Content marketing has become a popular phrase recently – but what does it mean?
Does it really involve marketing? Does it have something to do with content?
Yes, to both – but it is not that clear cut. Content marketing involves developing content with a content plan designed to increase organic search traffic.
What is content marketing? Content marketing involves developing content with a content plan designed to increase organic search traffic.
Content may also be designed to increase reader shares and create backlinks.
Backlinks, in turn, help with search ranking and search traffic.
But, getting users to find you in the first place is the biggest challenge. What does it take, content wise, to get noticed in search results?
As with most things related to organic search and Google, getting found in search results is an ever changing formula. However, the core of content marketing will most likely stay very stable.
What is the core of content marketing? Developing detailed content in volume that is helpful and useful to the user (searcher).
Content marketing involves several key elements:
- Keyword development & research
- Content planning
- Content creation
- Proper content structure & optimization
- On page optimization
- Search results CTR optimization
Let’s take a quick look at each of these elements.
Keyword development & research
The development and research for keywords go hand-in-hand.
It is a combination of learning which keywords are the main or critical words and phrases (keywords) that your potential customers are searching for – and which keywords are the most searched for by statistical volume.
This helps determine the priority of the content that needs to be created.
But not just keyword research. Another thing to consider is… what are your customers asking about?
Research surrounding answering questions directly and indirectly relevant to your potential customers is also a big part of the research and goes right into the next area discussed.
And then we need to come up with an overall plan of attack on what and how content will be created.
What gets written first? How long does the content need to be? Who will create it? What type of content should be created? All these questions need to be answered.
Also, is your content relevant to your reader and also relevant to what you do? – it needs to be both.
In content planning, your content should be crafted around being relevant to the user (which should also be potential customers), helpful to the user, useful to the user, relevant to what you do, and answer your potential customer questions.
Accomplishing all of that is a tall order.
Why do we keep saying content creation instead of content written?
Because creating content involves more than just writing content. Almost all content consists of images, diagrams, links, and other components that truly make up what content is.
Depending on who you are and your skill set, any or all of these elements can be very challenging.
Content does not need to be fancy, but keep in mind that the more relevant, helpful, and useful the content is, the more it will be shared and the higher it will rank in search results.
Does the content answer questions? The most helpful content usually answers one or more questions the reader (user) may have.
Content creation is by far the most difficult part of content marketing, the most grueling part, and the most expensive part.
Proper content structure & optimization
Content structure refers to the organization of the content. Does it have the proper parts? Does it have a proper headline? Does it have proper sub headings?
And then it needs optimized. Keyword stuffing is a thing of the past when it comes to SEO. But making sure the content stays on topic and the topic is related to keywords the user has searched for is vital.
This may mean making sure that keywords or semantic keywords do appear in the content.
On page optimization
On page optimization used to be referred to as the traditional SEO. It used to involve keyword stuffing everywhere and everywhere that you could.
Not anymore. Most optimization comes into play with making sure that Google knows what your content is about through descriptions.
Those descriptions may involve meta tags, structured markup, alt tags, or any other coding aspects that Google pays attention to. It is the technical backend of the content.
Search results CTR optimization
How does your content show up in search results? What does it look like? And does it matter?
It definitely matters. A growing Google ranking factor is the CTR or click-through-rate of a search result.
The bigger the CTR for a piece of content, the higher that content is likely to rank. This is because Google sees it as more relevant if more people click on it.
Of course, it also needs to BE relevant so that users do not click away.
Having both of these factors work together should result in your content moving up in search results ranking.
How do we get a higher CTR? By crafting a headline and other snippets seen in the search results to attract user attention and pique their interest. This is where some marketing expertise comes into play.
What we do
Depending on what level of content marketing you want to participate in, at Qorble, we work on part or all of the elements involved in content marketing.
If you need website traffic (who doesn’t?), then you may want to work more on content marketing.
Once content is built and optimized, for the most part, it is like an investment – it should continue to grow and increase traffic to your site.