Content marketing has grown its importance over the past couple of years in the online marketing realm. And one of the most evident factors of why brands and online marketers have started to embrace this marketing practice is the constant changes (algorithm updates) occurring in the search space.
This branch of marketing has proven its efficiency, especially in demonstrating thought-leadership and the approach’s ability to improve a business’ lead generation process.
So below are few tips on how you can scale your content marketing efforts.
Create things that are hard to do
Creating content that’s really hard to replicate is definitely one of the best ways to standout as an authority/expert in your industry. Many of the successful content publishers on the web have taken this route – and perhaps the best sample of this is BuzzFeed’s content strategy.
Some of the core elements of a hard to implement/replicate content are:
Contain solid and unique ideas and insights based on experience or internal case studies.
Invest on continuous creation of evergreen content assets – that are useful, actionable and frequently searched by your target audience. It’s the best way to semi-automate your brand’s marketing and lead generation process.
Optimize content assets for search
It’s undeniable that search is still the most effective medium to constantly attract new traffic and potential customers to a website.
Strengthening both owned and earned media is very vital in content marketing. These channels simply allow publishers to scale the “marketing” in content marketing.
Continuously grow your brand’s readership and following by making it easy and simple for people to subscribe to your email list and feed, as well as to follow you on social networks. You can do this by making this calls-to-action very visible on your site’s high-traffic pages (or placing these CTAs highly visible areas).
You can also check these other comprehensive guides on how to effectively grow your email lists and social follower base:
Tie in these goals with your content efforts. As along the process of building a strong following on both medium (social and email) will eventually help you semi-automate your content promotion.
Scaling Content Discovery
There are many other ways to ensure that your content assets are getting found by people who’re really seeking for them, such as:
Build internal links to them or promote through your site’s newer content or pages on your site that’s constantly receiving traffic.
Acquiring links/visibility from topically relevant pages/discussions that are getting constant traffic (pages ranking for relevant search terms).
Building solid content distribution channels – such as regular columns on other industry publications, guest blogs that will be able to generate constant traffic, and repurposed content on UGC sites such as Slideshare or YouTube.
Establishing your brand as an authority on community sites (like Inbound.org, industry forums, subreddits, etc…).
The main point is to get more visibility for your content assets from pages that have higher potentials of ranking better on search results.
Everyone knows in this industry how impactful relationships are, specifically with the role it plays in marketing and customer acquisition.
Connect and engage with other influencers and content publishers in your online space, as well as with your own readers.
Having industry peers that will really voluntarily share your piece every time you publish a new content is one of the best ways to amplify the reach of your brand.
Pro tip: In engaging industry influencers, instead of doing an interview of them at the start of your campaign, why not just get insights from them and include them on your posts (along with your own takeaways and ideas). That way, they’ll be more interested to share the content and connect with you further.
Every content asset is a landing page
A content is far more stronger if it has its own goals. Like landing pages, it’s important for your content assets to become helpful in achieving your business’ short and long-term goals.
Every content that you publish and promote should aim for people visiting it to take actions (subscribing to your newsletter, sharing or following you on social networks, etc…).
Use conversion-oriented approaches to make certain that your content assets will drive results, such as:
Optimizing your content’s CTAs.
Internally linking to other useful content of the site, to make visitors stay longer.
Author’s personal branding
Invest on building a strong author portfolio and brand. Having well-recognize authors on board make everything else very easy, may it be in terms of doing outreach, attracting ton of links/brand mentions, and acquiring customers.
Here are few tips on how to build a strong personal brand for authors/bloggers:
Get interview opportunities (find bloggers who do interviews and pitch your brand’s authors).
Collaborate with other known authors in your field to create shareable content.
Implement authorship markups on all of the author’s works (on and off the site).
Apply to become a columnist or a regular contributor on popular industry blogs.
Establish trust and expertise through interactions (ex: social networking, forum and comment marketing).
The more you set yourself as a credible author in your industry, the more natural mentions you can get to your site’s content.
Serve better content display for mobile devices
Mobile search is growing very fast, and it will never stop. It’s best to analyze how much traffic you’re getting from mobile devices.
If it’s a substantial portion of your total traffic, then you might want to start using responsive web design or launching a mobile version/app of your site to improve site usage and user-engagement.
Optimize or create content for local search (if appropriate)
Given that search results are getting more location-based (particularly in mobile), optimizing some of your content to target geo-specific audience can perhaps be a good addition to your content strategy.
Mathew Hunt recently wrote a great piece on doing on-page optimization for local SEO, which I highly recommend for you guys to check out. That post also included a visual sample of an optimized local page:
Turn successful evergreen blog posts into pages
Pages have higher ranking power than blog posts. Google’s Freshness filters are somehow favoring newer content on search results (on many verticals). Making a lot of older, but evergreen, blog posts become less visible on SERPs.
So if you have evergreen blog posts that have managed to attract good amount of natural links and social shares in the past, then moving them to a page might be a viable approach to sustain and increase its search rankings.
Pro tip: If you have successful evergreen blog posts (that have natural links), make them a page (pages have higher staying power in SERPs)
Jason Acidre is the Co-Founder and CEO of Xight Interactive - a digital marketing agency based in the Philippines. He's also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre.