Crafting SEO content for your company requires knowledge, strategy, and skills. Luckily, you have stumbled across this article. However, it was not really luck that brought you to this blog post, it was SEO strategy. We specifically optimized this piece of content to reach you at the right time. Curious as to how we did this? Keep reading!
What is the purpose of a blog?
As a digital marketing agency specializing in SEO, our clients have asked us about the purpose of a blog numerous times. The difference between web page copy and blog content can seem like marketing jargon to a client in one of the various industries that we service.
The simple answer to the above question is that a blog is meant to provide valuable information to your target audience and help secure search engine real estate. You want to have the right balance of keywords, as search engines view keyword stuffing to be a negative factor. The primary purpose of the article should be to provide value and educate your audience on something that you are knowledgeable about.
The blogs should not focus on your service offerings, instead they should complement them. Use this blog post as an example, we are a digital marketing agency that offers content creation as part of its service offerings. This blog is not listing all of the reasons why you should select Kraus Marketing to write content for you. Rather, the post is (hopefully) providing you with information relevant to your search query.
How does blog content assist with SEO?
We mentioned above that blog content can assist with SEO efforts. You might be wondering how this happens? Well, to answer that question, we need to ask you another one. Have you ever noticed competitors’ websites residing above your website on a Google search? They most likely are working on their SEO to land that top spot.
The primary purpose of SEO is to get your brand discovered and create awareness about your company. To do this, you need to include H1s, title tags, meta descriptions, and keywords throughout your website. If someone is searching for a company in your industry to provide a specific service, you need to do your best to pop up on the first page of the search engine the person is using. This can be accomplished by providing relevant information on your website and frequently updating your site in the form of blog content.
Blog content and SEO go hand-in-hand, as they really help consumers find your website, learn relevant information, and discover your service offerings. Now that you understand the importance of creating blog content, your next question will most likely be: how can I create relevant blog posts?
How to create relevant blog posts?
The first thing you should do before writing blog posts is to analyze your competitors. Look at the topics they are writing about and see if you could cover similar information better. Next, you should evaluate your target audience to see what topics they are interested in. From there, you can determine a content strategy that provides information your target audience is searching for. We have provided in-depth tips towards creating a content marketing strategy in a previous blog post.
Beyond the Blog
While blogs are crucial for SEO benefit, it is also important to evaluate other forms of content besides blog posts. Doing so will help to diversify your brand and provide information that everyone in your target audience can relate to. Examples of diversifying your content include videos, social media, and emails.
Videos have really taken off in the past few years. YouTube now has one billion active users each month and Facebook has 100 million hours of daily video watch. Those statistics are expected to grow yearly. Videos can even help with SEO benefit, particularly if they are uploaded to YouTube. Live video is especially prevalent on social media. You probably have noticed Facebook, Instagram, YouTube, and Twitter showcasing livestreams.
Social media is another great form of content to build your brand and showcase your industry-leading knowledge. We recently reported that people spend 50 minutes each day on Facebook, Instagram, and Messenger. If you are not currently on those platforms, you could be missing out on connecting and engaging with your target audience.
Did you know that emails have the potential to reach a 3800% ROI? Email marketing is another option to provide relevant information to your target audience. Although it does not provide a direct SEO benefit, it helps captivate your audience to continue through the sales funnel.
Understanding Your Audience
In order to determine what content is best for your audience, you will need to understand your audience. Digital marketing and media has really transformed what becomes “front-page news.” There is more analysis about what audiences enjoy reading and what they want to see more of. How can you determine this for your particular audience? See the tips below.
- Write in a voice that your audience will understand. We know that every industry has its own jargon. However, if your content pieces are written in that jargon, you will be turning away potential consumers. While you want to showcase your industry-leading knowledge, you need to do so in a way that is easy to understand. Remember that not everyone lives and breathes in your industry each day. They are turning to you because you are the professionals.
- Determine what content your audience enjoys more. The best way to do this is through testing every type of content. Analyze the results and engagement of videos, social media posts, and emails to determine the right mix for you.
- Do not oversell to your audience. How many times have you found yourself clicking out of an article or video because the company was talking about their products 99% of the time? People click on articles and videos because they want to learn something, not hear about your service offerings. It is okay to have a call to action near the bottom of the post, however, if it is throughout your content, you will be turning your audience away.
Are you curious about how to implement these digital marketing strategies in your business? Kraus Marketing specializes in SEO and Social Media Marketing. We serve companies in the New Jersey and New York City area. Inquire about our services by calling (973) 998-5742 or contact us online.