A common problem for many clients of web agencies is driving traffic to their website. Although as web agencies you can optimise your clients’ sites for search engine indexing and ranking, still quality organic traffic is hard to come by.
As a web agency how can you help your clients? Or what do you do to remedy their concerns?
To help you out, here are some content marketing strategies that you can share with your clients to boost their website traffic.
Everything Starts with Relevant Content
Content is king. It’s the heart and soul of marketing. It’s there to create a positive experience to website visitors. As part of your content marketing efforts, it must be relevant enough to engage visitors and customers.
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According to Halvorson and Rach in their book Content Strategy for the Web, “Relevant content must be useful and usable” The primary purpose of providing relevant content is to engage your customers and potential customers by building trust and confidence with your products or services. Branding becomes the end result through continuous engagement.
Content Forms that Engages Individual Tastes
Since content marketing focuses primarily on customer engagement, it must come in forms that web visitors are after. It means that you shouldn’t limit your content into the written form. There are many forms that you can use to deliver your content. These forms may be through:
1. blog articles
4. slides or powerpoints
8. social media posts
If you want to target different kinds of audiences in one niche then don’t limit you content with written articles. Since everyone has a unique way of learning and digesting information, using different forms can target a large audience who have different wants and needs when it comes to how they want content delivered to them.
Key Components to Optimised Content
We all know about SEO. However, we often forget that keyword research is not the only component. There are other key components that shouldn’t be missing from your content. What are these?
1. keywords or keyphrase research
2. internal links
3. metadata including title, description
4. rich snippets
5. alt tags for images
With the constant changes in search engine algorithms, it is imperative to use long tail keywords or keyphrases. Since search engines are also moving towards a conversational way of searching and indexing pages, inclusion of a variety of keywords in your content is becoming a must. Furthermore, even images and videos should be optimised if your content is in these forms. Otherwise, you risk losing your chance of getting indexed even when you have great content.
Create Clearly Defined Roles for Key People
Nobody pays attention to who will handle the content creation and content marketing aspect. Proper delineation and delegation is all it takes to have a clearly defined and effective content marketing strategy. If no one in your company can focus on content creation, then its better to outsource. Outsourcing content creation has many benefits. Read about the Five Benefits of Hiring a Web Content Writer to find why outsourcing is a good option when generating content as part of your content marketing strategy.
Content Discovery through Different Kinds of Marketing
It’s a fact that relevant and valuable content engages your target market. Nevertheless, how do you drive this market to your content? How do you get as many eyeballs as possible?
Derek Halpern of Social Trigger advocates the 80/20 Rule for Building a Blog Audience. He tells us that successful content marketing is 20% creation and 80% promotion. Promotion is the key to amplifying your content’s reach. What’s happening, however, is that we neglect to do the promotion part.
Where do you start with promotion? How do you do promotion?
1. Promotion through Social Media
There are many channels where you can promote your content. For one, social media is a powerful channel because of the reach. The top social media channels to distribute your content to are: • Facebook • Twitter • Linkedin • Pinterest • You Tube • Google Plus However, don’t spread yourself too thin. Choose the channel where your target audience is. If you are looking into B2B transactions use Linkedin or Twitter. If you are after B2C transactions, a good platforms are Facebook and Pinterest.
2. Promotion through Publishing Sites
There are so many free publishing channels that curates content. You can use these channels to feature your content, at the same time, add other valuable content from other sources. Some of these are:
3. Promotion through High Traffic Online Communities, News Aggregators and Business Sites
There are many high traffic websites that allow article and news submissions and guest postings. Getting your content on these sites is like winning a grand prize because of the instant traffic that it could bring. These includes:
• Content Marketing Institute
• Search Engine Land
• Social Media Examiner
• Social Media Today
• Think Traffic
4. Promotion through Forums
Forums have a high engagement level. The audience in these channels are often more willing to help starters and like-minded individuals. The best part about them is that if there are new tools relevant to your business you get a head start to see if they work.
How do they fit in your content marketing anyway? The audience in forums are not afraid to try new innovations and are willing to spend as long as you can provide valuable insights to what you are selling. This is perfect because your content is your way getting messages across to these audiences.
5. Promotion through Blog Directories
There are many blog directories where you can get listed for free. This is a good traffic generator as there are many bloggers who are also going after traffic for their own blogs. Here’s a good list by Search Engine Journal.
Do Your Content Marketing Strategies Work?
Analytics have become an essential part of website development. It is also an essential part of formulating your content marketing strategies because it gauges your strategies’ success. If you are doing content marketing without measuring its success, it’s a waste of time.
Integrate analytics into your website. Know the pages or posts that get high traffic and work on them to bring in more. If you are looking for top of the line but free analytics, here’s a great list:
What content marketing strategies work for you? We would love to hear your successes in driving organic traffic to your site.