There is no denying that without a strong content marketing campaign propelling it along, your SEO is eventually going to plateau. While onsite optimization and traditional link building is important, content is what is going to make your website competitive in your niche, build your brand’s authority and give the search engines a reason to revisit and re-index your site.
Here are two SEO tips for content marketing:
Creating a content recycling campaign.
Creating great content on a consistent basis is no easy task. A strong content marketing campaign is going to include blogs, white papers, articles, online press release, videos, infographics and more. Even if you have an in-house writer handling the content creation, you have to remember that time is money! Get the most out of each piece of content they create, not matter what platform it was intended for and recycle your contentcorrectly! Keep in mind that content recycling is not that same as article spinning—you are not submitting the same piece of content to a dozen sites. A press release can be reworked to become a promotional blog post, which in turn can be posted to your Facebook wall or Tweeted about. If you are launching a new product, you’ll have to write a new page of content for your website about that product, which can be used as the script for a product demonstration video that you post to YouTube. A white paper can be sliced into a dozen blog posts or a webinar can turn into a year’s worth of 2 minute videos for your video marketing campaign. They key to content recycling is to keep the messaging consistent but change the style/formatting to fit each new medium.
Every time you recycle a piece of content, you have the ability to optimize it for SEO. Target your most important keywords, as well as a few long tail variations. Include the full http link and anchor text links to help with your link building. And remember to share everything on social networks! The more times a piece of content is shared the more links it creates and the more valuable it becomes in the eyes of the search engines.
Stop stressing over content creation.
Don’t over think your topics! Just about every site owner I meet says their number one problem with their content marketing campaign is that they don’t know what to write about. They think that they have nothing to say or that no one is interested in listening. There is always something to talk about! It’s just a matter of getting out of your own way and letting yourself see your industry from your consumer’s point of view. They don’t have the in-depth knowledge that you do about your industry, company and products. If you knew nothing, what kind of information would you search for? Have your sales reps/customer service reps write down every question they get asked and turn them into a site FAQ. Use blog comments as starting points for new posts. Expand on bullet points in a webinar or white paper. Most site owners are so worried that no one is going to be interested in what they have to say that they get stuck.