At last week’s Cambridge HUG, I got the chance to speak with marketing professionals from across the region - all with their own challenges, successes and questions. But I noticed a recurring theme in the types of uncertainties they had.
Sure, we’ve all established the value of blogging. Almost everyone who is anyone is blogging. But we spend so much time perfecting the art of blogging itself; how to write, how to curate content people want to read, format, images, language etc, are we thinking enough about what to do after it's been published?
We know it’s not enough to simply press the publish button and hope for the best. But despite implementing a solid blogging schedule, everyone still seems slightly confused about what they should be doing to get their content to rank, and bring them a healthy return on investment.
I found this article by SEO professor when I was doing a little research of my own around content analysis. It’s an easily digestible listicle that reminds us of the small efforts that can make all the difference to the success of our content.
Writing and publishing are only one aspect of your strategy. Here are 7 things you need to make an ongoing part of your content strategy:
Having a promotional campaign - be that email or social media - that runs alongside your publishing strategy using relevant platforms can help you achieve market domination and get your content seen by the right people at the right time. Consider your user personas when selecting your platform(s), captions, and formats of your posts.
Link building works perfectly with Google’s three new algorithms: Hummingbird, Penguin, and Panda 4.2. This is a big part of your PR, or what we often refer to as influencer outreach. Building a strong link architecture by acquiring backlinks from other authoritative, reputable sources is the right way to go about building your status as a thought leader. The best way to do this? Ask!
Monitoring and measuring your content is the best way to gain insight into how you can continually improve. The most common metrics for analysis tend to be traffic, bounce rates, CTA clicks, shares, and engagements. High bounce rates, for example, illustrates potential glitches in your site’s design or UX (user experience), which ultimately prompts you to identify the issue and rectify it.
Optimising for search engines
It goes without saying, you need to prioritise search engine optimisation techniques. SEO is constantly developing, so stay fresh and educated on which SEO techniques will enhance your online growth.
Republish your content
While you’ll want to be wary of duplicating your content, republishing your content can help to benefit your ranking and win valuable backlinks. You can avoid outranking your own content by syndicating only after the first post has generated substantial traffic.
Engage with your audience
SEO Professor recommends using your content marketing for what it is - a relationship building tool. Make generating engagements and conversations with your audience one of your content goals.
Update your content
Stay fresh and relevant, and while this might appear onerous, try to prioritise your high-performing blogs when updating your content.
Marketing legend, Seth Godin, calls content “the only marketing left”. He defines it as connection, and at heart, that’s precisely what your content marketing strategy needs to achieve at every phase of promotion. Once you’ve published it, don’t make the mistake of thinking you’re finished. Without the following 7 steps, your marketing strategy is unlikely to grow wings.