Back in 1996, Bill Gates famously wrote an article on the Microsoft website entitled, “Content Is King.”
In that article, Gates said:
Content is where I expect much of the real money will be made on the Internet…
Gates made many predictions about the future of content in his article. And today, 20 years later, many of his predictions have come true.
In 2016, business blogs are the predominant force powering content distribution. Blogs push content to the billions of consumers who search on Google, Bing, and Yahoo every day.
In a few years from now, I shudder to think what might happen to those businesses who are producing the wrong type of content. Those who aren’t producing content at all. And those who produce content without a purpose or strategy.
Content marketing is a surefire strategy to win consumer mindshare and search engine market share. To this end, you must write content for reading comprehension and for search engine consumption.
Below are four content marketing tips for you to get started and to remember.
In order for your content to be “king”, you need to write it with your goals in mind. Thus, think about what you want your content to do.
➜ Should it drive more website traffic?
➜ Should it generate more leads?
➜ Should it increase your sales conversions?
➜ Should it improve your brand awareness?
Once you have your goals in mind, start brainstorming content ideas. This discovery session will help you write content that resonates with your target audience and search engines.
This is obvious for seasoned content marketers, but not so obvious for beginners.
Here’s an example. Let’s assume the main goal for your content is to improve your brand awareness.
A primary purpose of brand awareness content is to get people’s attention. So you’ll want to create content that people will more likely share on social media.
If you own a bakery, topics like “world’s biggest cupcake” or “unusual cookie flavors” will get people’s attention.
Research long-tail keyword clutters and incorporate them into your content. It’s much easier to rank in the search engines for long-tail keywords. Especially after people start sharing and linking to your content.
The operative word is “naturally”. Don’t force keywords into your content, just for the sake of using them.
Remember, you are writing for people first, search engines second.
The best way to know if your content is taking a turn for the worst, is to read it aloud … or better yet, have someone else read it aloud to you.
Another tip is to use your keywords in your blog title, headlines, sub-headings, and call-to-actions. It’s natural to use them there.
The more content you create, the better you become. And you will learn to create content that resonates and ranks without thinking about the search engines.
Finally, make sure that you don’t forget to use visual content. Images, memes and video evoke emotions that written words cannot.
Before you publish your content, make sure that you’ve used keywords in both your image title and ALT description. You’ll be surprised at how many of your competitors ignore the little SEO things that make a big difference.
All in all, the meat of your content should cater directly to your intended readers. It should contain useful and relevant information based on your industry.
✍ In conclusion…
Don’t resort to keyword stuffing unless you want your content to be unattractive to people and search engines.
Most of the writing you do for search engines occurs behind the scenes. It’s doing things like conducting keyword research. And naturally incorporating those keywords into your URL, image names, meta titles, meta descriptions, headlines, subheadings, and body content.
If you liked this article and want to continue our conversation, let’s schedule a time to talk. If you’re located in the Atlanta-metro area, let’s meet in person. If you are not, let’s schedule a phone or Skype call. I’m available to help you create a content marketing strategy that resonates with people and ranks in the search engines. Please contact me here.