from a more meaningful, deeper connection with your audience.
That said, optimizing content and creating a robust content marketing strategy can be a daunting task – especially with search engine algorithms and user experience expectations seeming to change at every turn. Here are a few simple ways to start optimizing your content today.
What Are You Missing?
The best place to start for optimizing your content is by taking a long, thorough look at what you already have. Some of it can be refurbished to better meet the needs of your audience, which will talk about in a minute. But right now, you’re just looking to see what you have and what you don’t.
Most businesses have at least a minor content gap that can be filled. A content gap can best be described as a topic that ranks high in search results that you happen to be missing out on because you haven’t built any content around it. Take a look at your competitors and their top content, then see what’s trending in search results. Identify gaps and build clusters of new content to fill them in.
Making Something Old Relevant Again
Evergreen content should be a pillar in your content marketing strategy. The important thing to remember is that while evergreen content should be written to go the distance, that doesn’t mean that you should just forget about it. Has something about your business, the industry or just consumer preferences in general changed? Revisit your existing content and optimize it for today’s audience.
Create Content for the Audience, Not For You
In order for content to perform, it needs to be relatable. This is hard to accomplish if you’re not keeping the target audience in mind when creating it. Whether you’re writing a long-form blog or working on your first video, consider the perspective, interests, and language of the person who will be consuming it.
Keep It Visually Stimulating
Video content is where most businesses will find the highest levels of engagement with their audiences. While investing in video is great, it’s not the only thing you can do to make your content as visually compelling as possible. Use high-quality images throughout your content, and make sure they’re aligned to the message that your content is trying to deliver.
Grow Your Business Today
Content is one of the single most valuable components of search engine optimization. We’re here to help you optimize your content for success. Reach out to us at Double Up Digital to learn more about what high performing, SEO rich content strategy looks like today.