I’m not really used to writing shorter blog posts – and I’m also guessing that most of you already know that I always write long-form content and comprehensive tutorials related to online marketing.
So I’m going to try something new, well not that new, since I’ve written some posts in the past that are just 500+ words in length – although, there’s something that I would want to test on this one.
Anyway, there’s this one question that seems to be asked to me more and more for the past 2 years of being a consultant:
“How do I get quick wins in SEO and content marketing for me and/or for my clients”?
My answer is quite simple, I believe that the real key to any effective and result-driven online marketing campaign (whether it’s relying on search or content marketing) is through a solid research phase.
This stage usually includes the following areas to have a sustainable content strategy for both search and social campaigns:
Although, I mostly look out for two things:
- Understanding what your target audience really needs and seeks for, and then being able to provide those needs.
- Determining what your competitors have, and basing your methodologies on what appears to be their weaker spots.
By having insights from these 2 research processes – knowing your audience and the strengths as well as weaknesses of your competitors – it’ll be easier for you to come up with the unexpected hooks that you can use for your content.
These are the information and the ideas that you can provide that your competitors aren’t covering yet, and might somehow be needed by your target audience.
Content is an investment
Content is a brand asset that can help you scale your marketing and lead generation. Because a single content can alter how your business will perform in the future.
One blog post can drive you hundreds of leads/sales in its lifetime, so what more if you have dozens or hundreds of this type of high-performing content.
Perhaps, that’s the reason why my main approach when it comes to content marketing only revolves around 3 primary elements:
And how do I come up with a content that’s comprehensive, actionable and evergreen? Back to step 1, I try to understand my audience and I study my competitors’ existing assets.
With formulas, that’s where I’m not sure. But mindset, there is. Our profession requires lots of complex processes. But I love to simplify things, not just to make it easier for me, but to also make it damn easier for my team.
My principle in SEO is very simple, as you only have to optimize for two things:
And same thing applies in content marketing:
The truth is, it’s really easy to promote (great) content when you’re sure and confident about it. And don’t forget to reach out to those who’re really interested about the subject of your content.
Because at the end of the day, search and content marketing will always be a battle of who stands out the best.
Also, if you want me to write a longer and more detailed version of this post, please let me know in the comment sections. I would be happy to write one (but not sure when, as I also have 2 big posts coming out this month – off-page SEO in 2013 and beyond and a comprehensive guide to content promotion).